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Do not bring politics into advertising, says a marketing leader

出自香港新聞網 - 樹仁新傳系學生實習習作

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(新頁面: Reported by Wong Yan Ting, published on 9, April 2019 A feud between former Hong Kong Leader Leung-Chun-ying and activist Ng Man-yuen, with an anti-Beijing newspaper publishing a full fr…)
 
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Reported by Wong Yan Ting, published on 9, April 2019
Reported by Wong Yan Ting, published on 9, April 2019

在2019年5月22日 (三) 00:09的當前修訂版本

Structure: 8.5 Content: 8.5

Reported by Wong Yan Ting, published on 9, April 2019

A feud between former Hong Kong Leader Leung-Chun-ying and activist Ng Man-yuen, with an anti-Beijing newspaper publishing a full front page advertisement to ridicule Leung, was criticized by a marketing leader.

“If I had a chance to comment on this feud, I would say please don’t implicate advertising into politics,” said Ralph Szeto, the Co-founder of CMRS Group and the Chairman of Hong Kong Association of Interactive Marketing (HKAIM).

Leung is the former Hong Kong Leader and he always criticizes Apple Daily newspaper on its advertisements on his social media.

His move was then irritated Tsui Yuen, the former Chief Marketing Officer of Next digital, who said Leung kept giving pressure to advertisers.

Then Ng then upped the ante by announcing a crowdfunding campaign to raise money for the advertisement space on Apple Daily to satirize Leung and mockingly offer him one-way flight ticket to Beijing.

Szeto said he was worried about this would become an excuse for the government to set up regulations on advertising.

“Many countries have set up a lot of regulations regarding advertising while Hong Kong does not,” Szeto said at an assembly at Shue Yan University.

“Hong Kong people should cherish freedom of expression and should not bring politics into advertising,” he added.

Therefore, Szeto said Hong Kong advertisers enjoyed a lot of freedom so they did not have political consideration.

“That is the reason why there was a high degree of creativity in Hong Kong advertising industry,” said Szeto.

Szeto also said it was necessary to look at the media with a professional perspective.

“The most important thing is that the media can help to boost the sale,” Szeto said. “I hope the Apple Daily advertising war will not turn the freedom of creation on advertising become castle on the air afterward.”

Szeto was one of the founders of the digital and social media communications consulting group ten years ago. He started to work as a media assistant for Ogilvy in 1999. He received the award of “2015 Digital Marketer of the Year” and became the first batch of Certified Digital Marketer.

--165136 2019年5月1日 (三) 14:33 (CST)

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