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Hong Kong and Mainland are different perform in advertising, the digital market expert says.

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: Suki Chan reported at 9.4.2019 The Greater Bay Area benefit Hong Kong advertisement industry, there are some fundamental differences in the performance of the advertising industry betwee…)
 
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Suki Chan reported at 9.4.2019
Suki Chan reported at 9.4.2019

在2019年5月19日 (日) 15:08的當前修訂版本

Structure: 7.5 Content: 7

Suki Chan reported at 9.4.2019

The Greater Bay Area benefit Hong Kong advertisement industry, there are some fundamental differences in the performance of the advertising industry between these two places, the digital market expert says.

“You cannot use the same advertising in different country and places which have different culture,” the chairman of Hong Kong Association of Interactive Marketing, Ralph Szeto said at Hong Kong Shue Yan University today.

He said there are significant differences between Hong Kong and the Mainland in the production of advertisements.

Hong Kong's advertising paid attention to the integrity of the story. However, advertising in the Mainland was more direct based on the prevalence of e-commerce, it will be highlighted and attracted to the attention of consumers, he added.

Ocean Park was published an online advertisement on Facebook about two men hug together at the park area which is referenced a Hong Kong homosexuality movie “Happy together,” he said.

“This advertisement want to attract and draw attention of Taiwanese travellers, however some of the netizen think that the Ocean Park stands of LGBT issue,” he added.

He shared the poster of this advertisement was created by a Taiwan advertising agency, even the concept came from a famous Hong Kong movie, it would had different interpretation from different culture people.

“Advertisements was very passive in traditional media,” he said.

The time of broadcast and the length of layout was limited. Also traditional media prefer to use written language and social media was more inclined to use spoken language, he added.

“Although advertising tends to be diversified in different ways, the central idea of advertising is still selling,” Szeto said.

Szeto is one of the founders of a digital and social media communications consulting group called CMRS Group based in Hong Kong. The core business offerings include digital and social media insights, content creation and management, training and consultancy in Greater Bay Area.

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