For Levi's, the success of sexy ads depends on targeted nations
Article Abstract:
Levi Strauss, based in San Francisco, CA, experiences varying success with its sexy advertisements in the Asian region as some countries are more conservative to accept the ads. Although the company may not have problems in more liberated countries such as Japan and the Philippines, ads that feature sensuality may be risky in Muslim and conservative markets such as Singapore, South Korea, Malaysia, Indonesia and Thailand. The intention of Levi's to build a single campaign for its Asian market prompted it to hire Bartle Bogle Hegarty to come up with ads for the Asian audiences, compromising the conservative with the sexy image of the product.
Comment:
Experiences varying success with sexy advertisements in Asian region as some countries are more conservative to accept the ads
Publication Name: The Asian Wall Street Journal Weekly
Subject: Business, international
ISSN: 0191-0132
Year: 1998
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Events exposure for companies comes at range of prices; distinctions between 'sponsor,' 'partner' and 'supporter' reveal changing tactics of Asian Games
Article Abstract:
The distinction between a partner, a sponsor or a supporter at the Asian Games represent big chunks of money. For instance, Eastman Kodak Co was a supporter of the Asian Games held in Thailand. It spent 10 million baht mainly in the form of products and services. To be a partner involved a much bigger amount of money. Each of the 12 partners including Toyota Motor Corp, Caltex Petroleum Corp, Samsung Electronics Co and Thai Airways International spent from $5 million to $10 million apiece. Given the cheaper alternatives, therefore, some companies opt to become mere sponsors or supporters.
Publication Name: The Asian Wall Street Journal Weekly
Subject: Business, international
ISSN: 0191-0132
Year: 1998
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