Advertising in Singapore: regional hub, global model

Ling, P 2017, 'Advertising in Singapore: regional hub, global model' in R. Crawford, L. Brennan and L. Parker (ed.) Global Advertising Practice in a Borderless World, Routledge, Abingdon, United Kingdom, pp. 171-191.

Document type: Book Chapter
Collection: Book Chapters

Title Advertising in Singapore: regional hub, global model
Author(s) Ling, P
Year 2017
Title of book Global Advertising Practice in a Borderless World
Publisher Routledge
Place of publication Abingdon, United Kingdom
Editor(s) R. Crawford, L. Brennan and L. Parker
Start page 171
End page 191
Subjects Marketing Communications
Summary Researching into Singapore's advertising history is like being on an archaeological expedition. One discovery leads to another, often in unexpected sites. Further excavations uncover hidden treasures that reflect the rich advertising heritage in Singapore between the 19th century and early 20th century, an era that has not been reported in advertising academic literature. There was, indeed, an active and competitive advertising scene in colonial Singapore between the 1900s and 1930s, long before international advertising firms had started showing interest in the tiny country. Hence, this chapter digs into the past before discussing the current advertising scenario. Specifically, the chapter provides a historical overview of Singapore; traces Singapore's advertising history from its establishment as a trading post of the British East India Company (BEIC); discusses key industry players in Singapore and their regional affiliations; reviews Singapore's consumer culture, creative approaches and popular campaigns; describes the uniqueness of the region, its attraction to global marketers and its varied media growth; and concludes that the traditional media sales agent role has taken on a more regional and global role in 21st century advertising.
Copyright notice © 2017 The Author(s)
Keyword(s) Singapore advertising history
ISBN 9781138918306
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Created: Wed, 05 Jul 2017, 07:49:00 EST by Catalyst Administrator
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