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Essay / Research Paper Abstract
An 8 page paper discussing concepts that advertisers need to heed when advertising in Singapore. The bottom line for marketers planning the promotional aspects of the marketing mix in Singapore is that though Singapore is indeed an integral part of the “mysterious” Asia, in pragmatism and practicality the people of Singapore are less comparable to people of some of Singapore’s Asian neighbors. The people have worked hard to raise their standard of living over the past 40 years and they demand quality and value in the items that they choose for themselves. Informative advertising is well accepted in Singapore, but advertisers need to remain aware of the people’s ability to cut through “spin” if they are to reach the greatest success possible with advertising in Singapore. Bibliography lists 8 sources.
Page Count:
8 pages (~225 words per page)
File: CC6_KSmktgAdvSing.rtf
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Unformatted sample text from the term paper:
Straits Times, has a banner ad on the main page of its website reading, "Fat? How Fat? Your Health @ The Straits Times Interactive." This flies in the face
of all the Western preconceived stereotypes of anything Asian, of course. We have a picture of diminutive dark-haired, dark-eyed individuals scurrying silently about, often very thin and certainly carrying
no more than only normal weight. Fat? The idea in the Western stereotype is reserved for Japanese Sumo wrestlers. Patterns The
fact is that Singapore has held official designation as a mature economy for several years now. It has followed the path that brought many other national economies - including
that of the United States - to mature status. Agriculture gave way to industrialization, which in turn gave way to services. In the service-oriented economy, some service workers
stay on their feet and stay active, but others sit at desks to commune with computers and individuals on the other end of the telephone.
Growing waistlines appear to be a mark of a mature economy in todays world. Another is lack of time resulting in growing use of the increasing numbers
of services available. Peoples lives are busier; marketers become increasingly creative in gaining consumers attention to their advertising. As a mature economy
with per capita incomes nearly on par with those of the United States, Great Britain, Japan and Australia, the people of Singapore have money to spend. The government has
been accused in the past of being paternalistic in forcing individuals to save at least a specific percentage of their income, and it has provided training in personal financial management.
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