This document outlines chapters from a marketing management textbook focused on mass communications. It discusses developing advertising programs through the five Ms of mission, money, message, media and measurement. It also covers sales promotions, events, public relations and legal/ethical considerations. Specific topics include setting advertising objectives, deciding budgets, developing campaigns, different media channels, and ensuring social responsibility in Asian cultural contexts.
64. Unconventional Locations
This hair salon in Malaysia used the public ladies’ restroom to advertise, a captive market for ladies
waiting in line.
64
The discussion on sex appeals in Asia is based on “Pushing the Sex Envelope.” Media, 20 September 2002; “Asia Showing Penchant to Shock.” Media, 13 April 2001.