This paper compares the promotional practices and perceptions between two countries of disparate cultural backgrounds, namely Australia and Hong Kong. The paper argues that the preference for a particular promotional tool is influenced by the degree of cultural orientation as measured by...

The purpose of this paper is to examine whether strategic promotion management approach is relevant to the small independent retailers. To address this question, we contrasted the promotion approaches of 397 small independent stores and 115 large retailers. The data were collected from clothing...

Advertising agencies, as communication professionals, should use “best practice” activities for promoting themselves to attract new clients. Presents the results of a survey of executives from the top advertising agencies in Australia to determine the activities the agencies use to promote...

Considers Australian advertising agency executives’ attitudes towards “controversial” clients, by focusing on their attitudes towards political accounts. Examines a sample of 101 advertising agency executives from Australia’s 300 largest agencies to determine why some Australian agencies...