Newly listed companies, in particular, splashed out HK$377 million (US$48 million) on advertising in 2007, representing 1.37 per cent of total adspend during this period. Of the 78 IPOs last year in Hong Kong, 36 carried advertising campaigns.
The top three IPO advertisers were Want Want, Country Garden, and Evergrande Real Estate, accounting for 68 per cent of all new IPO adspend.
Although 68 per cent of the adspend was on TVC, consecutive full page ads have been a prominent strategy.
For example, Evergrande Real Estate bought double full page ads in most mass newspapers on 21-22 February.
