International Journal of Advertising, 1997, 16, 148–163 Limitations and Strengths of Pan-Asian Advertising Media: A Review for International Advertisers Louisa Ha The University of Oklahoma Economic growth in Asia has led to a proliferation in the supply of pan-regional media. Most of these are elitist media targeting affluent businessmen and travellers. The increas- ing importance of the Chinese-speaking market spurs the growth of Chinese language pan-Asian media. The emergence of satellite television networks popularizes pan-regional media to a broader audience, although its penetration is still small in comparison to local media. When selecting pan-regional media for advertising in the region, advertisers are advised to use data from pan-Asian audience surveys, publication audit figures and competitive advertising expenditure reports in examining the cost-efficiency of each media vehicle. In choosing between pan-regional and local media, advertisers should con- sider the homogeneity and socio-economic status of their target audience, the importance of international recognition and consistency in image for the brand, geographic strengths, and other added values of the media. INTRODUCTION One key strategic decision of international advertisers is whether they should advertise region by region or country by country. Asia, being the fastest growing region in the world, is now embraced by marketers around the world (Nasbitt, 1995). How to advertise effectively in this region is a big question. Should adver- tisers capitalize on the proliferating pan-regional media in Asia or rely on only local media in each country? Which will bring better results? Pan-regional advertising has been defined as advertising in pan-regional media with a standardized strategy. Owners of pan-regional media, such as Far Eastern Economic Review and Asiaweek, who publish across different markets in Asia, propagate this belief that pan-regional media are the only choice when advertisers need to advertise across the region. This article will argue that even though pan-regional media have many virtues, they have many weaknesses that will not be suitable to certain international advertisers. Since there has been no  Advertising Association 1997. Published by Blackwell Publishers, 108 Cowley Road, Oxford OX4 1JF, UK and 350 Main Street, Malden, MA 02148, USA.