Asian Lunar New Year on February 5th, 2000 Ushers in Year of the Dragon; Kang &Lee Advertising, Nation's Premier Agency Targeting Asian American Market, Explains Significance.Business Editors NEW YORK--(BUSINESS WIRE)--Jan. 31, 2000 The Year of the Dragon will begin on February 5, the Asian Lunar New Year Lunar New Year may refer to the beginning of the year in several calendars. It is commonly assumed that they are all based on a lunar calendar. However, this is not the case. , celebrated by many Asian American A·sian A·mer·i·can also A·sian-A·mer·i·can n. A U.S. citizen or resident of Asian descent. See Usage Note at Amerasian. A groups including Chinese, Vietnamese and Korean Americans The following is a list of Korean Americans who are famous, have made significant contributions to the American culture or society politically, artistically or scientifically, or have appeared in the news numerous times. . &uot;The Asian Lunar New Year is the single most important holiday for these communities,&uot; said Eliot Kang, President &CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. , Kang &Lee Advertising, who is a leading authority on Asian culture in the U.S. Kang &Lee Advertising, a division of Young &Rubicam, is the nation's leading advertising agency specializing in linking corporate America to the Asian American marketplace. Known as &uot;Chuen Jie&uot; (Spring Festival) in Chinese, &uot;Tet Nguyen Dan&uot; in Vietnamese, and &uot;Sol&uot; in Korean, the Lunar New Year is a holiday associated with important and elaborate traditional family celebrations. The Lunar New Year is represented by a cycle of 12 years, each year denoted by a different animal zodiac. &uot;This year is the Year of the Dragon, a symbol of the Emperor which signifies wealth, fortune and everlasting life,&uot; said Kang. &uot;Many parents believe that children born during the Year of the Dragon will have a good futures and better fortunes,&uot; Kang explains. &uot;And not only is this The Year of the Dragon but the beginning of a new century and the beginning of a new millennium, making the year 2000 triply lucky, an occurrence which happens only once every 6000 years,&uot; he said. With few exceptions, the Asian Lunar New Year is also the one period in each year that all advertisers who target Asian-American consumers - regardless of product category - develop Lunar New Year greetings ads and/or special promotional offers tied to the holiday. This advertising conveys recognition and respect for the culture of Asian consumers and is therefore an annual mechanism for companies active in these markets to strengthen their relationships with consumers. As almost all of this advertising is placed in the domestic Asian-language media, it is largely &uot;hidden&uot; from mainstream, general market view. Corporations who in the past years have acknowledged their Asian American customers with specially created advertising during this key holiday include: AT&, Seagram Americas, GongShee.com (a division of EthnicGrocer.com), Bank of America
Bank of America (NYSE: BAC TYO: 8648 ) is the largest commercial bank in the United States in terms of deposits, and the largest company of its kind in the world. , Sears, and others. Kang &Lee Advertising creates integrated marketing communications Integrated Marketing Communications Definition The American Marketing Association suggests that integrated marketing communications (IMC) is “a planning process designed to assure that all contacts received by a customer or prospect for a product, service, or programs which are designed to establish strong product positions in the Asian American consumer segments (Chinese, Filipino, Japanese, Asian-Indian, Korean, Vietnamese). Founded in 1985 by Eliot Kang, Kang &Lee Advertising currently has annual capitalized billings of $65 million and a full-time staff of 100+ advertising professionals in New York City New York City: see New York, city. New York City City (pop., 2000: 8,008,278), southeastern New York, at the mouth of the Hudson River. The largest city in the U.S. and Los Angeles Los Angeles (lôs ăn`jələs, lŏs, ăn`jəlēz'), city (1990 pop. 3,485,398), seat of Los Angeles co., S Calif.; inc. 1850. . The agency's roster of clients include AT&, Bank of America, Prudential, Sears, Roebuck &Co, Seagram Americas, Sina.com, The New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of Times, US Census 2000, Hallmark, and others. |
|
||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion