Advertising in China

Abstract

With China's decision to readjust its economy in 1979, marketing and advertising also came to the fore. Foreign advertising is officially welcomed, and it accounts for some 6 per cent of advertising turnover over the years. Since advertising as a marketing tool is still very much in its formative stage, this paper examines the findings of two empirical studies to highlight the prospects and problems of employing advertising as a marketing tool in China. It is concluded that the Chinese advertising set-up should not be viewed as a Madison Avenue of the East but be assessed in the light of the idiosyncratic nature which pervades the current economic adjustment in the country.