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Title

Advertising in China: Trends, Constraints, and Implications for Foreign Firms

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Year 1997
Collection Cahiers de recherche; 1997.22
Abstract This article summarizes research findings published on advertising in China by leading Anglo-Saxon marketing and management journals over the past ten years. Its goal is to highlight the implications of these findings for the marketing personnel of foreign firms wishing to market and advertise their products in China. The following subjects are treated: structure of the communication mix advertising objectives, target audience, choice of an advertising agency, choice of media and conception of the message
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CHILLIER, Carine, DENIS, Jean-Emile. Advertising in China: Trends, Constraints, and Implications for Foreign Firms. 1997 https://archive-ouverte.unige.ch/unige:5911

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Deposited on : 2010-04-15

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