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Report
English

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

Collection
  • Cahiers de recherche; 1997.22
Publication date1997
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

Citation (ISO format)
CHILLIER, Carine, DENIS, Jean-Emile. Advertising in China: Trends, Constraints, and Implications for Foreign Firms. 1997
Identifiers
  • PID : unige:5911
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Creation04/15/2010 12:21:10 PM
First validation04/15/2010 12:21:10 PM
Update time03/14/2023 3:27:01 PM
Status update03/14/2023 3:27:01 PM
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