Global and Multi-National Advertising

By Basil G. Englis | Go to book overview

categories may have a more difficult time. Problems such as payment difficulty due to inadequate foreign exchange, cases of the Chinese not meeting their contractual obligations, and sudden imposition of hefty taxes, are not unexpected. This is not to say that the consumer market is not a viable one. Rather, the message here is that when dealing in a consumer packaged good in China, such as Pepsi, one needs to have a clear perspective of what the Chinese economy is gaining by that transaction, not the Chinese consumer. More jobs? Foreign investment? Availability of precious foreign exchange?


CONCLUSION

The research in this chapter is an approach to synthesizing the numerous factors that characterize and affect the advertising of foreign products and services in China. As discussed here, there are several obstacles to be overcome. Overall, however, the challenge that advertising in China poses is well worth it, as the rewards are enormous.


REFERENCES

Agnew J. ( 1987, January 30). China now implementing capitalist tool. Marketing News, 21( 3), 10.

Boudot E. ( 1988, June). Chinese puzzles for foreign advertisers. Asian Business, 23( 6), 82-85.

Curry L. ( 1988, November 9). International profiles: China. Advertising Age, 59( 48), 110.

Dunlap W. ( 1985, September). Want to reach 600 million television fans? Marketing and Media Decisions, 20, 73-78.

Fox M. ( 1987, November 2). Marketing/advertising research: In China "Guanxi" is everything. Advertising Age, 58( 47), S12, S14.

Ho S., & Chan C. ( 1989). Advertising in China-problems and prospects. International Journal of Advertising, 8( 1), 79-87.

Ho S., & Sin Y. ( 1988). Consumer protection in China: The current state of the art. European Journal of Marketing, 22( 1), 41-46.

Reaves L. ( 1985, September 16). China: A new frontier for advertisers. Advertising Age, 56, 74.

Schmuck C. ( 1987, Fall). Broadcasts for a billion: The growth of commercial television in China. Columbia Journal of World Business, 22,( 3), 27-34.

Semenik R. ( 1986). Chinese managers' attitudes towards advertising in China. Journal of Advertising, 15( 4), 56-62.

Stewart S., & Campbell N. ( 1988). Advertising in China and Hong Kong: A preliminary attempt at some comparisons of style. International Journal of Advertising, 7,( 2), 149-154.

Tse D. K., & Belk R. ( 1989, March). Becoming a consumer society: A longitudinal and cross cultural content analysis of print ads from Hong Kong, the People's Republic of China and Taiwan. Journal of Consumer Research, 15,( 4), 457-472.

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