Advertising in China

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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.

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