文档介绍：Advertising in China – Threats and Opportunities
Advertising in China – Threats and
Opportunities
Case Study Reference No. MKS0003
This case was written by D Gayatri, under the direction of T Phani Madhav, ICFAI
Business School Case Development Centre. It is intended to be used as the basis
for class discussionINSPECTION rather than to illustrate COPY either effective or ineffective handling of
a management ThisFor case Reproduction piled from published sources.
© 2003, ICFAI Business School Case Development Centre
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Advertising in China – Threats and Opportunities
Advertising in China –
Threats and Opportunities
“China’s ad market is not as big as it appears, and we still have to wait some 50 years before the
market es mature and we e really profitable”1
– Yusuke Inoue, Head, Beijing Dentsu Co Ltd.
INSPECTION“If you want fun and COPY creative, that’s not China”2
Not For Reproduction
– Mr. Philip Li, Executive Director, Saatchi & Saatchi.
“In China, you have to track the Chinese consumers in terms of lifestyles, attitudes and behavior while
promoting the new brand, and that is never easy”3
– Ding. Junjie, president of the journalism school at the Beijing Broadcasting Institute.
Introduction
With its accession to WTO, in 2003,China has emerged as a potential market for advertising agencies, with more and
panies looking for ways to influence the sophisticated preferences of customers. This was evident from the fact that
China’s advertisement (ad) expenditure in the year was recorded to be a