Subject category:
Marketing
Published by:
IBS Case Development Center
Length: 13 pages
Data source: Published sources
Topics:
Advertising law; Government restrictions; Customisation; Advertising media in China; Ad expenditure; World Trade Organisation (WTO) and advertising; Localisation; Improper translation; Coca-Cola advertising in China; Ban on tobacco advertising; Success of advertisements in China; J Walter Thomson in China; Creativity in China's ads; Toshiba ad in China; Toyota ad in Autofan Beijing
Abstract
China''s accession to the World Trade Organisation generated a renewed interest among the domestic and foreign brands. Given China''s population and their buying patterns, the need to differentiate products became inevitable to both advertisers and advertising agencies. To succeed, companies had to overcome hurdles like government regulations, linguistic diversities and the dearth of qualified manpower. In spite of these difficulties, they were working hard to understand and overcome the complexities of the market and were contributing towards growth in the industry and recognition in the global market. This case study details how the middle-class spending power drove the industry, which in turn underlined the significance of advertising in China. The case also delves into the woes of multinational corporations in localising their advertising strategies, which they learnt the hard way.
About
Abstract
China''s accession to the World Trade Organisation generated a renewed interest among the domestic and foreign brands. Given China''s population and their buying patterns, the need to differentiate products became inevitable to both advertisers and advertising agencies. To succeed, companies had to overcome hurdles like government regulations, linguistic diversities and the dearth of qualified manpower. In spite of these difficulties, they were working hard to understand and overcome the complexities of the market and were contributing towards growth in the industry and recognition in the global market. This case study details how the middle-class spending power drove the industry, which in turn underlined the significance of advertising in China. The case also delves into the woes of multinational corporations in localising their advertising strategies, which they learnt the hard way.