Advertising in China

Introduction

China's growth in the advertising industry is just as rapidly as the economic growth. Of course there are greatest buying opportunities and chances to win, but it also poses many dangers, which should be recognized.

Make an advertisement in China does not simply mean to be familiar with the complex language, the culture and history of this country should be understood as well. Western advertising models will not work in China because of these differences. Only under these conditions it is possible to reach 1.3 billion customers.

In a narrower sense in the context of business communication advertising is the addressing of the market, which in China is heavily censored and controlled by the state. Advertising is a basal member social life that is already documented in the early cultures. (Gabler)

Precisely these difficulties make the Chinese market on the one hand so risky and on the other interesting. Considering all these already indicated difficulties is it still profitable to open up a new advertising agency in China?

This question is addressed and answered in the following chapters.

Definition of Advertising

Both conscious and unconscious needs of the customer to purchase a product or service will be addressed in part emotional and partly by informational advertisement. Advertising is used not only for economic but also for political, cultural and social purposes. It is the largest and most expensive tool of marketing communications and part of the communication policy.( Communication Policy: advertising, sales promotion, communicative side of personal selling, public relations)(2) which is subject to government influence. (see 1)

Culture Differences

China offers a unique culture and history that is has constitutional differences from Western culture. Therefore, cultural differences divergency should be considered and thoroughly researched.

Kotler defines culture for the marketing concept as the most fundamental determinant of a...