Since the introduction of economic reforms and an open door policy in 1978 China has been
proclaimed as the emerging powerhouse of the twenty-first century. The Chinese market s
attractiveness to international marketers has also received significant boost as a result of
the country s admission into the World Trade Organization (WTO). Accordingly advertisers look
at China and perceive tremendous opportunity in 1.3 billion Chinese consumers which represents
one-fifth of the world population in what is called the world s largest market. Being viewed as
a new frontier for consumer good investment does not mean that advertising in China is simple.
On the contrary many Western business firms which have invested their capital into Chinese
businesses have suffered setbacks or even failure. Thus it is important to understand that
despite the dramatic impact of economic reform and the drive for modernization over the past
two decades the Chinese market has many special characteristics that make it a challenging
place in which to do business including making advertising in this market . This book examines
the key barriers constraints that foreign firms should be mindful of in order to develop a
viable advertising strategy in a changing China in which abundant opportunities await those
that can fulfill it.
