The Future of Advertising in China: Practitioner Insights Into the Evolution of Chinese Advertising Creativity
Julie Bilby, Mike Reid and Linda Brennan
RMIT University, Melbourne, Australia
MANAGEMENT SLANT
- Advertising professionals in China are frustrated by the lack of commitment to creativity on the part of their clients.
- The need for creativity in advertising will increase as the Chinese market becomes more competitive and economic growth continues to slow.
- Advertising creativity also will become more significant as consumers become more cynical towards advertising messages.
- Chinese advertising creativity will be liberated as the market matures and clients and...