Advertising Education in China: What do the Professionals Think?

G Wu, C La Ferle and W-N Lee

A study was undertaken to examine how Chinese advertising professionals perceive issues surrounding advertising education.

Advertising Education in China: What do the Professionals Think?

Guohua WuCarrie La FerleWei-Na Lee

INTRODUCTION

Advertising in China has witnessed rapid growth since the country's economic comeback in 1979 (Liang and Jacobs, 1993). From a base of zero in 1979, the Chinese advertising industry reached billings of more than US$3.29 billion in 1997, making China the world's eleventh largest market for advertising services. It is predicted that China will become the third largest market for advertising services in the world (China Economic Review,June 1998). Clearly, such rapid growth demands a continuous supply of qualified advertising professionals....

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