Internet advertising strategy of multinationals in China: a cross-cultural analysis

Hairong Li and Ang Li and Shuguang Zhao

This study examines the creative, placement and budget strategy of internet advertising by Eastern and Western multinationals in China.

Internet advertising strategy of multinationals in China: a cross-cultural analysis

Hairong Li and Ang LiDepartment of Advertising, Public Relations and Retailing, Michigan State University, USA

Shuguang ZhaoSchool of Journalism and Communication, Tsinghua University, Beijing

Internet advertising has been the subject of numerous studies throughout the past decade (Micu 2007), including those that employ cultural perspectives. In one of the early analyses, Oh et al.(1999) compared US and Korean web advertising in terms of their use of information cues, creative strategies and levels of technology. They found that Korean web ads are less informative than...

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