Can a single ad work across China?

Despite the known diversity of the Chinese market, brand owners typically run a single advertisement across the nation.

Can a single ad work across China?

YeeMei Chan, Sacha Cody and Sirius WangMillward Brown ACSR

To air one ad or multiple ads for China? This is the one question that is increasingly asked by advertising agencies and marketing managers. The diversity that exists within the Chinese market has already been widely accepted by the majority of the marketing community, but when it comes to the advertising budget, the most common practice still is to go with a single ad nationally.

Can a single ad really appeal universally across the diverse cultures and market realities in China?MillwardBrown...

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