The advertising landscape in China is “loud”, according to Sami Wong, research director of APAC for morphological research firm Concept M.
“People are pretty much bombarded by all the different kinds of advertising campaigns with posters and print ads shouting out loud… They actually get into a very numb state of mind when they are faced with all this information.”
Speaking at the QUAL360 qualitative research conference in Singapore alongside Wong was Concept M managing partner Dirk Ziems.
“It’s really important to understand the cultural specifics of the advertising culture… China is specific in that sense, (with) the avoidance...