Exploring cosmetics advertising in southern China – An investigation of Hong Kong and Shenzhen
Bradley R. BarnesUniversity of Kent
Noel Y.M. SiuHong Kong Baptist University
Qionglei YuZhejiang Gongshang University
Sally S.Y. ChanLeeds University Business School
INTRODUCTION
China is rapidly emerging as a highly attractive advertising market. Due to a combination of foreign direct investment and high economic growth, advertising expenditure has exceeded US$7.2 billion, resulting in China overtaking South Korea to become the second-largest advertising market in Asia. With an estimated 76,200 advertising agencies and a 14.8% growth rate (2003–04), China is one of the largest...