Exploring cosmetics advertising in southern China - An investigation of Hong Kong and Shenzhen

China is now one of the largest and fastest-growing advertisement markets in the world. This research provides insights to assist advertising executives in their bid to target cosmetics consumers in Hong Kong and Shenzhen.

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...

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