Accepting China’s challenge

Jasmine Jia Huang and Jonathan Lace

Jasmine Jia Huang, BBH Asia-Pacific, and Jonathan Lace, the Advertising Research Consortium, examine the booming advertising market in the People's Republic of China.

Accepting China's Challenge

Jasmine Jia Huang and Jonathan Lace

Hardly a day goes by without some new startling statistics about the boom in China. With around a quarter of the world's population, China presents many challenges and opportunities for multinational businesses, not least in advertising. In recent years, advertising in the People's Republic has grown at a significant rate, now ranking third in the global list of advertising economies, with estimated overall expenditures approaching $23 billion (see Table 1).

This rapid growth has not been without problems – for instance, in advertising standards (deceptive advertising), in...

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