Advertising Trends in Urban China

Ilan Vertinsky, Weijiong Zhang and Dongsheng Zhou

The Chinese advertising market expanded in the past decade at an average annual rate of above 40 percent.

Advertising Trends in Urban China

Dongsheng ZhouCity University of Hong KongWeijiong ZhangChina Europe International Business School (CEIBS) andIlan VertinskyUniversity of British Columbia

China's advertising market is the ninth largest in the world, with a growth potential second to none. Indeed, some forecasts suggest that China's advertising market will overtake the U.S. market by the year 2015 (HKTDC, 1998). In the decade between 1986 and 1996, it grew at an average annual rate of 46 percent and is expected to continue at a growth rate of 25 to 30 percent in the near future (HKTDC,...

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