The ingredients for successful advertising in China

Gao Yuxian, Deepender Rana and Shiv Moulee

This article provides an analysis of Millward Brown's worldwide advertisement pretest database, and examines beliefs about what kind of advertising works in China.

The ingredients for successful advertising in China

Gao Yuxian, Deepender Rana and Shiv Moulee

In today's environment of global brand footprints and delivering on brand profitability, the diversity of Asia and China poses a challenge for marketers. Finding the right balance between global or regional consistency and local tailoring is tricky and throws up questions such as:

  • Would an ad that works elsewhere in the world (or elsewhere in Asia) work in China?

  • How do we tailor ads to the regional sensibilities of China's 1.3 billion citizens, in a country that is arguably as diverse as...

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