The ingredients for successful advertising in China

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...