Advertising in a changing China

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Since the economic reforms and open door policy began in 1978, China has emerged as a significant player on the global stage, especially after its entry into the World Trade Organization (WTO). The allure of the Chinese market, with its 1.3 billion consumers—one-fifth of the global population—has captivated international marketers, who see it as the largest market for consumer goods. However, advertising in China is far from straightforward. Many Western firms investing in Chinese businesses have faced substantial challenges, leading to setbacks or failures. Despite the rapid modernization and economic changes over the past two decades, the Chinese market presents unique characteristics that complicate business operations and advertising strategies. As noted by Conley, no other market is deemed as both enticing and challenging. This thesis explores the key barriers and constraints that foreign firms must navigate to formulate effective advertising strategies in a dynamic China, where significant opportunities exist for those who can successfully adapt.