International advertising strategies in China: A worldwide survey of foreign advertisers

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Abstract

This paper explores how foreign corporations advertise in China. A worldwide survey of foreign advertisers in China, the first such comprehensive survey, was conducted. The study found that a predominant majority of the companies surveyed use the combination strategy, that is, partly standardized and partly localized. Factors that relate to the advertising strategies used in China are the number of subsidiaries, the perceived importance of localizing language and product attributes, and the perceived importance of mostly Chinese cultural values.

Original languageEnglish
Pages (from-to)25-35
Number of pages11
JournalJournal of Advertising Research
Volume39
Issue number6
StatePublished - 1999

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