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Branding in ChinaPublished by: China Knowledge Press Published: May. 1, 2005 - 400 Pages Table of ContentsAcknowledgements Overview Taking a Media Perspective Introduction Will Western Branding Methods Work in China? A Raging Brand War in China Beware the Advertising Message Advertising Regulations Growth of Advertising in China A Non-existent Advertising Industry The Return to Advertising Development during the 1980s Enter Foreign Advertising Advertising in the Past Decade The Media Platforms Market Overview Purchasing Power Reaching the Chinese Consumers Measuring the Google box Going Radio Ga-Ga Advertising in the Print Media The Great Outdoors Internet - The New Media Rage Development of Media Platforms Looking Forward Beijing 2008 Olympics and Shanghai 2010 World Expo Challenges Ahead Ranking of Top Worldwide and Local Advertising Agencies Directory of Advertising and Public Relations Companies Directory of Media Companies in China Media Rates AbstractWhat a great way to brand and market your product in China, two approaches -analyzing the advertising markets and using the advertising rate cards in the various media to plan your branding budget. This book gives the reader a direct and unique approach towards building their brand in an exciting market like China. Inside you will find the definitive foundation of what branding means in China, and how it is different from other Asian countries. Marketing specialists and business people alike will find relevant information about consumer behavior and which industries are putting their money in the various advertising medium. The book will help "media buyers" examine which locations or cities that reflect heavy "advertising activities." It will also present recent and relevant case studies that reflect the already enormous "money-spinning" branding industry that had grossed over RMB 193 Billion in 2003. That now means we can learn the mistakes or successful strategies of companies who are presently plying their trade in China. |
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