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Brand / Marketing Communication Strategies and Advertising and Promotional Strategies Case Study

Case Title:

Advertising in China: Threats and Opportunities

Publication Year : 2004

Authors: D Gayatri, T Phani Madhav

Industry: Advertising


Case Code: MCS003

Teaching Note: Not Available

Structured Assignment: Not Available

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China’s huge population and diverse buying habits of its consumers pose huge challenges to advertisers in effectively communicating their product messages. Advertisers not only have to deal with linguistic diversities and dearth of qualified manpower but also frequently changing government regulations.

Pedagogical Objectives:

  • To understand how China’s diverse consumer buying patterns affect advertisers
  • To discuss the strategies of multinational corporations in localising their advertising strategies.

Keywords : Advertising law, Government restrictions, Customisation, Advertising media in China, Ad expenditure, World Trade Organisation and advertising, Localisation, Improper translation, Coca-Cola advertising in China, Marketing Strategies Case Study, Ban on tobacco advertising, Success of advertisements in China, J Walter Thomson in China, Creativity in China's ads, Toshiba ad in China, Toyota ad in Autofan Beijing


  • Introduction
  • Industry
  • Constraints
    • Government Restrictions
  • Customisation
  • On a growth path

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