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Macau Periodical Index (澳門期刊論文索引)
- Author
- Chillier, Carine; Denis, Jean-Emile
- Title
- Advertising in China: Trends, constraints, and implications for foreign firms
- Journal Name
- Euro Asia Journal of Management
- Pub. Info
- Jul. 1998, No.16, pp. 7-31
- Abstract
- Paragraph Headings: 1. Introduction 2. Methodology 3. Dominant management and marketing themes 4. Advertising in China 4.1. The advertising environment in China 4.2. Attitudes of Chinese managers towards advertising 4.3. Attitudes and perceptions of Chinese consumers with regard to advertising 4.4. The content of Chinese advertisements 4.4.1. Products figuring in advertisements 4.4.2. Informational versus emotional (image-making) advertisement 4.4.3. Informational advertising: Information signals 4.4.4. Emotional advertising: Symbolic values and cultural values 4.4.5. Implications for marketing managers 4.5. Structure of the communication mix 4.6. Advertising objectives 4.7. Target audience 4.8. Choice of an advertising agency 4.9. The choice of media 4.10. Conception of the message 5. Conclusions Tables: 1. Dominant management and marketing themes 2. Advertising themes 3. Environment 4. Attitudes of Chinese managers 5. Attitudes of Chinese consumers 6. Content of Chinese advertisements