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Essay / Research Paper Abstract
This 3 page paper examines an article about marketing in China. The paper focuses on the study conducted by authors. Bibliography lists 3 sources.
Page Count:
3 pages (~225 words per page)
File: RG13_SA1141bus.rtf
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Unformatted sample text from the term paper:
a historic framework, and authors note that the Chinese government reversed its position on advertising in the late 1970s (Aab, Johnston & Ritu, 1995). That is, by that time, they
approved of the practice they used to ban (Aab, Johnston & Ritu, 1995). This article examines advertising research studies done in China, which suggest that the Chinese are definitely receptive
to advertising (Aab, Johnston & Ritu, 1995). Yet, there is a difference when advertising in China. Researchers found that the advertisements with appeal to the Chinese were more rational, and
less persuasive than advertising in other locales (Aab, Johnston & Ritu, 1995). This is an important business research article because it provides practical protocols for advertising agencies and marketers who
are developing a strategy for a Chinese market. It also suggests that culture should be taken into consideration when embarking on an advertising campaign, and this is a notion that
can be applied to any culture. The problem under investigation goes to how U.S. advertisers, or other ad agencies around the globe, should advertise in Chinese markets. It is an
idea that makes sense. Advertising in other countries will be significantly different because different cultures are receptive to different types of advertising. In this instance, it seems that the Chinese
do respond to advertising, but it must be done in a certain way. While authors maintain that there are particular characteristics that should be considered when developing ads for the
Chinese, there are different opinions regarding gearing ads for specific cultures. Ristimaki & Svahn (2010) write: "Most radical arguments for standardized advertising say that the coherent needs of people overrule
cultural issues and consumers buy for their needs once they have been made aware of the products available" (34). In reporting the data, authors relied on a number of market
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