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Essay / Research Paper Abstract
Marketing in China is a growing industry. This 3 page paper looks at the positive aspects and negative aspects of media advertising industry in China. The paper includes a consideration of free postcard advertising. The bibliography cites 2 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEmedchina.rtf
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Unformatted sample text from the term paper:
to obtain it that a consumer may access that product or service. The media marketing in China may be seen as having many advantages and disadvantages. Even with many difficulties
in the area such as SARs that may have put international companies off as well as the very different political regime. Marketing in capitalist countries may be seen as a
good, fit, whereas China, despite joining the World Trade Organisation and seeking to compete internationally, is still a firmly communist country. Many forms of marketing media are used, for
example, in 2003 Nike was marketing in the area, based in their stores they used a campaign that involved giving out postcards and bouncy balls (Media Asia, 2003). This was
not particularly innovative but did manage to get attention. The market is one that is currently underdeveloped and as such the use of the media in marketing may hold many
opportunities that are new or different to the market. However, this may be a short lived opportunity as this is also a market that is increasing rapidly. In 2004 there
was US$31,570 million spent on marketing in China, not including Hong Kong,, this was up 32% on 2003 (Television Asia, 2005). The current status of media in this country
is developing at a very rapid rate, indeed, the government are taking measures to restrain growth. However, this also means there are many opportunities, and for older generation modern marketing
is a new idea. Media forms such as the television and radio which are popular in the west are also seen in China. But the use of the media is
more limited. Tools such as the postcards have a different place. Postcards can be used as advertisements that will gain attention of there media forms may not be able to
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