The Future of Advertising in China: Practitioner Insights Into the Evolution of Chinese Advertising Creativity

Creativity widely is acknowledged to be a powerful tool for generating effective advertising communication, yet little is known about its application in the rapidly changing Chinese marketplace.

The Future of Advertising in China: Practitioner Insights Into the Evolution of Chinese Advertising Creativity

Julie Bilby, Mike Reid and Linda Brennan

RMIT University, Melbourne, Australia

MANAGEMENT SLANT

  • Advertising professionals in China are frustrated by the lack of commitment to creativity on the part of their clients.

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