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Transition of the role and structure of mass media in China and some implications for advertising strategy

Heiko de B. Wijnholds (Department of Marketing, School of Business, Virginia Commonwealth University, Richmond)

Managerial Finance

ISSN: 0307-4358

Article publication date: 1 April 2000

Abstract

Considers the effects on the mass media of China’s transition to a more open economy and the strategies which advertisers might use to overcome the problems it presents. Describes the media available (including the unofficial “black route”, the official but restricted private sector “white route”, and the state “red route”) and lists the challenges which advertisers face in using them. Suggests some strategies and practices which can help to overcome them and some hypotheses on future media use. Calls for further research in this area.

Keywords

Citation

de B. Wijnholds, H. (2000), "Transition of the role and structure of mass media in China and some implications for advertising strategy", Managerial Finance, Vol. 26 No. 4, pp. 28-38. https://doi.org/10.1108/03074350010766602

Publisher

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MCB UP Ltd

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