Ad Industry Finally Gaining Some Respect in China
Spirits Up at Conference Amid Signs Government Now Values Importance of Advertising as a Business
NANCHANG, China (AdAge.com) -- With ad spending growth still in the double digits, ad agency executives in China are in buoyant spirits, but the mood at this year's China International Advertising Festival in Nanchang is especially positive, thanks to recent signs the government is looking to invest in and recognize the importance of advertising as a business.
Government officials and agency leaders are buzzing about a speech given last weekend in Chengdu by Liu Fan, vice minister of the State Administration of Industry and Commerce (SAIC), which regulates China's ad market.
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In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions.
The article talks about government officials and agency leaders buzzing about a speech given last weekend in Chengdu by Liu Fan, vice minister of the State Administration of Industry and Commerce (SAIC), which regulates China's ad market. He goes on to mention that advertising is "fundamental to economic development and sustaining a harmonious society". In paragraph # 1, describe what you think he means by this statement. Do you agree or disagree and why? Be specific with your thoughts.
Also mentioned in the article, Mr. Liu's speech suggested the government's attitude is changing because it now sees the ad business as, well, a business. "China now recognizes advertising as a commercial activity". In paragraph # 2, discuss what you think are the major hurdles and challenges facing advertisers in China and why you feel this way. Be specific with your thougths.
Please sign your name to the bottom of your blog entry.
Liu Fan, vice minister of the State Administration of Industry and Commerce (SAIC), goes out and says in the article, “Advertising is fundamental to economic development and sustaining a harmonious society…". What he means by this statement is that advertising a major role in the marketing business. China has been a large consumer based country and producer in which has global partner’s world wide. He believes that with advertising China’s marketing operations would increase pass the double digits. I agree with his statement because it’s meant to progress the industry forward. The progression would allow for an industry to be much more open.
ReplyDeleteThe statement “China now recognizes advertising as a commercial activity…” is explaining that there are some issues faced in the industry. Some issues faced in the advertising segment is catering the needs of the Chinese People because China is so diverse they have to create different ads according to the dialects and provinces. Also the use of media to advertise could be an increasing factor or decrease in public TV airtime which is expensive for advertisers. A problem faced as well is the global appearance of big name brands in China which has slowly started making an impact in this fast growing market. I feel this way because China hasn’t accepted western culture until now that they’re starting to open to the influence.
In the article it is mention that China has over 30 provinces, many with totally different views and cultures. Advertising and a better understanding of practices will help the people understand the differences in China.
ReplyDeleteIt is good that local officials are to increase or decrease the amount of TV watch or amount of space outdoor use to promote products.
Promotion will be openly welcomed by advertisers and any company in China's and it's fast-growing market.
I agree with Liu Fan statement when he mentions that advertising is "fundamental to economic development and sustaining a harmonious society".
They are extending and developing their strategy by double-digit. It will only lead China industries forward by the minute.
It's about time China has taken in ideas from the Western Culture and it's surrounding.
The Vice minister of the State Administration of Industry and Commerce Lui Fan says in this article that advertising is a major part of business. China has a large consumer country. They also have a producer that helps to adverting around the world. Lui Fan that by adversting china can reach there goal of increasing by double digits. I feel that if they work hard together and make a few great ads they can reach this goal.
ReplyDeleteThis statement "China now recognizes advertising as a commercial activity" says that there are some problems in there industry. A problem is that adversting to the Chinese people is that they don't always like the ads. The use of media will be increased if they can have great ads. If they dont have the grestest ads the use of public TV airtime will be decreased. I feel that their global brands are going to become big names But china has to accept western culture first.
I think that what Mr., Liu Fan is trying to say is that ad takes a huge part on the Chinese market, because without ad they wont be able to inform people about their product. I actually agree, because now china is looking at ad not only as an activity, but also has a commercial activity. It’s good to look at china focusing more on ads.
ReplyDeleteSome of the major challenges that advertiser are facing are that they might be from totally different culture, and now they want to introduce it to china. Also another big challenge is that they might have to increase or decrease the amount of air time on TV so that they can focus more on advertizing.
“Advertising is fundamental to economic development and to sustaining a harmonious society”, because advertising is communication that is intended to persuade an audience to purchase or take some action upon products, ideals, or services. This statement means that companies need to advertise in order to maintain the economy, and to aid in the development of the society. Without advertising people or potential customers would not know what to get, and there might not be any demand for products, as advertising is not there to bring it to the public. I totally agree with this statement, as advertising is very essential in today’s society.
ReplyDelete“China now recognizes advertising as a commercial activity”. This should have been done a long time ago, because China manufactures so much stuff, but never really advertise them. They might face some major hurdles, in that culture might influence advertisers in not wanting to advertise all over the world, and if so they would have to expand their markets.
I do agree with that statement. Going to back to the fundamentals of economics is the way to go. By using the fundamentals it keeps everything basic. So now everyone can relate to the marketing promotions that China will do. Now there sales are in double digits. The statement is supposed to help open the market which will help push the market forward even more.
ReplyDeleteI feel as thought the challenges they have to face is that they really can’t reach everyone. Like people who live in villages and in the county side who don’t have TV’s.
Since China is so big that’s a lot of money they are using to try to promote to all of those people. Another challenge China marketers have to face is that they have to be aware of the pricing when it comes to the items that they are marketing. The biggest one is that China still hasn’t accepted the western culture so that defiantly holds them back from expanding there markets. If they expected the western culture they would see their numbers sore to unbelievable numbers.
I agree with the statement made by the vice minister. This is because advertising promotes equality within the businesses. Each business has the opportunity to advertise and sell their products to the best of their abilities. No one is restricted and no one has more lead than the other.
ReplyDeleteThere are countless hurdles and challenges in regards to advertisig in China and having advertising recognized as a business, just as any other country does. Firstly, there are ethics and general manners to take in when creating an advertisement and where to place it. Obviously, placing an advertisement on a church or somewhere else along those lines would not be accepted in China. Another aspect that could be seen as a hurdle is to reach out to an audience that has yet to be reached out to; businesses do not know exactly what people want because they have not ever advertised here, or not to a great extent, anyways. It will be important to have studies to see just what the people in China are looking for so that the businesses are successful.