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Title: Localize or standardize in advertising? Chinese consumers' point of view
Authors: Tai, S
Pae, J
Issue Date: 2001
Publisher: Association for Consumer Research
Source: Asia Pacific advances in consumer research, 2001, v. 4, p. 210-216 How to cite?
Journal: Asia Pacific advances in consumer research 
Abstract: Though the issue on standardization of advertising is no loner a new issue, much research have been done concerning the consumers’ point of view. As many multinationals are planning to enter the Chinese markets, a question on whether they should standardize or localize their advertising strategy becomes a major issue. Therefore, this research project intends to compare the advertising responses of Chinese consumers towards local andforeign advertising. A significant difference in consumer attitude is found towards local and foreign advertisements. Chinese consumers in general prefer local-made ads than foreign-made ads and find local-made ads more interesting and not irritating. Chinese consumers also prefer transformational rather than informational advertising especially if the ad is foreign-made. Since television advertising is a form of entertainment for the Chinese consumers, they prefer viewing visual imagery rather than receiving detailed information. In general, the results show that food products and foreign-made transformational advertising, especially for more familiar American brands, are more easily to be transferred directly to the Chinese markets.
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