Advertising for the Chinese Consumer
Chinese consumer behavior
The paper illustrates how Chinese consumers evaluate, change and accept advertisements. Are they willing to accept the new ideas and how they accept it? Also, the paper discusses the question of what the impact of Chinese customer behavior of a foreigner advertising company is and what its future is.
Prepared by Sonya Staneva
To Prof M. Slavova
J. Walter Thompson (JWT) was one of the largest advertising agency in USA and the fourth marketing communications network three years ago. At that time, one of the leading global markets of the company was JWT China. Having in mind, the JWT solar integrated model that ties the design, marketing, advertising, new/net media, PR and sampling, I would say that JWT disciplines within the system really work seamlessly together without competing for their clients’ marketing spending budgets. Also, if the system is so successful, it can bring a revolution into the advertising business in China, it can contains and handle the public, marketing and advertising image under its wing and build all these for any company that needs it. In addition, all the businesses that are part of the “system” are competitors that can avoid the competition, to work together and to guarantee JWT’s income. As always, however, not everything is perfect and here, we can say that there are several problems that can be taken under consideration. First, as one of the major countries, China has a lot of small advertising firms that fight one another and try to have a great impact over the local customers. If JWT breaks down all the traditional advertisements, and also, takes the power over the small companies and their completion, the company will have a great challenge over its economy. Second, as the Chinese are people who difficult accept the new, it would be a problem for the model to be implemented. I consider that is so because, even if the model is innovative, new and great as an idea, it will be difficult to take place among China’s marketing strategies and understandings. It is also unclear how it can be implemented, developed and spread in order to be recognized and successful for JWT advertisement. As the company and its Shanghai office became the largest creative center and a valuable company for both local and international companies, we can say that Shanghai office could be JWT’s hub in China. For supporting that opinion, I would say that during the past years, JWT Shanghai office was ranked as the top agency in China. It is also characterized as “the temple of Advertising”. JTW has an international experience and can be accepted as a starting/ key point and sample for many companies that want to be great and go global. In addition, JWT is a member of a Western and Chinese market which makes it stronger and also, very good connection between two different world and markets. In addition, New York office is also an important hub for JWT. Its marketing operations are one of the main competitors of Chinese markets, and mainly North America. Looking at other point, if a company would like to become global, it should start investing more abroad and it can be a great step if it makes an investment in New York. Having in mind, that the Chinese consumers have a great impact over the market all over the world, I can consider that Shanghai and New York can work together as globe. Also, if both cities, as part of different world united their marketing and advertising strategies can have a great impact over the global market. JWT advertisement is a very well-known company. It has a lot of partners, brands and...