Following the post on this blog from Carmen in April on the challenges of marketing in China, I would like to discuss some recent data on ad spending in this country and more companies are turning to attract customers.
I do not know if any of you to China is an interesting market and if you are trying to promote your products or services there, in my case, some media have worked their day offline and try to invest in SEM in both Google and Abide, finding problems diverse, especially in Abide with tremendous administrative problems to be an international customer.
Yet another problem I found is added reliability metrics provided by different means, according to the source to consult the numbers vary and sometimes even “squeal.”
In any case, taking into account these “small” problems, what is clear is that China is a market for many companies fully priority, where you have to learn the rules of the game and find both profiles as the means most suited to your product and customer, although it is complicated.
In this regard, on November 10, CTR research firm published a book on the growth of advertising spending in different media:
- The rate of growth in advertising spending in China has increased in the first 3 quarters of 2010 by 14%
- The TV has a market share of 77% and investment in it has risen by 12%.
- The investment in advertising in newspapers and magazines have increased by 19%
- Investment in outdoor advertising increased by 19%
- The radio ad spending increased by 33%
In addition to these impressive growth data, include companies that are turning their strategy of market opening in China. Companies like Procter & Gamble, totally used to invest in advertising in other markets are investing caps 1 / 3 of its budget in this country (P & G has invested nearly 3,000 million euros this year being the biggest investment for cosmetics brand Olay).
A Procter followed other major multinationals such as L’Oréal, Ulilever, Yum Brands (Pizza Hut, KFC, Taco Bell …) and Coca-Cola. As Chinese brands include Wahiawa Group devoted primarily or Ting sin packaged beverages, pre-cooked food manufacturer.
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