CHINESE MANAGERS' ATTITUDES TOWARD ADVERTISING IN CHINA

With the advent of Deng Xiaoping’s “market socialism” and the ambitious objectives set for the development of China’s economy, the business environment has changed dramatically in China. As part of this change, advertising is being more heavily relied on as a business tool. This changed environment and the recent emergence of advertising in the country represents a unique opportunity to study the advertising process. This paper discusses the nature of the changes in the economic environment in China and investigates the attitudes and beliefs held by Chinese managers regarding various economic and social aspects of the use of advertising.