In past few years, advertising industry in China has seen dramatic changes and a steep growth with major collaborations with Japanese and other western advertising companies. Since 1979, these joint-ventures have been taking place and now the multinational advertising agencies are fulfilling the needs of Chinese as well as various global clients.
This essay focuses on the impact of globalization of advertising industry and its operational and spatial consequences in the context of the given case study by Lanchih Po Repackaging globalization: A case study of the advertising industry in China. The essay also suggests some recommendations on how China can avert the negative effects of this globalization and use this shift of businesses for the advantage of the local industry.
The case study focused on the globalization of advertising industry in China, which is an ongoing discussion. However, the study explained that entry of multinational companies in China’s advertising market has not only globalized the industry but also allowed the development of an authorized environment in China. The country now follows global business standards, strict advertising regulations and flexible native advertising strategies that fit according to the needs of the local people. China is also on its way to strengthen its advertising market globally using media plan, regulations and standards adopted from MNCS.