摘要
Chinese business is in love with advertising. It is regarded as the only way to hammer home a message to consumers, The bigger the billboard, the brasher the TV commercial, the better the reach to the Chinese public. But Chinese companies hoping to establish valued brands in the West will be disappointed if they try to rely on advertising. Increasingly in the West, it is regarded as an out- moded way of communicating with the public, a waste of budget. And there are some surprising converts to this position.
