The Future of Advertising in China: Practitioner Insights Into the Evolution of Chinese Advertising Creativity

Future Directions for Advertising Creativity Research

“…Given the difficulty in evaluating creative ideas ex-ante, creativity often involves taking a risk (O'Connor et al 2016;West 1999). Clients need to trust their agencies for a risky idea to be accepted (Bilby, Reid and Brennan 2016;Roca et al 2017;Wang et al 2013).…”

Managing Digital Marketing Strategies in Emerging Markets: The Case of China

“…To answer our main question, we adopted a qualitative inductive approach based on semistructured interviews with key informants such as managers of Chinese digital platforms and foreign firms operating in China. As in Bilby et al (2016) and Liu et al (2016), informants were selected for their expertise in China. As this methodology requires, we selected people with roles that make them knowledgeable about the issues being researched.…”

“…Interviews are loosely structured and used a conversational style, following an outline of areas to be covered (Bilby et al 2016;Cowles, Kiecker, and Little 2002) minutes. To ensure triangulation and cross-verify the findings from the primary data (Yin, 1994), secondary data consisting of sector reports and newspaper articles were analyzed.…”

“…In 2015, Internet ad spending in China has surpassed television spending 3 . Therefore, even if the Chinese advertising market is still young (Bilby et al 2016), in this market classic advertising has already started decreasing, without reaching the knowledge and development occurs in the West. Chinese advertising is still strongly influenced by Western culture, so that Chinese advertising represents a 'melting pot' (Chu & Sung 2011).…”

Advertising in Asia: Theories and Implications for Practice

“…Regarding perceptions of the effectiveness of different ad appeals or creativity, a survey of advertising agency directors in Taiwan indicates that product merit appeals are considered the most effective (Shao, Raymond, and Taylor 1999). Even though agency professionals in China believe creativity can persuade and will be central to future advertising, they also face tension, because clients regard creativity as more decorative than strategic (Bilby, Reid, and Brennan 2016).…”