中国广告本土化运动的三个前提

• 作 者: 吴晓波
• 机 构: 广东平成广告 总经理
• 出 处: 广告人
• 发表日期: 2005年Z1期
• 关键词: 土化 广告业 国际广告公司 广告公司 中国广告 本土 广告产业 广告营业额 语义网络系统 消费者研究

广告业在中国的走法有这么三句话:第一句——国际化是趋势;第二句——国情化是特征;第三句——本土化是必由之路。中国广告业本土化运动广告业在中国的走法有这么三句话:第一句——国际化是趋势;第二句——国情化是特征;第三句——本土化是必由之路。其中,本土化之路不单是指我们本土广告公司,它其实包括国际广告公司和拥有跨国公司背景的广告主,共同推动的一次中国广告的本土化运动。

The advertising industry in China to go so three sentences: the first sentence - internationalization is the trend; the second sentence - the characteristics of the country is characterized; the third sentence - localization is the only way. China’s advertising industry localization movement advertising industry in China to go so three sentences: the first sentence - internationalization is the trend; the second sentence - the characteristics of the country is the third sentence - the only way to go. Among them, the localization of the road not only refers to our local advertising company, which in fact, including international advertising companies and advertisers with a background of multinational companies to jointly promote a local advertising campaign in China.