Advertising in Chinese Markets

@inproceedings{43601,
   author = {Slabá, Marie},
   address = {Norristown},
   booktitle = {Proceedings of the 26th International Business Information Management Association Conference},
   edition = {1},
   editor = {Khalid S. Soliman},
   keywords = {advertising; media; marketing communication; Chinese markets},
   howpublished = {elektronická verze "online"},
   language = {eng},
   location = {Norristown},
   isbn = {978-0-9860419-5-2},
   pages = {941-951},
   publisher = {International Business Information Management Association (IBIMA)},
   title = {Advertising in Chinese Markets},
   year = {2015}
}

TY  - JOUR
ID  - 43601
AU  - Slabá, Marie
PY  - 2015
TI  - Advertising in Chinese Markets
PB  - International Business Information Management Association (IBIMA)
CY  - Norristown
SN  - 9780986041952
KW  - advertising
KW  - media
KW  - marketing communication
KW  - Chinese markets
N2  - China represents one of the largest economies with more than one billion customers and lots of differences and specifics. The aim of this paper is to prepare comprehensive study based on the content analysis focusing on the advertising in Chinese markets, history of advertising in China and current situation in the advertising industry. China is the world's second largest economy by the nominal gross domestic product. Therefore author create the hypothesis about positive relationship between advertising expenditure and GDP that will be tested based on the regression analysis. The results of the content analysis of different researches, statistics, journals etc. show that the advertising industry in China is one of the fastest growing industries in China. The results of regression analysis revealed a significant relationship between advertising spending and GDP in China at the 99 % confidence level.
ER  - 

SLABÁ, Marie. Advertising in Chinese Markets. In Khalid S. Soliman. \textit{Proceedings of the 26th International Business Information Management Association Conference}. 1. vyd. Norristown: International Business Information Management Association (IBIMA), 2015. s.~941-951. ISBN~978-0-9860419-5-2.