Why advertising can't drive China purchases

Are Chinese consumers bulletproof to ads? Tom Doctoroff says it's complicated.

In a new video for Campaign Asia-Pacific, marketing industry veteran Tom Doctoroff provides insight into a bizarre situation for marketers in China. Advertising is the lowest driver of purchase in the country, as opposed to product quality. Why is that? Are consumers totally immune to ads, or is there a way to break through and gain loyalty?

The video is the second in Campaign's new short-video series, Marketing Masters, featuring respected industry minds sharing their specialised insights.   

If you missed it, you can watch the last episode, The Bimodal Marketplace.

Doctoroff, APAC CEO of J. Walter Thompson until June last year, recently joined Prophet as senior partner. He has more than 20 years experience working in China and has authored two books on the subject; Billions: Selling to the New Chinese Consumer and What Chinese Want: Culture, Communism, and the Modern Chinese Consumer.

Source:
Campaign Asia

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