Transition of the role and structure of mass media in China and some implications for advertising strategy

Considers the effects on the mass media of China’s transition to a more open economy and the strategies which advertisers might use to overcome the problems it presents. Describes the media available (including the unofficial “black route”, the official but restricted private sector “white route”, and the state “red route”) and lists the challenges which advertisers face in using them. Suggests some strategies and practices which can help to overcome them and some hypotheses on future media use. Calls for further research in this area.