ABSTRACT
China is undoubtedly a large and important market with 1.3 billion consumers. The economic reform and open-door policy since 1979 has set off an unprecedented consumer revolution, which has significantly changed the living standards and lifestyle of millions of people. The phenomenal growth in the market economy is mirrored by the dramatic development in integrated communication in the country, particularly in the advertising industry. A virtually non-existent sector until the early 1980s, the advertising industry is now the second largest in Asia after Japan and employs more than half a million people.
