Advertising in Chinese Markets

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Advertising in Chinese Markets

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Advertising in Chinese Markets

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50800 - Media and communications

Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2015

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Proceedings of the 26th International Business Information Management Association Conference

ISBN

9780986041952

ISSN

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e-ISSN

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Počet stran výsledku

11

Strana od-do

941-951

Název nakladatele

International Business Information Management Association (IBIMA)

Místo vydání

Norristown

Místo konání akce

Madrid

Datum konání akce

11. 11. 2015

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000366872700091