Abstract
This study examines Chinese advertising industry response to the digital era. Drawing on a series of depth interviews with advertising and media professionals, the research explores what digital communication and data mean to contemporary advertising practice in China. While it focuses on a single emerging market, the study provides insights into the future of creativity in the brave new world of digital advertising and communication. It also responds to the global question of whether digital merely represents another channel to add to a media portfolio, or rather, a seismic shift in the way advertising is understood and implemented.
| Original language | English |
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| Title of host publication | International Conference on Research in Advertising (ICORIA) |
| Place of Publication | Valencia, Spain |
| Number of pages | 1 |
| Publication status | Published - 22 Jun 2018 |