| Journal Call no. | P92.A7M45 |
|---|---|
| Article Title | Caution remains key to success in China. |
| Is Part Of | Media : Asia's media & marketing newspaper ; 16 Aug 1996, p.8. |
| Abstract | A forecast showing that China will become the world's fifth largest advertising market by the turn of the century underlines the nation's rosy prospects and will further boost confidence among agencies and clients. However, China is a hard nut to crack and so caution should continue to be the watchword, for advertisers and agencies should be careful not to be swept away by a tide of over-optimism. |