IMPROVING MEDIA DECISIONS IN CHINA: A Targetability and Cost-Benefit Analysis

Abstract

This study examines two central issues underlying effective media decisions in China. We pay particular attention to the issue in reaching China's upscale and status-seeking consumers and the cost/benefits of so doing. In this study, we analyzed syndicated secondary data involving 48,000 respondents in 15 cities in China, and compared the extent to which television, newspapers, and general and special interest magazines reach particular consumer segments effectively. The study then used a second database containing cost information on media vehicles, and compared their efficiency in reaching segments of upscale/status-seeking consumers in China. As hypothesized, and in accord with findings in developed economies, we found that magazines have the highest targetability among the three most popular mass media. Among special interest magazines, fashion magazines are significantly more costly to advertise in, while they reach the same income segments as travel and business magazines. The implications of these findings on advertising research and practices are discussed.