Chinese and Direct-to-Consumer Advertising

Paper Summary:

This paper provides a literature review outlining the various pros and cons of direct-to-consumer advertising as it reaches first and second generation Chinese immigrants in the United States. It discusses advertising best practices and methods regarding material that speaks to trust, health, literacy and culture. The paper then describes the effect of this type of advertising on this population.

Table of Contents:
Introduction
Literature Review: Pros & Cons of Direct-to-Consumer Advertising and Chinese Immigrants
Conclusion

From the Paper:

"The large Chinese population in the United States indicates that advertising to this population holds both opportunities and risks in the market. As a result, companies should be well prepared on how to play in this market. A review of the literature indicates that in the past decade, the Chinese immigrant consumer population has proven to be a lucrative population, both for the company manufacturing the goods as well as the independent party responsible for advertising. However, proper and efficient direct-to-consumer marketing and advertising plays a significant role in whether the brand or brand name becomes lucrative or not. Research in this area is critical to the continued success of advertising; after the initial research regarding consumer preferences and needs is completed, marketing efforts through sales becomes key. A review of the literature in this area indicates that advertising, promotion and proper use and maintenance of trademarks the most important aspects of market channeling to Chinese immigrants. As long as these aspects are consistently met, the business opportunities of this population appear to be bright. Finally, as stated by the Zhou et al (2007) research, ethnic language media cannot simply be viewed as an ethnic institution isolated from the mainstream host society in which immigrants resettled and that they can facilitate immigrant adaptation."

Sample of Sources Used:

• Brandt, M. (2000). Introducing New Products. Retrieved November 12, 2007, from http://www.inc.com.
• Integration Exchange. (2007). U.S.A. Information and General Information Related to Immigration. Retrieved November 12, 2007 from http://www.integrationxchange.org/cms/website.php?id=/facts_figures/profile_usa.html&sid=209f9ec4b4f0f1467f50fc9f951d5939.
• Kaufman-Scarborough, C. (2000). Asian-American consumers as a unique market segment: fact or fallacy? Journal of Consumer Marketing, (17)(3):239-262.
• Lai, D. (1988) Chinatowns: Towns within Cities in Canada, Vancouver: University of British Columbia Press.
• Li, P. (1998) Chinese in Canada, Toronto: Oxford University Press.

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