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The steps to success

Tactical advertising alone will not attract Chinese consumers to your door, particularly when you consider the level of competition here and see luxury magazines packed with product and brand advertising. What it will do is to start establishing a level of trust in the brand because consumers see the adverts as proof the brand exists and is of good quality, has money to invest and is trusted by the media. Maintaining that trust once established requires brands to continue gaining media coverage on a regular basis…..

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