China -- already the world's second-largest advertising market after the U.S. -- is a dream for consumer product companies. As a result, a record 63 companies have become sponsors or partners of the
Beijing Olympics. Olympic-related advertising in China could reach $4 billion to $6 billion this year, says CSM, a Beijing firm.
When the games were held in Los Angeles (1984) and Atlanta
(1996), the host market was mature. That's not the case this time. "For most international brands here, China is the growth market for the next 10 years," says Jonathan Chajet, strategic director at
Interbrand, which consults on brands. And marketers are decidedly playing to the home crowd.
McDonald's is running a "Cheer for China" television ad. Nike ads feature star Chinese
athletes besting foreign competitors. Earlier this year, Pepsi even painted its familiar blue cans red for a limited edition "Go Red for China" promotion. But while global brands are trying to extend
their reach beyond China's wealthiest cities, the Olympics is also a "rallying cry for the Chinese, who are looking for a reason not to buy foreign," Chajet points out.
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