THE reputedly promising advertising market in China presents difficulties that seem odd in Hongkong, says an advertising agent.
''Because you have money doesn't mean that you'll get an advertising slot. You sort of need to beg for one,'' said Communications Express director and general manager Simon Lai Siu-mun.
He attributed the mainland's advertising problems to the limited media available and government policies.
''For instance, to protect the environment, the state limits the newspapers' thickness. Even some big provincial papers may only have four pages. Advertising space is thus very limited,'' he said.
Relationships had to be established to get an advertising slot in the Chinese media, said Mr Lai.
''Also, a sophisticated regulatory mechanism does not exist. There is no professional criterion or standard,'' he added.