I received my B.A degree in advertising from the School of Journalism, Fudan University, China. I joined CNM in January 2005. My research interests include the effectiveness of advertising and the uses and effects of new media.

Dr Cho Hichang

The effectiveness of online advertising

This study attempts to develop a theoretical framework for evaluating the effectiveness of online advertising in China by a case study of online advertisements. The phenomenon and impact will be analyzed; the problems encountered will be explored and contextual factors will also be discussed. Through the findings of this study, often neglected fields of online advertising effectiveness in China would be revealed, providing a deeper understanding of the evolution of the Chinese advertising industry.

• The effectiveness of advertising
• The uses and effects of new media