The researcher has done the personal fieldwork in Beijing between 2002 to 2003 to access the impact of globalization in advertising industry in China. According to Po (2006), advertising industry in China had grown significantly in the past decade. In 1990, there were only 11,231 advertising companies in the country, but with globalization this number increased to 101,786 firms in the year 2003. This dramatic increase in the advertising industry has also given a boost to the employment in advertising sector. Like 131, 970 was the number of employees in the sector in the year 1990 and in 2003 it went up to 871,300. Advertising bills had also increased by a fraction of 43 in this period of globalization. By the year 2003, China had reached to the third position in the global market in the field of advertising, just behind USA and Japan (Po, 2006).
Chinese businesses or organizations had reached to such a level by the year 2003, that there was a huge need to promote the brand name globally. Thus for the global promotion, various multinational marketing firms enthusiastically joined hands with Chinese firms and took Chinese advertising market to a new level. The multinational advertising agencies reshaped the organizational structure of the Chinese marketing agencies according to their rules and standards. The standards of business processes of Chinese agencies had also been altered by the MNCS and all this put a great impact on the advertising industry of China (Po, 2006).