This paper will examine why two advertisements of TOYOTA experienced failure in China in November, 2003. TOYOTA hired S&S, an advertising company based in China, to promote its Land Cruiser and Prado models that were manufacture in China domestically last year. According to the market plan of TOYOTA, S & S designed two print advertisements that were launched in China. <Tab/><Tab/> As confirmed …showed first 75 words of 1038 total…

…showed last 75 words of 1038 total…is indispensable for any country. Thus, paying more attention to consumer behavior and having a deeper understanding about your consumers is definitely necessary for any company that wants to export its product to other countries. In particular, taking the special history and relationship between China and Japan into account, in the Chinese market, choosing a more reliable promotion plan and avoiding anything that will create ethnic animosity should be the right direction for Japanese companies.