A Japanese Advertising Agency

A Japanese Advertising Agency PDF

Author: Brian Moeran

Publisher: Routledge

Published: 2013-09-13

Total Pages: 351

ISBN-13: 1136795332

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This is the only book of its kind - written by an anthropologist who spent twelve months doing fieldwork in a major Tokyo agency and who has spent the past 30 years studying and living in Japan. By examining the production of advertising, this book turns other semiotics, media and cultural studies theories on their heads. By analysing the social structure of a modern media organization from the inside, it makes anthropology relevant and intellectually stimulating. By treating the Japanese as a more-or-less normal and rational people, it explodes the usual myths of exotic Japan and steps boldly into a global arena that embraces 'east' and 'west' in a new theory of values.

A Japanese Advertising Agency

A Japanese Advertising Agency PDF

Author: Brian Moeran

Publisher: Routledge

Published: 2013-09-13

Total Pages: 335

ISBN-13: 1136795405

DOWNLOAD EBOOK →

This is the only book of its kind - written by an anthropologist who spent twelve months doing fieldwork in a major Tokyo agency and who has spent the past 30 years studying and living in Japan. By examining the production of advertising, this book turns other semiotics, media and cultural studies theories on their heads. By analysing the social structure of a modern media organization from the inside, it makes anthropology relevant and intellectually stimulating. By treating the Japanese as a more-or-less normal and rational people, it explodes the usual myths of exotic Japan and steps boldly into a global arena that embraces 'east' and 'west' in a new theory of values.

The Dentsu Way: Secrets of Cross Switch Marketing from the World’s Most Innovative Advertising Agency

The Dentsu Way: Secrets of Cross Switch Marketing from the World’s Most Innovative Advertising Agency PDF

Author: Kotaro Sugiyama

Publisher: McGraw Hill Professional

Published: 2010-12-10

Total Pages: 335

ISBN-13: 0071752781

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The breakthrough marketing strategy from the world's most innovative advertising agency One of the largest and most successful advertising companies in the world, Dentsu has pioneered a sophisticated new cross-communication strategy--and now it's being revealed for the first time. In a world saturated with marketing messages, making your offering relevant is your biggest challenge. Dentsu's Cross Switch model meets it head on. The Dentsu Way shares proven tactics for getting your message to consumers and creating "scenarios" to move them through calibrated Contact Points to meet whatever specific goal you set. This game-changing book: Explains Dentsu's 110-year history and unique service structure, as well as its broad range of business fields Introduces ten case studies of successful campaigns, which have won international advertising awards at events such as the Cannes Lions International Advertising Festival and ADFEST Provides nine of Dentsu's newest original tools and analysis methods Gain broader, more meaningful customer involvement and penetrate more deeply than ever into your market by following the Dentsu Way.

Comparing and Contrasting Marketing Assumptions and Advertising Strategies in Japan and the United States

Comparing and Contrasting Marketing Assumptions and Advertising Strategies in Japan and the United States PDF

Author: Joseph P. Helgert

Publisher:

Published: 2005

Total Pages: 176

ISBN-13:

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This study explores the practice and dynamics of advertising in the second largest democratic economy in the world - Japan. The work examines advertising practices through seven case studies, dramatically framed by individual vignettes written in the style of the Japanese business novel. The case problems and chosen solutions illustrate successful Japanese adaptations of advertising from around the world in addition to advertising practices that are culturally unique to Japan.

Leveraging Japan

Leveraging Japan PDF

Author: George Fields

Publisher: Jossey-Bass

Published: 2000

Total Pages: 360

ISBN-13:

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Japan's current shift from a manufacturing to a consumer economy is creating unprecedented opportunities for any company with the savvy to exploit this, the world's second largest market. Certainly, as the Japanese economy continues to rebound, more and more companies will continue to stake and build their presence there and use it as a springboard to enter other growing Asian markets. In Leveraging Japan, three leading authorities on market strategy and Japan present the new rules of Japanese marketing and discuss the evolution of other emerging Asian markets. These experts then share the same strategies that they've used to help American Express, Avon, Levi Strauss, and KFC, among other multinational companies, successfully establish a presence in Japan and leverage that presence to enter other Asian markets. To read the first chapter from this book, click here.

5,110 Days in Tokyo and Everything's Hunky-dory

5,110 Days in Tokyo and Everything's Hunky-dory PDF

Author: Sean Mooney

Publisher: Praeger

Published: 2000

Total Pages: 240

ISBN-13:

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Annotation Describes the ins and outs of advertising in Japan and gives a detailed, readable, and fascinating report for Westerners and others who need a fast, hands-on explanation of how to reach the Japanese consumer.

Advertising in the Aging Society

Advertising in the Aging Society PDF

Author: Florian Kohlbacher

Publisher: Springer

Published: 2016-04-08

Total Pages: 155

ISBN-13: 1137586605

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Population aging is a powerful megatrend affecting many countries around the world. This demographic shift has vast effects on societies, economies and businesses, and thus also for the advertising industry. Advertising in the Aging Society presents insights from a large-scale content analysis as well as questionnaire surveys among advertising practitioners and consumers in Japan. As the most aged society in the world, Japan lends itself as particularly suitable to study the implications of population aging. This book shows that older people, and especially older women, are highly underrepresented in advertising and are generally portrayed in stereotypical, albeit not necessarily unfavorable ways. This is despite the fact that advertising practitioners have a generally positive view towards using older models, even though only for an older target audience. Finally the book explore how both younger and older consumers perceive the representation of older people in advertising as stereotypical and partly negative, and are willing to boycott companies portraying older people negatively.

Marketing in Japan

Marketing in Japan PDF

Author: Ian Melville

Publisher: Routledge

Published: 1999

Total Pages: 270

ISBN-13: 0750641452

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'Marketing in Japan' is ideal for executives wanting a 'hands-on' guide to entering the Japanese market. If you are already operating any kind of business venture either in Japan or with Japan, or if you hope to do so in the future, this book is for you. It provides business people with all the necessary information about business, including marketing and distribution in Japan. Few Westerners have as thorough and distinguished a background in different areas of Japanese trade as Ian Melville; in addition to several years of exporting to Japan, he teaches Japanese business at Tokyo's Sophia University completing a PhD in the subject at Tokyo University. Marketing in Japan is an important book that will ensure that readers become well equipped to deal with increasing their business in Japan. Aimed at firms of all sizes wishing to enter or expand in Japan. Is written by someone who has already been successful in this area. Focus is on the mechanics of marketing and distribution, not generalities about the market.

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