A Japanese Advertising Agency: An Anthropology of Media and MarketsUniversity of Hawaii Press, 01/07/1996 - 322 من الصفحات This is a formal account of the structure and organization of a large Japanese advertising agency. Based on a year's fieldwork in a Tokyo-based agency, the book presents a case study of an advertising campaign to outline the complex relations that exist both between different division (Account, Planning, Marketing, Creative) within an advertising agency, and between the agency and the client, on the one hand, and the agency and media on the other. |
المحتوى
Marketing | 3 |
Advertising expenditure in Japan 1990 | 22 |
Figures | 117 |
Newspapers | 199 |
Television | 233 |
Conclusion | 276 |
Appendix | 298 |
طبعات أخرى - عرض جميع المقتطفات
عبارات ومصطلحات مألوفة
account executive account services division account team advertising agencies advertising campaign advertising space agency and client Asahi Asatory Asatsu audience brand Breath 02 contact Breath 02 lenses broadcasting buying division celebrity cent colour commodities companies competitive presentation concerned consumers contact lens contact lens campaign copywriter corneal physiology create creative team cultural Culture Club Dentsu department chief direct marketing editorial example fact film Firstly Hakuhodo handling Hower ideas Ikon Breath 02 involved Japan Japanese advertising industry Japanese agencies kind Kodaroid Kōkoku manager marketing division Mayle media buyers media buying million Moeran networks NFC's Nihon Fibre Corporation Nikkei organization overall particular PKW's problem programme promotional publishers radio rates relations rival Schudson seen sell Shinbun Shiseido social sponsors spot commercials strategy target television advertising television commercials Tokyo usually visual women words Yomiuri Yomiuri Shinbun