Home > Periodicals > Bulletin of Nikkei Advertising Research Institute (Vol. 249)
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Vol. 249 (February/March 2010) Contents |
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| A Fictitious World |
Hidetoshi Kato |
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| Reviving the Power of Advertising |
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| —The Transcendental Worth of Advertising and Recursively Defined Circulation |
Sadashige Aoki |
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| The Impact of Advertising on Corporate Value |
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| —Analysis of a Quantitative Study on the Investment Effects of Advertising |
Hideyuki Tanaka |
14 |
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| Media Corporations and Ad Placement Risk Management |
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Kunio Sakurai |
23 |
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| A Discussion of Marketing ROI and KPI Management |
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Tomohito Oyobe |
31 |
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| The Prosperity and Decline of the Retail Industry from the Perspective of Advertising Expenditure |
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| —Analysis Based on Advertising Expenditure of Leading Corporations (from Fiscal 1979–2008) |
Masafumi Okazaki |
39 |
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| My Research Project [192] |
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| Continuing Research on the Distribution System—Completing In-store Research |
Eitetsu Kanemura |
44 |
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| Series: From the Other Shore of Advertising Part 5 |
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| What Is “Marketing Communication”? |
Hideo Hida |
46 |
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| Series: Advertising as Method, Culture as Method—Learning about the Potential of Advertising at the Classics Part 4 |
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Jean Baudrillard, The System of Objects
—Advertising Is a Free Presentation |
Keiichi Okamoto |
53 |
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| Advertising and the Building of a Trusting Relationship |
Takeshi Okayama, School of Graduate Studies, Kinki University |
60 |
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| Fukyo ni naru to kuchibeni ga ureru (Lipstick sells well in a recession) by Satoru Yamakawa |
Keiichi Okamoto |
66 |
| Global Marketing Nyumon (Introduction to global marketing) by Osamu Aihara, Tadashi Shima and Toshihiko Miura |
Kazue Shimamura |
67 |
| Advertising Expenditure of Leading Corporations (2009 edition, compiled by NARI) |
Ikuo Takahashi |
68 |
| “Ken-shohi” sedai no kenkyu (An examination of the generation that dislikes consuming) by Hisakazu Matsuda |
Toshihiko Miura |
69 |
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| Series: Madison Avenue Then and Now Part 5 |
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| “The Hour before Dawn”—Madison Avenue Awaits the Creative Revolution |
Kaede Seville |
70 |
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| Researchers’ Notes |
Masahiro Shinoda |
75 |
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| From Journal of Advertising Research, ARF |
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| The Effectiveness of Combining Online and Print Advertisements |
94 |
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