Vol. 250 (April/May 2010) Contents |
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| Words of Undying Gratitude to Unforgettable Mentors and Professors |
Shoji Murata |
2 |
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250th Issue Anniversary Interview
Currents and Issues in Advertising Studies |
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| —Looking Back over the Past 10 Years |
Toru Ishizaki, Shizue Kishi, Koichi Shimizu |
4 |
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| The Indirect Marketing Effects of Advertising |
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| —Toward Expanding Marketing Strategy Theory |
Yasuhiro Haga |
12 |
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| Looking at Ad Creatives from the Viewpoint of G.H. Mead’s Theory of the Self and Society |
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| —An Examination of Ad Creatives from African-American Advertising Agencies |
Kazuhide Kawato |
20 |
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| Changes in Image, as Seen through the Nikkei Corporate Image Survey |
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Hajime Oishi |
28 |
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| A History of Changing Images of the Environment and Future CSR Strategies |
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Masako Nakamura |
36 |
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| My Research Project: No. 193 |
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| The market’s origin is entertainment. Examining the importance of cultural exchanges |
Satoru Yamakawa |
44 |
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Report on Survey on Advertiser Attitudes and Behavior
What Is Happening in the Advertising Industry? |
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| —Examining Major Advertisers’ Advertising Behavior and Attitudes: (1) Media and Advertising Expenditure |
Masahiro Shinoda |
46 |
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| The 40 Years of the Japan Academy of Advertising: Writing It through Topics |
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Toyoshi Moriuchi |
54 |
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| Series: From the Other Shore of Advertising Part 6 |
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| The Power of Communication Methods that Go beyond the Existing Territory of Marketing Communications |
Hideo Hida |
62 |
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| Series: Advertising as Method, Culture as Method—Learning about the Potential of Advertising from the Classics Part 5 |
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Taketoshi Yamamoto and Toshihiro Tsuganezawa, Nihon no kokoku—Hito, jidai, hyogen (Advertising in Japan: The people, the era, the executions)
—Trickster and Its Fringe Network |
Keiichi Okamoto |
70 |
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| Comparing TV and Internet Media Reach through Analysis of Advertising ExpenditureYuki Sako, Tetsuya Taniguchi, Yu Hidaka, Takeshi Matsunaga (Waseda University) |
78 |
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| Authenticity by James H. Gilmore and B. Joseph Pine II |
Keiichi Okamoto |
84 |
| Kigyo-fushoji to kiseki no shinrai-kaifuku (Corporate scandals and miraculous recovery of trust) by Kazuo Yanase |
Kazue Shimamura |
85 |
| Net-hyoban-shakai (Society of Internet-based evaluation) by Toshio Yamagishi and Noriaki Yoshikai |
Ikuo Takahashi |
86 |
| Marketing Metrics by Masanori Tamura |
Toshihiko Miura |
87 |
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| Series: Madison Avenue Then and Now Part 6 |
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| Another Son of the Revolution—the Life of Marion Harper |
Kaede Seville |
88 |
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| From Journal of Advertising Research, ARF |
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| A New Branch of Advertising |
120 |
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| Complete Contents List of the Bulletin of Nikkei Advertising Research Institute, Vol. 201–250 |
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138 |
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