Vol. 256 (April/May 2011) Contents |
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| Practical Education, a Fusion of Reality and Theory |
Junzo Ishii |
2 |
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| Report of the Study Group on Case Studies—Part 1 |
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| Role and Value of Case Studies in Advertising Planning |
Sadashige Aoki |
33 |
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| Representations of Women in Magazine Advertising |
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| ―Mainly Concerning Depictions of Japanese Models and Western Models |
Jinah Lee |
11 |
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| The Consumer Mind and the Word-of-Mouth Process |
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| ―From Face-to-face and Internet Research |
Hiroaki Ishii,
Daisuke Ishida,
Naoto Onzo |
19 |
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| Creating a Negative Word Database Influencing Impressions of News Site Insertion-type Ads |
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Maki Sakamoto,
Takuya Mashiko |
27 |
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| Research on Distribution Characteristics of Number of Brands Recalled |
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Hajime Masuda,
Kozo Suenaga |
35 |
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Survey on Advertiser Attitudes and Behavior Report
Changes in the Advertising Industry Now at the Second Step |
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| ―New Developments in Response to Sudden Drops in Corporate Performance |
Masahiro Shinoda |
40 |
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| Shift to 100% Digital Broadcasting and Viewership Rate Surveys |
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Toshiyuki Ishimatsu |
48 |
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My Research Project: No. 199
Pursuing Consumer Behavior Modeling: Seeing the Subjects as a Continuous Cohort |
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Takashi Niikura |
54 |
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| Series: Advertising Intelligence, or the Study of Advertising as Anthropology Part 3 |
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| The Archaeology of Advertising Intelligence |
Sadashige Aoki |
56 |
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Series: Revisiting Mannensha* Part 2
From Illustrious Glory to Breakup, Seen from the Viewpoint of Creating a Management Climate
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The Glory that Sadae Takagi Built Up and Its Meaning
*Japan’s oldest advertising agency, founded in Osaka in 1890. Dissolved in 1999 due to financial problems
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Kazuhide Kawato |
62 |
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A Discussion of the Idea of Experiential Value in Brand Building
―From the Viewpoint of Research in Consumption as Gratification |
Takumi Hirasaki,
Waseda University Graduate School |
68 |
| Consideration of POP Ads Effective for Influencing Buying Behavior |
Yumi Kobayashi;
Tomomi Komatsu;
Manami Suzuki;
Aya Tanabe;
Mariko Motohashi,
Komazawa University |
73 |
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| Marketing Discourse: A Critical Perspective by Per Skalen, Martin Fougere and Markus Felleson |
Keiichi Okamoto |
79 |
| Oshiete! Kannu kokusai kokokusai (Tell me about the Cannes Lions International Advertising Festival)by Tatsuro Sato |
Kazue Shimamura |
80 |
| Share: What’s Mine Is Yours by Rachel Botsman and Roo Rogers |
Ikuo Takahashi |
81 |
| Mono/kotozukuri no dezain (Designing things and ideas) by Yoko Kawashima |
Toshihiko Miura |
82 |
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Series: Madison Avenue Then and Now Part 12
The Television Age: Advertising Industry Exuberance and Prosperity
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Kaede Seville |
83 |
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| From Journal of Advertising Research, ARF |
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| In-Store Video Advertising Effectiveness |
110 |
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