Vol. 258 (August/September 2011) Contents |
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A Reconsideration of the Theory of Marketing (Part 1)
—Marketing Research Shifts from Products to Brands |
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Katsumi Kajihara |
2 |
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| Comparison of Advertising Effectiveness According to Different Media in the Buying Process: Proposing the SCAP Model |
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Mitsuhiro Itakura,
Sotaro Katsumata,
Masahiro Mori |
10 |
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Leading Companies’ Advertising Expenditure and Corporate Image (Part 1)
—When Advertising Expenditure Exceeds 20 Billion Yen, the Two Are Strongly Correlated
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Hajime Oishi,
Yoshitomo Hatakeyama |
18 |
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| Report of the Study Group on Case Studies—Part 3 |
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| Long-selling Brands’ Advertising Strategies—Continuity, Consistency, Adaptability |
Daigo Matsumoto |
24 |
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| My Research Project: No. 201 |
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| Establishing a theory of creativity, with hints from rhetoric and symbols |
Toshiyuki Senoo |
32 |
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| Series: Advertising Intelligence, or the Study of Advertising as Anthropology Part 5 |
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| The Ability to Produce Deriving from Advertising Intelligence |
Sadashige Aoki |
34 |
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Series: Revisiting Mannensha* Part 4
From Illustrious Glory to Breakup, Seen from the Viewpoint of Creating a Management Climate
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Facing Corporate Bankruptcy in the Company’s 86th Year
*Japan’s oldest advertising agency, founded in Osaka in 1890. Dissolved in 1999 due to financial problems.
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Kazuhide Kawato |
40 |
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| Research on the Effect of Premiums on Brand Relationships |
Mitsuru Kaneko,
Waseda University Graduate School |
46 |
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| Kachikyoso-jidai no brand senryaku (Brand strategy in the age of value co-creation) by Yukihiro Aoki |
Keiichi Okamoto |
53 |
| Nihon no koho, PR 100-nen (100 years of public relations in Japan) by Seiya Ikari |
Kazue Shimamura |
54 |
| Shijo ni okeru gimanteki-settoku (Japanese version of Deception in the Marketplace) by David M. Boush, Marian Friestad, Peter Wright |
Ikuo Takahashi |
55 |
| Character-seishinbunseki (Character psychoanalysis) by Tamaki Saito |
Toshihiko Miura |
56 |
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| Experimental Research on Multi-pattern Advertising—Analyzing the Psychological Angle Mainly from the Viewpoint of the Latent Influence of Simple Direct Contact |
Naoaki Kawakami |
57 |
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| Series: Madison Avenue Then and Now Part 14 |
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| The Waves of the Digital Revolution—Emergence and Collapse of the Dot-com Bubble
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Kaede Seville |
72 |
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| Rationalism and the Enterprising Spirit |
Kazuyoshi Hotta |
78 |
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| From Journal of Advertising Research, ARF |
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| The Secret of Television’s Success |
96 |
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