Home > Periodicals > Bulletin of Nikkei Advertising Research Institute (Vol. 259)
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Vol. 259 (October/November 2011) Contents |
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| Evaluating and Analyzing Newspaper Advertising through a Questionnaire and a Brain Wave Study—The New Year Newspaper Advertising Survey |
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Akira Shimizu,
Takuya Murakami |
2 |
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| Industry Characteristics of the Advertising Industry—Analysis Using 2005 Industry Relations Tables |
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Yasuhiro Tsukahara |
10 |
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| Are Strong Brands Just Second-guessing?—A New Visualization of IMC Practice |
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Kayoko Honjo |
17 |
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A Reconsideration of the Theory of Marketing (Part 2)
—Brand Development Models and the Structure of Brand Marketing |
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Katsumi Kajihara |
24 |
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Leading Companies’ Advertising Expenditure and Corporate Image (Part 2)
—Ads Have a Close Relationship to Response to Customer Needs |
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Hajime Oishi, Yoshitomo Hatakeyama |
32 |
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| Report of the Study Group on Case Studies—Part 4 |
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| Effects of Using Celebrities and Non-celebrities on Creative Strategies |
Jeong-soo Park |
39 |
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| How to Innovate Using “Advertising Brain”—From Consumer Value Revolution to Demand Creation |
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Kenichi Otani |
47 |
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| My Research Project: No. 202 |
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| Interested in Consumers’ Spontaneous Behavior; Research Focused on the Community |
Masako Nakamura |
54 |
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| Series: Advertising Intelligence, or the Study of Advertising as Anthropology Final Installment |
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| The Philosophy of Advertising Knowledge |
Sadashige Aoki |
56 |
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Series: Revisiting Mannensha* Part 5
From Illustrious Glory to Breakup, Seen from the Viewpoint of Creating a Management Climate |
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Movement to Revitalize Management in the 1980s and End Result
*Japan’s oldest advertising agency, founded in Osaka in 1890. Dissolved in 1999 due to financial problems. |
Kazuhide Kawato |
64 |
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| Evolution of Retail Brands and Branch Architecture |
Takeshi Okayama,
Graduate School of Kinki University |
69 |
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| Sozoteki-fukushi-shakai (The creative welfare society) by Yoshinori Hiroi |
Keiichi Okamoto |
74 |
| B to B Marketing by Takuro Yoda |
Kazue Shimamura |
75 |
| Ibunka-tekio no marketing (Japanese version of Marketing Across Cultures) by Jean-Claude Usunier and Julie Anne Lee |
Ikuo Takahashi |
76 |
| Fuhyo-higai (Rumor-mongering damage) by Naoya Sekiya |
Toshihiko Miura |
77 |
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| Series: Madison Avenue Then and Now Part 15 |
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| The Digital-based Second Creative Revolution |
Kaede Seville |
78 |
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| Volunteers/NPOs and Advertising |
Keizaburo Asai |
84 |
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| From Journal of Advertising Research, ARF |
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