Home > Periodicals > Bulletin of Nikkei Advertising Research Institute (Vol. 261)
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Vol. 261 (February/March 2012) Contents |
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Semiotics and Marketing Communication
—Their Relationship with IMC
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Naoki Shimomura |
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The Great East Japan Earthquake and Public Service Ads
—Sending the Message to Consumers through Public Service Ads
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Jeong-soo Park and Akihiro Kamei |
9 |
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| Report of the New Cross-media Study Group |
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| A Discussion of Cross-media Effectiveness, with Hints from the Connection Between Browsing Behavior for Corporate Websites and Evaluation of Advertising |
Mototaka Sakashita |
18 |
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| Report of the Sports Sponsorship Study Group |
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| Current Conditions and Issues, As Revealed in the “Corporate Survey on Sports Sponsorship” |
Koichi Yokota |
24 |
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| Report of the Study Group on Case Studies Final Installment |
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| Execution Methods for Humorous Ads and Their Effectiveness—Approach According to the Incongruity and Incongruity Resolution Theories |
Yoshitomo Hatakeyama |
30 |
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| My Research Project: No. 204 |
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| A Linguistics Approach to Why Advertising Is So Interesting—the Key to Effectiveness Is Relevance |
Kyoko Arai |
38 |
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Series: Revisiting Mannensha* Part 7
From Illustrious Glory to Breakup, Seen from the Viewpoint of Creating a Management Climate
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What the Company’s Personnel and Management Policies Revealed
*Japan’s oldest advertising agency, founded in Osaka in 1890. Dissolved in 1999 due to financial problems. |
Kazuhide Kawato |
40 |
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| Word-of-mouth Marketing Focusing on Consumer Moods: The Impact of the Word-of-mouth Information Recipient’s Mood on Product Evaluation |
Taro Ikizawa; Chiho Sato; Yoshihiro Tanaka; Riku Tokudome; Hayato Makabe, Komazawa University |
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| Advances in Advertising Research edited by Shintaro Okazaki |
Keiichi Okamoto |
52 |
| Seikaku o kagaku suru shinrigaku no hanashi (Psychology: A scientific approach to personality) by Atsushi Oshio |
Yukihiko Kubota |
53 |
Brand no tanjo (The birth of a brand) by Masanori Tamura |
Ikuo Takahashi |
54 |
| Shopper Marketing edited by Distribution Economics Institute of Japan |
Toshihiko Miura |
55 |
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| The Impact of my Experiences at the Communication University of China on My Research on Advertising |
Taketoshi Yamamoto |
56 |
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| From Journal of Advertising Research, ARF |
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| The Ethics of Celebrity-Athlete Endorsement |
76 |
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