Home > Periodicals > NARI Report (Vol. 274)

NARI Report

Vol. 274 (March 2010) Contents
NARI Survey Report The number of columns of corporate advertising is declining, but frequency is holding at previous levels. Advertising that includes claims for merchandise and services has increased rapidly and now accounts for more than half of all advertising placed.
—Corporate Advertising Appearing in The Nikkei in 2009 (Part 1)
2

NARI Survey on Manufacturers’ Reputations

Multi-faceted analysis of trends in evaluation of home builders and skin care cosmetics manufacturers. Clear differences emerged based on industry characteristics and respondents’ sex and age group, etc.
6
Exploring the Potential in the Execution of Public Service Advertising Viewers are tough critics of public service advertising, which needs to be public-minded. Our mission is to seek out the functionality of advertising communication.
—Mamoru Kusakawa, managing director, Advertising Council Japan
10

Advertising Campaign

 Puts the focus on social innovation and the environment. Communicates that the entire group is behind these efforts.
—Hitachi Group
12
Advertising Campaign The launch of New Krewrap contributes to a rebound in market share, which had been on the decline. Advertising communicates brand equity and has helped overcome the decline in the brand’s image.
—Kureha Corporation
13
Data & Data Total advertising expenditure down 11.5% to 5.9222 trillion yen, the first-ever double digit drop since the start of the survey. Expenditure down 18.6% for newspapers, edged out by a slight increase in Internet advertising to 706.9 billion yen.
—Dentsu, Advertising Expenditure in Japan, 2009
14
Advertising industry sales in 2009 were down 15.5%, the largest drop in the history of this survey. Newspaper industry advertising income was 501.6 billion yen and stood at 131.3 billion yen for the publishing industry.
— Ministry of Economy, Trade and Industry, Specified Service Industry Dynamic Statistics
15
Information NARI News
12