Home > Periodicals > NARI Report (Vol. 279)
| Vol. 279 (August 2010) Contents | |
|---|---|
| Special Feature | Report on the Cannes Lions 57th International Advertising Festival—Part 1 The 2010 festival has moved in the direction of social media ―The use of social media has gone mainstream, and the role of advertising there is starting to be explored Kazuhiro Suda, Hakuhodo creative director and author of Tsukatte moraeru kokoku [Effective Advertising—Communication that Attracts Attention] |
| Newest Communication Information from the U.S.―3 | Digitalization is changing the face of billboard advertising, with attention focused on its superior interactive features Kaede Seville, U.S.-based advertising journalist |
| News Follow-up | Bicycles—the new “green” advertising medium New businesses springing up that place ads on rent-a-cycles or velo-taxis and use ad revenue to lower rental fees and fares Businesses placing ads on the back of tricycles that go around the city also increasing |
| From Admap | “From ‘me’ to ‘we’ research” Predictive power using the abilities of people as social animals John Kearon, Chief Juicer, BrainJuicer [U.K. web design company] |
| Advertising Campaign | Wacoal Corp. “LALAN—the bra that maintains morning cleavage all day long” ―Analog-digital media fusion designed to effectively communicate creative work that makes a lasting impression |
| Japan Academy of Advertising Report | Strong impact of the Web on marketing communications ―Fourth report from the Academy’s Kanto committee Hiroe Suzuki, head, public relations and academic exchanges committee (formerly professor at Kinjo University) |
| Data & Data | Advertisers spend 2.3 times more on sales promotion than on advertising FY2008 spending on sales promotion by leading Japanese companies (advertisers) was 6.9944 trillion yen, 2.29 times more than the 3.0608 trillion yen spent on advertising (figures from NARI). ―From a survey by the Japan Promotional Marketing Institute Inc. (JPM) on sales promotion expenditure |
