Home > Periodicals > NARI Report (Vol. 283)
| Vol. 283 (December 2010) Contents | |
|---|---|
| Special Feature | Advertising expenses and advertising contact as seen through NARI surveys Advertising expenses are closely correlated to the extent of contact, and changes in advertising expenses may affect next year’s contact level. |
| Newest Communication Information from the U.S.―7 | U.S. Advertising Industry Fee System Now in Transition—Part 2 Aiming to remedy the fee system, major advertisers ignite controversy with “value-based” system. Advertising agencies weigh the pros and cons. ―Kaede Seville, U.S.-based advertising journalist |
| From Admap | Passive Chinese —Ratan Malli, head of strategy for North Asia office of U.S. advertising agency JWT |
| Advertising Campaign | Seiyu Promoting store visits with the catch phrase “KY” (a.k.a. kakaku yasuku or “low priced”) that parodies the trendy phrase kuki yomenai (describing people who “cannot read a situation”), finding success by tweaking Wal-Mart’s “Every Day Low Price” for a Japanese audience |
| Data & Data | TV driving advertising market recovery, while focus is on continued sluggish newspaper trends ―To impact half-yearly closings of two major advertising agencies ―Dentsu and Hakuhodo DY holdings |
| Information | NARI News |
