Home > Surveys and Research

• Advertising Expenditure of Leading Corporations (FY 2010)
• Revised Forecast for Advertising Expenditure for FY 2011 (Outline)
• Forecast for Advertising Expenditure in FY2011 after the March 11 Earthquake (Summary)
• Forecast for Advertising Expenditure in FY2011
• Advertising Expenditure of Leading Corporations (FY 2009)
• Revised Forecast for Advertising Expenditure for FY 2010
• Survey on Advertiser Attitudes and Behavior (2010)
• Forecast for Advertising Expenditure in FY2009 and FY2010
• Advertising Expenditure of Leading Corporations (FY2008)
• Advertising Expenditure Estimate for FY2009 Revised Downward
• Survey on Advertiser Attitudes and Behavior (2009)
• Advertising Expenditure of Leading Corporations (FY2007)
• Forecast for Advertising Expenditure in FY2008 and FY2009 (Summary)
• Forecast for Advertising Expenditure in FY2008 and the First Half of FY2009

• Corporate Communications Study Group
  

  Head: Morikazu Hirose, Associate Professor, Faculty of Busines Administration, Tokyo Fuji University

  Enterprises today face a host of communications-related issues ranging from establishing a compliance system to promoting their corporate social responsibility (CSR) activities. Against this background, this study group explores methods for establishing corporate reputation and new trends in corporate communications. In 2007, this study group carried out a survey on corporate communications in leading corporations among corporate communications officers that received 244 responses.
  
  
• Internet Advertising Study Group
  

  Head: Hisamitsu Mizushima, Professor, Department of Media Studies, School of Letters, Tokai University

  This study group surveys and researches promotion and advertising activities on the Internet. Analyzing logs and other sources facilitates data analysis of Internet-based promotion and advertising, and cost-benefit analysis is easy to verify compared to existing mass media channels. Taking advantage of this characteristic, the group is attempting to develop marketing theories appropriate for the Internet age. Members of Nikkei Net (Nikkei Digital Media Inc.) also participate in this study group.
  
  
  
• New Advertising Effectiveness Study Group
  

  Head: Toru Ishizaki, Professor, School of Business Administration, Senshu University

  This study group, whose members consist of eight employees from advertising and market research companies and young researchers, is held once a month. Various indices exist for measuring advertising effectiveness, but as cross media methods become more common it becomes more difficult to measure advertising effectiveness using only existing indices. This group is conducting research into methods that can measure advertising effectiveness from new perspectives such as engagement.
  
  
  
• Case Studies Study Group
  

  Head: Sadashige Aoki, Professor, Faculty of Social Studies, Doshisha University

  This study group has six guest researchers, including young researchers from universities. Certain ads appearing in various media and considered distinctive from the concept or creative viewpoint are selected and guest researchers interview the advertisers about the aims, effectiveness, target, expression, budget and media strategy of those ads. The aim of this activity is build a data archive of the researchers’ findings.
  
  
  
• Advertising Expenditure Analysis Study Group
  

  Head: Yoshihiro Saruyama, Professor, Faculty of Business Administration, Komazawa University

  Trends in advertising expenditure are a topic of interest to many in the advertising industry, and this subject is surveyed and analyzed according to various indices. In particular, this study group analyzes data to forecast advertising expenditure for the next year based on macroeconomic trends, using the NIRA/JCER model developed jointly by NARI and the Japan Center for Economic Research (JCER).