A Japanese Advertising Agency: An Anthropology of Media and Markets

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University of Hawaii Press, 1996 - Business & Economics - 322 pages
This is a formal account of the structure and organization of a large Japanese advertising agency. Based on a year's fieldwork in a Tokyo-based agency, the book presents a case study of an advertising campaign to outline the complex relations that exist both between different division (Account, Planning, Marketing, Creative) within an advertising agency, and between the agency and the client, on the one hand, and the agency and media on the other.
 

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Contents

Account Services
39
Presentations
71
Marketing
99
Figures
117
Creative
133
Newspapers
169
Magazines
200
Television
233
Conclusion
276
Appendix
298
Index
315
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