Comparing and Contrasting Marketing Assumptions and Advertising Strategies in Japan and the United States: Case Studies
This study explores the practice and dynamics of advertising in the second largest democratic economy in the world - Japan. The work examines advertising practices through seven case studies, dramatically framed by individual vignettes written in the style of the Japanese business novel. The case problems and chosen solutions illustrate successful Japanese adaptations of advertising from around the world in addition to advertising practices that are culturally unique to Japan.
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Convincing the Japanese they need Personal Computers 55
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Advertising Age advertising agencies advertising campaign Adweek Akigawa analysis approach Arigato Atlas Bowling Conference brand image brand name breakfast food Britney Spears Brooks bubble economy business novel cars character names clients coincidental and unintentional competitors corporate advertising Crain Communications Inc customers Dean Witter Reynolds descriptions are products differences dramatic vignette Edwin Mellen Press electronics Employee Interview entirely coincidental Farah Fawcett Futatsu Gerhardt's global important industry ineffective handling J. P. Helgert Japan Bowling Japanese advertising Japanese agencies Japanese business novel Japanese consumers Japanese market Kokoku lifestyle living or deceased locations look market share Matronix media buying million name is entirely names to actual newspaper organization or brand percent personal computer Pommodoro Press and Joseph put into brackets resemblance responsible Sakamoto Semetai Shim bun Shinmoto Soledad K.K. Stewart success television Toffle Tokyo U.S. Advertising U.S. Commerce Department United Valley State University vignette are completely