A Japanese Advertising Agency: An Anthropology of Media and MarketsThis 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. |
Contents
Advertising expenditure in Japan 1990 | 21 |
Account Services | 39 |
Presentations | 71 |
Copyright | |
11 other sections not shown
Other editions - View all
A Japanese Advertising Agency: An Anthropology of Media and Markets Brian Moeran Limited preview - 1996 |
A Japanese Advertising Agency: An Anthropology of Media and Markets Brian Moeran Limited preview - 2013 |
A Japanese Advertising Agency: An Anthropology of Media and Markets Brian Moeran Limited preview - 2013 |
Common terms and phrases
account executive account services division account team advertising agencies advertising campaign advertising space agency and client Asahi Asatory Asatsu audience brand Breath 02 contact Breath 02 lenses broadcasting buying division celebrity cent colour commodities companies competitive presentation concerned consumers contact lens copywriter corneal physiology create creative team cultural Culture Club Dentsu department chief direct marketing editorial example fact film Firstly Hakuhodo handling ideas Ikon Breath 02 involved Japan Japanese advertising industry Japanese agencies kind Kodaroid Kōkoku Mainichi manager marketing division media buyers media buying million Moeran networks newspaper advertising NFC's Nihon Fibre Corporation Nikkei organization particular PKW's problem programme promotional Publication publishers radio rates relations rival Schudson seen sell Shinbun Shiseido Shūkan social sponsors spot commercials strategy target television advertising television commercials Tokyo usually visual women women's magazines words Yomiuri Yomiuri Shinbun