The Particularities of Japanese Advertising
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Authors
Kareckas, Leslie A.
Issue Date
1990
Type
Thesis
Language
en_US
Keywords
Alternative Title
Abstract
Japanese advertising has become globally dominant through a
mixture of Japanese and Western characteristics. Dentsu, the
world's largest agency, has become successful through creativity,
diversity, expansion and organization. The first two qualities are
traditionally Western and the last two are typically Japanese.
The media utilized by Japanese advertisers is similar to those
used in the United states. The four main media that predominate
are: radio, newspapers, magazines, and television. Since these
media are becoming increasingly expensive, alternative methods have
been adopted. Point-of-purchase, direct mail, and outdoor
advertising are all gaining in popularity, however government
restrictions prevent their full potential from being utilized.
The techniques used in Japanese advertising have direct
correlations with Japan's culture, economy, and history.
Emotional-based ads are the dominant form of promotion used by
advertisers because of traditions and values inherent to the
culture. Also popular are value-added campaigns; its increased
use is due to Japan's rising economic influence. Third, foreigners
in advertising are used because of Japan's affluence and their
growing curiosity about the West. Lastly, comparative ads are also
proliferating because of Western influence.
Promotions are a tangible form of advertising and are
beginning to be effectively utilized in the Japanese market,
despite strict regulations. Traditional discounting, cutting
prices, is not as common in Japan as in the West. Discounted goods
are considered of poor quality and are not likely to be purchased
by Japanese consumers. Instead discounting takes the form of
prepaid cards. Couponing, recently legalized, is also employed as
a method of discounting. Premiums are used in much they same way
as in the West, accept several regulations exist that control their
proliferation.
Proctor & Gamble is a model company that attempted to enter
the Japanese market with products and strategies that were utilized
in the United States. They used a standardized procedure that did
not take into consideration any particularities of the market.
Although initially they were successful, Proctor & Gamble suffered
a huge loss due to their assumptions. Kao, similar to Proctor &
Gamble in Japan, used specialized techniques to enter the American
market. Instead of charging blindly in, they carefully studied
American consumer needs through extensive market research.
Although they have just recently entered the market, their success
is imminent. These examples conclude that specialized techniques
are needed to enter a foreign market.
Description
iii, 75 p.
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License
U.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.