Developing Creative Advertising Strategy for the Japanese Marketplace

C. Anthony Di Benedetto · Mariko Tamate · Rajan Chandran

35 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies International Business and FDI Advertising and Communication Studies

Abstract

This article identifies and illustrates some of the characteristics of successful Japanese advertising and discusses implications for creative strategy development. Secondly, it presents two case histories of how American firms successfully advertised their products in the Japanese market. Lastly, it makes overall observations, recommendations, and conclusions.

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References

1960The silent language in overseas business 1986Analysis of Information Content in U.S. and Japanese Magazine Advertising 1987"May Your Life Be Marvelous:" English Language Labelling and the Semiotics of Japanese Promotion 1995Marketing: Contemporary Concepts and Practices

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2018Cross‐cultural consumer psychology 1996Designing cross‐cultural advertising research: a closer look at paired comparisons 1994Print Advertising in the Pacific Basin 1995Product Information Strategies of American and Japanese Television Advertisements 2010The Effects of Openness on Attitude toward the Ad, Attitude toward the Brand, and Brand Beliefs in Dutch Magazine Ads 2006Advertising agencies, media and consumer market: the changing quality of TV advertising in Japan 1997TOWARD THE UNDERSTANDING OF ADVERTISING APPEALS IN TAIWANESE MAGAZINE ADS AND ITS IMPLICATIONS

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