Comparing and contrasting marketing assumptions and advertising strategies in Japan and the United States: case studies
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Lewiston, N.Y. [u.a.]
Mellen
2005
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (p. 133-136) and index |
| Beschreibung: | v, 142 S. graph. Darst. |
| ISBN: | 0773459049 |
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| 245 | 1 | 0 | |a Comparing and contrasting marketing assumptions and advertising strategies in Japan and the United States |b case studies |c by Joseph P. Helgert |
| 264 | 1 | |a Lewiston, N.Y. [u.a.] |b Mellen |c 2005 | |
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| 650 | 4 | |a Advertising - United States vCase studies | |
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| adam_text | TABLE OF CONTENTS
Dedication
List of Figures
List of Tables
List of Abbreviations
Foreword by Dr. Anne Zahradnik.........................................................................f
Acknowledgements..............................................................................................v
Introduction......................................................................................................../
Chapter I
The Case Method as It Is Applied in Japan........................................................9
Statement of the Problem.............................................................................9
Critical Factors...........................................................................................10
Alternatives................................................................................................10
Recommendations......................................................................................10
Additional Comments................................................................................10
Case Modification......................................................................................11
Japanology.................................................................................................11
Cultural Approach......................................................................................11
Structural Approach...................................................................................12
Language...................................................................................................13
Chapter 2
Differences in Japanese Advertising................................................................IS
Creative Objective Comparisons................................................................23
Creative Strategy Comparisons..................................................................24
Unique Creative Activities.........................................................................26
Comparative Advertising...........................................................................26
Celebrities..................................................................................................28
Literacy and the Written Language.............................................................29
Information Versus Emotion......................................................................31
Conflicting Accounts.................................................................................31
Agency Media Domination........................................................................32
Media Concentration..................................................................................33
Conclusion.................................................................................................33
Chapter 3
fSoledad K.K.]: Convincing the Japanese they need Personal Computers.......55
Abstract.....................................................................................................35
Vignette Fixing the Problem ..................................................................35
Introduction...............................................................................................40
Problem.....................................................................................................40
Critical Factors...........................................................................................42
Creative Alternatives..................................................................................44
Additional Comments................................................................................45
Chapter 4
{Japan Bowling Conference]: How to Create Media Outlets in a Media
Dominated Market............................................................................................47
Abstract.....................................................................................................47
Vignette An Embarassing Situaton ........................................................47
Problem.....................................................................................................49
Alternatives................................................................................................50
Recommendation.......................................................................................51
Chapter 5
[Stewart s]: How to Cope with Brand Success When Space Runs Out............53
Abstract.....................................................................................................53
Vignette Where Does Britney Spears Eat? ..............................................53
Problem.....................................................................................................55
Critical Factors...........................................................................................56
Alternatives................................................................................................58
Recommendation.......................................................................................58
Additional Comments................................................................................59
Chapter 6
[Matronix]: Creating a Trustworthy Image in a Skeptical Market...................61
Abstract.....................................................................................................61
Vignette The Brick Wall ........................................................................61
Problem.....................................................................................................69
Critical Factors...........................................................................................74
Recommendation____................................................................................76
Strategies/Objectives Analysis...................................................................77
Target Group Analysis...............................................................................78
Message Strategy Analysis.........................................................................79
Negatives...................................................................................................79
Positives
Media Analysis
Chapter 7
[Shinmotof—Understanding Lifestyles to Pique Interest in a
Declining Brand............................................................................................... 3
Abstract.....................................................................................................83
Vignette Don t Change That Station! .....................................................83
Problem.....................................................................................................85
Critical Factors...........................................................................................86
Alternatives................................................................................................89
Recommendation.......................................................................................90
Additional Comments................................................................................90
Chapter 8
[Atlas]: Transplanting a Strong American Brand Image.................................93
Abstract.....................................................................................................93
Vignette Speculating on the Americans .................................................93
Critical Factors...........................................................................................96
Alternatives................................................................................................99
Recommendation.....................................................................................100
[Futatsu s] Response to Questionnaire.....................................................100
Critical Factors.........................................................................................103
Postscript.................................................................................................106
Chapter 9
[Gerhardt sJ: Restoring Luster to a Popular Brand.......................................109
Abstract...................................................................................................109
Vignette Cheap is as Cheap Does ........................................................109
Problem...................................................................................................112
Critical Factors.........................................................................................112
[Futatsu] Research...................................................................................116
Creative Recommendations......................................................................118
Creative Alternatives:...............................................................................120
A Approach:.........................................................................................120
B Approach:......................................................................................... 20
Alternatives..............................................................................................121
Recommendation..................................................................................... 22
Chapter 10
Strategies for a Changing Japan....................................................................125
Economic Change....................................................................................125
Comparative Advertising.........................................................................125
Consumer Values.....................................................................................126
Globalization............................................................................................127
Competing Services.................................................................................128
Accountability..........................................................................................129
Creative Strategies...................................................................................130
Bibliography...................................................................................................133
Index...............................................................................................................137
Japanese Glossary..........................................................................................141
LIST OF FIGURES
Introduction
Figure 1 U.S. Exports/Imports..........................................................................4
Chapter 2
Figure 2 Japanese Advertising Spending.....................................................20
LIST OF TABLES
Chapter 2
Table 1 U.S. Advertising Expenditures by Medium........................................16
Table 2 Top Ten U.S. Advertisers...............................................................18
Table 3 Top Ten U.S. Advertising Categories...............................................21
Table 4 Top Ten Japanese Advertisers........................................................22
Chapter 6
Table 5 U.S. Imports by Country...............................................................71
Table 6 U.S. Electronics Imports...............................................................72
Table 7 U.S. Electronics Imports ($)...........................................................73
|
| adam_txt |
TABLE OF CONTENTS
Dedication
List of Figures
List of Tables
List of Abbreviations
Foreword by Dr. Anne Zahradnik.f
Acknowledgements.v
Introduction./
Chapter I
The Case Method as It Is Applied in Japan.9
Statement of the Problem.9
Critical Factors.10
Alternatives.10
Recommendations.10
Additional Comments.10
Case Modification.11
Japanology.11
Cultural Approach.11
Structural Approach.12
Language.13
Chapter 2
Differences in Japanese Advertising.IS
Creative Objective Comparisons.23
Creative Strategy Comparisons.24
Unique Creative Activities.26
Comparative Advertising.26
Celebrities.28
Literacy and the Written Language.29
Information Versus Emotion.31
Conflicting Accounts.31
Agency Media Domination.32
Media Concentration.33
Conclusion.33
Chapter 3
fSoledad K.K.]: Convincing the Japanese they need Personal Computers.55
Abstract.35
Vignette "Fixing the Problem".35
Introduction.40
Problem.40
Critical Factors.42
Creative Alternatives.44
Additional Comments.45
Chapter 4
{Japan Bowling Conference]: How to Create Media Outlets in a Media
Dominated Market.47
Abstract.47
Vignette "An Embarassing Situaton".47
Problem.49
Alternatives.50
Recommendation.51
Chapter 5
[Stewart's]: How to Cope with Brand Success When Space Runs Out.53
Abstract.53
Vignette "Where Does Britney Spears Eat?".53
Problem.55
Critical Factors.56
Alternatives.58
Recommendation.58
Additional Comments.59
Chapter 6
[Matronix]: Creating a Trustworthy Image in a Skeptical Market.61
Abstract.61
Vignette "The Brick Wall".61
Problem.69
Critical Factors.74
Recommendation_.76
Strategies/Objectives Analysis.77
Target Group Analysis.78
Message Strategy Analysis.79
Negatives.79
Positives
Media Analysis
Chapter 7
[Shinmotof—Understanding Lifestyles to Pique Interest in a
Declining Brand. 3
Abstract.83
Vignette "Don't Change That Station!".83
Problem.85
Critical Factors.86
Alternatives.89
Recommendation.90
Additional Comments.90
Chapter 8
[Atlas]: Transplanting a Strong American Brand Image.93
Abstract.93
Vignette "Speculating on the Americans".93
Critical Factors.96
Alternatives.99
Recommendation.100
[Futatsu's] Response to Questionnaire.100
Critical Factors.103
Postscript.106
Chapter 9
[Gerhardt'sJ: Restoring Luster to a Popular Brand.109
Abstract.109
Vignette "Cheap is as Cheap Does".109
Problem.112
Critical Factors.112
[Futatsu] Research.116
Creative Recommendations.118
Creative Alternatives:.120
"A" Approach:.120
"B" Approach:.'20
Alternatives.121
Recommendation.'22
Chapter 10
Strategies for a Changing Japan.125
Economic Change.125
Comparative Advertising.125
Consumer Values.126
Globalization.127
Competing Services.128
Accountability.129
Creative Strategies.130
Bibliography.133
Index.137
Japanese Glossary.141
LIST OF FIGURES
Introduction
Figure 1 U.S. Exports/Imports.4
Chapter 2
Figure 2 Japanese Advertising Spending.20
LIST OF TABLES
Chapter 2
Table 1 U.S. Advertising Expenditures by Medium.16
Table 2 Top Ten U.S. Advertisers.18
Table 3 Top Ten U.S. Advertising Categories.21
Table 4 Top Ten Japanese Advertisers.22
Chapter 6
Table 5 U.S. Imports by Country.71
Table 6 U.S. Electronics Imports.72
Table 7 U.S. Electronics Imports ($).73 |
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| spelling | Helgert, Joseph P. Verfasser aut Comparing and contrasting marketing assumptions and advertising strategies in Japan and the United States case studies by Joseph P. Helgert Lewiston, N.Y. [u.a.] Mellen 2005 v, 142 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. 133-136) and index Advertising - Japan vCase studies Advertising - United States vCase studies Advertising Japan Case studies Advertising United States Case studies Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf USA Japan (DE-588)4028495-5 gnd rswk-swf USA (DE-588)4078704-7 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content USA (DE-588)4078704-7 g Marketingstrategie (DE-588)4120697-6 s Werbung (DE-588)4065541-6 s Japan (DE-588)4028495-5 g DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014743061&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Helgert, Joseph P. Comparing and contrasting marketing assumptions and advertising strategies in Japan and the United States case studies Advertising - Japan vCase studies Advertising - United States vCase studies Advertising Japan Case studies Advertising United States Case studies Marketingstrategie (DE-588)4120697-6 gnd Werbung (DE-588)4065541-6 gnd |
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| title | Comparing and contrasting marketing assumptions and advertising strategies in Japan and the United States case studies |
| title_auth | Comparing and contrasting marketing assumptions and advertising strategies in Japan and the United States case studies |
| title_exact_search | Comparing and contrasting marketing assumptions and advertising strategies in Japan and the United States case studies |
| title_exact_search_txtP | Comparing and contrasting marketing assumptions and advertising strategies in Japan and the United States case studies |
| title_full | Comparing and contrasting marketing assumptions and advertising strategies in Japan and the United States case studies by Joseph P. Helgert |
| title_fullStr | Comparing and contrasting marketing assumptions and advertising strategies in Japan and the United States case studies by Joseph P. Helgert |
| title_full_unstemmed | Comparing and contrasting marketing assumptions and advertising strategies in Japan and the United States case studies by Joseph P. Helgert |
| title_short | Comparing and contrasting marketing assumptions and advertising strategies in Japan and the United States |
| title_sort | comparing and contrasting marketing assumptions and advertising strategies in japan and the united states case studies |
| title_sub | case studies |
| topic | Advertising - Japan vCase studies Advertising - United States vCase studies Advertising Japan Case studies Advertising United States Case studies Marketingstrategie (DE-588)4120697-6 gnd Werbung (DE-588)4065541-6 gnd |
| topic_facet | Advertising - Japan vCase studies Advertising - United States vCase studies Advertising Japan Case studies Advertising United States Case studies Marketingstrategie Werbung USA Japan Fallstudiensammlung |
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