1 online resource (xvi, 214 pages) :

Annotation "In this book, a Japanese-American ad agency executive gives you the ins and outs of how advertising is done in Japan - a detailed, engaging report for Westerners and others who need a fast, hands-on explanation about how to reach Japanese consumers in their own land. Covering each sector of the industry and giving you knowledge that any Japanese account executive already has, Mooney explains the quirks of Japanese hard and soft sells, the use of foreign celebrities in Japanese advertising and how copy is developed in Japanese. He shows that while Japanese ads tend to be more subtle than western ads, there are many that take a "direct approach," even a hard sell, but Westerners unfamiliar with the language will not recognize that. He also focuses on Japanese media and why they differ from media in the West. Organized by subjects, the book can be read in any sequence. It is the only work of its kind so far by one who works in the Japanese industry. Marketers worldwide will find here the tools they need to get an edge on their counterparts elsewhere. Students of advertising, marketing, and international business can use this book as a resource to keep throughout their careers."--BOOK JACKET. Title Summary field provided by Blackwell North America, Inc. All Rights Reserved

Includes bibliographical references and index

Print version record

""Contents""; ""Illustrations""; ""Preface""; ""Introduction""; ""Hard Sell versus Soft Sell""; ""Foreigners and Celebrities in Japanese Advertising""; ""Japanese Copy""; ""Advertising Agencies in Japan""; ""Advertising on Television""; ""Advertising in Newspapers""; ""Advertising in Magazines""; ""Advertising on Radio""; ""Mass Transit Advertising""; ""Other Types of Transit Advertising""; ""Cinema Advertising""; ""Other Non�Mass Media Advertising""; ""Internet Advertising""; ""Conclusion""; ""Glossary""; ""Selected Bibliography""; ""Index""

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