5,110 Days in Tokyo and Everything's Hunky-Dory: The Marketer's Guide to Advertising in Japan

5,110 Days in Tokyo and Everything's Hunky-Dory: The Marketer's Guide to Advertising in Japan

5,110 Days in Tokyo and Everything's Hunky-Dory: The Marketer's Guide to Advertising in Japan

5,110 Days in Tokyo and Everything's Hunky-Dory: The Marketer's Guide to Advertising in Japan

Synopsis

"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." Title Summary field provided by Blackwell North America, Inc. All Rights Reserved

Excerpt

Foreign firms annually spend tens of millions of dollars on advertising in Japan. From a business perspective, the pressure on them to successfully market more of their products to Japan’s wealthy consumers is never-ending. Advertising is critical to accomplishing that goal.

Today, Japan represents a market that cannot be ignored by multinational companies ranging from Ford to BVD. Japan’s well-heeled population, well over 90% of whom are middle-class, are vital to these corporations' bottom lines.

The key to the marketing successes of these non-Japanese companies, still an area where they inevitably hit a proverbial stone wall, is understanding how to advertise in Japan.

Over the years, several books have been published that deal with “marketing in Japan” and “Japanese marketing.” Most of these books touch only briefly on the difficult subject of advertising in Japan. Yet it is impossible to successfully market any product or service in Japan without an effective advertising campaign. Inevitably, advertising plays a crucial role in the ultimate success of a foreign firm in Japan, and entails a huge investment in personnel, time, and money.

Unfortunately, there is a lack of authoritative published information on advertising available in English. I hope this book fills that gap, providing non-Japanese marketers and advertisers in all industries with the basic knowledge necessary for successfully advertising their products and services in Japan.

5,110 Days in Tokyo and Everything’s Hunky-Dory is based on over 250 presentations I've made to Western advertisers during the past 14 years. The book is designed to provide Western advertisers with the answers they have been seeking, regarding advertising in Japan. Each chapter focuses on one of the most commonly questioned areas of advertising in Japan.

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