Trends in Japanese advertisers’ use of cross-media campaigns

Masahiro Shinoda

This paper, translated from Japanese, looks at the attitudes of large Japanese advertisers to cross-media campaigns, including the internet, and the extent to which they use or are planning to use multi-media strategies.

Trends in Japanese Advertisers’ Aittudues to and Use of Cross-Media Campaigns

Masahiro ShinodaHead of Research, Nikkei Advertising Research Institute

This paper, translated from the Japanese by WARC, is an extract from an article first published in the February/March issue of Bulletin of Nikkei Advertising Research Institute. For accompanying papers from the same issue, see:

  • Trends in Japanese consumers’ exposure to and use of media in different product choices
  • The Japanese cross-media launch campaign of the Toyota Crown

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Launched in 1977, the regular Survey of Advertiser Attitudes and Behavior has the greatest number of respondents of all similar...

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