Paying for Advertising in Japan
Jonathan Lace ARC
It is well known that agency remuneration in Japan is significantly different from that practised in Western markets. A new report shows just how wide the gulf is in terms of payment methods, practices and advertiser attitudes. A comprehensive survey was conducted by the Advertising Research Consortium (ARC) in collaboration with the Japan Advertisers Association (JAA) in Tokyo, the representative body of advertisers in Japan. A significant 76 advertisers responded to a detailed 25 page questionnaire on their remuneration practices.
The...