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Marketing in Japan:
Section 1
Part 3 of 3: About Japan and an overview of marketing platforms in
Japan.
Table of Contents:
Page Title: Page Number:
About Japan 3
Marketing Platforms In Japan 17
Digital Marketing 21
Email Marke...
Marketing In Japan:
Promotional Media-
• Helped by an increase in unaddressed mail deliveryDirect Mail:
• Had a notable ex...
Marketing In Japan:
Promotional Media- Spending
Direct Mail
Advertising:
Rose
0.8%
¥392.3 Billion
Spent
Exhibition/Screen
...
Marketing In Japan:
Promotional Media- Spending
Outdoor
Advertising:
Rose
3.3%
¥317.1 Billion
Spent
POP Advertising:
Rose
...
Marketing In Japan:
Promotional Media-
Exhibition/Screen Display Advertising:
Growth Occurred Because Of:
Content-oriented...
Marketing In Japan:
Promotional Media-
Exhibition/Screen Display Advertising:
 Indications are that the long-term slump i...
Marketing In Japan:
Promotional Media-
Flyer Advertising:
Spending Was Lower Among Retailers Of:
 The volume of flyer adv...
Marketing In Japan:
Promotional Media-
Free Newspapers Advertising:
There was an increase in spending in the following ind...
Marketing In Japan:
Promotional Media-
Free Magazines Advertising:
Ad expenditures in free
magazines fell in Tokyo
and sur...
Marketing In Japan:
Promotional Media-
Outdoor Advertising:
Poster boards were used in a variety of industries including:
...
Marketing In Japan:
Promotional Media-
Outdoor Advertising:
Spending on large-screen displays rose because of the demand F...
Marketing In Japan:
Promotional Media-
Transit Advertising:
 The market for airport-related advertising is growing
 Prep...
Marketing In Japan:
Traditional Media-
12%
5%
3%
40%
37%
3%
2014 Advertising Spending By Medium: Traditional
Media Newspap...
Marketing In Japan:
Traditional Media-
29,551
26,350
26,091
21,172
21,096
0 5,000 10,000 15,000 20,000 25,000 30,000 35,00...
Marketing In Japan:
Traditional Media-
Newspaper
Advertising
Spending
Radio
Advertising
Spending
Magazine
Advertising
Spen...
Marketing In Japan:
Traditional Media- Newspaper
 Spending rose but failed to recover from April as a result of the slugg...
Marketing In Japan:
Traditional Media- Newspaper
Information/
Communications
Apparel/Fashion
Accessories/
Personal Items
P...
Marketing In Japan:
Traditional Media- Magazine
Spending
Rose 0.2% In:
Cosmetics/Toiletries
Spending
Rose 0.5% In:
Apparel...
Marketing In Japan:
Traditional Media- Radio
Automobiles/Related Products
up 12.5%
There was an increase in placements for...
Marketing In Japan:
Traditional Media- TV
Television Advertising
Spending
Terrestrial Television
Spending
Satellite Media-...
Marketing In Japan:
Traditional Media- TV
Terrestrial Television Spending:
These Industries Spending Went Up:
Information/...
Marketing In Japan:
Traditional Media-
Spending Was Steady Throughout The Year For:
Mail-order Services
Health Foods
Finan...
Marketing In Japan:
Traditional Media- TV Overall
Full Year • 101.6
Jan.–Jun. • 102.3
Jul.–Dec. • 100.8
Q1 Jan.–Mar. • 104...
Work Cited:
 "2014 Advertising Expenditures In Japan." Denstu. DENTSU INC., 2015. Web. 2 Feb. 2016.
<http://www.dentsu.co...
Work Cited:
 "Latest Trends in Japanese Mobile Market, Commented By Serkan Toto of TechCrunch Japan -
TechNode." TechNode...
Contact Us for the Full Presentation:
Mediacontact USA Inc.
13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 ...
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Marketing in Japan: Section 1 Part 3 of 3

The final part of section 1 for marketing in Japan. This one will look at promotional and traditional media.

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Marketing in Japan: Section 1 Part 3 of 3

  1. 1. Marketing in Japan: Section 1 Part 3 of 3: About Japan and an overview of marketing platforms in Japan.
  2. 2. Table of Contents: Page Title: Page Number: About Japan 3 Marketing Platforms In Japan 17 Digital Marketing 21 Email Marketing 25 Internet Marketing 33 Mobile Marketing 50 Search Engine Marketing 64 Social Media & Marketing 95 Top Used Social Media Apps 100 Promotional Media Marketing 123 Promotional Media Outlets 128 Traditional Marketing 151 Work Cited 170
  3. 3. Marketing In Japan: Promotional Media- • Helped by an increase in unaddressed mail deliveryDirect Mail: • Had a notable expansion in collaborative print and online campaigns Free Newspapers/Free Magazines: • Advertising targeting the individual consumer Point-of-Purchase (POP): • Advertising as development of new commercial facilities generated strong demand for display advertising Exhibition/Screen Display: The Rise Of Promotional Media Was Aided By: Compiled By author from dentsu.com
  4. 4. Marketing In Japan: Promotional Media- Spending Direct Mail Advertising: Rose 0.8% ¥392.3 Billion Spent Exhibition/Screen Display Advertising: Rose 6.1% ¥284.4 Billion Spent Flyer Advertising: Fell 3.6% ¥492.0 Billion Spent Free Newspapers Advertising: Rose 1.1% ¥75.4 Billion Spent Free Magazine Advertising: Rose 1.2% ¥156.2 Billion Spent Compiled By author from dentsu.com
  5. 5. Marketing In Japan: Promotional Media- Spending Outdoor Advertising: Rose 3.3% ¥317.1 Billion Spent POP Advertising: Rose 0.6% ¥196.5 Billion Spent Telephone Directory Advertising: Fell 7.9% ¥41.7 Billion Spent Transit Advertising: Rose 2.5% ¥205.4 Billion Spent Compiled By author from dentsu.com
  6. 6. Marketing In Japan: Promotional Media- Exhibition/Screen Display Advertising: Growth Occurred Because Of: Content-oriented exhibits at game show conventions Strong demand for display advertising associated with the development of new large-scale commercial facilities An increase in material costs Compiled By author from dentsu.com
  7. 7. Marketing In Japan: Promotional Media- Exhibition/Screen Display Advertising:  Indications are that the long-term slump in consumption in regional cities is coming to an end Special Events Such Helped Drive Up Demand In These Markets: Featuring Popular Characters Marathons Earthquake Recovery- related Events Compiled By author from dentsu.com
  8. 8. Marketing In Japan: Promotional Media- Flyer Advertising: Spending Was Lower Among Retailers Of:  The volume of flyer advertising placements continued to shrink, and paper sizes are becoming smaller  By region, spending was down everywhere except in Tohoku Consumer Electronics General Merchandise Stores Apparel/Fashion Accessories/Personal Industry Preparatory And Tutoring Schools Real Estate Sales Compiled By author from dentsu.com
  9. 9. Marketing In Japan: Promotional Media- Free Newspapers Advertising: There was an increase in spending in the following industries: High-priced Products Real Estate/ Housing Facilities Job Expenditures Hospital Information Compiled By author from dentsu.com
  10. 10. Marketing In Japan: Promotional Media- Free Magazines Advertising: Ad expenditures in free magazines fell in Tokyo and surrounding prefectures This occurred because of the continuing shift toward online advertising The circulation of free magazines expanded in regional cities The most circulated was for promoting tourism Free magazines are evolving and growing as a community-oriented medium This is due to Ad campaigns linking print and online coupons Compiled By author from dentsu.com
  11. 11. Marketing In Japan: Promotional Media- Outdoor Advertising: Poster boards were used in a variety of industries including: Beverages/ Cigarettes Automobiles/Related Products Finance/Insurance Music Television Programming Movie Fields Compiled By author from dentsu.com
  12. 12. Marketing In Japan: Promotional Media- Outdoor Advertising: Spending on large-screen displays rose because of the demand From:  Sports stadium billboards didn’t have many new installations  Demand was still strong for spot advertising during major sporting events Beverages/Cigarettes Industry Airline Industry Game Software Companies Video Game Machine Companies Compiled By author from dentsu.com
  13. 13. Marketing In Japan: Promotional Media- Transit Advertising:  The market for airport-related advertising is growing  Preparations are underway in anticipation of the Tokyo Summer Olympic Games in 2020 By industry category, solid growth in spending included: Information/Communications (mainly on ads for smartphone apps) Finance/ Insurance Beverages/Cigarettes Compiled By author from dentsu.com
  14. 14. Marketing In Japan: Traditional Media- 12% 5% 3% 40% 37% 3% 2014 Advertising Spending By Medium: Traditional Media Newspaper Magazines Radio TV Terrestrial TV Satellite Media-related Compiled By author from dentsu.com
  15. 15. Marketing In Japan: Traditional Media- 29,551 26,350 26,091 21,172 21,096 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 COSMETICS / TOILETRIES FOODSTUFFS INFORMATION / COMMUNICATIONS TRANSPORTATION / LEISURE BEVERAGES / CIGARETTES Advertising Expenditures By Industry: In 10 Million Yen Compiled By author from dentsu.com
  16. 16. Marketing In Japan: Traditional Media- Newspaper Advertising Spending Radio Advertising Spending Magazine Advertising Spending Fell 1.8% ¥ 605.7 Billion Spent Rose 0.0% ¥ 250.0 Billion Spent Rose 2.3% ¥ 127.2 Billion Spent Compiled By author from dentsu.com
  17. 17. Marketing In Japan: Traditional Media- Newspaper  Spending rose but failed to recover from April as a result of the sluggish economy  Despite positive factors like the Sochi 2014 Olympic Games and Lower House election, spending was down for the full year Precision Instruments/ Office Supplies (Wristwatches) Energy/Material / Machinery (Notably B2B Advertising) Pharmaceutical/ Medical Supplies Direct-marketed Foodstuffs (Health Foods) Beverages/ Cigarettes (Health Drinks) Placements Were Up In: Compiled By author from dentsu.com
  18. 18. Marketing In Japan: Traditional Media- Newspaper Information/ Communications Apparel/Fashion Accessories/ Personal Items Placements Were Down In: Expanding content for young people The launch or renewal of newspapers aimed at middle and high school students The digitization of content Newspapers Have Begun New Initiatives Including: Compiled By author from dentsu.com
  19. 19. Marketing In Japan: Traditional Media- Magazine Spending Rose 0.2% In: Cosmetics/Toiletries Spending Rose 0.5% In: Apparel/Fashion Accessories/Personal Items These 2 account for a large proportion of magazine advertising There was some growth in certain categories but overall expenditures were flat year on year Compiled By author from dentsu.com
  20. 20. Marketing In Japan: Traditional Media- Radio Automobiles/Related Products up 12.5% There was an increase in placements for both domestic and imported passenger cars Real Estate/Housing Facilities up 12.6% There was a growing demand for home-buying and rebuilding Precision Instruments/Office Supplies up 18.2% There was a greater demand for radio advertising aimed at office workers Spending Rose In: Compiled By author from dentsu.com
  21. 21. Marketing In Japan: Traditional Media- TV Television Advertising Spending Terrestrial Television Spending Satellite Media- related Spending BS Digital Broadcasting ¥ 1,956.4 Billion SpentRose 2.8% Rose 2.4% Rose 9.6% Rose 12.8% ¥ 1,834.7 Billion Spent ¥ 121.7 Billion Spent ¥ 83.15 Billion Spent Compiled By author from dentsu.com CS Digital Broadcasting Rose 4.5% ¥ 21.20 Billion Spent Cable TV Rose 3.4% ¥ 17.32 Billion Spent
  22. 22. Marketing In Japan: Traditional Media- TV Terrestrial Television Spending: These Industries Spending Went Up: Information/Communications •A sharp increase in smartphones and game apps Cosmetics/Toiletries •Shampoos and conditioners had an increase Pharmaceuticals/Medical Supplies •Direct-to-consumer (DTC) advertising and health drinks were the most advertised Compiled By author from dentsu.com
  23. 23. Marketing In Japan: Traditional Media- Spending Was Steady Throughout The Year For: Mail-order Services Health Foods Finance/Insurance Products Beauty-related Products Beverages Compiled By author from dentsu.com Satellite Media-related Spending:
  24. 24. Marketing In Japan: Traditional Media- TV Overall Full Year • 101.6 Jan.–Jun. • 102.3 Jul.–Dec. • 100.8 Q1 Jan.–Mar. • 104.0 Q2 Apr.–Jun. • 100.6 Q3 Jul.–Sep. • 100.6 Q4 Oct.–Dec. • 101.1 A quarterly breakdown of advertising expenditures in the traditional media The growth rates were fairly weak from April, but spending remained positive throughout the year Compiled By author from dentsu.com
  25. 25. Work Cited:  "2014 Advertising Expenditures In Japan." Denstu. DENTSU INC., 2015. Web. 2 Feb. 2016. <http://www.dentsu.com/knowledgeanddata/ad_expenditures/pdf/expenditures_2014.pdf>.  "The Act on Regulation of the Transmission of Specified Electronic Mail." Soumu.go.jp. 2002. Web. 2 Feb. 2016. <http://www.soumu.go.jp/main_sosiki/joho_tsusin/eng/Resources/laws/Specified-E-mail-index.pdf>. Act No. 26 of April 17, 2002 Law Information  Dattani, Chirag. "Entering the Japanese Online Market – All You Need to Know!"Chiragdattani.com. 05 Mar. 2014. Web. 2 Feb. 2016. <http://www.chiragdattani.com/entering-the-japanese-online-market-all-you-need-to-know/>.  "Digital (Internet, Social, Mobile) Japan Statistics Overview." Digital (Internet, Social, Mobile) Japan Statistics Overview. Web. 02 Feb. 2016. <http://www.slideshare.net/gaulis/cream-digital-japan-44632779>.  "Home." Sending Emails in Japan. Web. 02 Feb. 2016. <http://www.metia.com/asia-pacific/gillian-hamilton- rogers/2013/03/sending-emails-in-japan-an-infographic/>.  "In Japan, Most Marketing Emails Are Read on the Desktop - EMarketer." In Japan, Most Marketing Emails Are Read on the Desktop - EMarketer. Web. 02 Feb. 2016. <http://www.emarketer.com/Article/Japan-Most-Marketing-Emails-Read-on- Desktop/1013006#sthash.z3hmGc47.dpuf>.  "Internet Marketing in Japan." - AIMS, Israel. Web. 02 Feb. 2016. <http://www.aims.co.il/seo_japan.html>.  "January 2015 Social Media Report for Japan." Socialbakers.com. Web. 02 Feb. 2016. <http://www.socialbakers.com/resources/reports/regional/japan/2015/january/>.  "Japan." Central Intelligence Agency. Central Intelligence Agency. Web. 02 Feb. 2016. <https://www.cia.gov/library/publications/the-world-factbook/geos/ja.html>.  "Japan Demographics Profile 2014." Japan Demographics Profile 2014. Web. 02 Feb. 2016. <http://www.indexmundi.com/japan/demographics_profile.html>.  "Japan | Economic Indicators." Japan | Economic Indicators. Web. 02 Feb. 2016. <http://www.tradingeconomics.com/japan/indicators>.  "Japan." OECD Better Life Index. Web. 02 Feb. 2016. <http://www.oecdbetterlifeindex.org/countries/japan/>.  "Japanese Marketers Seek Collaboration with IT for Successful Digital Marketing Deployment." Adobe Digital Dialogue. 2014. Web. 02 Feb. 2016. <http://blogs.adobe.com/digitaldialogue/news-and-reports/japanese-marketers-seek-collaboration- successful-digital-marketing-deployment/>.
  26. 26. Work Cited:  "Latest Trends in Japanese Mobile Market, Commented By Serkan Toto of TechCrunch Japan - TechNode." TechNode. 2011. Web. 02 Feb. 2016. <http://technode.com/2011/03/27/the-latest-trends-in- japanese-mobile-market-commented-by-serkan-toto-of-techcrunch-japan/>.  "Line Marketing in Japan 2016." Japanbuzz. Web. 02 Feb. 2016. <http://www.japanbuzz.info/line- marketing-in-japan-2016/>.  "Map of Japan : Japan Prefectures Map : Travel Friend, ZenTech." Map of Japan : Japan Prefectures Map : Travel Friend, ZenTech. Web. 02 Feb. 2016. <http://www2m.biglobe.ne.jp/ZenTech/English/Japan/Map/Japan_Prefectures_Map.htm>.  "Mobile Ad Spend to Top $100 Billion Worldwide in 2016, 51% of Digital Market - EMarketer." EMarketer. Web. 02 Feb. 2016. <http://www.emarketer.com/Article/Mobile-Ad-Spend-Top-100-Billion-Worldwide-2016-51-of- Digital-Market/1012299>.  "Mobile Marketing in Japan. - Advance Web-Marketing." Advance Web-Marketing. 2015. Web. 02 Feb. 2016. <http://rebecca.webmarketing-geneve.ch/2015/03/16/mobile-marketing-from-japan/>.  Nguyen, Chandler. "6 Things about Japan Digital Marketing Landscape." Chandler Nguyen. 5 July 2015. Web. 2 Feb. 2016. <http://www.chandlernguyen.com/blog/2015/07/05/6-things-about-japan-digital-marketing- landscape-part-1/>.  "Overcoming Search Marketing Challenges in Japan | Adobe." Digital Marketing Blog by Adobe. 2015. Web. 02 Feb. 2016. <http://blogs.adobe.com/digitalmarketing/search-marketing/overcoming-search-marketing- challenges-japan/>.  "Top Japanese Social Media Networks." Freshtrax by Btrax. Web. 02 Feb. 2016. <http://blog.btrax.com/en/2015/04/27/2015-top-japanese-social-media-networks-2/>.  “Top US Exports." Top US Exports. Web. 02 Feb. 2016. <http://www.worldsrichestcountries.com/top_us_exports.html>.  “Travel - Regions of Japan." Japan Forum. Web. 02 Feb. 2016. <http://www.jref.com/articles/regions-of- japan.154/>.
  27. 27. Contact Us for the Full Presentation: Mediacontact USA Inc. 13575 58TH Street North #160 Clearwater, Fl. 33760 T: 727 538 4112 E: contact@mcusa.co www.mediacontactusa.com

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