Developing Creative Advertising Strategy for the Japanese Marketplace

Journal of Advertising Research, Vol. 32, No. 1, pp. 39-48, January-February 1992

Posted: 27 Feb 2012

See all articles by Anthony Di Benedetto

Anthony Di Benedetto

Temple University

Mariko Tamate

University of Rochester

Raj Chandran

Temple University - Dean's Office; Temple University - Department of Marketing and Supply Chain Management

Date Written: 1992

Abstract

This article identifies and illustrates some of the characteristics of successful Japanese advertising and discusses implications for creative strategy development. Secondly, it presents two case histories of how American firms successfully advertised their products in the Japanese market. Lastly, it makes overall observations, recommendations, and conclusions.

Suggested Citation

Di Benedetto, Anthony and Tamate, Mariko and Chandran, Raj, Developing Creative Advertising Strategy for the Japanese Marketplace (1992). Journal of Advertising Research, Vol. 32, No. 1, pp. 39-48, January-February 1992. Available at SSRN: https://ssrn.com/abstract=2011945

Mariko Tamate

University of Rochester ( email )

Rochester, NY 14627
United States

Raj Chandran

Temple University - Dean's Office ( email )

Philadelphia, PA 19122
United States

Temple University - Department of Marketing and Supply Chain Management ( email )

Philadelphia, PA 19122
United States

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