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
Date Written: 1992
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.
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