Work

Developing Creative Advertising Strategy for the Japanese Marketplace

Year: 1992

Type: article

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.

Source: Journal of Advertising Research

DOI: 10.1080/00218499.1992.12466811

Authors: C. Anthony di Benedetto, Mariko Tamate, Rajan Chandran

Institutions: Temple University, University of Rochester

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W1571363671

FWCI: 11.29

Cites: 6

Cited by: 35

Related to: 10