The book '2015 Comprehensive Course in Advertising Communication: Theory and Case Studies' has been published.

On December 19, 2014, "2015 Comprehensive Advertising Communication Course: Theory and Case Studies" (Published by: Nikkei Advertising Research Institute; Distributed by: Nikkei Publishing Inc.) was released.
This book reproduces the lectures from the 47th "Comprehensive Advertising Seminar" held in July 2014 (18 lectures in total, organized into 6 themes; see table of contents below).

Featuring lectures by instructors from various advertising and marketing fields, it comprehensively covers the latest trends, serving as an indispensable comprehensive guide for understanding the theory and practice surrounding "advertising communication."

It is useful for those involved in advertising and those studying advertising, and can also be used as a textbook for training and learning. For general readers, it is an excellent book for understanding the overall picture of the advertising business.

～Table of Contents～

Chapter I: Outlook ── Advertising Today
・Lecture I-1
"What is Modern Advertising? — Challenges in Communication Strategy and the Role of Advertising"
Shizue Kishi, Professor, Tokyo Keizai University
・Lecture I-2
"New Perspectives on Advertising Management: Nissin Foods' Marketing Initiatives"
Masakatsu Sano, Section Chief, Public Relations Division, Corporate Strategy Headquarters, Nissin Foods Holdings
・Lecture I-3
"The Changing Structure of the Advertising Market"
Toshiyuki Kitahara, Principal Researcher, Media Innovation Research Department, DENTSU SOKEN INC.

[Chapter II: New Trends Surrounding Advertising]
・Lecture II-1
"Analytics and Insights for Consumer Understanding"
Masayuki Hagiwara, Executive Vice President, Transcosmos Analytics
・Session II-2
"Three Perspectives Influencing Marketing"
Hiroyuki Muramatsu, Executive Producer, Momentum Japan
・Session II-3
"Future Trends in Media"
Masaya Haraguchi, Head of Business Development Division, Asatsu DK

[Chapter III: The Role and Utilization of Advertising Media (Mass Media, Promotion Media)]
・Lecture III-1
"The Potential of Print Media Advertising: Cross-Media Communication Between Paper and Digital"
Naoki Sakai, Senior Researcher, Nikkei Advertising Research Institute
Yasuhiro Kunitomo, Deputy Division Manager, Digital Business Bureau, The Nikkei, Inc.
・Session III-2
"Taking Japanese Content to the World! — Broadcasters' Overseas Expansion and Advertising Sales"
Tetsutaro Shiraishi, Overseas Business Producer, Next-Generation Business Planning Office, TBS Holdings
・Session III-3
"The Current State of Transportation Advertising and Tokyo Metro's Initiatives"
Tomohiko Kosuge, Metro Ad Agency, Media Division, Media Bureau 2 Director

[Chapter IV: Digital Marketing and Advertising]
・Lecture IV-1
"The Past, Present, and Future of Online Advertising: Display Advertising Edition"
Naoki Toyofuku, Executive Officer and Head of Media Services Division, Digital Advertising Consortium
・Lecture IV-2
"Latest Digital Marketing Utilizing Mobile"
Isao Shinozaki, President, D2C Inc. Solutions; Acting Head, D2C Docomo Media Business Division
・Lecture IV-3
"Corporate Socialization and One-to-One Marketing"
Masamichi Tanaka, Chief Strategy Officer, Uhuru

[Chapter V: Advertising That Moves People]
・Lecture V-1
"Toward 'Everyone's' Communication: 'Persuasion No Longer Works'—From Internal and External Trends"
Akira Kagami, Drill Inc. Executive Advisor/Creator
・Lecture V-2
"What's the Relationship Between 'Good Commercials' and 'Commercials That Sell'?"
Shinichi Fukusato, OneSky CM Planner/Copywriter
・Lecture V-3
"From Kao's Advertising Examples: Advertising is a Means to Share Emotion with Customers"
Yutaka Tajimi, Kao Corporation, Head of Production Division

[Chapter VI: Advertising That Builds Brands]
・Lecture 6-1
"Daiwa House's Brand Communication Strategy"
Makoto Yamamoto, Managing Executive Officer, Daiwa House Industry
・Lecture VI-2
"Where is Creativity Heading? — Three Global SHIFTS"
Takahiro Hosoda, Creative Director/Copywriter, TBWA∖HAKUHODO
・Session VI-3
"How Digital Technology Has Transformed Advertising"
Kotaro Sugiyama, Vice President and Representative Director, Light Publicity