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Publication of the book "Comprehensive Course on Advertising Communication 2018"
On December 20, 2017, "Comprehensive Advertising Communication Seminar 2018" (Published by Nikkei Advertising Research Institute, Distributed by Nikkei Publishing Inc.) was released.
This book is a reprint of the 50th "Comprehensive Advertising Seminar" held in July 2017 (19 lectures in total covering six themes).
Lecturers from various fields who are actively involved in advertising and marketing business systematically and clearly unravel the background and challenges of the latest trends in rapidly changing advertising communication.
It is useful for advertising professionals and students aspiring to enter the advertising industry, serves as a valuable textbook for training and learning, and is also an excellent resource for general businesspeople seeking to understand the overall landscape of the advertising business.
【Table of Contents】
Chapter I: Integrated Strategy Responding to Structural Change
① Integrated Advertising Communication Strategy in the Social Media Era
Hiroshi Tanaka, Professor, Graduate School of Strategic Management, Chuo University
② From "Expression" to "Action"—The Evolving Advertising Communication
Takahiro Hosoda, Senior Creative Director, TBWA\HAKUHODO
③ "Integrated Corporate Communication Strategy"
Aki Yamagata, Media Director, Unilever Japan Customer Marketing
④ On Integrated Advertising Communication Strategy—A Talk Session with Professors Tanaka, Hosoda, and Yamagata
Chapter II: Practicing Advertising Communication in the New Era
①Rethinking the Value of Advertising—Through Consumer Attitudes Toward Advertising—
Hiroshi Yamaguchi, Professor, Faculty of Global Media Studies, Komazawa University
② Strategic Communication Planning
Kentaro Kawai, Marketing Consultant (Formerly Adidas Japan)
③ The Value of Digital Advertising Effectiveness Measurement for Advertisers
Tomohito Imada, Senior Analyst, Nielsen Digital
Chapter III: The Value of Mass Media and Its Future Potential
①The Value and Future Potential of Newspaper Media: Recent Notable Cases and Business Model Innovation
Toshiyuki Kitahara, Principal Researcher, Media Innovation Research Department, Dentsu Inc. Media Innovation Lab
②New Initiatives in Television Media: The Potential of the Commercial Broadcasters' Official TV Portal "TVer"
Masamine Ryuhou, Head of Media Strategy Office, Tokyo Broadcasting System Holdings
③ Value and Trends of Transportation Advertising and OOH Media – Digital Shift and Latest Examples
Takashi Yamamoto, JR East Planning, Transportation Media Division, Digital Signage Promotion Center Manager
Chapter IV: The Present State and Future Development of Digital
① Marketing Utilization of DMPs—Are DMPs Truly Effective? Re-examining Three Years After Their Introduction
Sadaki Shibata, Hakuhodo DY Media Partners, Head of DMP Department, Data-Driven Business Development Center
② Mobile Moves People ― How Mobile Drives Consumer Action
Uhiro Kondo, Head of Marketing Division, Facebook Japan
③ The Era of Communicating, Acting, and Buying Through Video
Ryo Morikawa, President and CEO, C Channel
Chapter V: Advertising That Moves People
①The Truth About Alien Jones, 12 Years Later
Shinichi Fukusato, OneSky, CM Planner/Copywriter
②What Is Ajinomoto's Global Expression Strategy in Advertising?
Takashi Nakui, Creative Director, Ajinomoto Advertising & Global Communications Division
③ UQ Mobile's Communication Strategy: Conveying New Value
Nobuichi Nishiyama, UQ Communications, Sales Promotion Department Manager
Chapter VI: Nurturing Brands
① Coca-Cola's Integrated Communication and Media Strategy
Shu Imanishi, Director of IMC Connection Planning & Media (General Manager), Marketing Division, Coca-Cola Japan
② Fujifilm's Healthcare Branding: Communication Strategy for an Era Where 3C Analysis Doesn't Apply
Koji Matsumoto, Head of Advertising, Fujifilm; Head of Brand Management Group, Corporate Planning Department, Fujifilm Holdings
③ Corporate "Aspirations" Captivate Consumers: The Key to IMC Success Lies in Copywriting
Satoshi Umeda, Copywriter/Conceptor, Integrated Direction Office, Promotion & Design Division, Dentsu Inc.
*Authors' titles are as of July 2017.
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