Comparing the CM of Japan and the United States, CM in Japan often appoints a famous celebrity talent, uses that image to make a worldview instantly, and introduces the product in that.
In contrast, the CM in the United States has a long time frame of 30 seconds to 60 seconds, and we can afford to impress viewers by attracting viewers with the fun of ideas and images. Therefore, it is possible to deepen understanding about the product itself.
The biggest difference between Japanese and US advertisements is the way of thinking about 'comparative advertisement'.
Comparative advertisement is an advertisement method that appeals superiority by comparing rival companies and rival products with their products.
For example, in the past, there was a case in which commercials such as "A colleague of our company and another company's cola blindfolded and consumed by consumers, many people selected their own cola" was also broadcasted in Japan.
Such comparative advertisements are said to be "no problem if the contents are objectively correct and properly proved facts" in Japan. However, aggressive content that slanders other companies and other products gives consumers an unfavorable impression, so very radical expressions are being refrained. According to the "Unjustifiable Premiums and Misrepresentation Prevention Law", comparative advertisements that make consumers mislead the consumers if they are better or more advantageous than those of other companies are prohibited.
Television ... 103.0% over the previous year
Newspaper ... 104.2% over the previous year
Magazine ... 100.4% over the previous year
Radio ... 99.9% over the previous year
Internet ... 107.7% over the previous year
Hygiene media related ... 113.7%
Advertising media ... 101.4%
Next, by industry, "Automobiles / related products" showed a significant increase of 126.9% over the previous year. Other than that, if we continue with "information · communications", "precision equipment · office supplies", "distribution · retail industry", "traffic and leisure", "fashion accessories", "food", personal consumption will be promoted You will find that you advertise.
Meanwhile, "Home electronics / AV equipment" has decreased slightly. This may reflect the performance and competitiveness of domestic manufacturers.
In this way, advertising expenses are sensitive to the air of the world. By checking the increase in advertising expenses and advertisement expenditure in all industries, it is possible to understand "age of the times" somewhat by checking. Trends such as whether the world is going to achieve rapid growth or how many people feel stalling are immediately reflected in advertisement costs.
And advertising and advertising expenses were greatly reduced by 80.2% compared with the previous year and by "guidance · others" of "government agencies / organizations" 30.6% compared to the previous year. It can be said that PR activities etc. of companies that do not produce direct income are largely suppressed.
If you compare Japan's GDP (gross domestic product) with the total advertising expenditure, you can find an interesting correlation.
"Advertising expenditure is proportional to the vector of change in GDP, but fluctuates more than GDP", and it has the characteristic that. In other words, the year when the economy improves and the year when it gets worse, advertising expenses react more to Vivid than real economy.
In many ways it can be said that "advertisement is a mirror of the world", but by looking at the statistics related to such advertisement expenditure, one hint can be obtained to understand the trend of the Japanese economy and the change of consumption it might be.
Points of contact with consumers must use three media, traditionally represented by mass media, in addition to Paid Media, Owned Media owned by the company, represented by the home page, and Earned Medlia such as SNS and articles there is.
At POM, LLC, we will propose the most appropriate method for each media, planning, producing and implementing by utilizing the group capabilities.
With one stop, respond quickly to the client's needs.
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