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Here are the ins and outs of how advertising is done in Japan―a detailed, readable, fascinating report for Westerners and others who need a fast, hands-on explanation about how to reach Japanese consumers in their own land. Covering each sector of the industry and providing the knowledge that any Japanese account executive already has, Mooney explains the quirks of Japanese hard and soft sells, the use of foreign celebrities in Japanese advertising, and how copy is developed in Japanese. He also focuses on Japanese media and why it differs from media in the West. Astute marketers worldwide will find here the tools they need to get an edge on their counterparts elsewhere. Students of advertising, marketing, and international business will get a text they can use now―and a resource to keep throughout their careers.
Mooney makes clear that cultural norms must be respected when advertising to Japanese consumers. Despite what we've read about how Japanese society is changing, modernization is not Westernization. He also shows that while Japanese ads tend to be more subtle than Western advertising, there are still many that take a direct approach and what could even be called a hardsell approach, but this may not be recognized by Westerners unconversant in Japanese. Then too, Japanese media may look similar to Western media but they are actually quite different. They vary in circulation, coverage, subscriptions, and in other critical ways. What these differences are is essential to know if Westerners are to place their ads effectively in Japanese media and get the results they want. The book is organized by subjects; readers can jump from one to another without losing continuity. Each section begins with a short background explanation of the way in which the topic under discussion evolved―providing the all-important why of the topic as well as the how. It is the only work of its kind so far by one who not only works in the Japanese advertising industry, but who is also half-Japanese, half-American himself, and thus a book totally unbiased in its presentation and informed by a sensibility seldom found.
- Sales Rank: #4837627 in Books
- Brand: Brand: Praeger
- Published on: 2000-05-30
- Original language: English
- Number of items: 1
- Dimensions: 9.21" h x .56" w x 6.14" l, 1.22 pounds
- Binding: Hardcover
- 232 pages
- Used Book in Good Condition
Review
"Sean Mooney has produced a book which every foreign executive and marketing manager involved in Japan needs--and has been waiting for. Whether you're an old Japan hand' and fluent in Japanese or new to this market, there is a wealth of immediately useful information (as opposed to wooly ruminations) that can help you make good advertising decisions. This book, written in a clear and easy-to-understand style, will make my job of appealing to the Japanese consumer (and getting my head-office management to understand why) a lot easier. What is the attraction to gaijin' talent in Japanese advertising? Why are Japanese ads more emotional and less hard sell' than Western ones? Why do Japanese need fewer product specifics in their ads than Americans or Europeans? What about media planning? The answers are all in this book--with specifics. This handbook will never be out of my reach from now on."-Thomas F. Seymour President and Representative Director Revlon KK
About the Author
SEAN MOONEY is Managing Director of TBWA Japan Co., Ltd., one of Tokyo's largest joint-venture advertising agencies. An American citizen of Japanese and American parentage, born in Paris and raised in Europe and the Far East, Mooney has lived in Japan for nearly 25 years, of which the last 14 have been spent working in various capacities in the Japanese advertising industry. This is his first book.
Most helpful customer reviews
0 of 0 people found the following review helpful.
IP Rights Infringement Recognised by Publisher
By sab
Sean Mooney lifted large portions of this book from my work, both online and in Encyclopedia of Japan.
He is not president of TBWA Japan and has not been for a long time.
My lawyer threatened his publisher with a lawsuit a few years ago, but they had not earned enough from the book for a court case to be worth it.
They did, however, agree to cease publishing the book and recall distributed unsold copies.
1 of 1 people found the following review helpful.
Review for "5,110 Days in Tokyo and Everything's Hunky-dory: The Marketer's Guide to Advertising in Japan"
By ReaperG
The book was in super mint condition. no scratches and no folded pages or edges. Very easy to read and has a good inventory. Thank you very much
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