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Comparative Study of Japan - US- Europe Advertising Agencies Business in Japan market

日美欧广告代理公司在日本市场业务的比较研究

基本信息

批准号：
17530326
负责人：
KOBAYASHI Yasuhiko
金额：
$ 2.37万
依托单位：
Aoyama Gakuin University
依托单位国家：
日本
项目类别：
Grant-in-Aid for Scientific Research (C)
财政年份：
2005
资助国家：
日本
起止时间：
2005 至 2007
项目状态：
已结题

项目摘要

It is necessary to make the advertising transaction system clear for understanding the differences among Japan -US-Europe advertising agencies. The Japan Fair Trade Commission (JFTC) conducted a research to probe into the realities of the advertising trade of which the result was reported in "The Advertising Trade-Research " issued on November 8, 2005. The objective of the research was 1. To recognize and address current state and issues in how trade concentrates on the top agencies, particularly with major media of TV and newspaper, 2. Recognize and address current state and issues in the trade practice by the advertising companies, and 3. Form an official opinion regarding the competition policy based on the findings. In November 1980, "Realities in the advertising trade" tackled a similar theme where it discussed the media trade practice focusing on TV and newspaper ads. Similarly, "Subcontracting status and smooth introduction of the revised subcontracting law in advertising production" issued in February 2004 pointed out the non-transparency in advertising creative production. During the research, JFTC and research organizer held discussions on many occasion in regards to the difference in the ad industry between Japan and the U. S. as well as the realities of the industry trade practice. I submitted an article titled "On reading JFTC 'Research Report on the Advertising Trade Practice" in the January 2006 issue of "Fair Trade."For this article, I conducted my own research to find out how the interviews were conducted with advertising and media companies as well as how the results were compiled. I had also probed into issues which weren't thoroughly addressed by JFTC.Japan has been labeled the 'land of distribution mystery' and the advertising industry is no exception in that it remains non-transparent and the realities of the trade practice has yet to be fully disclosed.

为了了解日美欧广告公司之间的差异，有必要明确广告交易制度。日本公平贸易委员会(JFTC)进行了一项调查，以调查广告业的现实情况，结果发表在2005年11月8日出版的《广告贸易-研究》中。这项研究的目的是1.认识和解决贸易如何集中在顶级代理机构，特别是主要的电视和报纸媒体的现状和问题；2.认识和解决广告公司在贸易实践中的现状和问题；3.根据调查结果形成关于竞争政策的官方意见。1980年11月，《广告行业的现实》探讨了类似的主题，讨论了以电视和报纸广告为重点的媒体贸易实践。同样，2004年2月发布的《广告生产中的分包地位和修订后的分包法的顺利实施》也指出了广告创意生产中的不透明性。在调研期间，JFTC与调研主办方就日美两国广告业的差异以及行业贸易实践的现实进行了多次讨论。我在2006年1月的《公平贸易》杂志上提交了一篇题为《关于阅读JFTC的广告贸易实践研究报告》的文章。在这篇文章中，我进行了自己的调查，以了解采访是如何与广告和媒体公司进行的，以及结果是如何编制的。我还探讨了JFTC没有彻底解决的问题。日本被贴上了“分销之谜”的标签，广告业也不例外，因为它仍然不透明，贸易实践的现实尚未完全披露。