The document provides an overview of marketing platforms in Japan, discussing various promotional media and advertising trends across digital and traditional media. Key insights include spending increases in direct mail, outdoor, and exhibition advertising, as well as shifts towards online platforms and mobile marketing. It highlights the evolution of advertising strategies, consumer engagement through free newspapers and magazines, and the impact of events like the Tokyo 2020 Olympics on the transit advertising market.

1. Marketing in Japan:
Section 1
Part 3 of 3: About Japan and an overview of marketing platforms in
Japan.

2. Table of Contents:
Page Title: Page Number:
About Japan 3
Marketing Platforms In Japan 17
Digital Marketing 21
Email Marketing 25
Internet Marketing 33
Mobile Marketing 50
Search Engine Marketing 64
Social Media & Marketing 95
Top Used Social Media Apps 100
Promotional Media Marketing 123
Promotional Media Outlets 128
Traditional Marketing 151
Work Cited 170

3. Marketing In Japan:
Promotional Media-
• Helped by an increase in unaddressed mail deliveryDirect Mail:
• Had a notable expansion in collaborative print and
online campaigns
Free Newspapers/Free
Magazines:
• Advertising targeting the individual consumer
Point-of-Purchase
(POP):
• Advertising as development of new commercial facilities
generated strong demand for display advertising
Exhibition/Screen
Display:
The Rise Of Promotional Media Was Aided By:
Compiled By author from dentsu.com

4. Marketing In Japan:
Promotional Media- Spending
Direct Mail
Advertising:
Rose
0.8%
¥392.3 Billion
Spent
Exhibition/Screen
Display
Advertising:
Rose
6.1%
¥284.4 Billion
Spent
Flyer Advertising:
Fell
3.6%
¥492.0 Billion
Spent
Free Newspapers
Advertising:
Rose
1.1%
¥75.4 Billion
Spent
Free Magazine
Advertising:
Rose
1.2%
¥156.2 Billion
Spent
Compiled By author from dentsu.com

5. Marketing In Japan:
Promotional Media- Spending
Outdoor
Advertising:
Rose
3.3%
¥317.1 Billion
Spent
POP Advertising:
Rose
0.6%
¥196.5 Billion
Spent
Telephone
Directory
Advertising:
Fell
7.9%
¥41.7 Billion
Spent
Transit
Advertising:
Rose
2.5%
¥205.4 Billion
Spent
Compiled By author from dentsu.com

6. Marketing In Japan:
Promotional Media-
Exhibition/Screen Display Advertising:
Growth Occurred Because Of:
Content-oriented exhibits at game show conventions
Strong demand for display advertising associated with the development
of new large-scale commercial facilities
An increase in material costs
Compiled By author from dentsu.com

7. Marketing In Japan:
Promotional Media-
Exhibition/Screen Display Advertising:
 Indications are that the long-term slump in consumption in regional cities is
coming to an end
Special Events Such Helped Drive Up Demand In These Markets:
Featuring Popular
Characters
Marathons
Earthquake
Recovery-
related
Events
Compiled By author from dentsu.com

8. Marketing In Japan:
Promotional Media-
Flyer Advertising:
Spending Was Lower Among Retailers Of:
 The volume of flyer advertising placements continued to shrink, and paper sizes
are becoming smaller
 By region, spending was down everywhere except in Tohoku
Consumer Electronics
General Merchandise
Stores
Apparel/Fashion
Accessories/Personal
Industry
Preparatory And
Tutoring Schools
Real Estate Sales
Compiled By author from dentsu.com

9. Marketing In Japan:
Promotional Media-
Free Newspapers Advertising:
There was an increase in spending in the following industries:
High-priced Products
Real Estate/ Housing
Facilities
Job Expenditures
Hospital Information
Compiled By author from dentsu.com

10. Marketing In Japan:
Promotional Media-
Free Magazines Advertising:
Ad expenditures in free
magazines fell in Tokyo
and surrounding
prefectures
This occurred
because of
the
continuing
shift toward
online
advertising
The circulation of free
magazines expanded in
regional cities
The most
circulated
was for
promoting
tourism
Free magazines are
evolving and growing as
a community-oriented
medium
This is due to
Ad campaigns
linking print
and online
coupons
Compiled By author from dentsu.com

11. Marketing In Japan:
Promotional Media-
Outdoor Advertising:
Poster boards were used in a variety of industries including:
Beverages/ Cigarettes
Automobiles/Related
Products
Finance/Insurance
Music
Television
Programming
Movie Fields
Compiled By author from dentsu.com

12. Marketing In Japan:
Promotional Media-
Outdoor Advertising:
Spending on large-screen displays rose because of the demand From:
 Sports stadium billboards didn’t have many new installations
 Demand was still strong for spot advertising during major sporting events
Beverages/Cigarettes
Industry
Airline Industry
Game Software
Companies
Video Game Machine
Companies
Compiled By author from dentsu.com

13. Marketing In Japan:
Promotional Media-
Transit Advertising:
 The market for airport-related advertising is growing
 Preparations are underway in anticipation of the Tokyo Summer Olympic Games in
2020
By industry category, solid growth in spending included:
Information/Communications (mainly on ads for smartphone apps)
Finance/ Insurance
Beverages/Cigarettes
Compiled By author from dentsu.com

14. Marketing In Japan:
Traditional Media-
12%
5%
3%
40%
37%
3%
2014 Advertising Spending By Medium: Traditional
Media Newspaper
Magazines
Radio
TV
Terrestrial TV
Satellite Media-related
Compiled By author from dentsu.com

15. Marketing In Japan:
Traditional Media-
29,551
26,350
26,091
21,172
21,096
0 5,000 10,000 15,000 20,000 25,000 30,000 35,000
COSMETICS / TOILETRIES
FOODSTUFFS
INFORMATION / COMMUNICATIONS
TRANSPORTATION / LEISURE
BEVERAGES / CIGARETTES
Advertising Expenditures By Industry: In 10 Million Yen
Compiled By author from dentsu.com

16. Marketing In Japan:
Traditional Media-
Newspaper
Advertising
Spending
Radio
Advertising
Spending
Magazine
Advertising
Spending
Fell
1.8%
¥ 605.7
Billion
Spent
Rose
0.0%
¥ 250.0
Billion
Spent
Rose
2.3%
¥ 127.2
Billion
Spent
Compiled By author from dentsu.com

17. Marketing In Japan:
Traditional Media- Newspaper
 Spending rose but failed to recover from April as a result of the sluggish
economy
 Despite positive factors like the Sochi 2014 Olympic Games and Lower House
election, spending was down for the full year
Precision
Instruments/
Office Supplies
(Wristwatches)
Energy/Material
/ Machinery
(Notably B2B
Advertising)
Pharmaceutical/
Medical Supplies
Direct-marketed
Foodstuffs
(Health Foods)
Beverages/
Cigarettes
(Health Drinks)
Placements Were Up In:
Compiled By author from dentsu.com

18. Marketing In Japan:
Traditional Media- Newspaper
Information/
Communications
Apparel/Fashion
Accessories/
Personal Items
Placements Were Down In:
Expanding content
for young people
The launch or
renewal of
newspapers aimed
at middle and high
school students
The digitization of
content
Newspapers Have Begun New Initiatives Including:
Compiled By author from dentsu.com

19. Marketing In Japan:
Traditional Media- Magazine
Spending
Rose 0.2% In:
Cosmetics/Toiletries
Spending
Rose 0.5% In:
Apparel/Fashion
Accessories/Personal
Items
These 2 account
for a large
proportion of
magazine
advertising
There was some
growth in certain
categories but
overall
expenditures were
flat year on year
Compiled By author from dentsu.com

20. Marketing In Japan:
Traditional Media- Radio
Automobiles/Related Products
up 12.5%
There was an increase in placements for both domestic and
imported passenger cars
Real Estate/Housing Facilities
up 12.6%
There was a growing demand for home-buying and
rebuilding
Precision Instruments/Office Supplies
up 18.2%
There was a greater demand for radio advertising aimed at
office workers
Spending Rose In:
Compiled By author from dentsu.com

21. Marketing In Japan:
Traditional Media- TV
Television Advertising
Spending
Terrestrial Television
Spending
Satellite Media-
related Spending
BS Digital
Broadcasting
¥ 1,956.4 Billion
SpentRose 2.8%
Rose 2.4%
Rose 9.6%
Rose 12.8%
¥ 1,834.7 Billion
Spent
¥ 121.7 Billion
Spent
¥ 83.15 Billion
Spent
Compiled By author from dentsu.com
CS Digital
Broadcasting
Rose 4.5% ¥ 21.20 Billion
Spent
Cable TV
Rose 3.4% ¥ 17.32 Billion
Spent

22. Marketing In Japan:
Traditional Media- TV
Terrestrial Television Spending:
These Industries Spending Went Up:
Information/Communications
•A sharp increase in
smartphones and game apps
Cosmetics/Toiletries
•Shampoos and conditioners
had an increase
Pharmaceuticals/Medical
Supplies
•Direct-to-consumer (DTC)
advertising and health drinks
were the most advertised
Compiled By author from dentsu.com

23. Marketing In Japan:
Traditional Media-
Spending Was Steady Throughout The Year For:
Mail-order Services
Health Foods
Finance/Insurance Products
Beauty-related Products
Beverages
Compiled By author from dentsu.com
Satellite Media-related Spending:

24. Marketing In Japan:
Traditional Media- TV Overall
Full Year • 101.6
Jan.–Jun. • 102.3
Jul.–Dec. • 100.8
Q1 Jan.–Mar. • 104.0
Q2 Apr.–Jun. • 100.6
Q3 Jul.–Sep. • 100.6
Q4 Oct.–Dec. • 101.1
A quarterly
breakdown of
advertising
expenditures in
the traditional
media
The growth
rates were
fairly weak
from April, but
spending
remained
positive
throughout the
year
Compiled By author from dentsu.com

25. Work Cited:
 "2014 Advertising Expenditures In Japan." Denstu. DENTSU INC., 2015. Web. 2 Feb. 2016.
<http://www.dentsu.com/knowledgeanddata/ad_expenditures/pdf/expenditures_2014.pdf>.
 "The Act on Regulation of the Transmission of Specified Electronic Mail." Soumu.go.jp. 2002. Web. 2 Feb. 2016.
<http://www.soumu.go.jp/main_sosiki/joho_tsusin/eng/Resources/laws/Specified-E-mail-index.pdf>. Act No. 26 of April 17,
2002 Law Information
 Dattani, Chirag. "Entering the Japanese Online Market – All You Need to Know!"Chiragdattani.com. 05 Mar. 2014. Web. 2 Feb.
2016. <http://www.chiragdattani.com/entering-the-japanese-online-market-all-you-need-to-know/>.
 "Digital (Internet, Social, Mobile) Japan Statistics Overview." Digital (Internet, Social, Mobile) Japan Statistics Overview. Web.
02 Feb. 2016. <http://www.slideshare.net/gaulis/cream-digital-japan-44632779>.
 "Home." Sending Emails in Japan. Web. 02 Feb. 2016. <http://www.metia.com/asia-pacific/gillian-hamilton-
rogers/2013/03/sending-emails-in-japan-an-infographic/>.
 "In Japan, Most Marketing Emails Are Read on the Desktop - EMarketer." In Japan, Most Marketing Emails Are Read on the
Desktop - EMarketer. Web. 02 Feb. 2016. <http://www.emarketer.com/Article/Japan-Most-Marketing-Emails-Read-on-
Desktop/1013006#sthash.z3hmGc47.dpuf>.
 "Internet Marketing in Japan." - AIMS, Israel. Web. 02 Feb. 2016. <http://www.aims.co.il/seo_japan.html>.
 "January 2015 Social Media Report for Japan." Socialbakers.com. Web. 02 Feb. 2016.
<http://www.socialbakers.com/resources/reports/regional/japan/2015/january/>.
 "Japan." Central Intelligence Agency. Central Intelligence Agency. Web. 02 Feb. 2016.
<https://www.cia.gov/library/publications/the-world-factbook/geos/ja.html>.
 "Japan Demographics Profile 2014." Japan Demographics Profile 2014. Web. 02 Feb. 2016.
<http://www.indexmundi.com/japan/demographics_profile.html>.
 "Japan | Economic Indicators." Japan | Economic Indicators. Web. 02 Feb. 2016.
<http://www.tradingeconomics.com/japan/indicators>.
 "Japan." OECD Better Life Index. Web. 02 Feb. 2016. <http://www.oecdbetterlifeindex.org/countries/japan/>.
 "Japanese Marketers Seek Collaboration with IT for Successful Digital Marketing Deployment." Adobe Digital Dialogue. 2014.
Web. 02 Feb. 2016. <http://blogs.adobe.com/digitaldialogue/news-and-reports/japanese-marketers-seek-collaboration-
successful-digital-marketing-deployment/>.

26. Work Cited:
 "Latest Trends in Japanese Mobile Market, Commented By Serkan Toto of TechCrunch Japan -
TechNode." TechNode. 2011. Web. 02 Feb. 2016. <http://technode.com/2011/03/27/the-latest-trends-in-
japanese-mobile-market-commented-by-serkan-toto-of-techcrunch-japan/>.
 "Line Marketing in Japan 2016." Japanbuzz. Web. 02 Feb. 2016. <http://www.japanbuzz.info/line-
marketing-in-japan-2016/>.
 "Map of Japan : Japan Prefectures Map : Travel Friend, ZenTech." Map of Japan : Japan Prefectures Map :
Travel Friend, ZenTech. Web. 02 Feb. 2016.
<http://www2m.biglobe.ne.jp/ZenTech/English/Japan/Map/Japan_Prefectures_Map.htm>.
 "Mobile Ad Spend to Top $100 Billion Worldwide in 2016, 51% of Digital Market - EMarketer." EMarketer. Web.
02 Feb. 2016. <http://www.emarketer.com/Article/Mobile-Ad-Spend-Top-100-Billion-Worldwide-2016-51-of-
Digital-Market/1012299>.
 "Mobile Marketing in Japan. - Advance Web-Marketing." Advance Web-Marketing. 2015. Web. 02 Feb. 2016.
<http://rebecca.webmarketing-geneve.ch/2015/03/16/mobile-marketing-from-japan/>.
 Nguyen, Chandler. "6 Things about Japan Digital Marketing Landscape." Chandler Nguyen. 5 July 2015. Web.
2 Feb. 2016. <http://www.chandlernguyen.com/blog/2015/07/05/6-things-about-japan-digital-marketing-
landscape-part-1/>.
 "Overcoming Search Marketing Challenges in Japan | Adobe." Digital Marketing Blog by Adobe. 2015. Web.
02 Feb. 2016. <http://blogs.adobe.com/digitalmarketing/search-marketing/overcoming-search-marketing-
challenges-japan/>.
 "Top Japanese Social Media Networks." Freshtrax by Btrax. Web. 02 Feb. 2016.
<http://blog.btrax.com/en/2015/04/27/2015-top-japanese-social-media-networks-2/>.
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 “Travel - Regions of Japan." Japan Forum. Web. 02 Feb. 2016. <http://www.jref.com/articles/regions-of-
japan.154/>.

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