By Florian Kohlbacher, Michael Prieler
Inhabitants getting older is a robust megatrend affecting many nations all over the world. This demographic shift has significant results on societies, economies and companies, and hence additionally for the advertisements undefined. ads within the getting older Society offers an perception into ads practitioners and shoppers in Japan.
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Extra info for Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan
Jp). One specialty of Japanese advertising agencies is “account splitting,” which is when an agency deals with the accounts of two competing companies. For example, the same advertising agency may deal with advertising for both Nissan and Toyota. Although separate teams deal with these accounts, they are nonetheless part of the same company. On the other hand, Japanese companies often engage different advertising agencies for different media or give different products to different advertising agencies during the course of individual advertising campaigns.
A declining youth segment can be anticipated, in contrast with the continuously growing segment of older people (Kohlbacher, 2011; Kohlbacher & Herstatt, 2011). In fact, many market participants are concerned about the shrinking customer base of young, dynamic buyers as well as the demands of an older target group which are still not very well understood. Demographic change could therefore cause problems for companies that do not adjust their product range and do not address new target groups. The number of potential customers is not the sole determinant of new business opportunities.
G) Information is provided by other sources. Advertising in Japan might not have to give much information, since people also get information from sources such as magazines, brochures, and, especially, retail stores. Japan has only half the population of the United States and the land area of California, but it has the same number 32 Advertising in the Aging Society of retail outlets where consumers can find all kinds of product information (Mooney, 2000). Johansson (1994) notes that real product education in Japan occurs only in stores.