Date of Defense

Spring 4-11-2001

Department

Marketing

First Advisor

Deborah Spake, Marketing

Second Advisor

Edward J. Mayo, Marketing

Third Advisor

Ann Veeck, Marketing

Abstract

Marketing in Japan is different than in the United States, but through the use of advertising tools and cultural research American firms can experience more successful advertising in Japan. This study will examine several basic advertising concepts and also aspects of Japanese society that may influence an American advertiser's campaign. Customs and culture, generational differences, society, and the education system all have an impact on advertising in Japan. Understand the basics of advertising and various aspects of Japanese society will only help American advertisers if they know what to do with the knowledge.

Access Setting

Honors Thesis-Campus Only

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