A Japanese Advertising Agency: An Anthropology of Media and Markets

ConsumAsiaN

by Brian Moeran

This is a formal account of the structure and organization of a large Japanese advertising agency. Based on a year's fieldwork in a Tokyo-based agency, the book presents a case study of an advertising campaign to outline the complex relations that exist both between different division (Account, Planning, Marketing, Creative) within an advertising agency, and between the agency and the client, on the one hand, and the agency and media on the other.

352 pages, Paperback

First published June 1, 1996