Interactive advertisement in Japan

Date of publication: June 15, 1997

Abstract:

This paper discusses advertising using interactive mechanisms, above all, Internet-based advertising in Japan. The number of Internet users is sharply increasing in Japan as in other countries. With this increase, a large number of companies are trying to utilize the Internet as a place for their marketing activities, including advertising. However, no standardized advertising method to be used on the Internet has been established, and so it is necessary to consider new methods.

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