          
          
                          Advertising
          
          Successful marketing in Japan of your product requires 
          appropriate advertising and market research. In many 
          instances, you can rely on your trading partner for 
          assistance.
          
          American exporters often find that advertising strategies 
          that succeeded in other countries will not work in Japan.  
          Advertising which appeals to the emotions and senses rather 
          than logic is successful in Japan.  As a homogeneous and 
          extremely literate country with a highly concentrated 
          population, Japan is well-suited for the use of mass media 
          advertising.  With almost instantaneous communication 
          emanating from Tokyo and several regional communication 
          centers, advertising through mass media plays an important 
          role in marketing in Japan.
          
          Television, radio, and both mass circulation and 
          specialized newspapers and magazines are available for 
          advertising.  There are a large number of general and 
          specialized business publications available for reaching 
          the target audience for the marketing of such goods as 
          industrial products.  Transit advertising in railway cars 
          and buses is particularly common because of the high degree 
          of reliance on public transportation, and the long commute 
          encountered by many Japanese workers.  Outdoor advertising 
          is also popular and use of direct mail promotions is 
          growing at a rapid pace.
          
          The Japan Fair Trade Commission regulates sales promotion 
          with rules regarding the value of premiums which can be 
          offered in connection with sales promotion, the type and 
          content of product labels, and the claims which 
          manufacturers can make about their products in 
          advertisements.  Local governments have strict rules 
          governing the design, size, and usage of outdoor 
          advertising.
          
          For a list of American and Japanese advertising and public 
          relations firms in Japan, mailing and mailing label 
          services, or a selected list of business publications in 
          which your firm could advertise, contact the Japan Export 
          Information Center at (202) 377-2425.
          
          
