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a b BP Chang, Y. and E. Thorson (2004) Television and Web Advertising Synergies, Journal of Advertising, 33 (2), 75 84. Derrtouzos, J. N. and S. Garber (2006) Effectiveness of Advertising in Different Media, Journal of Advertising, 35 (2), 111 122. Dou, W., Guangping, W. and N. Zhou (2006) Generational and Regional Differences in Media Consumption Patterns of Chinese Generation X Consumers, Journal of Advertising, 35 (2), 101 110. Kanso, A. M. and R. A. Nelson(2004) Internet and Magazine Advertising : Integrated Partnerships or Not?, Journal of Advertising Research, 44 (4), 317 325. Reid, L. N. and K. W. King (2000) A demand Side View of Media Substitutability in National Advertising : A Study of Advertiser Opinions about Traditional Media Options, Journalism & Mass Communication Quarterly, 77 (2), 292 307. Reid, L. N. and K. W. King (2003) Advertising managers perceptions of Sales Effects and Creative Properties of National Newspaper Advertising : The Medium Revisited, Journalism & Mass Communication Quarterly, 80 (2), 410 430. Reid,L.N.,K.W.King,H.J.MartinandH.Soh (2005) Local Advertising Decision Maker s Perceptions of Media Effectiveness and Substitutability, Journal of Media Economics, 18 (1), 35 53. Shaver,M.A.andS.Lacy(1999) TheImpactof Intermedia and Newspaper Competition on Advertising Linage in Daily Newspapers, Journalism & Mass Communication Quarterly, 76 (4), 729 744. Wildman, S., H. Li and P. M. Napoli (2006) Introduction to the Special Section on the Economic Dimensions of Advertising media Audiences, Journal of Advertising, 35(2), 99. http : //www.pressnet.or.jp/adarc/data/data 01/13.html http : //www.pressnet.or.jp/adarc/data/ index.html http : //www.video.co.jp/service/tv/cmstatic/ index.htm
Selection of Media for Advertisements SUMIKO ASAI,MIKA AMANO,YAYOI KANEYUKI SAORI KANNO, WAKANA MATSUURA, RIKA MOTOYAMA NAOMI USUKI, YUKIE SAKURAI, SHIZUKA TAKAO School of Social Information Studies, Otsuma Women s University Abstract The channels for distributing advertisements have expanded with the development of multi-channel broadcasting and broadband Internet. Consequently, it has become increasingly important for firms to select the best appropriate media for advertisement. On the other hand, the so-called cross media advertisements whereby firms use a few channels to advertise the same products and services have penetrated the industry. This study examined whether or not firms select media for their advertisements and how they utilize cross media advertisements, based on advertisements that appeared in newspapers and on terrestrial television on July 22, 2008.The results found that firms selected television or newspaper advertising, according to their commodities and services. The use of television commercials that have links with an advertiser s website differed among industries, while such differences were not found in advertisements of newspapers. Key Words advertisementstelevisionnewspapersthe media Internet