ABOUT DENTSU SPACE LAB · about . dentsu space lab . 宇宙ラ ボ. 2016.11.04 . 資料1-4
The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.
-
Upload
shauna-greer -
Category
Documents
-
view
224 -
download
0
Transcript of The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.
![Page 1: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/1.jpg)
The Dentsu Advertising Agency: A Servant or Master of Media?
B05473 Haruka Ueda
![Page 2: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/2.jpg)
Outline
IntroductionDefining TermsEvidence for Servant of mediaEvidence for Master of mediaAnalysisConclusionWhat I have thought thorough this research
![Page 3: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/3.jpg)
Introduction
What is the role of Advertising Agency?
“ provide service which is dedicated to creating, planning and handling ads for its client……..also handle overall marketing and branding strategies and sales promotions for its client.”
(Wikipedia)
![Page 4: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/4.jpg)
IntroductionClient
(company)
Advertisement Agency
Media A Media B Media C
Media will sell the space for advertisement
Ads Agency will provide ads from the client
![Page 5: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/5.jpg)
Introduction
Importance of advertisement for media
any kind of media need ads for running their TV programs, newspapers and magazines. If they do not sell space/frame of ads they cannot get budget.
![Page 6: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/6.jpg)
Defining Terms
What does it mean by servantservant of media?
= company who is just providing service to customer
![Page 7: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/7.jpg)
Defining Terms
What does it mean by mastermaster of media?
= company who is providing service to customers
and also…
putting some pressures to restrict bashing of its important client.
![Page 8: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/8.jpg)
Defining Terms
What does it mean by mediamedia?
“all the organizations such as TV, radio, newspapers, magazines and internet that provide news and information for the public “
(Longman English Dictionary)
![Page 9: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/9.jpg)
Outline
IntroductionDefining TermsEvidence for Servant of mediaEvidence for Master of mediaAnalysisConclusionWhat I have thought thorough this research
![Page 10: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/10.jpg)
Evidence of being servant
1) Disappearance of dominance 2) New market share3) Examples of losing
![Page 11: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/11.jpg)
Evidence of being servant 1) Disappearance of dominance
Table1: 2000’s Total Sales of MajorAdvertisement Agencies
0 500,000 1,000,000 1,500,000
Dentsu
Hakuhodo
ADK
Daiko
Tokyu Agency
Yomiko
□Dominance of Dentsu until 2003→Dentsu’s audit doubles the amount of Hakuhodo
![Page 12: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/12.jpg)
Evidence of being servant 1) Disappearance of dominance
Table2: 2004’s Total Sales of Major AdvertisementAgencies
0 500,000 1,000,000 1,500,000
Dentsu
Hakuhodo DY
ADK
Tokyu Agency
Table1: 2000’s Total Sales of Major AdvertisementAgencies
0 500,000 1,000,000 1,500,000
Dentsu
Hakuhodo
ADK
Daiko
Tokyu Agency
Yomiko
□In 2003 Hakuhodo, Daiko, Yomiko consolidated
→became Hakuhodo DY
![Page 13: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/13.jpg)
Evidence of being servant 2) Internet Market: New type of advertisement
The growth of advertising market in the internet is very big
□ 1814 億円 (2005)→2808 億円 (2006) □ Compared to TV advertisement, even small companies can actually compete against big companies
![Page 14: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/14.jpg)
Evidence of being servant 2) Internet Market: New type of advertisement
Table3: Advertising share in Internet
Cyber Agent
Opt
Septeni
Dentsu
HDY
Other
![Page 15: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/15.jpg)
Table5: 2005's Net Sales
DentsuHakuhodo DYADKTokyu AgencyOthers
Table4: 2000's Net Sales
DentsuHakuhodoADKTokyu AgencyDaikoYomikoOthers
Evidence of being servant 2) Internet Market: New type of advertisement
![Page 16: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/16.jpg)
Evidence of being servant
The failure of Dentsu over advertisement competition for running election.
Prap Japan has taken a commission from Liberal Democratic party in 2006 election. It was result of the competition between advertising agencies including Dentsu.
“ 揺らぐ「島国での一人勝ち」”(週刊金曜)
![Page 17: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/17.jpg)
Evidence for Master of media
1) Its Net sales continues to grow2) Examples of putting pressure3) The impact of brand “Dentsu”
![Page 18: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/18.jpg)
Evidence of being master
Table5: 2005's Net Sales
DentsuHakuhodo DYADKTokyu AgencyOthers
Table4: 2000's Net Sales
DentsuHakuhodoADKTokyu AgencyDaikoYomikoOthers
![Page 19: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/19.jpg)
Evidence of being master 1) Its Net Sales continues to grow
0 500 1,000 1,500 2,000
1995
2000
2003
2004
2005
HakuhodoDentsu
![Page 20: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/20.jpg)
Evidence of being master 1) Its Net Sales continues to grow
Asahi Shimbun 15th November
広告会社首位の電通と2位の博報堂DYホールディングス(HD)の06年9月中間決算は、パソコンや携帯電話のポータルサイトなどインターネットメディアの広告枠の売り上げが高い伸びを示した。電通(単体ベース)が前年同期比34%増の109億円、博報堂DY(HD傘下の主要4社の合算)が同19%増の74億円と2け
たの伸び率。 (Asahi Shimbun 15h November:a)
![Page 21: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/21.jpg)
Evidence of being master 2) Examples of putting pressure on the media
Karel van Wolfren calls Dentsu as a “hidden media bosshidden media boss”. That means Dentsu is taking control of the media and sometimes putting restrictions not to publish or report particular news.
(The Enigma of Japanese power: 176)
![Page 22: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/22.jpg)
Evidence of being master 2) Examples of putting pressure on the media
Pressures that Dentsu put was….
□2003 Kanebo being ranked in top 49 companies which are about to bankrupt
→ as soon as they catch info, put pressure to republish and reject their brand name
□1965 Taisyo Pharmaceutical cold medicine death
→ pressure not to report or not mention the name
□1955 Morinaga milk Industry’s powdered milk
→ control news about arsenic contamination
![Page 23: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/23.jpg)
Evidence of being master3) The impact of brand “Dentsu”
Dentsu’s name value is a good sales point
(It has done great deal of work and involved in running big festivals)
□The 2005 World Exposition in Aichi
□2002 FIFA World Cup
□The 1990 International Garden and Greenery Exposition in Osaka
Dentsu seems to be much more trustworthy
![Page 24: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/24.jpg)
Evidence of being master3) The impact of brand “Dentsu”
Companies are changing its ads agency:
□2003
Honda & Itoyokado changed from ADK and Hakuhodo
□August 2004
Seven Eleven changed from Tokyu Agency
![Page 25: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/25.jpg)
Outline
IntroductionDefining TermsEvidence for Servant of mediaEvidence for Master of mediaAnalysisConclusionWhat I have thought thorough this research
![Page 26: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/26.jpg)
Analysis
Servant of Media?
1) Disappearance of dominance
・・・・・・・・・○
2) New market share
・・・・・・・・・△
3) Examples of losing
・・・・・・・・・△
Master of Media?
1) Its Net Sales continues to grow
・・・・・・・・・◎
2) Examples of putting pressure
・・・・・・・・・△
3) Impact of the brand “Dentsu”
・・・・・・・・・○
![Page 27: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/27.jpg)
Conclusion
A Servant or master??
Dentsu is still a master of media!!Dentsu is still a master of media!!
![Page 28: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/28.jpg)
Outline
IntroductionDefining TermsEvidence for Servant of mediaEvidence for Master of mediaAnalysisConclusionWhat I have thought thorough this research
![Page 29: The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda.](https://reader035.fdocuments.net/reader035/viewer/2022062717/56649e5f5503460f94b59258/html5/thumbnails/29.jpg)
Thank you….Thank you….