Japan is the world’s second-largest advertising market after the US. Advertising expenditure is on the rise in every media type in Japan, from newspapers and magazines to TV, radio and the internet. Advertising expenditure in 2013 amounted to ¥5,976.2 billion. However, there are significant differences between Japanese and European advertising practices which must be considered before making an attempt to break in the Japanese advertising market.

Dentsu, Advertising Expenditures in Japan, 2013

Table of Contents

  • Market Overview
  • Some Characteristics of Japanese Advertising
  • Advertising Regulations in Japan
  • Use of English
  • Annual Report
  • Further Reading
  • Relevant Organisations and Trade Fairs
  • Expert Report