Nikkei Advertising Research Institute

www.nikkei-koken.gr.jp
Nikkei Advertising Research Institute was formed by companies and organizations that responded to a call made by Nikkei Inc. advocating a need for an institution that would pursue the desired state of advertising in the rapidly expanding Japanese economy. As well as Japanese companies and organizations, numerous academics in the fields of advertising and marketing have joined the Institute and serve as visiting members. The objective is to engage in research activities from a standpoint free from concerns over individual corporate gains and losses. In order to conduct research on advertising, it is essential to accurately grasp the actual status of the subject field as well as related fields. To this end, the Institute has been accumulating and analyzing basic data on advertising since its inception, and today these data are highly regarded by both researchers and business people as an invaluable source of information.

Furthermore, the Institute is conducting a range of independent research studies that address contemporary issues faced by advertising. In order to advance these, the Institute holds independent research workshops headed by visiting members, whose research themes include corporate communications, advertising effectiveness, account planning, area marketing, digital advertising and cross media. The results of these research studies are then disseminated in the form of reports or other publications, enabling member companies to use the information for the benefit of their businesses.

In addition, the Institute presents new theories and methods of advertising through its program of seminars and symposiums as well as through its publishing ventures, with many of its published books having received numerous Japan Academy of Advertising awards. The Institute is also achieving significant results in customized advertising studies utilizing the techniques accumulated in its workshops combined with its long experience in conducting surveys.

The activities of the Institute have been recognized over the years for their contributions to improving the quality of advertising and its modernization. The Institute has received various awards from organizations such as Tokyo Advertising Association, the Japan Newspaper Publishers & Editors Association and the Japan Academy of Advertising.

Recently the Institute and WARC agreed a content partnership in which content from the Institute's regular publications covering the Japanese advertising and marketing industry will feature on WARC.com and the Institute will publish articles taken from Admap, WARC’s monthly magazine on effective advertising, marketing and research.