A Study on Corporate Policy of Outdoor Advertising Business

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  • 屋外広告業の企業政策に関する研究
  • オクガイ コウコクギョウ ノ キギョウ セイサク ニ カンスル ケンキュウ

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Description

As a root of advertising media of Japan, the history of an outdoor advertising is old. The description can be gone back to "Kanshiryo" of "Ryounogige" (in the 833 year) as an explanatory of the "Yoro Codes" (in the 718 year) which are the revised editions of the "Taiho Codes" in the 701 year. The outdoor advertising was contributing to the Edo period as an element which builds a rich expression of a town. And outdoor advertisings, such as a billboard and a neon sign, came the important role sure enough socially as one of public relations or the advertisement activities until it resulted by the end of today. However, while environmental change which surrounds industry and a company is complicated today, an outdoor advertising and the industry which bears them have seen the turning point. Since outdoor advertising business has many small and medium-sized enterprises overwhelmingly and a management base is also brittle, the industry tends to be directly influenced of business. Furthermore, in late years there are outdoor advertising costs in a tendency to slight decrease by extension such as internet advertising. Moreover, although an outdoor advertising thing is important as a medium of the communication of information in social economy activity, when this is left, there is a motion which it not only spoils a city fine sight and natural city taste, but refrains from superfluous exposure by a huge amount of electric power energy consumption from becoming one factor which invites global warming so that a neon sign may see. In this paper, it has a new appreciation of the importance of the medium value which the outdoor advertising has cultivated till today. Furthermore, it searches for the role of the outdoor advertising in modern society, a demand trend, a problem, etc., and the view and proposal are tried about the directivity of the company policy of future outdoor advertising business.

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