Advertising Strategy

Creative Campaigns

Competition is fierce. There are too many brands and brand messages out there. Market dynamics are often too volatile for even the most visionary business plan. Even having a great product is no longer a guarantee of consumer awareness and increased market share.

One of IPMAJ's key themes is "innovative creative." We strive to freely mix and match ideas, media and human resources to provide optimal solutions. In all of these elements, what we value the most is creativity, individuality and the ability to go beyond conventional thinking and concepts.

IPMAJ alone has some creative designer . Each of these people is an innovator possessing their own particular expertise. The originality of each creative is expressed through myriad solutions as they respond to all kinds of communication challenges.

Not bound by existing ideas, we devise and provide to clients measures that use media and content to solve brand-related issues. There is no one almighty medium that is appropriate in all cases. In certain cases, it may be important to devise measures based on a media-neutral idea. Bearing this in mind, we outline the overall media strategy, develop, implement, and manage detailed media plans in line with that strategy, and propose media-neutral plans that solve brand-related problems.

Efficiently distributing brand messages is not the only important aspect of media planning. Both intelligence and creativity are called for if those messages are to take root in the mind of consumers. Thus, using consumer insight surveys and consumer values, we select the timing and media (contact point) that would best enable a client’s message to be easily spread.


Evolving media and new advertising methods

In recent years, interactive media have taken off, with ever more diverse and advanced technologies and devices. As a result, new advertising methods have been created, and growth has been robust in performance-based advertising, a new field of Internet advertising that makes efficient targeting possible. Branding activities, meanwhile, are growing more diverse, due to innovative methods made possible by digital technology, which is rich in planning and expressive capabilities.The IPMAJ uses its abundant experience with mass media to advance various efforts that employ the complex nature of interactive media.


Discovering changes in consumers

IPMAJ aggressively conducts audience insight discovery in which it both receives and disseminates information.

In recent years, the adoption of smart phones and the rapid spread of social media use has had a major impact on consumption trends among younger generations.

The daily viewing and sharing of videos on mobile and other Internet-connected devices has expanded opportunities to come in contact with video advertising.

The relationship with television, radio, newspapers, magazines and other traditional media no longer involves a race against time. Missed television programs can be viewed later online and the advent of digital radio and electronically delivered publications is ushering in a shift toward an era in which new complementary relationships are being created from a business perspective.

To accurately ascertain complicated audience media-usage behavior and link it to next-generation media business development, IPMAJ utilizes conventional focus groups and questionnaires as well as tabulations and analyses of media device usage logs mixed with simulations to develop leading-edge knowledge.

Having developed these latest insights, they are broadly applied through the sharing of medium- to long-term issues facing clients and IPMAJ, as well as opportunities to engage in new business with media companies.


News design: creating news for mass media, word-of-mouth communication

This service organizes product, service and brand facts, and establishes strategic PR objectives based on analyses of current conditions related to social and information environments. To achieve these objectives, areas in need of improvement or strengthening are identified, while information value and context are designed to create news that people will want to share.

Media Planning

IPMAJ Co. has significant strengths in efficient media planning and buying, backed by a wealth of experience and an array of unique methodologies and proprietary tools. The Group has also developed structures for the utilization of a rich portfolio of high-quality content assets. This includes television show production, investment in movie production partnerships, and the acquisition of broadcasting rights for major sports events.

Underpinned by its expertise in media planning and campaign execution, as well as original media planning that leverages a portfolio of excellent content assets, IPMAJ provides a range of solutions to support client brands.

IPMAJ provides a wide range of advanced media planning services. Our services extend from developing media plans—that efficiently deliver a client’s brand message to target consumers—and deciding media-buying tactics, to proposing media strategies and plans for integrated communication.

The best devised media plan will not be effective if the requisite media cannot be secured to implement that plan. Thus, persistent negotiations with media companies are needed to realize even extremely innovative communication ideas. We have set up specialized departments that are responsible for, and staffed by those who work solely on, each media. Since our staff cover a broad range, from mass media to out-of-home (OOH) advertising and digital media, IPMAJ is well placed to conduct media buying operations around the globe.

In each media office, the numerous specialists responsible for each medium build strong relationships with mass media, Internet, and mobile media companies. They regularly undertake difficult negotiations to ensure they can adequately match clients' media strategies.

Media buying specialists are also experts in the media for which they are responsible. Using their broad knowledge and personal networks they develop new media products and innovative advertising space, always expending their energy on planning top-quality content that only IPMAJ can provide. In fact, the Group is best placed to buy such media as will solve the marketing communication problems of its clients.

PR

The essence of PR is the process of engaging in dialogue with the world while forming a consensus. In other words, it is strategic planning from a global perspective.

Unlike advertising, in order to encourage changes in consumer attitudes PR goes beyond simply gaining publicity. Instead, it involves third-party media, experts and SNSs, all of which are increasingly influencing public opinion.

IPMAJaj collaborates with Group companies to formulate integrated PR planning that is a hybrid of advertising, creative, digital, promotion and content. We provide services that contribute to client branding through the formation of global consensus by strategically aligning the context of a client's perspective with that of a global perspective.


Creating stories that are personalized, friendly and social

Increasing digitalization and the advent of social media have resulted in a flood of information. But the measure of success is not simply the amount of consumer interest that can be generated. It is also the extent to which consumer attitudes and behavior can be changed and, ultimately, the degree to which they can be more profoundly engaged by exposure to specific information.

To achieve companies’ objectives, in terms of products and services, and to build a favorable reputation, strategic PR activities take a bird’s-eye view of overall strategy in order to craft communications that make the most of optimized PR methods. The IPMAJaj creates personalized, friendly and social stories through information distribution routes and timing design that support information creation and flow design to motivate consumers.

Media Monitoring

Companies often seek to generate increased consumption of their products or services through "Branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. “Advertising” is the best means to achieve this goal.

As researches suggest, effective advertising can improve long-term profitability in two main ways. First, advertising can lower the cost of customer acquisition. More effective advertising leads to higher acquisition rates which, in turn, reduces the per person cost of acquisition. Second, advertising campaign that focuses on brand building and customer loyalty can increase add-on selling, the average price paid, and the customer retention rate. Reducing acquisition costs, increasing realized revenue per customer and improving retention rate will all increase the lifetime value of the customer.

According to the abovementioned points, and considering the huge amount of money that companies spend in advertising, it is critical for them to not only monitor the broadcasting of their advertisements –with the aim of assuring that the broadcasting corporation has observed the terms of contract- but also to investigate the effectiveness of their ads.

This is a very important issue since one of the most difficult problems faced by advertising agencies and advertiser companies remains the issue of measuring the effectiveness of the advertising they create and run.

It is quite rare for a company not to encounter the question of “how to measure the effectiveness of the advertising investment” considering that advertising is often one of the largest line items in the marketing budget.

Researchers for the last five decades have attempted to understand how advertising works. From the early “learning theories” and “the hierarchy of effects model”, including “Dagmar”, to the more recent “Elaboration Likelihood Model”, various pieces of the advertising effectiveness puzzle have been addressed.

In this regard, IPMAJ Co. is proud to introduce its “Media Monitoring Package” which addresses these challenges.

This package includes the following features and services:

  • Quantitative media monitoring
  • Qualitative media monitoring and Advertising effectiveness measurement