2017 Fiscal Year Final Research Report
International Comparative Study on Creative Management of Client Side
| Project/Area Number |
15K03733
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Tama Art University |
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Principal Investigator |
SATO Tatsuro 多摩美術大学, 美術学部, 教授 (50611258)
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| Research Collaborator |
FUJII Makoto 多摩美術大学, 美術学部, 非常勤講師
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| Project Period (FY) |
2015-04-01 – 2018-03-31
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| Keywords | クリエイティブ・マネジメント / 広告クリエイティブ / デジタルシフト / ソーシャルシフト / クライアント / エージェンシー・リレーションシップ / 統合型マーケティング / コアコンテンツ |
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| Outline of Final Research Achievements |
The study shows us the difference between Western style of Creative Management and Japanese style of that from client side.We interviewed 11 managers from Western clients and did a survey by questionnaire for Japanese clients.
For example, in Japan,"Agency Driven Integration"is common,but in US and Europe,"Client Driven Integration" is more popular.
These knowledge can be hints for Japanese clients in terms of Creative Management.
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| Free Research Field |
広告論、広告クリエイティブ論、広告ビジネス論
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