source:Bob Coen's historical advertising data

source:Advertising Expenditure in Japan,

We can not compare between them completely because the taxonomy of the media differs by nation. For example, in Japan, Dentsu does not announce the expenditure of business publication apart from magazine.

As we can see in these figure, in the U.S., print media such as newspaper and direct mail are heavily used and the use of broadcast TV and cable TV are relatively low. In Japan, broadcast TV is the most heavily used medium. Out of home media and transit advertising may be distinctive media, for most of Japanese use public transportation to commute. The use of direct mail, cable TV and satellite broadcasting are not so high till now.

Some topics in this essay:
According Impress, Globally NTC, DM IMC, Marketing Communication, Japan Dentsu, , Broadcast TV, C-to-B Managing, Basically IMC, B-to-C B-to-B, direct marketing, internet advertising, web site, marketing communication, broadcast tv, advertising dm imc, using internet, dm imc, communication tool, advertising dm, fulfill transaction, mass communication media, dentsu inc 2001, japan dentsu inc, expenditure japan dentsu,