A very famous saying from the end of the 19th century attributed to Lord Leverhume, founder of the Lever Brothers Company, is, "Half of the money I spend on advertising is wasted. The trouble is I don't know which half." Even now many advertisers still consider how to invest advertising funds effectively and reduce the wasteful part of their advertising expenditures. Because the greatest portion of money is spent buying advertising industry, regardless of the market. Media related professionals have achieved a high status in the advertising industry, and the current practices of media buying houses reflect advertisers' needs for professional media planning and buying services. Based upon the need to integrate and apply limited advertising resources in a way that produces the desire media effect, media practitioners dedicated themselves to developing media effect models in the 20th century.
Through a combination of theory and practice, this study media effect models in Japan from an academic perspective. In Part 1, the underlying philosophy of each practice operational model is discussed. Finally, in Part 2 these models are critiqued according to their effectiveness.
The Josai Journal of Business Administration 2(1), pp.29-39