モリカワ　ミユキ   森川　美幸    所属   メディア学部 メディア学科    職種   准教授
言語種別	英語
発行・発表の年月	2025/07
形態種別	国際会議論文
査読	査読あり
標題	国際学会カンファレンスプロシーディング Are promotional activities really necessary for films?: Contemporary consumers' attitudes towards advertising in Japan
執筆形態	単著
掲載誌名	Academy of Marketing Conference
掲載区分	国外
出版社・発行元	Academy of Marketing
著者・共著者	Miyuki Morikawa
概要	In recent years, there has been a string of hit films in Japan that have employed a ‘no-promotion strategy’. Why has this situation arisen in Japan, where there is a strong tendency to avoid uncertainty? The survey revealed that consumers seem to feel that promotion is basically necessary for films; conversely, they think that adaptations of well-known original works or films by popular directors do not need to be promoted. The research is still ongoing.