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THE DENTSU WAY (OVERVIEW (Services (Integrated branding services, The…

- - - - The early story
        
        Japan
        
        Hoshiro Mitsunaga
    - - Media Powerhouse
        
        Expanding
        
        Accessing Radio, TV
        
        Ten Spartan Rules
    - - Multimedia & Multinational
        
        Becoming #1 (1973)
        
        Total communication services
    - - Globalization & Digitalization
        
        Expanding communication services
        
        Enters technology & digital age
    - - Moving outward & upward
        
        Global commitment
        
        Polishing corporate image
      - 2007
        
        Digitalization & Globalization take shape
        
        The ATTIK Acquisition
        
        Old World, New World : McGarryBowen
        
        Acquiring digital powerhouse
    - - “Total Communications Services” (TCS) moniker to “Integrated Communication Design” (ICD), in the policy of “Good Innovation.”
- - - - Attention, Interest, Desire, Memory, Action
  - - - A consumer who notices a product, service, or advertisement
    - - takes an interest in it gathers information
    - - If successful, that then becomes a firm decision to make a purchase
    - - After the purchase, the consumer becomes a transmitter of Word-of-Mouth information, by talking to others or by posting comments and impressions on the Internet
- - - - Maximize recognition and pucharse intent from a "Communication Efficiency" perspective
      - Output media budget distribution
      - Set the target segmented by demographic, etc
      - Focus on advertising media + PR + Sales Promotions + Interactive Communications
    - - Emphasis on target insights and media insights
      - Take into consideration both breadth and depth
      - Output communication scenario
      - Combine multiple contact points effectively