Advertising Agencies and Miscellaneous Advertising Services

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1 II dvertising gencies and Miscellaneous dvertising Services 1. Scope of the Survey (1) The advertising agencies covered in the survey are business establishments which conclude contracts with newspapers, magazines, TVs, radios, Internet (portal sites, etc.), and other advertising media enterprises, and engage in advertising services for clients. (2) The miscellaneous advertising services covered in the survey are as follows: (1) business establishments which engage in display of advertisement outdoors and, (2) business establishments which engage in insertions, direct mails and other advertising services. However, business establishments which engage in the following services are not covered in this survey. 1) usiness establishments which exclusively involve in printing of insertions and others upon the requests. 2) usiness establishments which exclusively involve in transporting of insertions or samples, etc. 3) usiness establishments which exclusively involve in writing addresses of direct mails. 4) usiness establishments which exclusively involve in producing signs, neon lighting, advertising balloons, etc. 5) usiness establishments in a business category which is proper to be regarded as being engaged in management of buildings of their own even if what they manage are displays of outdoor advertisements. 2. Explanation of the Items in the Statistical Table (1) The number of employees: as of November 1, The number of employees is the sum of persons obtained by deducting employees who are dispatched to business establishments under separate management from the employees at business establishments (as put in in the previous item) and including employees dispatched from business establishments under separate management. 1) The number of employees by department of the main business is the number of employees who engage in the main business (in this survey, it refers to the business with larger annual sales of the advertising agencies or miscellaneous advertising services) by department as listed below: The management and sales department generally refers to those in charge of the general affairs, planning, human resources, accounting, budget or sales or in those who in charge of advertisers (enterprises or governmental bodies) or communicating the intentions of the advertising clients to each department and bringing business plans from advertisement agencies to advertisers, etc. The media department refers to those in charge of communication tasks with advertising media enterprises (such as newspaper publishers and broadcast stations, etc.) The production department refers to those who involve in preparing drafts for newspaper, magazine advertisements or posters, producing commercials and programs for TV and radio, and in producing all kinds of advertisements or promotion materials including direct mail and 1

2 catalogs. D E The research/planning/marketing department refers to those in charge of the product analysis of advertisers, market analysis and advertising planning, etc. The SP/PR/Others refers to those in charge of the SP (sales promotion), PR (public relations) or departments other than those as mentioned above. 2) Of that number, persons who are dispatched from business establishments under separate management are those who are assigned or dispatched from enterprises under separate management such as other companies or work as subcontractors among the number of employees by department as mentioned above. (2) The annual sales are sales of the entire business establishments and sales by business ( advertising agencies, miscellaneous advertising services, others ) obtained during one year from November 1, 2006 to October 31, 2007, or one year before the closing date closest to the survey date. This is not profit or income, but the sales before business expenses are deducted (business revenue) (consumer tax included). onsequently, the relevant annual sales do not include incomes from management of assets and disposal of assets which are not conducted as business transactions. (3) The classification by business type is as follows: <dvertising agencies> 1) Newspaper advertisement, magazine advertisement, TV advertisement and radio advertisement : the major four advertisements of mass communication (newspaper, magazine, TV and radio). 2) Transportation advertisement : those posted using passenger vehicles such as railway, bus, taxi, airplane and ship and buildings of such stations. 3) SP, RP and event planning : SP or sales promotion: services which use printed materials including posters, catalogs and calendars, POP (point of purchase ) advertisements and novelty advertisements (pencils, ashtrays and lighters and others on which the name of the advertiser is printed). However, other SP materials such as outdoor advertisements, direct mail, insertions and so on are classified into others. PR or public relations: services which plan culture events for enterprises with the purpose of promoting sound communication between advertisers and the receivers, organize news conference or distribute newsletters as a part of publicity work. In addition, it includes the production of PR magazines in place of advertisers, planning of anniversary events for companies or handling of I-related work (corporate identity such as symbol mark of company or corporate color) upon receiving such orders. Event planning: a planning of events such as exhibitions for the purpose of improving the company image or promoting sales. 4) Internet advertisement : the advertising agency business using networks such as banner advertisements, text advertisements, advertisements linked to search results, advertisements and mobile advertisements (advertisements that use websites that are accessed 2

3 from cell phones) on the Internet which advertisement media companies manage. 5) Others : advertisements by advertisement media such as overseas advertisements (those conducted overseas by all the media), outdoor advertisements of SP, direct mails, insertions other than (1) to (4) as mentioned above; advertisements in the Yellow Pages, advertisements in movie theaters or theaters, advertisements in public baths or on utility poles. The sales from services such as research for advertisements, planning, making, development and advertisement technologies are included as well. <Other advertisement > 1) Outdoor advertisement : self-owned outdoor advertising tower, billboard, neon signs, and signs 2) Insertion and direct mail : printed advertisements such as leaflets distributed from newspaper sales agencies to homes using newspaper as a medium and those sent by mail (direct mail) 3) Internet advertisement : advertising on the self-managed Internet for the purpose of providing advertisements. 4) Others : advertisements on free-paper-magazines (free papers such as tabloids, advertisement magazines, etc.) which they publish themselves, posting, distribution of samples and others which do not fall on the categories of (1) to (3) above. (4) nnual operating cost: the sum of the expenses of the overall business establishments during one year from November 1, 2006 to October 31, 2007 or one year before the closing date that is closest to the survey date (including consumer tax). There are items which are specially set for some businesses. The names of such businesses have been described. 1) Total salary paid : the sum of the annual salary paid (periodically or specially paid money such as base salary, bonus and benefits) and retirement allowance (including taxes). It includes compensation and salary of executives paid from operating cost, pay for part-time employees and others or temporary and daily employees, and pay for those who are assigned or dispatched (who work at business establishments under separate management such as other companies) to whom the respective business establishment mainly pay). 2) Sub-contract cost : costs involved in giving out business either partially or totally to others mainly in the form of assignment, undertaking. Sub-contracting costs that were accrued in the course of headquarters-branch-sales office- trading are also included. 3) Media cost : an item of the advertising industry ( advertising agencies and miscellaneous advertising services ) and expenses paid as necessary costs (rate for time, posting fee, newspaper inserts fees, etc.) for advertisement such as newspapers, magazines, TV, radios, SP and the Internet. 4) Depreciation cost : the amount of depreciation of buildings, machinery/facilities/equipment and others which cost 100,000 or more for purchase. 5) Rental expense : the annual amount of rent in the case that someone engages in a business by renting land/building or machinery/equipment. Land/building : the annual rental cost in case of engaging in a business by renting 3

4 land/building, including common service charges such as an administrative fee, and monthly parking fee. Machinery/equipment : the annual rental fee of information related equipment such as computers and Ps, vehicles such as automobiles, office equipment such as copiers, and is classified into information and communication equipment and others. Information and communication equipment : rental fees of wired communication equipment, wireless communication equipment, broadcasting equipment, automatic changer, facsimile, electronic computer, terminal, auxiliaries, auxiliary equipment to computer, Ps and so on. Others : rental fees of machine/equipment other than information and communication equipment including vehicles such as automobiles, office equipment such as copiers. 6) Other operating cost: all operating cost other than (1) to (5) mentioned above: dvertisement cost, packing and shipment cost, commission paid, sales commission, travel cost, transportation cost, expenses for perishable tools and equipment and fixtures, business entertainment expense, repair cost, insurance cost, tax and duties, donation, welfare expense, membership fees, conference expense, communication fee, utility bills, labor cost of temporal employees, rental cost of the items other than land/buildings and machinery/equipment, etc. (5) nnual operating cost and expenditure for tangible fixed asset: the amount of the tangible fixed assets ( machinery/facilities/equipment, land, and buildings/other tangible fixed assets ) and intangible fixed assets that were obtained during one year from November 1, 2006 to October 31, 2007 or one year before the closing date closest to the survey date at business establishments, including consumer tax. 1) Machinery/facilities/equipment : expenditure for information and communication equipment, machinery, facilities, equipment and others that are durable for 1 year or over and cost 100,000 or more, and is classified into goods rental and leasing, information and communication equipment and others. Goods rental and leasing : an item of goods rental and leasing and expenditures for purchasing goods that are durable for 1 year or over and cost 100,000 or more and are subject to a rental or leasing contract. Information and communication equipment : expenditures for equipment that is durable for 1 year or over and costs 100,000 or more such as wired communication equipment, wireless communication equipment, broadcasting equipment, automatic changer, facsimile, electronic computer, terminal, auxiliaries, auxiliary equipment to electrical computer, Ps, D/M (computer-aided design/computer-aided manufacturing). Others : expenditures for goods that are durable for 1 year or over and cost 100,000 or more such as tools & fixing, machinery, facilities, equipment and fixtures (excluding information and communication equipment). 2) Land : expenditure for land and improvement of existing land. 3) uildings/other tangible fixed assets : expenditures for buildings, rebuilding/remodeling, facilities for water supply/drainage and gas, and facilities attached to buildings such as heating and cooling devices, and so on, and for other tangible fixes assets acquired 4

5 3. odes and Note (1) The codes used in the Summary and statistical tables in this survey report are as follows: 1) - means n/a, means unknown (not surveyed), 0 means a rounded off number, and means a minus figure. 2) x means a numerical figure concerning one or two business establishments which is kept confidential in order to keep the secret of each respondent. In addition, in the case where the figure is related to three or more business establishment, x is used in the same way, if the figure of the first or second business establishment can be identified from the context. (2) s the published numbers are rounded off, the sum of the each figure in the breakdown and the total number may be different. 5

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