Exploring an Effective Advertisement Medium for the Japanese Cosmetics Market

The cosmetics industry market is fiercely competitive in Japan as the number of different products available to consumers is continuously increasing. Since brand awareness helps the customer to buy certain products, cosmetic companies need to focus on their advertisement media. It is generally expensive to advertise, and recently, companies have moved towards new digital media such as the internet, as well as traditional media such as television and print (magazines and newspapers). The decision about which advertisement media to use in order to reach their customers becomes a big issue. This research proposes a framework for an effective advertisement medium by using survey data on Japanese cosmetic product brands. Covariance structure analysis is conducted to measure the relationship between different advertising media and consumers' purchasing intentions. In addition, advertising media, which is considered to have influenced purchases, is analysed by binomial logistic regression analysis. The research results present effective advertising media for a particular Japanese cosmetic brand.