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ADVERTISING IN THE AGING SOCIETY: Understanding Representations, Practitioners, and Consumers in Japan
- Florian Kohlbacher (ICAS Adjunct Fellow, Adjunct Professor in International Business at Temple University Japan Campus, International Business School Suzhou (IBSS), Xi'an Jiaotong-Liverpool University (XJTLU))
Based on large-scale content analysis and questionnaire surveys, Dr. Kohlbacher presents insights into the impact of aging populations on the advertising industry. As the most aged society in the world, Japan demonstrates that the implications of population aging on societies, businesses, and economies are vast. This talk specifically explores the role of older people in advertising, examining the views among advertising practitioners and consumers in Japan. Using original research conducted in Japan, Dr. Kohlbacher analyzes how older people are represented in advertising, how they are perceived by consumers, and what this means for companies who include or exclude older people in their marketing campaigns.
Akihiko Kubo will join a talk as a commentator. He is Chairman & Group Representative at Ogilvy & Mather Japan Group. Aki is a global communication veteran with more than 3 decades experience in Japan and the global markets. His clients to date include top tier global and Japanese / Asian marketers in FMCG, Finance, IT, Airlines, and B2B. Aki was Managing Director, McCann International Tokyo between 2005 – 2007, Global Business Director, McCann London between 2007 – 2009, and CEO, President, Weber Shandwick Japan between 2009 – 2011. Aki joined Ogilvy and Mather in 2012 as President, and assumed Chairman, Group Representative in 2015. He completed the Program for Executive Development (PED) at IMD, Lausanne 1997/98 and the Advanced Management Program (AMP) at Harvard Business School 2005. Aki serves on the Global advisory board, Future of Advertising (FOA), Wharton Business School, on the Board of overseers, Temple University Japan Campus and on the Business Advisory Board, US Japan Council.
ICAS Adjunct Fellow, Adjunct Professor in International Business at Temple University Japan Campus, International Business School Suzhou (IBSS), Xi'an Jiaotong-Liverpool University (XJTLU)
Dr. Florian Kohlbacher is an Associate Professor of Marketing and Innovation in the International Business School Suzhou (IBSS) at Xi’an Jiaotong-Liverpool University (XJTLU). He is also the Founding Director of the XJTLU Research Institute on Ageing and Society (RIAS). Previously, Florian was a Senior Research Fellow and Head of the Business & Economics Section at the German Institute for Japanese Studies (DIJ) Tokyo, Japan, where he lived for 11 years. He is also an Adjunct Fellow at the Institute of Contemporary Asian Studies (ICAS) and an Adjunct Professor in International Business at Temple University Japan Campus, a Visiting Professor at the Faculty of Commerce at Keio University, a Visiting Professor at the Institute for Technology and Innovation Management, Hamburg University of Technology (TUHH), and a Research Fellow at the Sloan Center on Aging & Work, Boston College. Florian is co-editor of “The Silver Market Phenomenon: Marketing and Innovation in the Aging Society”, 2nd edition 2011 (Springer) and co-author of “Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan”, 2016, Palgrave.