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DENTSU INC., the leading corporation of advertising and marketing communication in Japan, recently announced the rating of the topics and the items attracting strong attention for the first half (Jan to May) of 2009. A mask headed the ranking due to the pandemic of new swine flu. The goods with an economical advantage, such as hybrid vehicles entitled to receive tax reduction for environmental cars and ETC that is rewarded with a discount of expressway for a weekend drive, received high general-support. The items and the services like a special snip because of damage or out-of-shape and trade-in sale that department stores and supermarkets implement one after another, which reflect the sluggish personal consumption, are also outstanding in the charts.
According to the research for the use of a summer bonus, TVs for terrestrial digital broadcasting and energy-saving appliances (air conditioners and refrigerators), both are entitled for Eco-point, ranked the highest and the second respectively followed by shopping at outlet malls in the third. The fifth was oversea travel having got cheaper thanks to appreciated yen and the sixth was low-priced clothes. Since this year's summer bonus is expected to cut down compared to last year's, 'economical' seems to be the keyword for the summer sales battle.
The research was conducted through web on May 22 to 24, target for both male and female of the age 20 to 69 over the country, and let them choose the items and services out of 100 or so selected and summed up their answers.
Ranking for the 1st half of 2009
1. Masks
2. Hybrid vehicles
3. ETC (Electronic Toll Collection)
4. Energy-saving appliances
5. Flat TVs for terrestrial digital broadcasting
6. A special snip because of damage or out-of-shape
7. Private branded goods
8. Family-use game machines
9. Trade-in sale
10. Outlet shopping mall
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