What is Japanese Offline Advertising?

The types, methods of measuring effectiveness, and advantages and disadvantages.

Advertising for potential customers can be divided into two categories: online and offline advertising.

Although Internet-based advertising methods are becoming the mainstream, offline advertising is still effective for some industries and some target groups.

In this article, we will explain what is offline advertising, its advantages, and disadvantages, and how to measure its effectiveness.
What is Offline Advertising?

When using the internet, advertisements appear on the side of the screen or video viewing sites. These Internet-based advertising are called online advertising.

In contrast, offline advertising is advertising that does not use the Internet.

Unlike online advertising, offline advertising is considered important in today’s marketing because it can appeal to prospective customers at a low cost through such as targeted area distribution and direct delivery to prospective customers’ homes or faxes.

Types and Examples of Offline Advertising

There are five main types of offline advertising:

  • Four mass advertisement
  • Traffic advertising
  • direct mail
  • Free newspapers and flyers
  • Industry/Trade Newspaper
Here is an explaination each case and its characteristics below.
Benefits of Using Offline Advertising

With many companies using Web advertising, what are the advantages of using offline advertising?

There are three advantages to using offline advertising.

  •  Easy to target areas
  • Advertising can be targeted to specific industries
  •  Exposure is guaranteed
Here is an explanation of them one by one below:
Disadvantages of Using Offline Advertising

On the contrary, here are some disadvantages of using offline advertising.

  • Not suitable for all products and industries.
  • It is difficult to change the content of the advertisement
  • Difficult to measure effectiveness.
Here is an explanation of them below:
Measuring the Effectiveness of Offline Advertising
Here are the following methods to measure the effectiveness of offline advertising.
Offline Advertising Success Stories

In this section, here are some successful cases of companies using NEXWAY’s FAXDM.

Click here to see the case studies

Pashiori Youth Co., Ltd. is engaged in the reuse business such as purchasing and selling commercial equipment.

The company’s method of acquiring suppliers was using tele-appointments, approaching several hundred companies per day, but the number of customers was not growing as expected.

Therefore FAXDM allows them to target specific industries according to their needs. The number of companies they approach has increased dramatically.

Although it is difficult to increase the number of contacts by phone, they utilize this system by controlling the number of DMs sent, such as sending additional DMs when we want to increase sales a little more while keeping an eye on sales figures.

In addition to this, they also carry out door-to-door purchasing to minimize travel time by sending DMs intensively to targeted areas.

In some cases, the response speed from customers was high, and the risk of omissions was low.

Click here to see case studies

​Village House Management Co., Ltd. operates more than 1,000 rental condominiums nationwide.

To expand brand recognition, FAXDM is a pillar of its sales strategy.

Since the culture of sending property information, such as floor plans, via fax is deeply rooted in the real estate industry, they determined that FAXDM is more effective than e-mail-based DM.

To increase the number of inquiries from brokerage firms, they used FAXDM to announce vacancies and rent changes to the 10,000 brokerage firms they maintained, as well as to announce campaigns for brokerage firms.

As a result of the above measures, the occupancy rate has doubled in about three and a half years. In response to these results, they are also using FAXDM for corporate contract sales.

Click here to see case studies

TABISUL INC. Provides regular snack delivery services to nursing care facilities, educational institutions, and general companies.

Since nursing care facilities and educational institutions are less likely to sit at a desk and work at a computer, the company decided that a Web-based approach was not suitable for them and conducted field sales.

However, since faxes are an important means of obtaining information for nursing care facilities, the company made a major shift in its sales approach and began using FAXDM.

The response was even greater than expected, and they were able to reduce the cost per customer acquisition to one-tenth and increase the number of contracts to more than six times the previous level.

The number of customers they have totaled 4,500 locations, with a headcount of more than 90,000 people.


Although online advertising is currently the mainstream, offline advertising, which is easier to target areas and reach active users, can be expected to be effective even these days when the Internet has become widespread.

There are various types of offline advertising, and each medium has different targets, and purposes, with their advantages and disadvantages.

Offline advertising is often more effective than online advertising for certain industries, such as the nursing care industry, and you can expect higher effectiveness by using different types of advertising depending on the industry and the target audience you are targeting.