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1.preface Contemporary advertising has been formed with the development of mass communication media. Besides newspaper, magazine, radio and broadcast TV as four mass communication media, older type of media such as billboard and newer type as internet coexist for advertising. What type of medium is used more than the other medium differs between nations. There is big difference in the usage of advertising media between the U.S. and Japan. source:Bob Coen's historical advertising data http://www.mccann.com/ source:Advertising Expenditure in Japan, Dentsu Inc. 2001 We can not compare between them completely because the taxonomy of the media differs by nation. For example, in Japan, Dentsu does not announce the expenditure of business publication apart from magazine. As we can see in these figure, in the U.S., print media such as newspaper and direct mail are heavily used and the use of broadcast TV and cable TV are relatively low. In Japan, broadcast TV is the most heavily used medium. Out of home media and transit advertising may be distinctive media, for most of Japanese use public transportation to commute. The use of direct mail, cable TV and satellite broadcasting are not so high till now. Either in the U.S