29/09/10
Dai Nippon Printing Co., Ltd.
ASATSU-DK Inc.

DNP and ASATSU-DK in Joint Development Project on New Ad MediaDai Nippon Printing Co., Ltd. (DNP) and ASATSU-DK Inc. (ADK) are pleased
to announce the September 29, 2010 launch of a joint development project regarding
neuromarketing based new advertising media.

[Project Objective]
In line with the diversification of communications, the advertising business isentering a new phase, including a shift from mass-media to personalized media, and weare seeing a demand for more effective ad approach techniques targeting consumers. In
particular, in the areas of creative works and media development, “more accuratelygrasping consumer psychology” is now cited as an extremely important element ofcommunications strategies. Written surveys and group interviews have been used so far
as techniques to stay abreast of real consumer feelings or desires. But, these techniquespresent the challenge of being unable to gain a real grasp of consumer psychology as aresult of mind control, from factors including vanity, pride a follow-the-leader mentality
or ethical considerations.
DNP and ADK have combining our mutual strengths, and have launched ajoint development project designed to create new marketing approaches toneuromarketing based ad business.

[Project Overview]This

newdevelopment

projectaims

to“stimulatevariousadandcommunications media via the application of neuroscience.” This project will be driven
and promoted by ADK, which has gathered consumer perceptions through the design
and production of various ads, and DNP which conducts a neuromarketing based
research business. A research group lead by Associate Professor Yasue Mitsukura of theTokyo University of Agriculture and Technology shall supervise the project. This
research group has conducted joint research with DNP on a system designed to research
consumer interest levels from the standpoint of neuroscience.

The project will use a hair-band based analytical system (*) jointly developedby DNP and the Mitsukura research group, and by focusing on the financial, along withthe health and beauty areas that are the particular strength of ADK, will establish
mechanisms that can be used in the development of actual marketing and ad designs.

[Activities]
DNP and ADK will conduct a variety of tests from October 2010. And based on
the results of those tests, will establish concrete and practical surveying technique to bereflected in new ad and sales promotion tools developed from a different standpoint
than those seen so far.

z Planned Tests
The basic test format will be to display key words, simple questions and actual
creative works related to finance, health and beauty, and survey the resultant
responses. These responses will be cross-referenced with the contents of written
surveys and EEG results to explore consumer psychology. It is planned to conduct
tests related to the following three topics, based on a total target base ofapproximately 120 people from October to December 2010.
1. Tests related to basic awareness and values
Contents: To extract subconscious ideas and value sets related to finance,
health and beauty.
2. Tests related to concepts and creative works
Contents: To seek out more efficient communication factors related to theaforementioned topics.
3. Tests related to the extraction of gap factors arising between written surveys
and neuromarketing
Contents: To extract the factors giving birth to the gap between theconscious and subconscious in relation to the aforementioned topics.

z

Other tests in line with topics other than those mentioned here may also
be considered and implemented.

[Forward Looking Events]
Reports related to the aforementioned tests will be released on a sequential
basis from December 2010. And in addition to creating survey techniques using
neuromarketing that reflects the results of those tests, it is also planned to launch aneuromarketing based ad service next spring.
＊Consumers apply a hair-band type electroencephalogram which measures brainwaves
emitted while the subject reads magazines, catalogues and booklets etc. A camera takes aphotograph of a marker attached to the page of the open booklet, obtains data on the amountof time spent browsing each page, and by incorporating that data with brainwave readings
analyzes the extent and movement in interest levels in each page. And by comparing theresults with those from questionnaires, it is possible to ascertain consumer interest from adeeper, multi-lateral standpoint, including instances where the subject may have browsed
the page for an extended period of time without showing any real interest.