being read or simply not accepted by the consumer, the same is not true of advertising tissue-packs. The most important reason for this is because the tissues add functionality to the advertisement. This functionality has several benefits: Gets the ad into consumers' hands In an Internet survey of over 100,000 Japanese consumers conducted by Marsh Research, 76% said they accept free tissues. This is a much higher rate than either fliers or leaflets. Gets consumers to read/look at the advert after they have accepted it In the same study referenced above, of those that accepted the tissue-pack, slightly more than half of the participants said they either "definitely look" or "at least glance at" the advertisement. One possible reason for this increased statistic when compared to fliers is that consumers were hoping to find coupons or special offers packaged inside with the tissues. Helps consumers to retain the ad and its message The advertisement on the package is more likely to be retained by the consumer because they are being consistently exposed to it. See also Tissue paper Out-of-home advertising Communications in Japan Marketing strategies References Advertising by medium Advertising in Japan Japanese culture Paper