Declining Advertising Effectiveness and Rising Advertising Costs
First written in FY2017. 2 of 3 entries say "Materialised", first in FY2018. Latest entry: FY2019.
Cookbiz moved to the "Worse" side of this theme in 2019, 2 years before the typical company in this theme (2021).
The whole theme swung hardest in 2018: 5 of 18 companies on the "Worse" side.
3 other companies' latest entry also says "Materialised".
- FY2019MaterialisedAnnual report
「During the fiscal year, the Company worked to strengthen various web marketing initiatives to increase registrations, but the enhanced initiatives failed to produce the planned results, leaving issues unresolved.」
The Company stated that, although it strengthened web marketing, it failed to achieve the planned results, and the underperformance of its customer acquisition initiatives had materialized during the fiscal year. - FY2018MaterialisedAnnual report
「However, in light of the fact that the Company was unable to acquire customers commensurate with its investment and customer acquisition fell below expectations, it worked to improve its sales profitability in the second half by reviewing its customer acquisition methods, among other measures.」
Although the Company invested in advertising, it failed to acquire customers commensurate with the investment, and the shortfall against expectations was recorded as an actual result. - FY2017First statedAnnual report
「If advertising effectiveness declines significantly or advertising costs increase in the Company's advertising activities, this could affect customer acquisition, including the acquisition of job seekers」
The Company disclosed the impact on operating performance of lower advertising effectiveness and higher costs while investing in advertising to expand customer acquisition.