Something a bit less expected by newcomers to Japan, the hand-out tissue is another staple of advertising. These are physically handed to pedestrians on the street by an employee or by a contracted “tissue herald” (our words, not an actual job title). These have a broader use than signage; they can be used to show that a store is close by, to market a brand, or to distribute coupons. Tissues indicating store location are usually distributed within a few blocks of a store or at a train station.
With two allergy seasons and one flu season (which is happening right now, incidentally), hand-out tissues are very appropriate for Japan. They are so popular that some tissue heralds bring boxes and can hand all of them out in half a day.