An advertisement management device generates and manages advertisement information and an advertisement identifier, a tag management unit generates a tag identifier and tag information unique to the tag identifier, and manages the tag identifier, the tag information, and the advertisement identifier generated by the advertisement management device in associated manner. The tag management unit sends the tag identifier and the advertisement identifier to the radio tag. A reader reads the tag identifier and the advertisement identifier from the radio tag, sends the tag identifier to the tag management unit, and sends the advertisement identifier to the advertisement management unit. The tag management unit sends tag information corresponding to the tag identifier received from the reading unit to a display unit, and the advertisement management unit sends advertisement information corresponding to the advertisement identifier received from the reading unit to the display unit.