An issuing system and an electronic advertisement management method which allow both users and issuers to exploit ticket information, privilege information, and additional information for coupons and numbered tickets. A user can receive a coupon issued by a coupon issuing device and exercise it at a coupon exercising terminal in a store to enjoy a privilege such as a discount. When a coupon is exercised at the coupon exercising terminal, the fact is communicated to a coupon issuance control server, which can alter subsequent coupons substantially in real time. Coupon discounts can be changed according to the coupon exercise status or exercise history for each user.