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In the West the singles work as album promotion. Normally the lead single and album are released close together, then a new single every few months from the album. It keeps the album songs on the radio, music channels and in the clubs so people who didn't buy the album as soon as it was released start to think 'I've liked the last few singles so will buy the album'.
Japan is normally different. Most singles are released before the album. It actually works better as it gives them some idea of what style they (the artist) want for the album. With 4/5 singles already out someone like Ayu or Koda can structure a cohesive album based around the singles so the album is likely to flow better. The bad side to this is the spped J-Stars have to release singles to stay ahead. In the West an artist can put an album out and keep in the limelight via the singles from it whilst spending a year or so writing a new album.
In general, of course it's for the money. It's the music Industry with Industry being money. However a decent artist will put thought into what they release and how they choose to release it i.e. Ayu re-recording YOU and DoY as a 10th anniversary celebration instead of just commisioning someone to quickly mix Mirrorcle World which would mean no work on her side.
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