The effects of fine-print disclosure type and involvement on brand attitude formation

This study explores the information processing tendencies of individuals exposed to advertisements containing fine-print disclosure footnotes. Results indicate that individuals have a lower recall of disclosure footnotes than to the message points contained in the body of the advertisement, though involvement with the advertisement tends to improve recall of disclosure points. In addition, the study tests a model of attitude formation, finding that the type of disclosure (restrictive versus informative) and advertisement involvement interact to affect the means by which brand attitudes are formed. Theoretical and practical implications for the findings are discussed.     

It’s only words: idiom processing,language knowledge and consumer memory of Chinese print advertisements

This study investigated the effects of employing Chinese idioms in headlines on consumer memory. The results indicated that, as hypothesized, the use of idiomatic headlines in print advertisements produced superior aided recall of headlines and recognition of brand names than employing non-idiomatic headlines. High language knowledge individuals also had greater aided headline recall and brand name recognition. However, this knowledge advantage was only observed for advertisements with idiomatic headlines. Aided headline recall generally mediated brand name recognition. Finally, the language knowledge results were robust across different knowledge measures.     

Advertising spending patterns and competitor impact

In most industries, brand managers do not advertise continuously. Instead, advertising is switched on and off systematically, a phenomenon often referred to as pulsing. Moreover, spending levels vary considerably across periods when brands do advertise. Surprisingly, this variety in advertising spending patterns as observed in practice, as well as competitor impact on these patterns and their sales outcomes, have received relatively little empirical attention. In this paper we focus on two core aspects of observed advertising patterns: incidence and magnitude. Insights are based on the analysis of advertising spending for 370 CPG brands in 71 product categories over a four-year period. We also collected feedback from practitioners dealing with advertising across a wide range of firms. We first empirically establish that pulsing is the dominant form of advertising scheduling. Observed patterns, in turn, are largely driven by television and print advertising. Next, we show that, after accounting for a wide range of other possible drivers, advertising in-sync with competitors is more common than out-of-sync. However, the results suggest that competitive reasoning plays only a relatively minor role in advertising decisions. Finally, we show that, across a wide range of real-world scenarios, investing in top-of-mind awareness through maintenance advertising insulates brands from competitors' actions and boosts sales.     

An examination of measurement context effects in empirically based advertising research

The purpose of this research was to examine the issue of measurement context effects in advertising processing research. Based upon a review of the advertising processing literature and recent research focusingon measurement contexteffects, hypotheses were specified and empirically tested via a measurement context experiment. The results indicate that the cognitions measurement treatment procedures used in advertisement processing model tests produce small measurement context effects. However, these effects are not sufficiently severe to suggest a reinterpretation of previous findings or to result in drastic changes in future advertisement processing research methods. The results suggest the process of measuring respondents' attitudes towards advertisements did not result in statistically significant measurement context effects on the measures of attitudes towards brands or purchase intentions.     

The advertising effectiveness of different levels of intensity of humour and warmth and the moderating role of top of mind awareness and degree of product use

Responses to three different intensity levels of warmth (none, moderate and high) and three different levels of humour were investigated as well as the moderating role of top of mind awareness and degree of product use. Affective responses, attitude towards the advertisement (Aad) and the brand (Ab) and the favourableness of advertisement-related cognitions were enhanced by the use of warmth although the intensity level (moderate versus high intensity) did not seem to matter. As far as humour was concerned, a high-intensity humorous appeal induced most favourable affective responses, Aad and advertisement-related cognitions, while a moderate level of humour was most conducive for a favourable Ab and brand-related cognitions. Significant interaction effects suggested that the most positive advertisement effects can be obtained by combining high levels of warmth with high levels of humour, while the most positive brand effects can be obtained by combining high levels of warmth and moderate levels of humour. Emotional executions of high intensity led to the most positive affective and cognitive reactions in the case of brands that are not top of mind and to the most positive cognitive reactions in the case where the respondent was a heavy user of the product category. In particular the intensity level of humour led to significant communication effects.     

Low involvement processing - a new model of brand communication

This paper contradicts the traditional rational view of brand choice and offers a radical new model of how consumers are influenced by advertising. The model holds that the way in which advertising and other forms of brand communication are mentally processed means consumers build up powerful but simple brand associations and these in turn are able to influence their brand decisions intuitively.     

中国高校学生对广告的认知、态度与使用

本文系“全国高校学生广告素养研究”项目系列研究成果之一,主要报告我们在大学生广告接触状况、广告卷入度状况、广告相关经历和广告满意度状况等方面的实证研究发现,从行为层面和心理层面,探讨中国高校学生对广告的认知、态度和使用问题,并总结在后续研究大学生广告素养特征和开展高校广告素养教育时应注意的问题。     

Dimensionality of advertising attitudes: cross-national insights

A consensus emerging from writings about attitudes towards advertising in general is that such attitudes consist of two dimensions: the social and economic effects. However, as is the case with other marketing concepts and propositions, the findings pertaining to the structure of advertising attitudes are primarily based on American research. This study investigates the dimensionality of advertising attitudes in a non-US setting. The results obtained from a survey of Saudi adult consumers suggest that advertising attitudes do indeed decompose into social and economic effects dimensions as espoused in the US-based literature. The measures developed to capture the two dimensions demonstrate satisfactory internal consistency reliability and pass the tests for convergent, discriminant and concurrent validity. The implications of the findings are discussed and suggestions for future research are provided.     

全球价值链嵌入位置与制造企业成本加成——贸易上游度视角的实证研究

探索中国出口企业成本加成的高低问题需要对企业参与全球分工的细节展开分析。本文基于2000-2007年中国工业企业数据、海关数据和细分部门的投入产出表,借鉴行业上游度的方法测算了制造企业的出口、进口和净出口上游度,刻画企业在全球价值链中的嵌入位置。本文进一步测算了出口企业的成本加成,实证检验贸易上游度与成本加成的关系。计算发现,2000年以来,我国一般贸易进口上游度呈现明显的上升趋势。回归分析发现,出口上游度越高,成本加成越高;净出口上游度越高,成本加成越低;进口上游度与成本加成关系不明确。异质性检验发现,上述影响在外资企业和加工贸易企业中更为明显。机制检验发现,净出口上游度高导致企业成本加成较低的原因在于:更多国内生产环节的企业是通过增加国内中间品采购,而非通过研发和固定资产投资向上游延伸产业链。     

2010年西方广告研究综述

＂数字汇流（digitalconvergence）＂促使整个广告产业生态的变革。检视这一年来西方广告学术研究的成果,无论是观点的创新和方法的突破,无不体现出数字汇流所具有的渗透力。本文选取了《广告学刊》等6种西方广告学术研究刊物,在2009-2010年间所刊登的学术论文177篇,从广告效果研究、消费者研究、媒体研究、公益营销、整合营销传播和国际广告理论发展等六个方面,介绍西方广告学术研究的最新成果和发展趋势。     

欧盟广告立法进程及监管特征

本文在阐述欧盟的立法框架及形式的基础上,分析了欧盟广告立法进程及监管特征,同时也分析了欧盟法与欧盟各成员国的国内法之间的关系,以期为变革中的中国广告监管提供参考。     

Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity

Non-premium brands occasionally emulate their premium counterparts by using ads that emphasize premium characteristics such as superior performance and exclusivity. We define this practice as “advertising up” and develop hypotheses about its short- and long-term impact on advertising elasticity and brand equity respectively. We test the hypotheses in two large-scale empirical studies using a comprehensive dataset from the automotive industry that includes, among others, the content of 2317 television ads broadcast over a period of 45?months. The results indicate that advertising up increases (decreases) short-term advertising elasticity for non-premium products with a low (high) market share. The results also show that an intensive use of advertising up over time leads to long-term improvements (reductions) in brand equity for expensive (cheap) non-premium products. Furthermore, an inconsistent use of advertising up leads to reductions in brand equity. The results imply that managers of non-premium products with a low market share can use advertising up to increase advertising effectiveness in the short run. However, advertising up will only generate long-term improvements in brand equity for expensive non-premium products. Finally, to avoid long-term reductions in brand equity, advertising up should be consistently used over time.     

二值滑窗检测器的最佳门限及其ROM变换实现

一、国际旅游市场环境国际旅游业兴起于本世纪初,二战以后迅速发展,现已成为仅次于石油和汽车制造业的第三大产业。国际旅游人数和收入逐年高速持续增长。1950年国际旅游人数仅为2520万人次,旅游收入21亿美元,而到1960、1970、1990年,则依次分别增长为:7210万人次,68亿美元;1.58亿人次,179亿美元;4.15亿人次,2300亿美元。预计到2000年,国际旅游人数可超过6亿人次。当今国际旅游业主要有以下几个特点:     

基于市场良性发展理念的广告监管创新模式——以深圳市市场监督管理局广告监测中心为例

广告市场发展的不规范性使得政府的广告监管工作成为必然。广告监管的理念应以促进广告行业良性、健康发展为导向,在整体、动态、开放的监管方式下创新监管模式,客观公正地为广告主、广告经营者、广告发布者以及受众服务。     

中国广告创意批评之现状分析

通过对近八年来我国广告创意批评现状的梳理,归纳批评的内容、批评的方法,以及批评者的素质和特点,发现并总结出广告创意批评存在的问题。