和谐世界理念的系统构建

建设和谐世界理念的提出是打造国家软实力、传播中国主流文化、提升国际影响力的战略选择。建设和谐世界是一个系统工程,应包括宇观层面——和谐世界、宏观层面——和谐地区、中观层面——和谐社会、微观层面——和谐组织、渺观层面——和谐个体这五个既相互区别又相互联系、相互作用的层面的系统构建。构建和谐世界是一个不断推进的历史过程,重在建设。     

推进交通节约集约用地的制度建设

目前交通节约集约用地更多的是各种交通方式各自开展，而且主要在设计、施工阶段从工程技术角度等实现节约用地。应跳出工程技术层面，从制度建设上促进交通节约集约用地，从宏观、中观和微观三个层面研究交通节约集约用地。     

对北京市中小企业信用担保业的浅析

信用担保业在解决中小企业融资问题上起到关键作用。本文从中观行业层面和微观企业层面对北京市中小企业信用担保业的现状进行了简要分析。     

会计信息失真的伦理视角分析

会计信息失真现象是我国乃至国际会计领域的一大顽疾,本文从伦理的角度分析了会计信息失真的宏观、中观及微观原因,并从宏观、中观及微观三个层面提出了解决会计伦理失范的途径。     

房地产广告何时有效

当前．无论广义还是狭义IMC理论．都只在中观和宏观的层面上探讨营销与传播整合的问题，而没有从宏观原则深发到微观领域。在广告公司从事房地产广告文案和创意的经历使笔者发现，在具体的广告运作中，营销概念和广告表现常常处于分离状态，因而不能很好地实现营销与传播的整合。为了解决营销实践中的房地产广告何时有效的具体问题，本文提出了微观IMC的理论，运用到房地产广告中即是一种二度整合理论。     

黑龙江省商贸服务业的发展策略研究

通过对商贸服务业内涵的界定,并就其构成进行重点分析,指出其主体部分为批发零售业;进而再通过对黑龙江省商贸服务业现状的描述的基础上,详细分析了商贸服务业在宏观（政府）、中观（行业）及微观（企业）等三个层面中存在的问题;最后,针对上述存在的问题提出了针对性对策,以期为黑龙江省商贸服务业的发展提供指导。     

基于经济学理论对虚假药品广告存在根源的探讨

本文从经济学角度对虚假药品广告出现的根源进行论证,通过调查分析,在宏观、中观、微观三个方面得出综合治理的结论。     

高校毕业生就业政策建构的脉络

高校毕业生就业政策是我国就业政策中的一个重要组成部分。厘清高校毕业生就业政策建构的历史脉络,从宏观（总政策）、中观（具体政策）和微观（特殊政策）政策变化情况入手,把握高校毕业生就业的三个主要环节——＂去哪里＂、＂凭什么去＂、＂怎么去＂的动态,对于当前我国就业工作具有一定的指导和借鉴作用。     

基于创新的人力资源支持体系研究

人力资源是创新的核心资源,文章从宏观、中观和微观三个层面构建了知识经济创新的人力资源支撑体系,以便充分发挥人力资源的创新能力,推动经济发展。     

全球价值链程度估算研究综述

近年来国内外学者对于全球价值链相关问题进行了大量的研究,研究的层面广泛的覆盖了宏观、中观和微观层面。     

Advertising in social media: a review of empirical evidence

This article presents an up-to-date review of academic and empirical research on advertising in social media. Two international databases from business and communication studies were searched, identifying 51 relevant studies. The findings of the identified studies were organized by seven emerging themes: use of advertising in social media, attitudes about and exposure to advertising, targeting, user-generated content in advertising, electronic word-of-mouth in advertising, consumer-generated advertising, and further advertising effects. Besides researched topics and major results, year of publication, journal, theoretical framework, research method, sample, measured constructs, and way of analysis were examined regarding each article. The review concludes by providing an agenda for future research.     

Female images in advertising: the implications of social comparison for marketing

Does advertising create insecurities and dissatisfaction with the self? This exploratory study investigated how British women consumers, aged 24–50, responded to a range of ideal images presented in fashion magazines. Congruent with previous research, British women compared themselves with idealised advertising images. However, consumers actively and selectively interpreted the meanings of idealised images represented in advertising stimuli. Although some women raised their standards of comparisons and lowered their own self-assessments after viewing the ideal images, there was also evidence that women employed a variety of strategies when consuming the idealised images portrayed in fashion advertising, depending on the goal of the social comparison process. These strategies are interpreted in the context of social comparison theory, and the implications for integrated marketing communication strategies are discussed.     

Advertising to a social network

Direct advertising—sending promotional messages to individual customers—is increasingly used by marketers as a result of the recent improvements in consumer reachability. Most current methods to calculate optimal budgets for such advertising campaigns consider customers in isolation and ignore word-of-mouth communication (WOM). When the customer base forms a network (as is the case in telecom or social network databases) ignoring WOM clearly leads to suboptimal advertising budgets. This paper develops a model to help address this challenge. We assume that firms know the network structure formed by customers but do not know (or are not allowed to use) data on individuals’ connections. Under this scenario, we compare the optimal campaign of a monopolist to that of firms competing in simultaneous-move or sequential-move games. The analysis provides two key insights: (i) we show that ignoring the existence of WOM leads to significant profit loss for firms and this is more so under competition. In particular, knowing the “density” of consumer connections is crucial for the design of optimal campaigns. (ii) Competition in direct advertising exhibits strong first-mover advantages and, even in a simultaneous-move game between identical firms, highly asymmetric outcomes are possible. The paper also explores two extensions. First, we study the nature of the trade-off between increasing network size versus increasing the connectivity between existing network members. Second, we investigate how firms’ advertising activity may endogenously grow the membership base.     

The Impact of Different Touchpoints on Brand Consideration

Marketers face the challenge of resource allocation across a range of touchpoints. Hence understanding their relative impact is important, but previous research tends to examine brand advertising, retailer touchpoints, word-of-mouth, and traditional earned touchpoints separately. This article presents an approach to understanding the relative impact of multiple touchpoints. It exemplifies this approach with six touchpoint types: brand advertising, retailer advertising, in-store communications, word-of-mouth, peer observation (seeing other customers), and traditional earned media such as editorial. Using the real-time experience tracking (RET) method by which respondents report on touchpoints by contemporaneous text message, the impact of touchpoints on change in brand consideration is studied in four consumer categories: electrical goods, technology products, mobile handsets, and soft drinks. Both touchpoint frequency and touchpoint positivity, the valence of the customer's affective response to the touchpoint, are modeled. While relative touchpoint effects vary somewhat by category, a pooled model suggests the positivity of in-store communication is in general more influential than that of other touchpoints including brand advertising. An almost entirely neglected touchpoint, peer observation, is consistently significant. Overall, findings evidence the relative impact of retailers, social effects and third party endorsement in addition to brand advertising. Touchpoint positivity adds explanatory power to the prediction of change in consideration as compared with touchpoint frequency alone. This suggests the importance of methods that track touchpoint perceptual response as well as frequency, to complement current analytic approaches such as media mix modeling based on media spend or exposure alone.     

Response to advertising on online social networks: the role of social capital

The objective of this study is to analyse the marketing value obtained from developing and maintaining social relationships through online social networks (OSNs). We propose and test a structural model that considers a number of antecedents to response to advertising, namely social capital, social status and sociability. Data was gathered through the administration of a structured online questionnaire to a sample of 274 OSN users. Results show that social capital derived from participating in OSNs has a positive impact on social status and sociability; in turn this has a positive impact in response to advertising. This study advances theory by analysing the impact of bonding and bridging social capital on both social status and sociability. Additionally, it examines the impact of both of these constructs on response to advertising. The confirmation of the significance of social capital gained through participation in OSNs and its impact on response to ads provides support for the notion that the relationally oriented and marketing‐oriented management of OSNs are compatible. These findings are of great relevance for the appropriate management of company presence on OSNs.     

Knowledge Flows Between Advertising and Other Disciplines: A Social Exchange Perspective

Knowledge flows between advertising and other academic disciplines are examined to identify the structure of scientific knowledge, the extent of social exchange and the scientific status of the field. Bibliometric analysis is used to identify who is citing our research and who we cited. Cocitation patterns for the leading advertising journals (Journal of Advertising [JA], Journal of Advertising Research [JAR], International Journal of Advertising [IJA], Journal of Interactive Advertising [JIA], and Journal of Current Issues and Research in Advertising [JCIRA]) and the top 50 citing and cited journals with citation relationships from 2005 to 2014 were examined. Findings revealed that advertising is citing advertising scholarship the most, followed by marketing, consumer research, psychology, and communication. This suggests a “maturing field” where scholars look within the discipline's body of knowledge. In turn, advertising research is cited by advertising, marketing, business (general), communication, and psychology. The overall citing-to-cited ratio suggests that advertising is more a “receiver” than “provider” of knowledge to other disciplines; however, there is variation across the advertising journals. The positioning of advertising journals in the larger disciplinary framework shows close relationships to consumer research and interactive communication. The most common focus among the top-cited articles is digital media, with few articles focusing on traditional advertising. The implications of our findings for the field of advertising are discussed.     

消费时代语境下的广告语言策略

本文从一个动态的言语交际的角度出发,考察消费时代环境背景下的广告言语的语境制约,并提出消费时代语境下的广告言说策略。     

A New World Order: The Role of Advertising in Russia and the NIS

Changes in worldwide political and economic strategies have contributed to the changing role of advertising as an institution in Russia. One result is the rapid growth of Russia's advertising industry and its similarity to Western classical liberalism and neoliberalism propositions of marketing communication. This article builds on the author's previous studies on the role of advertising in what is now Russia through participants' own words and visions of advertising. In-depth interviews with business and industry professionals, academicians and government representatives provided insight into changes in the perception and practice of advertising in Russia.     

The Third-Person Effect in Advertising: A Meta-Analysis

Prior meta-analyses have found evidence for differences in the third-person effect across message types, indicating that the third-person effect is a communication context-specific phenomenon. These meta-analyses do not explain why effects of the perceptual hypothesis in advertising are smaller when compared to communication in general; they do not address the broad range of consumer behavior variables that are affected by third-person perceptions; and they have not investigated whether the perceived effects on the self or on others are better predictors for behavioral responses than third-person perceptions in advertising. This meta-analysis addresses these issues and investigates the perceptual and behavioral hypotheses of the third-person effect in an advertising context. Findings indicate that third-person perceptions in product advertising are weaker when compared to other communication messages due to developments over time and the mixed gratifications provided by product advertising messages. Third-person perceptions in advertising can increase or decrease consumer behavior depending on whether the behavior is self related (e.g., body-related responses) or other related (e.g., support for regulation). Furthermore, perceived effects on self or on others are better behavioral predictors than third-person perceptions, providing managerial implications for advertising campaign pretesting.