微电影广告营销策略研究

本文在新媒体时代背景下,对微电影广告的概念及产生发展进行了解读。阐述了微电影广告自身的优势和竞争力,辩证地探讨了其在市场化过程中所带来的机遇和挑战,力求找到微电影广告的市场化策略,得到有利的发展启示,并使得微电影广告在未来的市场化中取得更好的效果。     

绿色产品与广告诉求匹配效应的理论分析与实证检验

绿色产品与广告诉求之间的匹配关系成为当前绿色营销课题中的核心问题。理论分析得出,对于自利型绿色产品,理性诉求对消费者的广告态度和购买意愿的影响更为积极,而对于利他型绿色产品,情感诉求表现的更为积极。实验结果充分证明了两个理论假设。     

A longitudinal examination of negative political advertising and advertisement attitudes: a North American example

This study examined the cognitive and affective components of advertisement attitudes towards positive and negative political advertising. Simulated advertisements for two US presidential campaigns conducted eight years apart were given to student samples at two state universities. The results indicated that, while overall attitudes had not changed, when examining sponsor‐positive advertisements and opponent‐negative advertisements separately the components of advertisement attitudes had changed over the eight‐year time span, particularly for female subjects.     

地方高校广告学专业实践教学体系构建——以云南曲靖师院为例

随着市场经济的不断发展,广告行业对人才的需求也提出新的要求,广告学教育也出现了新的机遇和挑战。各高校都在积极探索广告学教育的办学思路,尤其是加强对实践教学的研究。广告学专业没有固定的教育模式,需要结合高校的实际和地方经济文化的特点进行教学。根据广告学专业的特点,结合学校实际和当下的文化发展,围绕实践教学体系的构建进行研究。为地方高校广告学专业实践教学的开展提供参考和借鉴,目的在于提升广告学专业实践教学的质量,更好的培养广告人才。     

概念营销在房地产广告中的运用

房地产业在整个国民经济中处于重要地位，它的健康发展对整个国民经济的发展起着举足轻重的作用。在新经济时代，产品同质化现象严重，房地产行业只有凭借以消费者为中心的观念，加强品牌管理及提升企业形象，才能取得长足发展。     

Employment of Ecology Themes in Magazine Advertisements Directed to Children

Abstract

The study described here was undertaken to assess the degree to which magazine advertisements depicted environmentally sound behavior on the part of children. Analyses were conducted on which environmental issues were emphasized and the extent to which large and small firms and companies in different industries utilized such advertisements. A content analysis permitted comparisons of the advertisements in 1987, 1997 and 2002. Various conclusions were reached regarding the extent and nature of the advertisements employed during both years.     

Structural effects of cognitive and affective reponses to web advertisements,website and brand attitudes,and purchase intentions: The case of casual-dining restaurants

This study investigates the structural relationships among responses to website advertisements, website attitudes, brand attitudes, and purchase intentions in the case of web advertisements for casual-dining restaurants. Responses toward advertising (Rad) factors were categorized as cognitive responses and affective responses. The SEM model in LISREL was used to examine the interrelationships among the proposed hypothesized constructs. Several empirical results were obtained. First, Rad had a positive effect on website attitudes. Second, website attitudes had a positive effect on brand attitudes. Third, brand attitudes had a positive effect on purchase intentions. Finally, some discussion and implications of the study are provided.     

Use of Professional Journal Ads to Promote Accounting Services

ABSTRACT

This paper presents an examination of professional journal advertising by professional accounting firms. Advertisements in the three most widely distributed professional accounting journals were analyzed to ascertain the extent of advertising by accounting firms. Research questions included the following: (1) What is the message or purpose of the ads? (2) What size ads are preferred? (3) What is the information content (firm's location, phone number, etc.) of the ads? (4) Which firms advertise the most?

The findings indicate that the most common advertising message concerned selling computer software, followed by employee recruitment. The most common size ads were between a quarter of a page and a page. Information content ranged from phone number and address to professional credentials and specialized services. Advertisements were widely used by both Big Six and non-Big Six accounting firms. The extent of advertising among Big Six firms, however, is highly varied, with Arthur Andersen & Co. generating the most ads. Advertising allows firms the opportunity to reach consumers, provide useful information, and distinguish themselves from other firms.     

Counsel for Market Planners at Independent Colleges

No abstract available for this article.     

The Current Impact and Carryover of Advertising on Sales in the Restaurant Industry

ABSTRACT

A common source of conflict in the relationship between restaurant franchise and franchisee involves advertising fees. Conflict arises when the franchisee feels that he or she has not received an adequate return on his or her advertising investment. This paper reports the results of a study conducted on both the short-term and long-term effectiveness (duration) of advertising among restaurant chains. The findings suggest that only a small proportion of restaurant chains enjoy immediate, positive returns to their advertising fees. However, over half of all chains examined realized a significant carryover effect of advertising. Several explanations are offered as to why these results are found and recommendations are made as to how restaurant chains should react to these findings.