Ad Element Liking and Its Relationship to Overall Ad Liking

Abstract

This study explored differences in affective response content across three cultures and the role of these responses in predicting overall advertising liking. Based on a field survey, subjects from England, Norway and Spain evaluated cosmetic ads on a series of liking scales. Ad content was coded into elements reflecting product- or ad-related affect based on existing theory on ad evaluation criteria and on the theory of central and peripheral routes to persuasion. This study revealed that it might be difficult to achieve sameness in likeability even for international brands and beauty types. However, quite consistently across cultures, the findings suggest that the same affective processes along a peripheral route influence overall liking across cultures. Implications are drawn for future practice and research.     

The Cartoon Network

Abstract

Currently seen in 70 million U.S. homes and 145 countries around the world, Cartoon Network is Turner Broadcasting System, Inc.'s 24-hour, ad-supported cable service offering animated entertainment. Since its launch in 1992, Cartoon Network has remained one of cable's highest-rated offerings. Drawing from the world's largest cartoon library, Cartoon Network also showcases a number of unique and award-winning original ventures. This article, which can form the basis for a strategies and tactics discussion in a university-level course in advertising or marketing, chronicles the use of advertising specialties in the introduction of the Cartoon Network to cable operators.     

城市化进程中的交通运输发展战略

本文阐述了城市化与交通运输的关系;指出了我国在发展城市化过程中可能面临的交通问题;根据我国国情,提出了建立城市交通发展战略的指导思想及适合我国城市化进程中的交通运输发展战略;最后就城市交通运输发展战略提出了一些看法。     

FAST MONTE CARLO GREEKS FOR FINANCIAL PRODUCTS WITH DISCONTINUOUS PAY‐OFFS

We introduce a new class of numerical schemes for discretizing processes driven by Brownian motions. These allow the rapid computation of sensitivities of discontinuous integrals using pathwise methods even when the underlying densities postdiscretization are singular. The two new methods presented in this paper allow Greeks for financial products with trigger features to be computed in the LIBOR market model with similar speed to that obtained by using the adjoint method for continuous pay‐offs. The methods are generic with the main constraint being that the discontinuities at each step must be determined by a one‐dimensional function: the proxy constraint. They are also generic with the sole interaction between the integrand and the scheme being the specification of this constraint.     

Cultural influences on new product adoption of affluent consumers in India

The purpose of the study was to explore how individual/personal and group-level factors influence Indian consumers' adoption of new food products. The results reflect the interdependence of consumers' individual views and beliefs with those of the group. Indian consumers' perceived characteristics of new foods and their innovativeness are key personal-level factors in impacting their new food purchase decisions. Reflecting collectivist tendencies, interpersonal communication sources and subjective norms at the group level are important mediators of Indian consumers' new food purchases. Marketing implications for food businesses are discussed.     

Managing work–life boundaries with information and communication technologies: the case of independent contractors

In the light of the increasing use of information and communication technologies (ICTs), it is important to gain a better understanding of their influence on work–life boundaries. This study examines how individuals manage their work–life boundaries by using ICTs. The findings of a qualitative study with independent contractors show that individuals actively use multiple ICT‐mediated tactics to shape their temporal, spatial and psychological work–life boundaries. Furthermore, findings suggest that individuals cannot simply be classified as ‘integrators’ or ‘segmentors’, as they may have diverse preferences with regard to both the dimension (temporal, spatial or psychological) and direction (work‐to‐life or life‐to‐work) of boundary permeability. A framework that takes account of these aspects is derived based on the empirical results.     

The determinants of investment in information and communication technologies

In this paper, we assess the determinants of information and communication technology (ICT) investment at the macro-level, for a panel of 10 advanced countries, in the period 1992–2005. We investigate the idea that, since ICTs are general purpose technologies, the decision to invest in these technologies is strongly affected by the general business environment in which the investment takes place. The empirical results are consistent with this idea: facilitating factors such as changes in market regulation, amount of human capital, expenditure on R&D, and the share of the dynamic services sector in the economy, positively influence investment in ICT.     

建构中专班主任与学生心灵沟通的桥梁

作为中专班主任应了解新时期职高生的特点,根据其角色意识的觉醒,建构心灵沟通的桥梁,并总结新时期中专班主任工作应具备的理念。     

地方新升格本科院校图书馆可持续发展探究

文章论述加强地方高校图书馆建设的重要性,分析广西地方新升格本科院校图书馆建设方面的不足,提出了地方高校图书馆实现可持续发展的方法。