Should sequels differ from original movies in pre-launch advertising schedule? Lessons from consumers' online search activity

Sequels have become a profitable strategy in the U.S. motion picture industry because of their strong name recognition. However, while the established positioning of a sequel may help insulate it from competing firms' advertising messages, its familiarity may cause moviegoers to be more easily satiated with advertising from the sequel. Therefore, this study examines how sequels differ from original concept movies in terms of their ad effectiveness. We focus our analysis on pre-launch periods, given these periods' importance in shaping the financial outcomes of motion pictures. We consider the weekly online search volume of a movie as a measure of consumer interest in it, and thus as an intermediate response to pre-launch advertising. We then develop a model that assumes ad effectiveness can decline, due to copy and repetition wearout, and increase, due to forgetting, over time. We find that copy wearout is greater for original movies, while repetition wearout and forgetting are greater for sequels. These findings suggest that sequels should allocate more in early pre-launch periods and less immediately before release, relative to originals, to maximize pre-launch consumer interest.     

Ad hoc网络中基于多波束天线的集中式低时延调度算法

UxDMA算法是一种高效的集中式算法，是用于时分多址、频分多址和码分多址信道分配的统一算法。在UxDMA的基础上，利用多波束天线的多波束形成能力，针对低时延定向ad hoc网络提出了一种集中式调度算法——CLSM(Centralized Low-delay Scheduling Algorithm Based on Multi-beam Antennas)。CLSM通过不同时延等级限制的报文来比较着色后发送链路的优先级，优先选择高优先级链路传输。通过仿真验证了CLSM的性能：与UxDMA相比，该算法在多时延限制的发送端调度中表现出了更好的吞吐量和时延性能。     

Is Current Way of Promoting Sustainability,Sustainable?

Consumer behavior regarding sustainable products has been a complex concept. There is a discrepancy between consumer’s espoused concern towards environment and their purchase of environment friendly products. Past literature suggests greenwashing being a possible reason for this discrepancy. With greenwashing being caused by mismatch between communication and perceived performance, this article focuses on assessment of simultaneous impact of both communication and performance elements on brand attitude. A quantitative study was undertaken to test the hypotheses. This was followed by a qualitative study to understand alternative explanation of hypotheses that was not accepted. The research revealed that a consumer’s attitude toward a green brand is impacted both by his or her general skepticism towards green ads and the credibility that she assigns to the firm’s green message. Perceived value of product also had a positive impact on brand attitude. Findings advance academic literature and support managerial community by highlighting factors for building a positive green brand attitude and resultantly avoiding the trap of being equated with greenwashing.     

An investigation of the influence of cinema environment on advertising effectiveness

Many advertisers are looking to cinema advertising as a nontraditional medium to reach consumers. Although several scholars have examined the effectiveness of this advertising vehicle, there is a dearth of empirically grounded research on how to improve such effectiveness. This study, based on the reactance and the equity theories, is probably the first academic project investigating how to manipulate an advertising environment in a real movie theatre to maximize advertising effectiveness. Results indicated that audiences in a distractive environment held a more positive attitude toward cinema advertising in general, but those in a restrictive environment were more likely to remember the advertised brands. In addition, the provision of ticket price information improved audiences’ acceptance of cinema advertising, but did not enhance recall. Moreover, the influence of ambient scent emitted into the atmosphere in a cinema room on ad recall dissipated when movie viewers became accustomed to such stimuli. Based on these findings, theoretical discussions and recommendations for practising managers were made.     

The role of destination personality fit in destination branding: Antecedents and outcomes

Drawing from fit research in strategic management, this study develops and investigates a model predicting destination attitude and (re)visit intention. The study introduces the concept of destination personality fit on the basis of how well consumer perceptions of a tourist destination's brand personality fits that of what the destination brand manager wishes to convey. A model incorporating destination advertising awareness as an antecedent of destination personality and consumer‐manager destination personality fit is tested on international consumers with the destination personality of Switzerland as the study setting. Structural equation modeling results reveal that destination advertising awareness does indeed relate positively to both stronger perceived destination personality and destination personality fit in consumers’ minds. Interestingly, the subsequent destination personality–destination attitude relationship is moderated by consumer–manager destination personality fit in such a way that the link grows stronger in cases where fit is high. The results have important implications for destination brand managers in that they reinforce the importance of strong and distinct destination personalities. The findings also show the importance of actively communicating the destination brand to consumers since the positive outcomes of a strong destination personality increase in magnitude when successfully communicated, and the vision of the destination brand manager has been adopted by the consumer.     

Predicting Consumer Avoidance of Native Advertising on Social Networking Sites: A Survey of Facebook Users

Abstract

As a result of constant efforts to improve consumers’ online advertising experiences, native advertising has started to gain popularity on social networking sites (SNSs). This survey study examined antecedents of avoidance of native advertising on SNSs and the moderating role of consumer skepticism toward native advertising. Our findings suggest perceived intrusiveness and perceived informative and entertainment advertising value as major antecedents of consumer advertising avoidance. Additionally, the number of brands that consumers are following on SNSs and negative communication among peers on SNSs were found to be factors affecting native advertising avoidance. Finally, consumer skepticism toward native advertising was found to be an important moderating variable in the mechanism of advertising avoidance on SNSs.     

防恶意干扰的VANET双群联合定位算法

传统的无线定位方法直接应用于车辆自组织网络(VANET)时，会被窃听方利用定位信息，从而导致严重的安全隐患。为此，提出基于Bancroft方法的双群组合定位算法,用于保障车辆自组织网络中车辆定位的安全性和准确性。算法利用两个群组的智能车辆节点分别进行定位，利用两组解分别反求伪距值，如果所获得的伪距值与经过节点钟差修正后的原始伪距值基本一致，则认为这一组解为最终的定位结果，从而保证了定位的正确性。同时，双群定位的信息分散性保证了系统整体的安全性。理论分析及算法仿真表明,双群联合定位算法可使窃听方的误码率稳定在较高水平。     

谐波对电容的影响及防范措施

简要介绍了电力系统中谐波对电容器造成的影响及原因,以及理论上的解决方法,并结合实际提出了解决谐波影响的实施措施。     

透过中西方文化差异看广告翻译

随着全球经济的发展,国家间的贸易往来日趋频繁。商品广告及其翻译起着重要的桥梁沟通作用。但文化差异会直接影响到广告的效力。因此在翻译过程中要采取文化适应原则对文化进行适当的改写。     

临时仲裁在我国金融仲裁机制中的引入分析

我国临时仲裁机制的缺失带来了种种弊端,作为完善路径的选择,我国可以采用"试点方式"逐步将临时仲裁机制引入仲裁体系。当前金融仲裁方兴未艾,金融纠纷解决的特性及其对临时仲裁的需求,使得金融仲裁成为进行临时仲裁"试点"工作的适当领域。在具体制度构建方面,可从临时金融仲裁的法律地位与基本原则、仲裁协议内容与效力、仲裁员选任与监督、与仲裁机构的支持及法院对临时金融仲裁的监督等方面进行。