A meta-analysis of consumer choice and subliminal advertising

A meta-analysis is used to demonstrate the ineffectiveness of subliminal advertising to influence the consumer's decision between alternatives. A review of narrative reviews is provided to illustrate that sample size and effect size is seldom used as the basis for evaluating whether subliminal marketing stimuli are an effective means for influencing consumer choice behavior. The results of the meta-analysis indicate that there is very little effect. The resulting coefficient had a value r=0.0585, which places the effectiveness of subliminal advertising on choice between the impact of aspirin on heart attacks and the relationship between alcohol abuse and a tour of duty in Vietnam (Rosenthal, 1990). © 1996 John Wiley & Sons, Inc.     

An investigation of subliminal embed effect on multiple measures of advertising effectiveness

The effect of subliminal sex and death embeds on attention to advertising, change in attitude, behavioral intention, and day-after recall of advertising were investigated for two products. Contrary to findings in some previous research, no significant effects were indicated in the current study at any level. A review and comparison to previous research is provided, along with a possible explanation for conflicting research findings in the area.     

The marketing of ideas advertising and road safety

The modern-day marketing concept makes a global reference to the set of symbolic transactions that characterize human exchanges. One of the best known forms of such expression is advertising. By assigning values to the objects that surround us, advertising molds people's imaginations through its creation of authentic myths. It is appropriate, therefore, in a marketing survey that tries to discern the personality of consumers, to analyze the symbolic configurations that are generated by advertising messages.We were commissioned to undertake such a psycho-semiotic content analysis for the Régie de l'assurance automobile du Québec (RAAQ), a Government of Québec agency that, among other things, regulates the provision of automobile insurance and maintains statistics on road accidents in the province of Quebec, Canada. An increase in motorcycle accidents has spurred RAAQ officials to take stronger measures to promote road safety. The objective of our analysis was to evaluate the way in which motorcycle advertisements might be responsible — at least in part — for this increase.Although one cannot draw the unequivocal conclusion that these advertisements lead to carelessness in motorcyclists, this analysis nonetheless indicates that there does exist a certain number of elements in these ads that promote ‘recklessness’ on the road. The constant references to power, to overtaking other motorists, and to euphoria — ‘Pour un moment d'éternité, ne faites pas de compromis’ (’for one moment of eternity, make no compromises’), insists one of the slogans — can only raise some concerns.     

声音：不该被忽视的广告元素

背景：5月13日晚上德国文化中心歌德学院（中国）和《广告大观》杂志在南京共同举办了主题为“品牌传播进入听觉时代”的沙龙活动,carl-Frank Westermann教授做了“声音品牌塑造”的专题讲座,南京大学、中国传媒大学南广分院的教授们也就声音品牌在中国发展的状况发表了精辟的见解。沙龙由《广告大观》的创始人韩文根先生主持,在宁大型德企的公关部、在宁知名的广告公司和高校广告系的学生们积极参与,气氛活跃、热烈。     

客观看待消费研究对广告营销趋势的影响

大型广告公司都会进行常规的消费研究,以此作为为广告主制订传播推广策略的重要参考。2009年4A广告公司在消费报告发布上的高调,多少是受金融危机影响的表现,是减轻和化解危机影响的一种方式。如果关注一下整体消费市场及媒体投放等多种因素,对消费研究的形势判断就会更加全面。     

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.     

Navigating through China's new advertising law: the role of marketing research

The recent enactment of new advertising laws in the People's Republic of China created an atmosphere of confusion among advertisers and agencies concerning what the new law meant operationally, and which types of advertisements would be accepted and which rejected. This article is an attempt to understand the law and to provide user-friendly guidelines for operating within its letter and spirit. Implications and opportunities regarding the role of marketing researchers in this environment of uncertainty are also discussed.     

为什么要建立综合养老保险制度

目前我国养老保险制度存在的基金来源渠道单一、交费率高、男女退休年龄差距大等弊端,文章分析了人口老龄化对养老保险制度的冲击,并提出建立综合的养老保险制度的必要性及具体措施.     

为什么要建立综合养老保险制度

目前我国养老保险制度存在的基金来源渠道单一、交费率高、男女退休年龄差距大等弊端,文章分析了人口老龄化对养老保险制度的冲击,并提出建立综合的养老保险制度的必要性及具体措施.     

Why the Generalized Bass Model leads to odd optimal advertising policies

We show that the optimal advertising strategy under the Generalized Bass Model (GBM) involves beginning at an extremely low level (the lower the better) and then increasing spending throughout the planning period. This strategy remains optimal in the presence of decreasing prices that affect both margins and diffusion speed. We provide a simple explanation for why this happens. We further show that the intuitively appealing patterns of continuous decrease or increase-then-decrease (both with an uptick towards the end) identified in earlier research are also possible as optimal dynamic advertising paths under the GBM structure, but only if the advertising at launch is constrained to be higher than a particular threshold, which we identify. The constraint necessary to generate intuitively appealing strategies lowers overall profits. Therefore, the GBM generates advertising policy recommendations that most marketers would deem odd. This casts doubt on the value of the GBM for normative purposes. Other existing diffusion models are preferred when seeking normative guidance on optimal dynamic advertising policies for new products subject to word of mouth.     

突破思维 电梯广告尝试直销新模式

2009年．在全球经济危机已经颇为严峻的形势下,国内各大新媒体企业并没有坐以待毙．而是想方设法去积极应对。在改变策略、稳步调整的情况下。尝试开拓新型媒体商业模式,保障正常广告销售的同时帮助客户最大限度地实现了产品销售突破．成为目前各大新媒体公司的—个突围策略。     

网络公关传播应是企业营销中的另一硬手

在过去,企业提高竞争力靠的是高科技、高质量,而现在则要强调高服务和高关系.信息化的高速发展使产品的科技含量日益趋同,生产管理的规范化和程序化则导致同类产品在质量上难分高下.企业的竞争已由有形资产的竞争转变为品牌、形象、商誉等无形资产的竞争.     

网络公关传播应是企业营销中的另一"硬手"

在过去,企业提高竞争力靠的是高科技、高质量,而现在则要强调高服务和高关系.信息化的高速发展使产品的科技含量日益趋同,生产管理的规范化和程序化则导致同类产品在质量上难分高下.企业的竞争已由有形资产的竞争转变为品牌、形象、商誉等无形资产的竞争.     

隐性与显性的优势互补——内容营销与传统广告的全方位解析

内容营销作为一种隐性的广告形式,已经成为显性传统广告的有利补充,但二者又有着本质的差别。内容营销所要传达的广告信息往往是隐藏在娱乐内容之中,在潜移默化之中引起消费者对品牌的共鸣,这是内容营销与传统广告的最大不同。同时,由于二者表现形式的不同,导致广告主的传播策略、广告创意空间及广告效果测评等方面也存在很大差别。本文通过对内容营销与传统广告的全方位解析,探求二者如何实现优势互补。     

视频分享领域格局初定未来突破以营销为上

2006年Google高价收购YouTube的事件突然让一群视频分享网站进入人们的视野,在惊叹中国互联网超强的复制能力之后,包括普通网民、投资者、行业从业者在内的许多人也陷入了迷茫中,网络视频的出路在哪里？在风险投资的口袋越来越紧的时候,2007年的中国网络视频已经在做出自己的改变。     

Why do self-initiated expatriates quit their jobs: The role of job embeddedness and shocks in explaining turnover intentions

Retaining self-initiated expatriates is a challenge for many organizations. Self-made expatriates tend to be mobile. They are willing to manage their own careers and to take up opportunities to live and work in countries of their own choice. Despite their importance as a source of human capital there are few studies on the work experiences of self-initiated expatriates and on the factors that affect their decisions to stay or leave their jobs. This article examined the effects of both job embeddedness and shocks on the turnover intention of self-initiated expatriates. Drawing on a sample of 204 self-initiated expatriates working in public healthcare organizations in the United Arab Emirates we found that both on-the-job embeddedness and shocks played a key role in predicting turnover intentions. The study also revealed that off-the-job embeddedness moderated the relationship between shock and turnover intentions such that self-initiated expatriates were more likely to consider leaving their organizations when they were firmly embedded in their community. We discuss the practical and theoretical implications of these findings.     

寻找广告费的那一半——降低广告风险，保证广告效果——重庆电视台广告风险管理机制

编前：目前,广告主考核电视媒介投放效果主要指标包括总收视点、传播广度、有效到达频次、广告千人成本等．其中收视率是左右企业广告投放的关键。但业界也逐步意识到。对于电视节目的广告创收而言收视率不是万能的。     

Why sales reps should welcome information technology: Measuring the impact of CRM-based IT on sales effectiveness

This study seeks to answer the following question: Can sales representatives enhance their performance through their acceptance of information technology (IT) tools? Using data collected from two companies, we show that despite uncertain results and the frequent resistance among salespeople to IT interventions, IT acceptance indeed has a positive effect on sales performance. This occurs because salespeople using IT expand their knowledge and, in turn, gain improved targeting abilities, enhanced presentation skills, and increased call productivity. Thus, sales representatives have a strong incentive to accept IT because doing so is likely to sharpen their own job performance.