中国视角下的WTO总干事竞选

WTO总干事竞选,成为WTO及各成员2013年的重点关注。本次竞选候选人之多,选任程序之复杂,为历届之最。尤其是新兴发展中国家,积极参与竞选。对于GATT/WTO历年总干事的梳理以及竞选规则、总干事职责的详细分析,有助于全面认识这一选任过程。尽管入世以来,中国尚未提名自己的候选人,但是却可以积极争取副总干事的人选,并进一步增强中国在WTO事务中的参与能力,积极参与全球治理。     

Psychological antecedents of consumer trust in CRM campaigns and donation intentions: The moderating role of creativity

Cause-related marketing (CRM) refers to charitable donation contingent on consumer purchase of a product by supporting a specific cause that is linked to a non-profit organization (NPO). The present research examines the influence of consumer psychographic traits on trust in CRM campaign and its resulting impact on intention to donate money to NPO. The results indicate that collectivism and hedonism have positive effect on trust in CRM campaign, but individualism and utilitarianism have negative effect on trust in CRM campaign. Moreover, the result shows that trust in the CRM campaign had significant positive effect on donation intentions. We further have investigated the role of cognitive process and demonstrated the moderating effect of creativity on the impact of trust in CRM campaign and donation intentions, such that the higher level of creativity led to higher level of donation intentions, if consumers have trust in CRM campaign. This research offers marketers and advertising professionals’ practical insights to design effective CRM campaigns. Additionally, it assists NPO managers to understand the crucial role of trust and creativity in CRM campaigns and its positive impact on donation intentions. Academic and managerial implications of this research study along with future directions are discussed.     

The enunciative contract and media planning

The purpose of this semiotic approach is to improve the media plan when placing an advertising campaign. It derives from the most recent research in linguistics, that of pragmatics and the theory of enunciation, and is based on an analysis of the enunciative contract of each of the media vehicles and the campaign to be placed. This is of course an additional approach and is not intended to replace those commonly used in media planning. It proves to be particularly useful when certain media offer equivalent performances in terms of coverage, frequency, and balance. The example of the medical press, for which the usual, traditional criteria have proven insufficient, demonstrates how this new approach enables a rational choice to be made based on the compatibility or incompatibility of the enunciative contract. The medical press is used as a model for the approach and provides a preliminary field of investigation. This new approach can be applied to other types of media vehicles and surely to other media.     

Buy Local? Governmental Incentives to ‘Inform’ Consumers

This paper considers governmental incentives to provide information to local consumers about the relative merits of local versus foreign goods. We construct a model in which a local firm in a small, open economy competes in its domestic market with imports. Consumers are willing to pay an idiosyncratic premium for the local product, drawn from some support that the importing country government can affect through a costly information campaign. We examine incentives to undertake such a campaign in autarky and in the case of trade. We show, inter alia, that while a national welfare‐maximising government will always wish to shift this distribution upwards, it may not wish to reduce the variance of valuations, and that the optimal response of a foreign government will be to increase any support it offers to its exporters. Furthermore, falling world prices generally reduce the attractiveness of such a campaign both to a welfare‐maximising government and to one that cares only for domestic profits.     

Altered states: The effects of media and technology on the creative process in advertising agencies

The media environment has changed dramatically due to the explosion of new channels and technological innovations, which has had important ramifications not only for advertising, but also for advertising agencies and their creative processes. Using a series of interviews with agency creative directors and digital strategists, this study investigated how agencies have addressed these challenges and taken advantage of the opportunities. Its two key contributions are an updated model of the creative process and the identification of four alternative structures agencies use to create the core concept. The study also found a paradigm shift from framing technology in terms of its production value, to framing technology in terms of its strategic and creative value, as technology specialists have become involved in the strategic and creative stages of campaign development.     

超越整合

有这样一种观点：品牌建设的游戏规则改变得如此之多，使品牌整合概念成为再也不是进行品牌建设的有效方式，至少在涉及到媒体抉择时确实如此。在今天的新媒体领域里，品牌整合只是太简单、太旧式的概念。     

Life Events as Windows of Opportunity for Changing Towards Sustainable Consumption Patterns?

Strategies for motivating households towards sustainable consumption are confronted with the challenge of addressing seldom-reflected-upon routines, which cannot easily be changed. We investigate whether life-course transitions can serve as starting point for sustainable consumption interventions, assuming that during such transitions people already need to adapt their behavioural routines and are thus more receptive to interventions. The effects of two different campaigns (information mailing and personal consultation) were evaluated for people experiencing two different kinds of life events (childbirth and relocation). The experimental study found that the consultation campaign had significant effects on sustainable consumption concerning some of the focussed on behaviours, but did not have greater effects on the life-events groups. Mailing of information did not result in significant behavioural changes. To get a clearer picture about the impact of life-course transitions on everyday routines and susceptibility to interventions, additional qualitative interviews were carried out. The results indicate that everyday routines and consumption patterns change during life-course transitions, but with heterogeneous results regarding sustainability. The interviews revealed that the preparation phase preceding life events and a rather short period after them are decisive for changes in routine. Tentative explanations for the low impact of the consultation campaign on the persons in life-course transition are that the campaign addressed the target groups too late and that its design was not specifically adapted to these target groups.     

The Fit Factor: The Role of Fit Between Ads in Understanding Cross-Media Synergy

This research investigates the role of fit between campaign ads in generating cross-media effects. Using an ecologically valid design, this article enhances our understanding of cross-media effects in real life. By combining a content analysis of Dutch cross-media campaigns with a secondary data analysis of tracking studies on the same campaigns (n = 900), this research revealed that fit contributed positively to campaign evaluations yet contributed negatively to brand and campaign memory. In conclusion, this research shows that fit is an important factor in understanding cross-media synergy but might have both positive and negative effects.     

Ads That Attack the Tobacco Industry: A Review and Recommendations

ABSTRACT

While traditional anti-tobacco social marketing campaigns have focused on prevention and cessation, a new breed of anti-tobacco message has arisen during the last decade, which focuses on attacking the tobacco industry and its tactics. This type of anti-tobacco program has been termed a tobacco industry manipulation campaign in the United States, where it was introduced in the early 1990s. The objective of a tobacco industry manipulation campaign is to point out negative traits of the tobacco industry, including manipulative marketing strategies and tactics. Evaluations of tobacco industry manipulation campaigns have found that these ads are effective in redirecting the guilt that smokers often feel, channeling it instead into anger at being manipulated. Guidelines are provided for how social marketers can incorporate this approach within their tobacco control campaigns.     

The risk of programmatic advertising: Effects of website quality on advertising effectiveness

Programmatic advertising is prevalent in online advertising. However, it offers managers limited control over the type of website where the ad appears, resulting in brand safety issues. Aware of the risk that ads may potentially display on websites of poor quality (nonpremium websites), managers have developed strategies to reduce this risk. Due to the lack of empirical insights, these strategies are based on “gut feeling” and depend on campaign type (branding versus performance) and brand type (premium versus nonpremium). Our research addresses this void and analyzes website quality effects for premium and nonpremium brands in branding and performance campaigns. Our results show that effects, indeed, vary depending on campaign and brand type, but not in ways that managers might expect. When a branding ad appears on a nonpremium website, attitudes towards the ad and the brand deteriorate, but only for premium brands. In contrast, website quality does not affect awareness for either type of brand. When a performance ad appears on a nonpremium website, it generates fewer clicks; this effect is stronger for premium brands. Overall, these findings enrich our understanding of the consequences of programmatic advertising and highlight the crucial role of website quality dependent on campaign goal and brand type.     

Social marketing: Conceptual and pragmatic observations from a current Australian campaign

In this paper the authors discuss the meaning of social marketing and its essential differences from “conventional” marketing. Further, by reference to a current campaign which seeks to maximize adoption by medical general practitioners of an “early intervention” package to prevent development of alcohol‐related problems in patients, the authors discuss the merits of the application of social marketing principles to such a public health campaign. The difficulties experienced in both the application of social marketing principles to this campaign and in empirically assessing the effectiveness of this and similar campaigns are also discussed. The authors conclude that, although the validity of social marketing as a theoretical construct is unimpeachable, there is much further work to be done in establishing empirically the effectiveness of the application of the principles of social marketing as a social change strategy.     

Labour,Political Marketing and the 2005 Election: A Campaign of Two Halves

Labour's 2005 election campaign was extensively underpinned by political marketing. This resulted in a campaign of unequal halves; generic and populist at national level; focused and individualised at local level. This article describes the text of Labour's campaign, and its response to its environment, focusing upon its image management strategies in response to the political and media environment within which it operated. This also included the Conservatives and an increasing overlap between politics and celebrity culture. This campaign saw a continuation and sophistication of marketing strategies and technologies, enabling parties to target individual, strategically important, voters. A specific personalised message was presented to 2% of the electorate, while a broad image was promoted to the rest of the populace. With an election focused on a targeted minority of the electorate, it is argued that far from being a force to enhance democracy, marketing at the 2005 election challenges the ideals upon which the democratic process of politics is premised.     

Does attitude predict purchase behaviour of apparel products?

During the 1980s the world market in textile and apparel products has become increasingly internationalized. Retailers in Western Europe and North America import goods from around the world, often at the expense of domestic manufacturers. In an effort to encourage consumers to buy locally manufactured products, associations in several countries have tried to change consumer attitudes toward domestically produced textiles and apparel. The goal of this study was to assess the relationship between consumer attitude and consumer behaviour in an apparel purchase. Intercept surveys were conducted with 3,766 consumers in nine locations in the eastern U.S.A. Consumers were questioned about their attitudes toward domestic versus imported clothing and their awareness of the country of origin of their purchase. Reasons for purchase and demographic information were also collected. Some differences between variables were found related to sex, age and geographic location. While it was evident that a large proportion of the consumers sampled said they cared whether the clothing they purchased was domestically produced or imported, a far smaller proportion was aware of the country of origin of the garment just purchased. Therefore, a consistent link between consumers' professed attitudes and their buying behaviour could not be established. Summary and conclusions The consistency of consumer attitudes with consumer behaviour was assessed for a sample of U.S.A. apparel purchasers. Respondents in the eastern U.S.A. were asked about their awareness of and concern with their garment's place of production. Although some differences were found related to sex, age and geographic location, the lack of consistency between attitudes and behaviour was a common phenomenon. Of the total sample, only 20% professed both concern and awareness of their garment's country of origin. In contrast, 60% knew of the ‘Crafted with Pride’ campaign, 44% expressed concern for place of production, and 28% said they knew where the garment just acquired had been manufactured. These relatively low percentages may be due in part to the demographics of the consumers surveyed. This study included a high proportion of females, young and middle-age shoppers. This sample composition is consistent with other research citing these groups as the most frequent apparel purchasers. The results of this study indicate that the oldest age groups and male shoppers are most likely to be aware and concerned. This suggests that those wanting to change attitudes and/or behaviour need to target the groups most likely to be spending on apparel, females, young and middle-age groups. These consumers appear to be the least motivated by patriotic appeals or to base purchase decisions on cues such as country of origin. People from the south, who were more likely to be directly affected by the textile industry, generally were more aware, expressed a higher level of concern, and were more likely to know of the ‘Crafted with Pride’ campaign. Since the south has not been selectively targeted by the ‘Crafted with Pride’ Council, it is very possible that the demographics and personal link of southerners to the apparel and textile industries may be more influential than the Council's media campaign. While it is true that concern, awareness, and knowledge of the campaign are highly correlated, what has not been determined is the causal relationship between these three variables. Does knowledge of the campaign cause one to care more and therefore be more likely to be aware? Or does caring make consumers more susceptible to patriotic appeals and more likely to say they are aware when they really may not be? It has been determined that people who are aware are more likely to care and know of the campaign; it has not been determined that people with knowledge of the campaign will be more aware and therefore guided in their purchase decisions. The intense media campaign by the ‘Crafted with Pride’ Council suggests that the level of concern for domestic clothing production may be influenced by the level of marketing effort. However, the Council's expected behavioural effect of raising the number of potential clothing buyers who actively seek out and purchase American-made apparel was not displayed by respondents in this study. Since it is consumers who ultimately make the final purchase decision, industry representatives and legislators should examine more closely the link between attitudes and action before making production and public policy decisions that will have significant economic effects on all parties concerned.     

Targeting Young Voters in a Political Campaign: Empirical Insights into an Interactive Digital Marketing Campaign in the 2007 Finnish General Election

At general elections across Europe, turnout among young people tends to be significantly lower than among older voters. Therefore, this article examines a digital marketing campaign that was targeted at young voters in the 2007 Finnish general election. More specifically, this article aims to provide insights into the creative development process of a political marketing campaign and the nature of the client-agency relationship in political campaigns. The methodology adopted in this article consisted of in-depth interviews with key informants involved in the campaign planning and implementation. The results provide new empirical insights into the challenges that political campaigner may face when they target political marketing at young voters. In addition, the results suggest that there are differences between commercial and political marketing also in a digital marketing context. Finally, the results support the view that marketing professionals have a strong role in a creative development process of a political marketing campaign. The ideas put forth herein can certainly help advertising professionals to plan political marketing campaigns that engage young people in future elections and therefore aid candidates in their quest to achieve electoral success.     

Protection and jobs: explaining the structure of trade barriers across industries

This paper develops a model of protection and tests it using US data, including new protection measures. We find that protection in an industry increases with its employment but not with its level of output. We also find that lobbying entails significant transactions costs. We have limited evidence that industry characteristics, such as the number of firms and geographical concentration, affect protection. Nested tests imply that assuming lump-sum rebating of import revenues or rents is justified. The results also suggest that US policy makers weight a dollar of campaign contributions about 15% more heavily than a dollar of national income.     

Electronic Advertising

Abstract

With the increasing popularity of the internet and online sales as a viable way of doing business, many merchandisers have attempted to do much of their marketing by creating advertising campaigns directed at online customers. However, just as in the physical marketplaces of the real world, there are complexities to promoting online businesses. Although the ideas of prospecting, promotion, and push-pull marketing are the same, the manners in which they are approached are quite different, and different systems have begun to develop to address each of these needs. Several different campaign types have been developed. Branding campaigns, click-through campaigns, and sell-through campaigns are the ones that will be discussed here, as well as basic electronic prospecting and final advertising hosting of the campaign. The purpose of this study is to provide the managers with a systematic method for examining a more comprehensive understanding of electronic advertising, as developing the actual campaign. The implications of such examinations will be addressed, in regards to a few important issues. Costs associated with these systems will be touched on, not only monetary but also in terms of times and opportunity, and specific strategies for maintaining such a system will be discussed. Such information should be helpful in developing and maintaining a successful online advertising strategy, one that will stand the test of time.     

The case of the “This Is Not A Game” campaign in Zambia: An analysis of the messaging strategies used to deter illegal bushmeat consumption

This article presents a case study of the “This is Not A Game” campaign in Zambia, which is aimed at influencing the demand for bushmeat. Bushmeat is essential nourishment for many people, so preventing its consumption can be difficult, even with the expressed goal of wildlife conservation. A content analysis of the messaging strategies used in this specific campaign reveals the implementation and effectiveness of various psychological appeals, message themes, and calls to action in creating online awareness and discouraging illegal bushmeat consumption. The data shows that fear appeals, particularly when conveyed in messaging related to human health and legal consequences, were among the most used and most engaging strategies in the campaign. The results of this study can be used to demonstrate the role that marketing could play in informing other approaches to stop crimes against wildlife.     

Word-of-mouth marketing influence on offline and online communications: Evidence from case study research

This case study reports results from three research studies conducted over 12 weeks as part of a product seeding campaign. Partnering with a word-of-mouth marketing (WOMM) agency for this research, studies 1 and 2 report agency-conducted surveys of campaign participants' online and offline word-of-mouth (WOM) behaviors. Study 3 deployed an innovative web-based methodology to map and visualize WOM communication patterns, to reveal how campaign-related conversations spread within and across offline friendship networks and the role played by tie strength in that process. We find that agency reports of WOMM campaign results overstate reach and understate frequency. Our results have implications for the measurement of reach and frequency of WOMM campaigns.     

The Role of Place Marketing as a Competitive Response by Town Centres to Out-of-town Retail Developments

Following a consideration of the development of regional shopping centres (RSCs) and issues relating to place marketing activities by town centres, this paper details the collective response of a number of town centre management (TCM) schemes in the north west of England to the opening of the Trafford Centre RSC in September 1998. This response incorporated a public relations-led place marketing campaign to promote the advantages of shopping in town centres. The scope of the campaign was later extended to incorporate a more explicit and overt urban regeneration focus. The paper concludes with an evaluation of both elements of the campaign and a discussion of its implications in terms of the role of public relations in place marketing activity, and also in terms of the further development of the concept of town centre management in the North West and more generally.     

Parental Gate-keeping in Diasporic Indian Families: Examining the Intersection of Culture,Gender and Consumption

Current debates within studies of election campaign management focus on the extent to which the process has evolved, becoming more centrally-orchestrated and professional, over the last two decades. The normative account is that election campaigns focus on news management and elevate the status of party leaders; mediatised pseudo-events have replaced direct interaction with the voter. However marketing literature, as well as work on local campaigning, suggests an alternative model is more successful for electoral systems such as the UK. This promotes a more disparate set of individually tailored campaigns focusing on issues relevant to constituencies. In 2005 it seems that parties were promoting this more localised approach, however do voters value this more postmodern approach, or is it the national campaign that counts. Research among voters within three marginal constituencies finds that both national and local factors are influential upon voter behaviour; furthermore however, a not insignificant group of voters make their choice based on the service provision of their local representative.