供应链环境下广告合作与竞争博弈研究

供应链上生产商与零售商之间的广告合作是赢得市场竞争的关键因素之一。本文建立了一个包括一家生产商和两家零售商的广告博弈模型,研究了生产商与零售商之间的广告合作,以及零售商之间的广告竞争问题。研究结果明确了生产商广告投入、零售商广告外部性和广告壁垒对供应链企业利润以及社会福利的影响机制,研究结论对供应链企业开展成功的广告合作与竞争以及政府对广告的规制具有重要理论指导意义。     

广告技术影响下的产品差异性线性城市模型

随着社会的发展,广告在消费者市场上占有举足轻重的地位。它不仅扩大了产品的消费群体,而且在一定程度上提高了产品的价值。也就是说品牌的广告密度构成了产品的差异性,使之在消费市场上更具有竞争力。本文主要是对经典线性城市模型的扩展,在原有假设条件下加入广告密度与广告效用函数,从社会福利角度去分析广告密度的影响。我们发现消费者剩余不仅与均衡价格有关而且很大程度上受广告密度影响。     

论广告市场与广告监管

广告市场是广告商品的供给与需求,及其相互之间的交换关系的总和,本文从广告市场构成的角度,分析论证了广告市场要素的作用,进而阐述了只有加强对广告市场监管,才能充分发挥广告的积极作用,极大限度地限制广告的消极作用,使广告更好地为中国特色社会主义经济、政治、社会、文化建设服务,为社会主义精神文明建设做出贡献。     

社会福利视角下公益性旅游景区功能分析

公益性景区与社会福利之间有着密切的联系,深入认识公益性景区与社会福利间的相互关系和相互作用.在推进景区管理体制改革、提高社会福利水平和促进旅游地可持续发展等方面具有重要意义.本文界定了公益性景区的公共产品特征,分析了公益性景区功能与社会福利之间的关系,并对公益性景区综合功能的实现途径进行了思考.     

福利与社会文化分析

当前,随着经济的发展,纯粹从传统的经济、政治角度分析社会福利已略显单薄。一个创新的角度是从社会文化的视角出发,探究福利背后的规律和潜在影响力量。通过对社会文化的分析,探究中外社会福利制度差异的本质因素;同时,引入福利文化的概念,从融合而非分离的角度剖析福利与文化之间的相互影响和作用,可进一步完善中国社会福利制度,为人民谋求更多福利。     

浅析暗示在广告中的应用

西方著名理论家杰姆逊认为,如果要使广告形象起作用,就必须在消费者那里存在着欲望,同时广告形象还必须与这个欲望相吻合。但是广告又不能只是对直接的欲望说话,所以它必须借助于一种更深一层的心理影响力,这就是心理暗示。暗示的应用为广告的宣传效果起到了极大的推动作用,本文将探讨分析暗示在广告中起到了怎样的作用并且是如何起作用的。     

广告娱乐化成因及诉求发展探究

在娱乐经济的背景下,广告传播也不可避免的具有了娱乐化倾向.广告娱乐化在近几年中已经发展成为了一种新兴的广告形式.它能够消除受众对广告的排斥情绪,在各个方面都起到了十分积极的作用.但是作为一种新兴的广告传播模式,娱乐化广告的诉求成为其发展过程中的关键因素.因此,本文从广告娱乐化特征与成因入手,分析广告娱乐化发展的诉求,并在此基础上对娱乐化广告的发展作出分析性预测.     

观看体育赛事对明星代言广告效果的影响——偶像崇拜的中介作用

在自我概念理论的基础上,将观看体育赛事所引起的愉悦感、唤醒、介入度作为自变量,由广告态度、品牌态度、购买意愿这三个维度组成的广告效果作为因变量,同时引入偶像崇拜作为中介变量,对观看明星体育赛事与该明星代言广告效果的关系及其内在作用机制进行了探讨。采用问卷调查法收集数据,通过因子分析、相关分析、回归分析等方法对研究假设进行检验。研究结果表明,偶像崇拜在介入度与广告态度之间起到了部分中介作用;偶像崇拜在介入度与品牌态度之间起到了完全中介作用;偶像崇拜在介入度与购买意愿之间也起到了完全中介作用。     

英语商业广告中的语音变异

广告在整个商业运作过程中起着十分重要的作用,而语言作为广告的主要载体,吸引了许多语言学者对其进行大量研究。西方的工业化程度高,广告业发达,好的广告创作层出不穷。本文从语音变异的角度对英语广告进行了分析,希望对广告创作者起到一个启发借鉴的作用。     

消费心理学在广告中的作用和影响

要发挥广告的作用,就要提高广告的吸引力。而要提高广告的吸引力,就要从满足消费者的心理入手。大量的实践证明,消费心理学不仅影响广告的关注度,还影响其宣传效果。就其作用与影响进行了具体的分析。     

The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising,Advergames, and Advertising in Social Network Games

The study presents a framework for the analysis of advertising in digital games. It reviews literature on in-game advertising, advergames and advertising in social network games. The framework distinguishes between stimulus characteristics of the game as well as of the advertising that lead to psychological responses toward the game and the brand and to actual behavior toward the game and the brand. It takes into consideration individual factors of the player and social factors surrounding the player. In addition, theoretical models of advertising perception in digital games and issues regarding regulation are addressed. Directions for future research in the area of advertising in digital games are provided.     

Newspaper Advocacy Advertising

This article examines the magnitude and diversity of advocacy advertising in The New York Times and Washington Post for 1989. It is based on an analysis of the 661 advertisements which appeared in the two papers in 1989. The analysis shows: A small number of organizations regularly used advocacy ad- vertising as a communication tool. Profit corporations utilized advocacy advertising most fre- quently. However, nonprofit social service groups seem to be using advocacy advertising more frequently in the last several years. Three organizations were responsible for one-quarter of all ad- vocacy advertisements. Economic and social welfare issues were topics most often dis- cussed in the advertisements. The primary objective of the majority of ads was to mobilize public action rather than to provide education or improve pub- lic image.     

Advertising in social media: a review of empirical evidence

This article presents an up-to-date review of academic and empirical research on advertising in social media. Two international databases from business and communication studies were searched, identifying 51 relevant studies. The findings of the identified studies were organized by seven emerging themes: use of advertising in social media, attitudes about and exposure to advertising, targeting, user-generated content in advertising, electronic word-of-mouth in advertising, consumer-generated advertising, and further advertising effects. Besides researched topics and major results, year of publication, journal, theoretical framework, research method, sample, measured constructs, and way of analysis were examined regarding each article. The review concludes by providing an agenda for future research.     

Advertising effects on consumer welfare: Prices paid and liking for brands selected

The effect of advertising on consumer welfare has been the subject of dispute among economists, arising largely from disagreement among scholars regarding the persuasive versus the informative role of advertising. This paper reports two experiments that explore the welfare implications of advertising effects. Experiment 1 shows that the same advertisements can either increase or decrease prices paid for selected brands, depending on the degree to which the choice situation requires brands to be recalled in order to be considered. However, an increase in prices paid caused by advertising does not necessarily imply detrimental effects on consumer welfare. Experiment 2 shows that, even under circumstances in which differentiating advertising leads consumers to select brands with higher average prices, it can provide useful information to consumers that allows them to make purchases that are more in line with their personal tastes than are the choices of consumers not exposed to the advertisements.     

A Factor Analysis of College Student Attitudes toward Advertising

Eighty college students were administered 26 Likert-type statements designed to measure their attitudes toward advertising along four different dimensions: 1) economic effects of advertising, 2) social effects of advertising, 3) ethics of advertising and 4) regulation of advertising. Analysis of the responses revealed five clusters or “types” of individuals based on their attitudes. While all five types exhibited some negative feelings toward advertising the degree of, and basis for, their criticisms varied considerably. Findings such as these indicate the need for a better understanding of the reasons for student dissatisfaction with the activities of the advertising community and a more comprehensive program for the dissemination of information about advertising and its activities to a wider cross-section of the college student today.     

Incomplete market participation, endogenous endowment risks and welfare

This paper investigates the equilibrium growth rate of capital stock and social welfare when risk-sharing externalities are incorporated into the infinite-horizon model where endowment risks are endogenized by the degree of incomplete market participation. There exist Nash equilibria depending on the degree of market participation. Under equilibrium with incomplete market participation, the endowment risks cannot be fully diversified as they induce precautionary savings and the over-accumulation of capital stocks while spillover effects on production technologies lead to the under-accumulation of capital stocks. This may have desirable effects on economic growth and improve social welfare.     

Social Consumer Neuroscience: Neurophysiological Measures of Advertising Effectiveness in a Social Context

The application of neurophysiological methods to study the effects of advertising on consumer purchase behavior has seen an enormous growth in recent years. However, little is known about the role social settings have on shaping the human brain during the processing of advertising stimuli. To address this issue, we first review previous key findings of neuroscience research on advertising effectiveness. Next, we discuss traditional advertising research into the effects social context has on the way consumers experience advertising messages and explain why marketers, who aim to predict advertising effectiveness, should place participants in social settings, in addition to the traditional ways of studying consumer brain responses to advertising in social isolation. This article contributes to the literature by offering advertising researchers a series of research agendas on the key indicators of advertising effectiveness (attention, emotion, memory, and preference). It aims to improve understanding of the impact social context has on consumers' neurophysiological responses to advertising messages.     

基于传播受众的广告理论研究综述

基于对广告传播受众是主动还是被动,是个体还是群体的二维假定对广告作用机理及其对社会的影响进行了综述,发现感知信息处理法对于广告管理的实践是非常有用的,但是也应关注更加广泛的社会和文化环境。     

The Role of Professional Advertising Associations in Russia

In four separate studies from May 1991 to July 1994, the author audiotaped interviews with business and industry advertising professionals, academicians and government in what is now Russia. Symbolic interactionism was the theoretical basis for analysis of the audiotapes. The analysis identified two key themes related to professional advertising associations: (1) lack of advertising industry regulation, and (2) a need for social responsibility in advertising. Findings suggest that the formation of advertising associations in Russia represents an interaction between social, economic and legislative realities in a semi-unregulated advertising industry.     

Attitudes Towards Advertising Among Executives in Saudi Arabia

The executives of 65 Saudi companies were surveyed to determine their attitudes toward five issues in advertising: need for advertising; economic concerns; social concerns; ethical concerns; and regulation of advertising. The findings of the study indicated that the executives generally held mixed feelings toward advertising. While concurring with the need for advertising, they showed concern for the high costs of advertising and supported the need for regulating advertising aimed at children and for harmful products.