广告人，先干掉你自己

你不干掉自己，就会在下个街角被人赶上并干掉。这就是残酷的广告圈，不是我不明白，是这世界变化快，广告圈比想象的要残酷。     

新影视：趋势、观念与技术——新影视，为广告人展开一段新旅程

当影视广告与多屏化相遇,当影视广告与3G整合,当影视广告与互联网握手,当影视广告与跨界传播融合,一个新影视时代就已经呼之欲出。     

开辟web2.0互联网咨询新天地——访“五季咨询”合伙人洪波

洪波先生与朋友合伙树起"五季咨询"这杆大旗时,本可以"洪总"自居。但低调的他只在五季精致的小名片上印着"合伙人"三个字。你只有读了他博客,才知道什么叫"自由奔放,天马行空";你只有见了他本人,才知道什么是"恬淡随意,率性洒脱"。     

营销人，广告人，品牌人——访国辉（中国）有限公司品牌总监张文龙

如果将品牌、企业与官方结合,是否能打造—个成功的体育营销案例？     

2008互联网发展热点面面观

2008年的中国互联网市场在闪烁的聚光灯中渐渐萍下帷幕。回顾过去的一年,中国互联网写下了其发展历程中最为精彩的一页,在市场发展方面,搜索引擎市场继续发展,但面临着信用危机和金融希杨的双重挑战;网络广告受奥运会的助推,迎来了新的发展篇章;     

互联网，撼动广告市场格局

伴随着连续3年投放量的增长,网络广告正在悄悄改变媒体的广告市场格局。在英国,2004年网络广告的投放量达到6．533亿英镑(合12 亿美元),占英国广告投放总额的3.9％,首次超出当年广播广告所占份额(3．8％)。在美国,网络广告投放量持续激增,2004年美国网络广告投     

程春：一代广告人的探索与精神

若没有当年程老的一纸诉状至中央,中国广告业或许仍会风雨之后见彩虹,但恐怕还得多拐几道弯吧。采访程春老师那天奇冷,位于国贸瑞赛大厦的北京广告公司的标志性红色成了寒冷中唯一跳跃的温暖,而程春老师的到来则无疑带     

互联网掀起并购潮

过去十几年的互联网市场发展,百度、腾讯、阿里巴巴分别在不同领域上深耕细作,才造就了今日的行业巨头,然而随着移动互联网的发展,全新的竞争环境让巨头们手忙脚乱,而这也是被草根创业者称作是推翻“旧王朝”千载难逢的机会,几年时间,移动互联网市场迅速崛起,市场格局已被改变,手握大量资本的巨头开始为抢占入口横向扩张,而并购成为了成本最低、时间最快的占领市场的方式。     

探讨以技术驱动互联网发展，打造高效互联网营销产品

随着社会科学技术的不断发展和进步,在人们的生活当中现在已经离不开网络。很多人现在上班的第一件事情就是打开电脑,或者是登陆一些及时的通信工具,或者是浏览新闻和查看邮件等,如果一旦网络出现了故障,那么他们的工作也就很难开展。而在下班之后很多人的休闲娱乐方式也是上网看视频、购物或者玩游戏等,那么在一天那么长的上网时间当中,有多少人注意到了互联网产品的营销方式呢？本文主要就是探讨了在技术的驱动之下互联网的快速发展,至联网方面的产品的营销方式。     

是创意,更是文化——中国大陆台湾汽车广告比较

随着汽车消费需求的增加,汽车广告也越来越讲究创意,在汽车广告的表现中,商品本身,即汽车的出镜率越来越低,广告不再是直接表现产品的功能,而是注重以一种含蓄的、巧妙的方式来传达产品信息,甚至是逐渐上升为品牌形象和内涵的提升上。     

网络广告寒霜消融春雨骤至

网络广告这个最能体现科技营销的行业在经济波动的裹挟下坐了一次过山车。不同的是即便在经济最低迷的月份,网络广告行业依然保有一种信心,一种对于产业发展的信心。     

CMMB的广告前景：CMMB广告价值,逐渐浮出海面的冰山

在奥运会召开之前,广电总局向奥组委赠送了1000部CMMB手机终端,这一官方的赠送活动使CMMB的身份再度提升,也预示着多媒体移动广播进入普通消费者已时日不远。     

中国广告业赶搭数字电视班车

中国已经制定数字电视转换时间表,数字电视也被列为"十一五"规划重点项目。从2002年到2015年,国内数字电视市场规模将由400亿元扩张到5000亿元,而整个数字电视产业的规模预计将达到1.5万亿元,其中蕴藏的市场机会超过万亿元,市场潜力不可估量。对广告行业来说,电视媒体会有怎样的变化呢?中国广告业能赶上数字电视这班车吗?     

The sweet smell of advertising: the essence of matching scents with other ad cues

New technologies enable practitioners to communicate scents in advertisements on various media. The current research examines the importance of matching scent cues to the advertised product, and the joint effect of scent and other cues such as colour on consumer responses to advertising. A 4 × 2 experimental design was conducted, where participants (N = 603) were presented with scented colour print advertisements. Three hierarchical responses were measured: emotional response, attitude, and purchase intention. Findings reveal that higher congruence between scent and the advertised product heightens positive consumer response. Furthermore, this research stresses the significant joint effect of scent and colour cues, and supports the incongruence approach, suggesting that combining scents that are poorly congruent with other sensory cues enhance consumer response. Practical and theoretical implications are discussed.     

Narrative,transportation and advertising

An increasing body of research demonstrates that narrative-based communication can be effective in eliciting attitude change, especially when recipients become transported into the narrative. Using data from a national sample of viewers of Super Bowl XLV (2011) or XLVI (2012), this study addresses whether some people are more disposed to be transported by narrative advertising and how they react to it. Evidence is presented to suggest that people differ in their receptivity to narrative messaging and that these differences are significantly related to advertising effectiveness. Managerial implications of this work are discussed.     

Persuasive advertising,autonomy, and the creation of desire

It is argued that persuasive advertising overrides the autonomy of consumers, in that it manipulates them without their knowledge and for no good reason. Such advertising causes desires in such a way that a necessary condition of autonomy — the possibility of decision — is removed. Four notions central to autonomous action are discussed — autonomous desire, rational desire and choice, free choice, and control or manipulation — following the strategy of Robert Arrington in a recent paper in this journal. Replies are made to Arrington's arguments in favour of advertising. It is also claimed that the argument developed by Philip Nelson, which concludes that even if persuasive advertising does override autonomy, it is still in the interests of consumers to be subjected to it, is seriously mistaken. Finally, some caveats concerning informative advertising are presented. The author has recently received the degrees of B. A. and B. Phil. at Oxford University, and is presently working on a D. Phil. thesis, in which an ideal utilitarian/perfectionist theory is developed. It is hoped that this theory will supply plausible solutions to a number of problems in practical ethics. He has had an article, The Argument from Marginal Cases, published in Journal of Applied Philosophy, II, 2, 1985, and another, The Avoidance of the Problem of Evil: A Reply to McGrath will be published this year in Analysis.