“立白集团 温暖行动”——贵州电视台关注民工生存大型电视公益节目品牌传播与媒体影响力的有效结合

“立白集团 温暖行动 关注农民工”——《农民工，我的兄弟姐妹》，是贵州电视台从2007年2月开始，按每周推出一期，以贵州卫视屏幕展现为主体，同时结合公益活动贯穿全程的很有特色的一档专栏节目。     

“立白集团温暖行动”品牌传播与媒体影响力的有效结合

“立白集团温暖行动关注农民工”——《农民工，我的兄弟姐妹》，是贵州电视台从2007年2月开始，按每周推出一期。以贵州卫视屏幕展现为主体，同时结合公益活动贯穿全程的很有特色的一档专栏节目。     

“立白集团，温暖行动” 贵州电视台关注农民工生存大型电视公益节目——农民工，我的兄弟姐妹

家是别人的家，城市是别人的城市。在别人的城市里，他们靠消耗体力来获取微薄的收入，却也常常为这点微薄的收入而四处奔波。他们大多来自经济落后的农村，他们的名字叫“民工”。     

植入式品牌传播与《百姓关注》——贵州电视台2007年大型植入式活动回顾

"民生新闻"是近几年来中国电视新闻界的热门话题之一。一般来说,民生新闻就是关注普通人的生存和生活状态以及与他们切身利益息息相关的新闻。《百姓关注》这一新闻栏目在不断创造收视奇迹的同时,也创造了多个国内第一:国内时长最长的民生类新闻栏目,播出时段收视份额最高的民生类新闻栏目。这个深受贵州老百姓热爱的新闻品牌正在以它的力量培育着更多的企业品牌,通过各类的植入使得企业品牌找到了绝佳的宣传推广阵地。     

Consumers' Trust in a Brand and the Link to Brand Loyalty

Brands are important in the consumer market. They are the interface between consumers and the company, and consumers may develop loyalty to brands. This study proposes that trust in a brand is important and is a key factor in the development of brand loyalty. Factors hypothesized to influence trust in a brand include a number of brand characteristics, company characteristics and consumer-brand characteristics. Respondents representing a broad spectrum of Singapore consumers were surveyed. The findings reveal that brand characteristics are relatively more important in their effects on a consumer's trust in a brand. The results also show that trust in a brand is positively related to brand loyalty. Marketers should, therefore, take careful consideration of brand factors in the development of trust in a brand.     

媒体的品牌化操作

总体来说，中央电视台成为现在大家所看到的具有相对的垄断性，在过去某一个时期有一定的合理性。如果有一些媒体，像电视媒体，想超过中央电视台，有没有这个可能？我们看看平面媒体，大家知道《人民日报》是被什么的媒体超过，     

媒体品牌资产影响广告传播效果

<正>媒体天生具有品牌,但媒体品牌的力量往往被低估,而品牌又影响广告的传播效果,正确认识媒体品牌,不论对媒体自身发展还是企业的广告投放决策都具非凡意义。     

The Brand Awareness-to-Preference Link in Business Markets:

One of the key issues in business-to-business communication-the relationship between brand awareness and brand preference-is investigated by estimating both an S-shaped and a linear model with a database of information on the semiconductor manufacturing industry. Research results confirm the existence of threshold and saturation effects in the brand awareness-preference association. The average threshold level is approximately 10%-implying that a brand must surpass this awareness level before beginning to generate meaningful additions to its share of brand preference. In the semiconductor manufacturing industry the sensitivity of brand preference share to increases in brand awareness level displays increasing returns to scale for most brands across various product categories. This sensitivity tends to be higher when purchasing process is short, price is an important buying-decision criterion, annual purchase volume is large, product technology is stable, and number of competing brands is small.     

电视媒体品牌价值的市场解构

时下电视媒体面临的市场竞争环境不容乐观，不仅指电视媒体内部的以频道为主体的节目竞争和广告竞争，也包含电视媒体与以移动媒体和互联网媒体为代表的新媒体之间的竞争。外部的竞争带给电视经营以压力，而内部的竞争则激发电视经营活力。两相作用的结果正在改写中国电视市场格局。     

中国最受消费者青睐的品牌、明星与媒体

如何成为消费者喜爱的品牌?你先要知道消费者喜爱的是什么样的品牌。今天的话题围绕爱展开。在过去5年,我们在中国进行了很多研究,有关消费者对品牌的喜爱度。例如,在奥运前2年,做消费者对有关奥运赞助商的喜爱度中调研中提到了刘翔、姚明等。中国消费者爱的是哪些明星?哪些品牌?哪些媒介?我们每个月都进行一个调查,来考察消费者喜爱度的变化。我们在过去几年已经涉及并覆盖到815个品牌,超过1000个明星,超过698个媒体。     

新媒体下的区域品牌传播策略研究综述及相关品牌传播评论

论文综述目前新媒体下区域品牌传播的策略研究成果。这些成果不能代表全国相关研究水平,但是对有兴趣者可以提供一定的理论视野,从而进一步促进这方面的研究。论文同时以鹤山男鞋为例,分析其目前区域品牌传播的现状和新的传播媒介带来的传播机遇,在此基础上提出新媒体环境下的区域品牌传播策略。     

新的媒体趋势下的品牌营销论语

从中国市场的“形”与“势”，我们可以看到，在中国过去几年，发生了很多很多的大事，我们从营销的组织制度来说，做营销最重要的意义是这个品牌制度和品牌的负责人，有能力聆听消费者的呼声，有势力迅速做出反应。     

优化品牌资源 增强主流媒体发展后劲——成都广播电视台新闻综合频道成功举行节目研讨会

为了更加优化频道节目资源配置，提高频道节目竞争力，成都广播电视台新闻综合频道近日成功举行节目研讨会，就节目创优、创新、新闻节目的发展与延伸等问题进行了热烈讨论。     

Brand Actions on Social Media: Direct Effects on Electronic Word of Mouth (eWOM) and Moderating Effects of Brand Loyalty and Social Media Usage Intensity

Most existing social media research has been user focused. This study looks at social media from the brand's perspective by testing (1) theoretical links between brand-action antecedents and positive electronic word of mouth (eWOM); and (2) how brand loyalty and social media usage intensity moderate the relationships between the antecedents and eWOM. Using structural equational modelling from 290 Facebook users, we find empirical support for three brand action constructs (personalization, responsiveness, and transparency) to eWOM. We also find the moderating effects of social media usage intensity and brand loyalty on the relationship between responsiveness and eWOM. Theoretical and managerial implications for these findings are discussed.