Universal differences in advertising avoidance behavior: A cross-cultural study

The avoidance of TV advertising categories often include either mechanical (e.g., switching channels) or behavioral (e.g., talking to someone). Previous research seeking to explain avoidance with demographic and attitudinal factors shows conflicting results. Our aims are: to identify from these factors any that might consistently predict avoidance (by conducting surveys in three quite different cultures, the UK, Chile and Turkey), and: to compare the influence of demographic factors on avoidance with those of attitude to advertising. Males use more mechanical avoidance methods, whereas females use more behavioral avoidance methods. More educated people generally report higher behavioral avoidance. Family size and age help to explain avoidance in some countries but not in others. A negative overall attitude towards advertising is important generally in explaining mechanical avoidance. Behavioral avoidance is more important and is best explained by a combination of demographic and attitudinal factors. Country of residence is significant in predicting behavioral avoidance.     

A cross-cultural study of influence strategies and satisfaction in marketing channels

The relationship between communication in the form of influence strategies used by suppliers in marketing channels and dealer satisfaction is examined in the two diverse cultures of the US and India. The frequencies of use of six types of influence strategies by suppliers-information exchange, recommendation, request, promise, threat and legal plea-are measured. The same measurement scales for the six influence strategies and dealer satisfaction are applied in the electric lamp and lighting equipment channels in the two countries. In both cultures, a structural equation model relating the influence strategies with dealer satisfaction is found to be statistically significant. However, when the impact of individual influence strategies on dealer satisfaction is considered, differences are found between the two countries. In the US, recommendations affect dealer satisfaction positively whereas requests and threats affect it negatively. In India, recommendations and legal pleas impact on dealer satisfaction positively.     

广告学的研究范式探析

现代广告学是广告产业飞速发展的产物,它源源不断地从广告实务界以度传播学、经济学、心理学、社会学等诸多学科汲取理论和实践支持。随着广告学理论研究的深入,以哲学、社会学的理论关照广告学的研究成为本学科走向成熟的必要环节,其中,范式理论的应用,更为广告学提供了不同的研究视角和不同的理论维度。本文试图在梳理广告学研究对不同范式的应用中,借鉴现有研究成果,总结专属于广告学研究的范式,并为广告学研究范式体系的构建提供一种思雏导引。     

Receptiveness of Black Americans to outdoor advertising

Outdoor advertisements, billboards especially, represent important advertising vehicles yet they receive little attention from marketing researchers. Many managers assume that the medium has limited segmentation potential beyond geographical, yet this study reveals major differences. Based on two sets of focus groups and a survey of over 1600 users of heath service facilities in Louisiana, Black Americans appear significantly more receptive than White Americans to billboards, using measures of awareness, information conveyance, influence, and overall views.These differences persist across most education/income level combinations; significant interaction effects emerge between receptiveness, race, education, and income. The authors draw from socialization theory to explain some of the difference but suggest the high exposure of Black Americans to billboards, plus their greater openness to advertising, also contribute. Many advertisers target Black Americans and this targeting is a subject of public policy concern, giving these findings implications for marketers, researchers, and policy makers.     

Goodwill and dynamic advertising strategies

In this paper, we empirically analyze weekly advertising policies of manufacturing firms in consumer goods markets. We assume firms engage in persuasive advertising, thus policies of firms affect the goodwill of a brand. We introduce a demand and a goodwill production function. A simple transformation of the demand function allows us to identify not only the demand parameters but also the parameters of the goodwill production function. We reconstruct the unobserved goodwill levels using these parameters and past advertising levels. We restrict our attention to Markov Perfect Equilibrium (MPE) strategies which are functions of payoff relevant state variables. Without imposing further restrictions on the dynamic competitive environment, we investigate the relationship between observed advertising strategies—which are assumed to be MPE—and payoff relevant state variables by means of several reduced form specifications. The most important determinant of advertising intensity turns out to be goodwill. We demonstrate that controlling for an advertising campaign significantly improves the explanatory power of the model. JEL Classification L13 . C73 . M30 . M37 I would like to thank Volkswagen Stiftung for the generous financial support which made this research possible.     

A model of brand awareness and brand attitude advertising strategies

A model is described that helps guide advertising strategy, based upon careful attention to brand awareness and brand attitude. In this model, an important distinction is drawn between recognition brand awareness and recall brand awareness. Brand attitude strategy is seen as reflecting an interaction between a potential consumer's involvement with the purchase decision and the underlying motivation to purchase. Applications of the model are discussed.     

广告传播模式的变革:从显意识传播到潜意识传播

网络广告的出现使得中国广告传播模式发生了巨大的变革：传统的显意识传播逐渐被潜意识传播所代替。潜意识广告大致有五种类型：快速切换、背景反转、植入／置入、双关、声光学处理。随着认知神经技术在广告中的应用,以FMRI为代表的技术,使得潜意识广告的效果测量成为可能,尽管存在一系列道德上的争议。     

Resolving cross-cultural ethical conflict: Exploring alternative strategies

In this article, seven strategies for dealing with cross-cultural ethical conflict are described. Conflict situations are classified on the basis of centrality and consensus on the values involved, influence of the decision maker, and urgency. A contingency model suggests appropriate strategies for different situations. The model is applied to representative cases of cross-cultural ethical conflict.     

动画广告：俘获E世代的传播天使

近期,一支时长3分钟的三维动画视频在一些国内外网站上热播,十二生肖竞序的古老传说,演绎了一个趣味盎然的运动故事。这是美国纽约庞达·庞什（Panda Pander）工作室为阿斯克斯旗下“鬼冢虎”（ASICS Onitsuka Tiger．日本著名的运动鞋品牌）复古体闲鞋制作的广告短片“2009十二生肖竞序（2009 Zodiac Race）”.     

Social values and female fashion leadership: A cross-cultural study

As international marketing activities grow in importance, researchers are paying increased attention to cultural differences in market segments. The present study examined the relative importance placed on social values by women fashion leaders compared with nonleaders in two samples, one from the U.S. and one from the United Kingdom. A self-report scale of fashion leadership was carefully validated for both samples and used to identify fashion leaders. As hypothesized, these consumers reported the value of excitement to be more important than nonleaders. This finding suggests that, at least where value appeals are used in fashion advertising, similar appeals stressing the excitement of new fashions may be suitable in both countries. © 1993 John Wiley & Sons, Inc.     

Cosmopolitanism, individual-level values and cultural-level values: A cross-cultural study

Cosmopolitanism (COS) is an important consumer characteristic for international market segmentation. To date, no empirical studies investigate how COS relates to consumer values. This research, involving samples of Canadians and Turks, focuses on the associations of individual- and cultural-level values to COS dispositions, and compares these relationships cross-culturally. The findings support the cross-cultural applicability of these constructs. While some of the COS-values relationships are consistent across the two cultures, others differ. Overall, COS is much more strongly associated with Schwartz's individual and cultural level values than with either Hofstede's cultural dimensions or demographics.     

广告教育中品牌传播的理念导入

现有的“广告”与“广告教育”的内涵规定,随着媒体与社会环境的变化而产生欠缺;由此,二者的内涵需要进行与时俱进的演进,其取向乃为“品牌传播”;体现在广告教育中,则应是品牌传播理念的注入、人才输送重点由广告行业到品牌传播界、课程体系与内容的相应变更、以及与包含企业在内的“品牌传播业界”互动。     

城市户外广告媒体资源市场化配置研究

城市,外广告媒体资源市场化配置是市场经济发展的必然要求,本文基于公共资源的视角,分析城市户外广告媒体资源市场化配置的寻租风险、商业风险和道德风险,通过完善户外广告管理系统,建立有救的产权交易机制,以及系统性的政府立法等,来提高城市户外广告资源的经济效益和社会效益。     

Managerial competency appraisal: A cross-cultural study of American and East Asian managers

This paper reports on the use of managerial commpetency assessment method to appraise 1436 managers from four East Asian countries and 3193 managers from the United States. The results of this research suggest that the assessed competencies of managers from the different nationalities are subject to cultural factors that shape personality and behavioural choices. Outcomes of assessed managerial competencies are likely to be influenced by perceptions of status, the need for consultation and the degree of openness of communication between managers and their subordinates. The study also points to the need for organisations to distinguish the more stable technical skills from the culturally-sensitive people skills when assessing and developing managers of different nationalities and cultures.     

Employer branding and CSR communication in online recruitment advertising

While multiple studies have discussed the importance of corporate social responsibility (CSR) in recruiting, two important but unaddressed questions constrain the understanding and practice of presenting firms’ socially conscious efforts to their prospective employees. First, are companies engaged in CSR communicating their CSR practices effectively in online recruitment advertising? And second, what CSR information should companies include in online job advertisements to improve their employer attractiveness to prospective candidates? The findings of this study show that CSR communication in recruitment advertising is often limited, an ad-hoc practice, and mostly focused on company practices concerning employee participation and development. Even companies with a great CSR reputation take surprisingly little advantage of their CSR image when it comes to attracting job candidates. To improve employer attractiveness, we recommend that human resources managers consider (1) optimizing the structure of online job advertisements by including a company overview section in which CSR information can be presented easily, (2) expanding the scope of CSR dimensions in job advertisements to include environmental performance and community relations, (3) offering information about opportunities for employee engagement with CSR, and (4) adopting a strategic approach to the inclusion of CSR content in online job advertisements.     

3G手机广告形式探究

手机广告作为未来广告的主流,不仅面对传统媒体广告的抵御,还要与网络媒体全面合作,并瓜分广告市场份额。因此,手机广告怎样才能在如此竞争激烈的环境中脱颖而出,已不是技术上的问题,而是要如何去经营．怎样创意出更好的广告形式的问题。     

Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recall

The focus of this paper is to address the issue of visual imagery in cross-cultural consumer research. The authors investigate the relationship between visual imagery, brand familiarity, and brand claim recall in two distinct cultural environments — the U.S. and Russia. The paper consists of two studies that explored imagery potency from the point of view of memory-evoking effects. The results suggest that image-intensive tools generate different returns depending on the level of brand familiarity and cultural media. The research findings may be of interest to marketing scholars studying cross-cultural consumer behavior as well as to practitioners operating in international advertising and global brand building.     

Understanding creative service: a qualitative study of the advertising problem delineation,communication and response (APDCR) process

The nature of advertising creativity is explored as a professional, applied creative service product, within a business-to-business context. Findings are reported from a series of extensive in-depth interviews with advertising managers in major client organisations. Analysis of these interviews generated a detailed conceptualisation of the advertising problem delineation, communication and response (APDCR) process, expressed in a flowchart. The data also suggest two variations in the pattern of agency-client relationships within which the APDCR process operates, and factors that may be responsible for these variations. A better understanding of the nature and dynamic operation of creative service may enable both agency and advertiser stakeholders to achieve greater satisfaction.     

Associative and dissociative comparative advertising strategies in broadening brand positioning

When marketplace dynamics prompt a familiar brand to change its positioning, consumers often meet such attempts with resistance. This research demonstrates how familiar brands can incorporate new attribute information into the brand's position via comparative advertising in order to broaden the brand's marketplace positioning. Study 1 shows how the use and nature of comparative advertising affects the ability of a familiar brand to broaden its positioning. Studies 2a and 2b demonstrate that a comparative advertising strategy that incorporates a specific sequencing of dissociative and associative comparative advertisements best broadens brand positioning.     

Developing pandemic communication strategies: Preparation without panic

Communication in the media regarding a potential avian influenza epidemic can serve to accurately and effectively inform the public OR misinform and contribute to unnecessary public panic and subsequent undesirable responses. Governments have time to develop communication strategies and specific messages that can effectively convey desired information at different stages of the anticipated pandemic. Effective social marketing incorporates the concepts of formative research, audience segmentation, and consumer focus. Based on the findings from earlier research on public awareness and understanding of bird flu, the collaborators of the project developed evidence-based advertising messages for two primary time-points in pandemic preparation and tested in a series of focus groups; modified them based on the findings; and then re-tested the final campaign. These findings provide important recommendations for the development of future social marketing campaigns in the event of pandemics or other public health crises.