创意思维在企业中的运用

一、创意思维原理，人类思维的超越性是思维最基本的属性，也是思维能产生创意的根本原因。首先，现实世界中，每时每刻都存在着无穷多的事物和现象。创意思维的形式之一就是打破常规，把人们通常易摒弃的思维对象纳入选取的范围。其次，这些无多的事物或现象具有无穷多的属性。创意思维就是要抽象出其共同的属性或把曾舍弃的属性捡起来重新加以思考，从而发现另一片新天地。再次，这些无穷多的事物又总是发生着无穷尽的变化，思维的运行就是把连续变化的事物一段段剖开，从一个或几个剖面来思考，把无穷化为有限或变更截取点，从而产生创意的萌芽。     

论电视广告中的情感运用

电视广告是诸多媒介中惟一能够进行动态演示,以视听结合的方式刺激人的感官,从而产生深刻印象的媒体广告方式。它着重的:占据他的创作室的只应是心灵深处的亘古至今的真情实感、爱情、荣誉、同情、自豪、怜悯之心和牺牲精神,少了这些永恒的真情实感,任何故事必然是昙花一现,难以久存。由此可以说,电视广告中情感化策略的运用本身就是对人性的充分挖掘。     

论电视广告终端推广中的营销协同

在现在电视广告的终端推广中,营销协同是一种重要的推升方式.本文通过对电视广告形式的简要介绍,并从营销组织层面的协同运作以及电视广告形式与终端推广有效匹配这两个方面的内容讨论在电视广告终端推广中的营销协同.     

中国元素在文化创意产业中的应用

文章在阐述中国元素和文化创意产业的基础上,分析当下文化创意产业中中国元素的运用现状,并针对性地提出优化建议,以期提升中国元素在文化创意产业中的运用水平,继承和弘扬中国优秀文化。     

电视广告：盛极而衰？

与新媒体相比较，电视广告市场已显疲态，互联网将是其最有力的终结者。     

电视广告对受众的消极影响

电视广告是对受众影响最为深远的一种广告形式，在发挥积极作用的同时，它也产生了一些负面影响如打扰了受众的日常生活，助长了个人享乐主义的蔓延，诱惑儿童追逐名牌，降低了女性对自身的角色期待等本文对这些消极影响做了梳理和剖析，以全面认识电视广告对受众的影响，并促使受众对电视广告的负面影响有清醒的认识和足够的警惕。     

创意产业关键技术研究

创意是创造性思维产物,创造性思维的产生需要受一定的外界刺激,联想是创造性思维的基础。研究了在创意过程中原型启发的作用,分析了以往常用的创意方法,开发了用于通过提示产生创造性思维的软件,并对软件的效果进行了验证。     

论电视广告中色调的应用

文章以色彩理论出发,通过对色调理论、色调特性的阐述,结合具体的实例,分析色调、色相调在电视广告中的应用,色调情感等在电视广告中的重要性,为广告从业者提供理论借鉴和实践依据。     

电视广告提升消费者品牌忠诚度的策略

电视作为大众广告的经典媒体，其应用在我国仍然是最为广泛和流行的，但是，如何提升电视广告的心理效果，尤其是提升消费者的品牌忠诚度。乃是一个亟待解决的问题．本文研究的目的即在于此。     

TV advertising spillovers and demand for private labels: the case of carbonated soft drinks

The expansion of private labels, or store brands, has transformed consumer choice sets and competition in retail markets, prompting manufacturers to fight back with renewed pricing and product and promotion strategies to forestall further private label expansion. This article examines the spillover effects of television advertising on brand-level consumer demand for carbonated soft drinks (CSDs), including private labels, using a random coefficients logit model with household purchasing and advertising viewing Nielsen data. As in previous work, we find that although brand spillover effects significantly increase demand for CSD brands in the same company and undermine demand facing other manufacturers’ CSD brands, surprisingly, there are positive spillover effects on the demand for private label brands. This indicates that brand advertising is persuasive with respect to manufacturers’ brands but complementary with respect to private labels. Further results show that eliminating television advertising for CSDs would lower aggregate CSD sales as consumers migrate to other beverages, although private labels stand to gain, particularly Wal-Mart brands.     

Optimal advertising of auctions

We study a symmetric independent private values auction model where the revenue-maximizing seller faces a cost cn of attracting n bidders to the auction. If the distribution of valuations possesses an increasing failure rate (IFR), the seller overinvests in attracting bidders compared to the social optimum. Conversely, if the distribution is DFR, the seller underinvests compared to the social optimum. If the distribution of valuations becomes more dispersed, both, a revenue- and a welfare-maximizing seller, attract more bidders.     

A model of repeat advertising

Advertising conveys information not only about product characteristics but also about the number of consumers who know about the product. More advertising may shift expectations towards a larger consumer base, increasing buyers' valuation when there are consumption externalities.     

原型理论在化妆品广告中的运用

原型理论最早运用于文学研究,后来广泛运用于艺术、美学、影视、品牌策划、甚至企业管理中。在化妆品广告中有效地运用原型,可以赋予产品永恒的意义,从而更好地促进品牌形象的宣传,通过分析原型理论在化妆品广告中的运用,为化妆品广告设计者提供参考。     

The strategic nature of advertising in segmented markets

We develop a simple model in which firm-specific advertising has cooperative and predatory effects. Our model is set in a static market where firms are naturally segmented into two distinct submarkets: several large firms located in the core, with small firms operating as a fringe. We test the net effect of opposing market size (cooperative) and market share (predatory) effects of both fringe and core firm advertising on the advertising decisions of large firms in several US consumer industries. Empirically, fringe firm advertising leads to an increase in advertising efforts by large firms, implying strategic complementarity. On the other hand, increased advertising by core firms in an industry decreases advertising expenditures of other core firms, indicating they are strategic substitutes. Our findings imply that equilibrium levels of advertising can be greater with asymmetric, rather than symmetric, strategic interactions.     

Pricing in position auctions and online advertising

Can search engines increase revenues by changing their position auctions? In this paper, I analyze position auctions with general pricing rules to answer this question. In these auctions, there are several items that are commonly ranked by bidders with unit demand. I show that revenues remain the same for position auctions with regular pricing rules where the price for an item depends on the bids of agents who win lower-ranked items. In addition, all of the bidders have the same ex post payoffs. I also show that regularity is a necessary condition to get ex post payoff equivalence.