Advertising in the Large-Four Institutional Views

Broad assumptions about how advertising does-and should-function in society influence the thinking and actions of critics and supporters alike. Carey, Norris, Potter, and Sandage have analyzed advertising as an institution in American society. Here their “macro” perspectives are first described and then analyzed for their implications. Carey sees advertising linked with “market information,” and Norris with producers' quest for market power. Potter is wary of advertising's social control in an abundant society, while Sandage views advertising as serving the best interests of citizen and society. Their reasoning-and implications-are intriguing.     

广告创意应注重的四个方面

创意是广告的灵魂,是赋予广告精神与生命的活动.可以从广告创意的民族文化、商品定位、独特个性、情感因素等四个方面,来深化对广告创意的理解.     

3G网络的规划问题

分析了 3G网络规划和设计中应考虑的影响网络性能的各种因素 ,指出了第二代和第三代网络规划技术的主要差别 ,并举例介绍了 3G中的WCDMA网络规划方法。     

AT&T: 1908 Origins of the Nation's Oldest Continuous Institutional Advertising Campaign

When Theodore N. Vail became president of the American Telephone & Telegraph Company in 1907 there was considerable public animosity toward AT&T for a number of reasons, including the company's aggressive suppression of competition under earlier leadership. With the assistance of the N. W. Ayer & Son advertising agency. Vail launched a national magazine advertising campaign to court public opinion. Vail hoped to make the public aware of the quality of service provided by AT&T licensees, to persuade the public to a more favorable opinion of AT&T and, above all, to sway the public in favor of the concept of the telephone industry as a natural and beneficent monopoly. The five pioneering institutional ads for AT&T prepared by N. W. Ayer in 1908 marked the beginning of an advertising program which continues uninterrupted down to the present day.     

Controls on Advertising: an Examination of Some Economic Arguments

There is increasing pressure to regulate advertising in Britain, and economic concepts are often advanced to support such a policy. One argument is that advertising is wasteful, but this depends upon a quite arbitrary view of what kinds of product differences are considered important. A second argument is that advertising distorts consumer tastes. This claim reflects a particular psychological view (behaviourism) which is not widely accepted nowadays. Other psychological theories, reflected in the writings of modern economists, see advertising as playing a constructive role in helping to reveal tastes, with consumers playing an active rather than passive role in choice. The proposals to limit advertising thus depend upon particular value judgements or psychological theories for which economics provides no justification.     

Some Aspects of Economic Reform in the Baltic States

No abstract available for this article.     

Corporate Advertising Pass-through onto the Brand: Some Experimental Evidence

While researchers and managers have speculated that corporate advertising can have an impact on brand knowledge, to date there is no empirical support for such "pass-through." We report on a laboratory study manipulating the presence or absence in a brand ad of retrieval cues for subjects' corporate advertising and their pre-existing brand knowledge. We found evidence of pass-through, but it was moderated by the retrieval of subjects' pre-existing brand knowledge. Our results have theoretical and managerial implications, and suggest a number of interesting opportunities for future research.     

Marketing Applications of Transactional Analysis: Some Empirical Support for Advertising

While considerable attention has been given in the literature to personality theory and its implications for advertising, to date, little progress has been recorded in effecting practice. This article focuses on a relatively new personality theory, transactional analysis (TA), and its potential for contributing to the solution of advertising problem situations. A pilot study was undertaken which yielded empirical evidence dealing with the application of TA to advertising media and message strategies.     

Some Aspects of Trade between Australia and Pacific Island Countries

Australia and Pacific Island countries (PICs) have maintained an ongoing trade and economic relationship for several years. The determinants of trade between Australia and PICs are examined using a gravity model by utilising time‐series cross‐country data for the period 1981 to 2005. The empirical findings indicate that imports by PIC from Australia are significantly determined by PICs’ population and their per capita GDP. The results also suggest that PICs’ exports are significantly determined by PICs and Australia's population, PICs’ infrastructure (telecommunications) and the distance to Australia. Consistent with the findings of other studies using the gravity model, distance is found to be a friction to PICs’ exports to Australia. While this study identifies factors influencing PICs’ trade with Australia, a more substantial issue for the governments and trade policy makers in PICs is to look into the generally disappointing long‐term trade performance. From a policy perspective, PICs would need to seriously look at increasing their export potential.     

Advertising and Alcohol: An Analysis of the Evidence Relating to Two Major Aspects of the Debate

Although there is much discussion over consumers' attitudes towards advertising, there has been little empirical research conducted on the topic in Canada. This study examines consumers' attitudes towards advertising in Canada.     

Some European Attitudes on the Advertising Transference Question: A Research Note

This article reports a portion of the findings of research conducted to determine the attitudes of select French and Dutch advertising agency leaders and German marketing executives regarding specific standardized advertising issues. These findings are compared with results obtained in earlier studies of U.S. advertising agency and corporate executives and the differences are highlighted.     

Some Evidence on the Early Price Effects of Attorney Advertising in the USA

When the US Supreme Court gave attorneys in the US the right to advertise their fees for routine legal services, the Court assumed that such fees would fall as a result of attorney advertising. According to economic theory, however, it is not clear what impact seller advertising will have on market prices. A major research effort designed to measure the price effects of attorney advertising in the USA began one year after the Bates decision. Some of the major findings of that study are presented in this paper. While none of the study's results so far indicates that the price effects of attorney advertising in the short run are likely to be substantial, the results suggest that the level of routine legal service fees may fall slightly or remain unchanged in constant dollar terms as a result of attorneys' use of advertising to promote their services and prices.     

Advertising Facts and Advertising Illusions

The concept of low involvement has attracted considerable interest, particularly over the last ten years, but its implications f or advertising (strategy, execution and research) are still not clear. This paper reviews the low-involvement literature and attempts to define what is meant by the concept, predict when low involvement is likely to occur and identify its key determinants. The paper then reviews and assesses what the literature has to say about the specific implications for advertising strategy in high- and low-involvement situations and concludes that the potential and power of advertising in low-involvement situations have been misunderstood and underestimated.     

Some Economic Issues and Policy Implications of Studies on the Competitive Effects of Advertising Expenditures

Abstract

The purpose of this article is to examine some of the litersture in Economics that concerns itself with the economics of advertising and to present some of the public policy implications of the results of these studies.

It is found that it is unlikely that advertising expenditures are subject to increasing returns to scale, thus probably do not lead to an increased concentration of industry for this reason.

A study is presented that deals with competition by advertising expenditures and product differentiation in the U.S. cigarette industry. It is found that advertising expenditures. during the 1956–68 period, were not effective in obtaining sales from competitors, although they may have had the affect of inducing new customers to buy the product. The effect of anti-smoking commercials is examined, and it is found that. although they may have had some effect on cigarette smoking. it is doubtful that they provide the impetus for the decreases in advertising expenditures in this particular industry.     

广告需求的变化与广告服务的转型

中国广告业应该如何发展？怎样面对中国自己的问题？中国是后发展的国家，在融入全球化过程当中，有很多问题、很多竞争是在同一个时间出现的。虽然中国广告业不是很成熟，但是最复杂的环境、最复杂的竞争在中国广告业还没有长大的时候已经出现了。在这种背景下会出现共识性迷失。我经常举芙蓉姐姐的例子，     

本土广告赢家——户外广告

过去十年，在中国广告业营业额增长6倍的同时，户外广告以整个广告业2倍以上的速度迅猛发展。[第一段]     

Advertising Decisions and the Long Run Effects of Advertising

The long-run or carry-over effects of advertising have been well documented. These have important implications for decision making in advertising. This article discusses these implications and reports the extent to which directors of advertising of large manufacturing firms are aware of these long-run effects. The study indicates that these individuals do not recognize this phenomenon in making advertising decisions.