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]     

The Internationalisation of Advertising

World expenditure on advertising has grown faster than world gross product in recent years. Organisational structure is highly dichotomised between small and large firms: the latter have engaged in restructuring into major transnational networks co-ordinated by holding companies. This is the most effective way to service multinational clients which have globalised product development but sell locally. But trade in advertising services is restricted by barriers to market access, national treatment and the opportunities created by global agreements such as the GATS. Technology may, however, be a more important influence on the internationalisation of agenceis than trade liberalisation.     

The In-House Advertising Agency

This study attempts a comparative analysis of advertisers with in-house agency vs. those using an independent advertising agency. Issues under consideration are:

1. The relationship between the advertisers and the advertising agency.

2. Advertiser's satisfaction with the compensation system, i.e., 15% commission.

3. Evaluation of advertising agency performance, i.e., creative media buying, and other services.

4. The importance of advertising to the company's marketing mix.     

Advertising Ethics: The Use of Sexual Appeal in Chinese Advertising

With increasing social awareness of unethical advertisements in today's advertising, this study explores consumers' ethical judgements about the use of sexual appeals in advertising in a Chinese context by replicating LaTour and Henthorne's study. It specifically focuses upon responses on the Reidenbach-Robin multidimensional ethical scale, attitude toward the ad, attitude toward the brand and purchase intentions. The results show that sexual appeal was evaluated as the most frequent use in Hong Kong print advertising and they were also perceived as the most attractive instrument. Similar to LeTour and Henthorne's findings, regardless of respondent's gender, the use of a strong overt sexual appeal was not well received by Chinese consumers and resulted in less favorable attitude toward the ad itself and the purchase intention than using mild sexual themes. However, the degree of sexual content used in advertising has no direct influence on brand attitudes. Due to the conservative nature of Chinese culture, the advertisers should be careful in the use of sexual appeal for Chinese consumers.     

The Status of Physician Advertising

No abstract available for this article.     

The Advertising of Legal Services

Previous studies indicate attorneys have generally negative attitudes toward the advertising of their services, while consumers have positive attitudes. This article explores the reasons behind this disparity in attitude. It further argues that legal services firms must come to a greater understanding of both supply/demand relationships for their service, and the role that advertising can play in adjusting demand to meet supply.     

The Pursuit of Advertising Theory

The relationship between advertising expenditure and consumer behaviour has remained stubbornly elusive through over a century of research. Worldwide, the failure to identify the linking process costs advertisers — and therefore consumers — over $100 billions each year. This article argues that the most widely recognised analytical systems in this field, persuasive hierarchy models, have little empirical support and that the research net must be cast much wider if this critical gap in theoretical and practical expertise is to be narrowed.     

广告英语的特点分析

广告,作为推销商品的理想媒介,以各种形式影响着人们的生活。英语广告也同样须具备广告的四种职能,即推销能力(sellingpower),记忆价值(memoryvalue),注意价值(attentionvalue)和可读性(readability)。成功的广告英语语言优美,和谐,简洁,高雅,幽默,简明清晰,通俗易懂,蕴藏着高度的艺术性。     

The Effectiveness of Advertising: A Meta-Meta-Analysis of Advertising Inputs and Outcomes

This study measures the degree of advertising effectiveness in previous advertising research studies. By analyzing 324 meta-analytic effect sizes taken from 44 meta-analyses that included more than 1,700 primary studies with more than 2.4 million subjects, the meta-meta-analytic effect size of .2 shows that advertising is effective. The findings differ across advertising inputs and outcomes, and identify different hierarchies of effects due to different underlying processes. The source primarily influences attitudes and behavior due to an acceptability–inference process; the message influences cognitions and emotions due to an emotion–cognition process; strategies foster processing and effects on memory due to a retrieval process; and receiver characteristics primarily influence attitudes, cognitions, and emotions due to a sense-making process. These findings provide quantitative evidence for the effectiveness of advertising and major advertising tools, provide empirical generalizations for researchers and practitioners, and suggest a new contingency for the applicability of hierarchy of effects models.     

The Role of Advertising Educators as Problem Solvers in the Field of Advertising

Abstract

Nationally syndicated product-media data services are very useful for analyzing the nature of target markets. They are not, however, generally considered useful for estimating television reach and frequency. This paper explains how selectivity indices derived from national product-media data can be combined with data from more specialized television-usage data services to yield an estimate of target market ratings. The paper describes a pilot study designed to test the plausibility of this approach.     

The Advertising Agency Selection Process

Commercial avoidance and audience erosion are two interrelated problems that marketing executives and media planners have been aware of for more than 30 years. With the rapid advancement of technology the problem of ‘zapping’ has become even more predominant. In this article the intensity of the problem is examined and several concrete recommendations are made.     

The Global Challenge to Advertising

Abstract

Written by several executives of the International Advertising Association, “The Global Challenge to Advertising” was first made public at the 23rd IAA World Congress in Dublin in early June of 1973. The study, with detailed examples from many areas, brings into focus the two main currents of world-wide opposition to advertising: mounting consumer dissatisfaction with product quality and claims, and increasing government regulation and control of advertising. It is reprinted here by permission of the International Advertising Association, 475 Fifth Avenue, New York, N.Y. 10017.     

The Association of Ethical Judgment of Advertising and Selected Advertising Effectiveness Response Variables

This study examines the potential effects of unethically perceived advertising executionson consumer responses to the ad. The study found that the unethical perceptions of the advertisement shown significantly and negatively affected all advertising response variables examined in the study.     

The Advertising/Marketing Union

Abstract

Previous research has suggested that people form an unfavorable or favorable attitude toward a particular ad, which in turn affects their attitude toward what is being advertised and other measures of advertising effectiveness, including brand choice. This study found that idea substantiated: a favorable attitude toward an ad for a smoking cessation kit was associated with four measures of advertising effectiveness.

A hypothesized link between perceived humor and favorable attitude toward the ad was found, but direct relationships between perceived humor in an ad and three of the four advertising effective-measures were not observed. A conclusion drawn from the study is that perceived humor may aid advertising effectiveness, but the relationship is for the most part moderated by the degree to which people like the ad in which the humor is perceived.     

百威广告战

在美国，百威是当之无愧的“啤酒之王”。而在中国，百威的表现丝毫不逊色于本土市场。据2004年的统计资料，百威的年产量位居第14位。但其销售收入却达到179153万元左右，名列第6位。以相对较少的产量获得这样不俗的业绩，百威的表现已经是相当出色了。     

The Future of Creativity In Advertising

In the rapidly changing marketing environment, more attention is being placed on media than on message factors. Creativity, which has been shown to impact the success of a product seems to be receiving secondary attention from marketers. This research discusses the value of creative advertising, and why marketers may be less focused on message strategies. The study concludes that creativity is not dead, and will continue to remain an important factor in marketing communications into the future.     

The Quality of Advertising Education Today

Abstract

Based upon their findings in a survey of advertising educators. practitioners, and students, the authors cite a lack of agreement on the proper content, the value, and the aims of advertising education. The article suggests that this failure to achieve consensus is actually a failure of communication, which is further manifested in the fact that educators have achieved neither the respect of nor the leadership in the field. The authors maintain that educators have the potential to command both but that they themselves must correct the situation through meaningful interaction win practitioners and thus resolve these misunderstandings and make their rightful contribution to advertising.

Note: The authors wish to thank Davenport Bruker, graduate student at the Universiy of Georgia, for his valued assistance in conducting the survey used in this study.     

The Self-regulation of Advertising in Europe

The extent of the self-regulation of advertising in Europe may come as a surprise to some readers. The main purpose of this paper is to put self-regulation and legislation into perspective and to give an overall picture of the means of regulating advertising throughout the whole of Europe. The regulation systems are placed in four broad bands: countries with no self-regulation, those with weak self-regulation, those with strong legislation, and finally the ten countries with strong self-regulation. Information is also given about the control bodies, their structures and their powers.