The Impact of Commercial Break Position on Advertising Effectiveness in Different Mood Conditions

This study investigated the composite impact of commercial break position and program-generated mood on television advertising effectiveness. A two-way mixed-repeated experiment was conducted with three commercials breaks and two mood conditions (positive and negative). The results indicated that commercial break position effects are more salient in affecting ad performance than mood effects generated by program context. The overall findings suggested that ads placed in the first breaks are more effective than those placed in the later breaks. Interaction effects between break position and context-induced moods were also examined.     

The Effect of Media Involvement on Print Advertising Effectiveness

Abstract

There is less than full agreement in the advertising research community over the relationship between involvement and advertising effectiveness. The purpose of this research is to extend that investigation into print. In a pre-post between-subjects design, 926 adults were exposed to test advertisements “tipped” (i.e., inserted) into a publication that they read regularly. Readers' attitudes and purchase intentions for the advertised products were collected before and after exposure to the ads. The results indicated that higher involvement with a publication leads to more favorable perceptions of embedded ads, and higher levels of advertising persuasion, while not impacting recall. Analyses of specialized effects indicated that, for the most part, main-effects results were robust across two types of advertisements, two print publication types, and two classes of products studied. The research has implications for how publishers set, and media planners evaluate, advertising rates, which are calculated predominantly according to the size of a publication's reader base. Based on our results, they should consider involvement when making these decisions.     

A Field Test of the Effectiveness of Different Print Layouts: A Mixed Model Field Experiment in Alternative Advertising

This article investigates the effectiveness of bathroom print ads. Using liquor as the product domain, field study data (n = 146) indicate a high level of ad (60%) and product category (80%) recall. Contrary to the literature and the researchers’ hypothesis, respondents had a significantly higher level of recall for copy dominant than for visual dominant ads. Hypotheses suggesting that color advertisements would outperform non-color advertisements and interactions between ages and visual-based versus copy-based stimuli and gender and visual-based versus copy-based stimuli were not supported by the data. The implications for practitioners of the effectiveness of copy rich ads and suggested directions for future research are discussed.     

The Use of Different Endorser Types in Advertising: A Content Analysis of Magazine Advertisements

Most of the literature assumes that endorsements, particularly by celebrities, are a frequently used advertising strategy. However, no study has yet investigated the use of the different endorser types identified by academic literature. This study seeks to close this research gap by analyzing German print advertisements. It finds that endorsement strategy in general is used much less than academic literature assumes, and that the relative significance of the different endorser types is incongruent to expectations. Moreover, the data suggest that, contrary to the literature's assumptions, credibility is not the most important underlying construct for endorsement advertisements, the endorser type used is frequently determined by the product category that is being advertised, and campaigns based on authenticity and similarity are gaining considerable importance in advertising practice.     

消费者社群地位与生成内容有效性的关系研究

随着Web2.0技术的发展,消费者可通过在线网络或社区自由地生成各种各样的内容。通过对太平洋快问网收集的数据进行科学分析,结果表明:消费者的社群地位正向影响其生成内容的有效性;消费者生成内容的领域宽度中介了社群地位与生成内容有效性的关系,并从总体上对生成内容的信息量和有效性产生负向影响;消费者生成内容的频率中介了社群地位与生成内容有效性的关系,并从总体上对生成内容的有效性产生负向影响;消费者生成内容的信息量中介了社群地位与生成内容有效性的关系,并对生成内容的有效性产生正向影响。     

论税收控烟的有效性及其制度保障

本文从烟产品的需求价格弹性、各国的税收控烟效果以及对吸烟者的问卷调查结果等角度论证利用税收政策控制烟产品消费的有效性,分析目前中国影响税收控烟效果的因素,提出调整与烟草相关的财政体制、来源于烟产品的税收收入服务于控烟目标、禁止公款消费烟产品以及严惩腐败等政策建议.     

外资影响我国出口产品质量的差异性研究:从一个地区市场化程度的视角

我国正在经历从出口成本优势向质量优势转型的重要时期。外资对我国出口产品质量的影响及其差异性成为政府和学界关注的问题。本文从市场化水平、政府与市场的关系以及知识产权保护等三个方面检验了制度因素对外资质量溢出的影响。回归结果表明:(1)市场化程度低确实抑制FDI质量溢出;(2)政府干预对外资质量溢出效应产生了负面影响。在低市场化程度或者高政府干预样本组中,FDI质量溢出效应不显著;(3)知识产权保护对FDI质量溢出的影响程度非常有限。本文的结论为政策制定者提供了决策参考依据。简政放权、降低企业面临的行政成本是促进我国本土企业改善其出口产品质量的重要抓手。     

移动式小空调结合保温被的控温储粮试验

在保温被为粮垛保温材料进行控温储粮的研究基础上,揭阳直属库又开展粮堆“移动式小空调＋保温被”控温的储粮试验,结果表明：使用移动式小空调适时进行补冷和循环均温、保温被五面覆盖的隔热保冷,互为补充、增效,有效地控制粮温,减少了储粮水分流失,延缓了储粮品质变化,抑制了虫霉的生长繁殖,较好地实现了非标准仓控温储粮的目的。