品牌社交媒体广告内容对消费者社交媒体参与度的影响

基于参与度理论与社交媒体特点定义消费者社交媒体参与度与它的四个维度：意识、产生情感、产生理性思考、认同。建立社交媒体广告内容分类标准,收集二手数据后使用方差模型分析品牌社交媒体广告内容对消费者社交媒体参与度的影响。结果显示社交媒体广告内容类型显著影响消费者社交媒体参与度,新产品内容效果最好,其次是促销、游戏/抽奖、社会责任内容。此研究结果不仅可丰富消费者行为视角的品牌社交媒体广告相关理论研究,也可为品牌设计社交媒体广告内容营销提供管理建议。     

平衡、协调与奠基:1979-1984年经济调整探析

1979-1984年的经济调整是当代中国市场化的起步和发展方式转变的开端,是改革开放后三十年高速发展的奠基阶段.此次调整促进了民生与经济的平衡、宏观经济各产业部门的协调和经济结构的持续优化.研究表明,此次经济调整是中国应对经济波动、防范化解风险、保障经济安全和高质量发展的有效经验,是将制度优势转化为经济治理效能的集中体现.坚持以供给侧结构性改革为主线,要求在制度上、政策上对调整与改革进行一体化设计,使改革为发展开路指向、调整为发展保驾护航.     

An analysis of need-appeals in television advertising

No empirical data is available that analyzes the need-appeals currently being used by advertisers. To fill this void, an extensive study is presented which analyzed the need-appeals in every television advertisement for nine product categories over a three month period. Need-appeals were classified acording to both Murray's and Maslow's lists of needs. The authors wish to acknowledge the extensive research efforts of the following graduate students: Charles Foster, Julia Humphries, Susan Jenkins, Leslie Levitan, Judson Loupot, Jr., Larry O'Neal, Lisa Penaloza, Stanley Schoeppey, Robin Schriefer, Physllis Vincent, and Rae Wilkinson. Avertisers “have concentrated far too much attention on the product and far too little on the need the product satisfies.”-George Gallup This list of twenty needs in what Murray calls the “manifest” needs. In all, Murray originally cited thirty-seven needs. However, these twenty were the only ones that Murray empirically defined. Therefore, only these twenty are usually included in “Murray's List of Needs.”     

Information content and consumer readership of print ads: A comparison of search and experience products

This study builds on past research involving the economics of advertising information (Nelson 1970, 1974) to examine the interplay between advertisers' provision and consumers' readership of information. The authors focus on the prepurchase verifiability of advertising claims in three product categories: search products, experience shopping products, and experience convenience products. They use a broader measure of the information content of advertising than in past research, together with Starch readership scores for a sample of ads from nine U.S. magazines. The results show that the relationship between information provision and readership is positive for search products, negative for convenience products, and nonsignificant for shopping products. Average information levels are significantly higher in ads for shopping products than for convenience and search products. These findings suggest that advertisers may be underinforming consumers when promoting search products. George R. Franke (gfranke@cba.ua.edu) is a professor and Reese Phifer Fellow of Marketing at the University of Alabama. His Ph.D. is from the University of North Carolina. His research interests include public policy, ethics, advertising, and research methodology. His previous research on the information content of advertising includes articles that received best-paper awards from theJournal of Advertising and theJournal of Public Policy & Marketing. Bruce A. Huhmann (bhuhmann@nmsu.edu) is an assistant professor of marketing at New Mexico State University. His Ph.D. is from the University of Alabama. His research interests include advertising, consumer behavior, and international marketing. His primary stream of research focuses on verbal and visual appeals in advertising. He has also coauthored a study on sources of information used in consumer decision making. He has published articles in theJournal of Consumer Research, theJournal of Advertising, theJournal of Health Care Marketing, theAsia Pacific Journal of Management, and in other journals and conference proceedings. David L. Mothersbaugh (dmothers@cba.ua.edu) is an associate professor and Board of Visitors Research Fellow in marketing at the University of Alabama. His Ph.D. is from the University of Pittsburgh. His research interests include advertising, rhetorical language, consumer knowledge, search and decision making, e-commerce, and services marketing. He has publications in journals such as theJournal of Consumer Research, theJournal of Retailing, theJournal of Business Research, and theJournal of Consumer Affairs, as well as in various conference proceedings.     

Consumer information cues in television advertising: A cross country analysis

This paper compares the number of consumer information cues found in television advertisements in three countries: Australia, Ecuador, and the United States. Earlier studies conducted by Resnick and Stern in the United States and Dowling in Australia were replicated in Ecuador. Content analysis of 108 Ecuadorian television advertisements evaluated the number and types of information cues in each commercial. Results indicate that a much greater proportion of Ecuadorian television commercials contain consumer information cues than those broadcast in the other two countries. The explanation suggested for this observation is that Ecuador, due to its level of economic development, has many more products in the introductory stages of the product life cycle. This situation, in turn, requires more extensive communication of consumer information to market the products effectively. This finding implies an additional dimension, information content level, which must be considered when adapting international campaigns to conditions in developing countries.     

Effects of offline ad content on online brand search: insights from super bowl advertising

Individuals watch TV shows while simultaneously and/or immediately searching online. Thus, the content of offline TV ads can affect online brand search, a key predictor of sales. Yet there are few insights on the effect of offline ad content on online brand search. We develop hypotheses relating the informational and emotional content of TV ads on online brand search, independently, and in conjunction with two attentional content elements of the ad campaign, prior media publicity and brand website prominence in the TV ad. We test the hypotheses using a quasi-experimental study, the telecast of TV ads on the annual Super Bowl event between 2004 and 2012 (n = 293 observations). We measure online brand search by online brand search lift, i.e., the growth in online brand search following the telecast of the brand’s ad on Super Bowl. The findings indicate that the informational content of the TV ad increases online brand search, while both attentional content elements decrease this effect. We find no support for the effect of emotional content of the TV ad on online brand search. Our findings extend marketing theory on online search and generate managerial implications for designing TV ads to increase online brand search.     

A meta-analysis of humor in advertising

This meta-analysis combines 369 correlations on the effects of humor in advertising and thus quantifies, updates, and expands previous literature reviews on the effects of humor in advertising. In line with previous reviews, the meta-analytic correlations demonstrate that humor in advertising significantly enhances A_AD, attention, and positive affect. Contrary to the assumptions of previous reviews, there is no evidence that humor impacts positive or negative cognitions, and liking of the advertiser. The meta-analytic findings clarify some ambiguous prior conclusions: humor significantly reduces source credibility, enhances positive affect, A_BR and purchase intention. The decline from lower order to higher order communication effects is particularly strong, with the effect size of the impact of humor on A_AD being twice as large as the effect size for A_BR. This impact of humor in advertising has been rather stable over the past decades. A moderator analysis reveals, however, that the findings of academic humor research are somewhat biased. As for the underlying theory, the positive and linear relationship between the funniness of the ad and brand attitudes supports an affective mechanism underlying the impact of humor in advertising.     

导致CPA行业不诚信事件之原因

在整个性社会诚信处于低谷之时，CPA行业又披露出“银广厦”、“黎明股份”以及美国安然公司破产案等一系列经济丑闻，整个社会则将诚信焦点对准注册会计师行业，评价一落千丈，可信度遭到严重怀疑。本从经济、管理、社会环境、法律制度、会计师自身素质等方面对诚信问题引发的原因进行了较为深入地分析，已示警醒。     

A meta-analysis of gender roles in advertising

Although interest regarding gender role portrayals in advertising has persisted for many years, the degree of gender stereotyping in advertising, possible changes of gender stereotyping over the years, and the nature of the relationship between gender stereotyping in advertising and role changing developments in society have not yet been studied in previous research. To address these issues, this study provides a meta-analysis of the research on gender roles in TV and radio advertising based on 64 primary studies. The results show that stereotyping is prevalent in advertising. Stereotyping occurs mainly related to gender’s occupational status, meaning gender equality in advertising is least likely in an area that is the primary concern of gender-related politics. Stereotyping in advertising has indeed decreased over the years, although this decrease is almost exclusively due to developments in high masculinity countries. The results of a correlation analysis and a simultaneous equation model show that gender stereotyping in advertising depends on gender-related developments and value changes in society rather than the other way around. These results provide for the first time empirical support for the mirror argument over the mold argument in the long-standing debate about advertising’s consequences for society. The findings further provide implications for researchers, public policy makers, and marketing practitioners.     

美国注册会计师行业面临的困境及对我国的启示

随着美国大批跨国巨头财务丑闻纷纷落马，美国知名会计师事务所也因参与或涉嫌造假，出具虚假审计报告而被接二连三地曝光，美国整个注册会计师行业面临着诚信危机。通过回顾美国注册会计师行业的发展历程及我国注册会计师行业现状的透视，从四个方面提出了美国注册会计师行业给现状同样不容乐观的中国注册会计师行业的启示：(1)加强注册会计师行业诚信意识的培育，并明确诚信责任；(2)完善注册会计师行业相关制度的建设并严格执行；(3)合理规范与调整会计师事务所业务范围；(4)加快整合步伐，积极锻造自身的品牌。     

后安然时代美中两国注册会计师行业监管模式的比较研究

安然事件引发了美国注册会计师行业监管的重大变革,美国政府通过新的立法加强了对注册会计师行业的政府监管力度.文章着重分析了三种监管方式在安然事件前后的演变,同时对我国的注册会计师行业的监管进行了思考,通过比较研究,结合国情,最后提出了改进我国注册会计师行业监管模式的思路.     

注册会计师审计独立性缺损的原因及完善对策

审计独立性是注册会计师执业的灵魂,在审计过程中不能保持独立性的根本原因,有存在于不完善的执业环境的外部因素,也有存在于注册会计师自身的职业素质及其在审计业务中的角色等内部因素.针对制约审计独立性的因素,我们应从培育市场环境、执业质量评价、加强监管、限制服务范围等方面提高注册会计师审计独立性.     

Marketing research for public health: A demonstration of differential responses to advertising

This study illustrates the use of marketing research techniques outside of the traditional limits of marketing. It examines awarencess of two distinct promotional themes promoting venereal disease prevention. The study is done with a relatively homogeneous sample and shows the need for a segmentation strategy in promoting this critical public health issue. Both attitudes and media behavior of respondents are examined and it is shown that the different promotional appeals are recalled by persons with different sets of values and different media habits. This study was supported by grants from the Graduate School, University of Missouri-St. Louis and the School of Business, University of Missouri-St. Louis.     

A longitudinal view of women's role portrayal in television advertising

This article concerns an issue of interest to both advertisers and consumers: female sex-role portrayal in television advertisements. A comparative study using content analysis was conducted for television commercials observed in 1977 and in 1980, respectively. Significant changes between these years are noted on a number of dimensions relevant to the way women are represented in television commercials. These changes are also interpreted in a broader historical perspective whenever possible. Both positive and negative changes are noted and discussed.     

A cross-category and cross-country analysis of umbrella branding for national and store brands

The large penetration of store brands has been accelerated by a substantial increase of their availability across various categories. Although store brands have generated tremendous interest in the literature, little work has been done on umbrella branding strategies for store brands. We extend the previous work of Erdem (1998) and Erdem et al. (2004) by studying the learning spillover effects of umbrella brands across categories for both national and store brands. We apply the Multivariate Multinomial Probit Model of cross-category learning across five product categories to study differences across store versus national umbrella brands in three countries (i.e., the United States, the United Kingdom, and Spain). Our results indicate that cross-category learning effects exist between different product categories in consumer packaged goods for both store brands and national umbrella brands, although some of the categories in which correlated learning happens differ between the two. The degree of cross-category learning also varies across categories.     

A multifactor experiment on the generalizability of direct mail advertising response techniques to mail survey design

This field experiment support for the idea that response-enhancing techniques developed in the direct mail advertising field may be generalized to mail surveys of commercial populations. Significant response-speed techniques. It was also discovered that none of the three techniques tested significantly affected response-quality. The results of this study suggest that response-rate and-speed are stimulated by different factors which must be treated as distinct components when designing a mail survey. Finally, the findings imply that the experimental factors' effect on response-speed is an additive combination of factor interactions and main effects. This, in turn, suggests that the impact of the experimental manipulation on response-speed operates through a more complex process than the one generally found for the response-rate criterion. Acknowledgement The authors wish to express their appreciation to the funders of the study: The University of North Carolina Research Council and the Center for Applied Research at the University of North Carolina at Greensboro.     

我国国民经济第二个翻两番的艰巨性

在20世纪最后20年，我国国民经济实际上翻了3．2番，超额完成了翻两番的任务。在21世纪前20年。我国国民经济要再翻两番，即按可比价格计算使2020年的中国GDP达到2000年的4倍，从我国现有资源储备来看将是十分艰巨的任务。     

基于文献计量分析的中国县域生态经济研究评价:1984—2014

在全面建成小康社会进程中,县域生态经济建设对实现生态文明目标具有重要的作用。通过文献计量方法、词频统计方法对CNKI收录的184篇县域生态经济研究的学术论文进行统计分析,综合评价县域生态经济的研究质量。研究表明,中国县域生态经济研究呈现出几个特点:论文数量持续增加、研究主体相对集中、研究主题过于分散、研究整体处在初级阶段、研究技术有待改进和研究资助有待增加,建议研究者、研究机构、期刊、学术组织和政府共同协作,进一步提高中国县域生态经济研究质量,为实现生态文明建设贡献力量。     

1979年"阶段风波"的思想史解读

社会主义发展阶段问题是新中国成立以后亟待解决的一个重大理论和现实问题.在1979年初的理论工作务虚会上,苏绍智、冯兰瑞提交的发言稿<无产阶级取得政权后的社会发展阶段问题>再次引发了对这个问题的讨论.围绕"过渡时期"、"不发达的社会主义"、"中国是不是社会主义"等问题,理论界进行了长达五年之久的争论.作为当代中国思想理论界一次重要的学术论争,这次"阶段风波"是理论界从社会主义发展阶段的角度,对理解和实践马克思主义中国化的又一次探索.它促使了30年来新中国社会主义建设理论的一次重大转折,成为社会主义初级阶段理论的直接思想来源.今天应该坚持科学的分析态度和方法给予"阶段风波"以客观的历史评价和定位.     

甘肃民族地区城镇化问题新探

在当前西部大开发的热潮中，城镇化问题是甘肃民族地区社会发展的战略重点。本文试图就甘肃民族地区城镇化建设中亟待解决的问题，即发展思路和战略对策提出一些可供参考的建设。