相关性分析理论对电子竞价平台中的订单数量研究

随着计算机技术的迅速发展,网上购物越来越被大家所认可。那么商品的投放价格是很关键的问题,投放的价格可以直接影响到利润。所以研究商品的投放价格与订单数量的关系是很有意义的研究课题。本文是以去哪儿网为例对电子竞价平台中的订单数量进行研究,利用畅游商旅六个月的运营数据进行订单数量与投放价格之间的相关性分析,以及其他因素(例如:商户信用评价星级、投放位置等)对订单数量的影响,通过对畅游商旅后台数据的处理表明,该方法可以帮助商家制定更合理的机票投放价格。     

小议从事广告行业的心得

做广告难，难就难在广告公司在客户与媒体之间挣扎地生存着，甚至有的广告人觉得自己活得都特别卑微，为什么会这样呢，我觉得还在于自己的心态问题。首先，想做广告这行就得先把心态摆正了，麻烦的事谁都不愿意去做，但在不得不做的情况下你硬着头皮也得做。我们是得为客户提供建议和方案，     

Why the Generalized Bass Model leads to odd optimal advertising policies

We show that the optimal advertising strategy under the Generalized Bass Model (GBM) involves beginning at an extremely low level (the lower the better) and then increasing spending throughout the planning period. This strategy remains optimal in the presence of decreasing prices that affect both margins and diffusion speed. We provide a simple explanation for why this happens. We further show that the intuitively appealing patterns of continuous decrease or increase-then-decrease (both with an uptick towards the end) identified in earlier research are also possible as optimal dynamic advertising paths under the GBM structure, but only if the advertising at launch is constrained to be higher than a particular threshold, which we identify. The constraint necessary to generate intuitively appealing strategies lowers overall profits. Therefore, the GBM generates advertising policy recommendations that most marketers would deem odd. This casts doubt on the value of the GBM for normative purposes. Other existing diffusion models are preferred when seeking normative guidance on optimal dynamic advertising policies for new products subject to word of mouth.     

Deceptive advertising and third-person perception: The interplay of generalized and specific suspicion

The present research examines the extent to which consumers perceive deceptive advertising claims as effective (i.e., affect one's purchase decision) for themselves and others. Results in two experiments suggest that consumers tend to consider an advertising claim more effective for others than for themselves, when they realize the claim is highly deceptive. In contrast, when perceived deceptiveness is moderate or low, the self–others difference is moderated by consumer dispositional difference in skepticism toward advertising. The effect appears to be driven by the interplay of generalized and specific suspicion, which has a stronger impact on consumer judgment about the effect of deceptive advertising on the self than on others.     

拍卖是对艺术的一种享受——访董军

2007年3月，前任默多克公关高管的董军被北京永乐国际拍卖有限公司（永乐-佳士得）任命为总经理。从媒体人到拍卖人．这一职业转变似乎有些突然．而董军却认为这是水到渠成。     

Designing the content of advertising in a differentiated market

In many markets, consumers use attribute information to assess the value they expect from purchasing a product or service. This includes many low involvement experience goods including take-out food, many packaged good categories and restaurants. In these markets, quality differences exist but many differences are horizontal in nature: the consumer is interested in finding a product that meets her unique tastes. Beyond ensuring that consumers know the brand, the category and the price; it seems advertising should provide consumers with attribute information. However, a significant proportion of advertising does not provide it. In fact, within the same category, competitors respond to messages that emphasize detailed attribute information with messages that are devoid of attribute information. These messages are uninformative about product attributes. We explore how competition in a differentiated market is affected by the ability of a firm has to choose uninformative messages. We construct a model to investigate the factors that affect a firm’s decision to use advertising with detailed attribute information or advertising that does not provide it. The model demonstrates that content decisions about advertising are affected by the differences between products, the range of heterogeneity in consumer tastes and the degree to which costs increase as a function of the quantity of information in advertising. Surprisingly, even when the cost to increase the quantity of information in advertising is low, uninformative campaigns can be more profitable than campaigns with attribute information. The analysis also demonstrates that firms can be more likely to provide attribute information when there are less consumers that are attribute-sensitive. Finally, the model shows that uninformative messages can create “artificial differentiation” in some situations.     

论我国农村墙体广告的历史演进

本文首先探讨了我国农村墙体广告的价值与职能,接着研究了它的发展历史,从广告重心、风格和形式等视角梳理出其演进脉络,肯定了它在农村改革与发展过程中所起的重要作用,最后指出了这种广告媒介的未来发展趋势。     

Political issues in advertising polysemy: the case of gay window advertising

This study draws on minority consumers’ interpretations of purposefully polysemic commercials to explore political issues in the consumption of advertising, and highlights the sociopolitical role of niche-targeted advertising as a powerful cultural institution in informing and defining identities. The study focusses on how lesbian, gay male, and bisexual consumers make sense of gay-oriented, yet strategically polysemic, gay window commercials. Findings suggest that participants understood these messages through the lens of their unique subcultural sensitivity and in relation to their closeted experience and consciousness of marginalization. The political meanings of niche-targeted advertising are accentuated as these minority consumers negotiate the cultural tensions of their subcultural identity and their struggle between seeking subcultural validation and seeking mainstream assimilation.     

预售模式下酒店客房定价及最优超售量确定的研究

创新驱动战略下国内服务业的发展取得了长足进步．为服务业提供了完善的预订制度且高效的预订系统,酒店业是一个采用预订系统销售自身产品的典型服务业,其预订流程非常完善。分析了在预售期内带有预订取消现象且预订未取消的旅客随机到达的情况下．构建数学模型就预售期内服务产品的定价及产品最优超售量问题进行了研究。     

Facial expressions of beneficiaries and donation intentions of potential donors: Effects of the number of beneficiaries in charity advertising

To increase the donation intentions of potential donors, many charities include pictures of beneficiaries in their ads, but there have been no consistent findings on how to effectively use features such as the facial expressions of beneficiaries. This study found that there was an interaction effect between facial expressions and the number of beneficiaries that influenced donation intentions. When charity ads used sad-faced beneficiaries, displaying a single beneficiary more effectively increased donation intentions than displaying multiple beneficiaries. However, when charity ads included happy-faced beneficiaries, displaying multiple beneficiaries was more effective than displaying a single beneficiary. Furthermore, the interaction effect between facial expressions and the number of beneficiaries was mediated by the perceived efficacy of a donation. In addition, this study found that for charity ads that used happy-faced beneficiaries, the relationship between the number of beneficiaries and donation intentions presented an inverted U-shaped.     

公益广告繁荣机制论——广告业发展与和谐社会建设研究

改革开放30年来,公益广告获得了长足发展,然而,作为市场体制下的公共舆论,公益广告发展陷入无主体困境,缺乏必要的法律保障和稳定的资金来源。社会各界重视不够参与不足、发布地域与传媒不均衡、主题针对性和创意水平受局限,也影响了公益广告作用的发挥和可持续发展。本文在具体考察公益广告的形成、特点与规律的基础上,参考国外经验,从体制层面提出解决方案：由公共机构出面,建立一个负责统筹管理公益广告日常运作的专门性事业机构,作为公益广告主体,承担筹集审核计划、吸引管理基金、制订落实规范、协调各方关系、保障公益均衡、推进相关活动、组织赛事测评、鼓励相关研究等职能,并形成长效机制,运用沟通服务解决公益问题。这一机构,或可称之为公益广告基金会。     

寻找广告费的那一半——降低广告风险，保证广告效果——重庆电视台广告风险管理机制

编前：目前，广告主考核电视媒介投放效果主要指标包括总收视点、传播广度、有效到达频次、广告千人成本等．其中收视率是左右企业广告投放的关键。但业界也逐步意识到。对于电视节目的广告创收而言收视率不是万能的。     

Pricing and persuasive advertising in a differentiated market

This paper examines the effects of consumer preferences, firms’ costs, and advertising efficiencies on firms’ pricing and persuasive advertising strategies. We show that as the firms’ horizontal differentiation increases, the firm with a lower value-added product tends to increase persuasive advertising, whereas its competitor tends to reduce advertising. Second, the firm receiving a favorable shock in product valuation will complement the favorable change with additional persuasive advertising rather than reduce advertising spending. Third, an equal improvement in advertising efficiency in the industry will lower the profits for both firms, whereas a decrease in advertising efficiency in the industry can benefit both firms. Fourth, a larger shock that improves a firm’s product valuation or unit cost is more likely to induce higher advertising spending in the industry. Lastly, an exogenous increase in the separation between firms’ product valuations or perceived qualities may actually reduce the price dispersion in the industry.     

Assessing advertising content in a hospital advertising campaign: An application of Puto and Wells (1984) measure of informational and transformational advertising content

The following is a report of a study designed to measure advertising content based on the cognitive and affective elements of informational (i.e., information processing) and transformational (i.e., experiential) content using the measure of advertising informational and transformational content developed by Puto and Wells (1984). A university hospital advertising campaign designed to be high in transformational content did not appear to affect perceived quality of local university hospitals relative to private hospitals or increase the likelihood of choosing a university hospital in the future. Further, experiences with university hospitals that seemed to be in direct contrast to the content of the advertisements based on subject perceptions affected how university hospital advertisements were perceived in terms of content. Conclusions and implications for hospital advertising campaigns are discussed.     

Dietary supplement advertising in the US

Dietary supplement advertising is an important, yet neglected, advertising research subject. This article overviews the US dietary supplement industry, describes advertising practices for dietary supplement products, and reviews the existing research on the topic. Based on the literature review, we offer a research agenda for advertising researchers around the world to stimulate and guide future investigations of dietary supplement advertising.     

Agency beliefs in the power of advertising

Two opposing schools of thought on how advertising works have emerged. One, known as the ‘strong theory’, holds that advertising plays a centrally important part in the economic system of a country and is therefore a formidable market force. This view is generally associated with North American scholars and practitioners. An opposing view is that advertising is a rather weaker force, capable only of gently nudging or reminding consumers, rather than actually persuading them. This paper reports on a study of Australian advertising practitioners' beliefs in the power of advertising. Findings suggest that opinion overall is more weighted towards the strong theory, particularly among creative personnel. However, educational background/field of study, age and agency experience play significant roles in determining a practitioner's theoretical orientation. Business faculty graduates are more inclined towards the weak theory, while mass communications, journalism and art school graduates lean in the direction of the strong theory. Furthermore, younger practitioners, and those with less than seven years' agency experience, are more inclined towards the strong theory, but as they age and gain more experience, they tend towards a weak theory orientation.     

论高校广告大赛对广告人才创新素质培养的作用

创新素质是广告人必备的一项基本素质。各级各类广告大赛为高校准广告人才创新素质的培养提供了一个良好的平台,可以从创新思维、创新勇气、创新品格等各方面加速学生创新素质的培养过程,也为培养者提供了一个全新的培养思路。