电视广告营销中的“全过程无忧虑服务”探析

电视媒体广告的全过程无忧虑服务营销策略,体现的是电视媒体经营人员的市场意识,对于电视广告营销面临的诸多困难,是一个可选择的改造之路。它帮助电视广告营销克服同质化,同时实现电视广告营销的专业化。     

Children's understanding of television advertising: a qualitative approach

In this paper children's understanding of television advertising was explored using focus groups in a qualitative approach. None of the 6 year olds, a minority of the 8 year olds and by no means all of the 10 year olds were able to articulate an understanding of the persuasive nature of advertising. It was concluded that children's understanding of the persuasive intent of television advertising is less well developed than previously thought, challenging current marketing perspectives. These findings raise questions for European legislation, UK broadcasting practices and for advertisers and manufacturers who target children.     

Evaluating the Message Strategy of U.S. Army Advertising: With Focus on Information Needs and Motivational Cues

A content analysis of 125 U.S. Army television commercials revealed that information about recruiting process and military lifestyle, the top two information needs of potential recruits, were not addressed as prominently in the commercials. The study also showed that Army commercials presented occupational motivations, which are more appropriate for potential reservists than active soldiers, more frequently than institutional motivations. The usage of information needs and motivational cues rested on a range of situational factors such as the number of wars in which the United States was engaged and the campaign's target audience. Implications for improving Army advertising were discussed.     

And now a word from our sponsor: Do consumers perceive advertising on traditional television and online streaming video differently?

Despite the increasing popularity of online streaming television (OTV), there is little information regarding how perceptions of the new medium differ from traditional television (TV) viewership. The research employed online interviews among young adult viewers of OTV and traditional TV to determine whether young adult consumers (aged 18–34) regard advertising viewed within online TV programming differently than they regard advertising viewed within traditional TV programming. While advertising has long been accepted by American consumers as a necessary element of most mass communication, this research suggests that viewers of OTV programming do not regard advertising as a means to subsidize the cost of online content. Rather, young adults appear to regard advertising as an intruder in the OTV environment. Furthermore, the results indicate that Ducoffe's Advertising Value model (1995) does not predict attentiveness to advertising viewed within the OTV context. Therefore, while OTV advertising may be held to a higher creative standard than traditional TV advertising, there is no indication that entertainment value contributes to an improved attitude toward advertising in the OTV environment.     

环境媒体广告中的互动体验研究

环境媒体广告以开放式的媒介环境为依托,强调将媒介的物理属性、环境的自然属性融入到广告创意中来,更重视与受众的互动和个性化体验。本文通过引用伯德·施密特体验过程模式进行分析,将环境媒体广告中的互动体验划分为感官体验、情感体验、思维体验、行为体验、相关体验五个层级,并结合广告表现形式、制作内容、设置场景、消费习惯、整合模式进行综合研究,探析环境媒体中的互动体验不仅可以高效提升广告信息的到达率,还且给受众带来娱乐互动与情感体验,也为广告主搭建了更大、更高的传播平台,并为今后我国环境媒体广告的制作与发展提供一些借鉴。     

TV Ratings and Verbal and Visual Sexual Content in Promotional Ads

Promotional advertisements from the February 2003 sweeps were content analyzed for verbal and visual elements of sexual content. Nearly one-third of the promos contained some aspect of sexuality, which represented an increase over previous years. Duration of the visual aspects of the promos did not predict exposure to the programs advertised, as measured by Nielsen ratings. However, intensity of the sexual content significantly predicted exposure to programs, but only after removing the effects of frequency on ratings.     

The influence of product involvement on consumers’ interactive processes in interactive television

Based on the classical elaboration likelihood model, we develop an interactive communication behavior model and apply it to the interactive television environment. The model suggests a hypothesis about interactive information searches and how they are impacted by product involvement and hypotheses about how the category of an advertised product impacts the type of information sought. Testing these hypotheses empirically, we verify that product involvement influences the extent of interactive communication behavior, while the type of information being sought is a function of the advertised product category. Implications regarding advertising practice and research are suggested.     

The impact of pre-commercial break announcements on audience identification of official Olympic sponsors: a case study

Research has demonstrated the importance of media context as a situational factor in advertising effectiveness. This preliminary study investigated the impact of a previously overlooked television context factor, the pre-commercial break announcement, during televised coverage of the Sydney 2000 Olympic Games in the USA. Broadcast advertising is not part of the official Olympic sponsorship package and advertisers must negotiate television schedules in addition to sponsor fees. During the Sydney 2000 Olympic Games, the official US television network, NBC, included numerous pre-commercial break mentions spotlighting official sponsors as well as other advertisers who purchased commercial time during the event. This study investigated the impact of pre-break announcements on viewers' ability for distinguishing between official sponsors and regular programme advertisers. It was determined that these announcements do influence recall and increase the likelihood that any advertiser will be identified as a sponsor, thus compromising the value of an Olympic sponsorship.     

Television Advertising Avoidance: Advancing Research Methodology

New technologies have led to increased television advertising avoidance. In particular, mechanical avoidance in the form of zipping and zapping has gained momentum in recent years. Channel switching or “commercial zapping” studies employ diverse methodologies, including self reports, electronic monitoring, laboratory, and in-home observation which has led to a diversity of reported results. This article proposes advancing and standardizing the methodology to comprise a two-phase hidden observation and survey method. A number of research phases have led to the development of this method to collect both mechanical and behavioral avoidance data. The study includes a detailed outline of the hidden observation approach. The survey phase opens up the potential for the collection of viewer data that may further illuminate television advertising avoidance behavior.     

Likeability as a measure of advertising effectiveness: the case of financial services

Television advertising for financial services accounts for over one-third of total financial services advertising expenditure, yet there is evidence to suggest it is not very well done. Given the difficulties advertisers have to overcome in terms of promoting an intangible product in accordance with tight restrictions on advertising content and format to a largely uninvolved audience, it becomes all the more imperative to study how viewers judge financial services commercials. This paper presents the findings of a study which seeks to establish which elements, if any, of a financial services commercial first make it likeable to its target audience, second motivate the viewer to seek more information about the service being advertised and, third, have an effect on the image the viewer has of the advertiser. Some interesting findings from the research point to the similarities between the emerging factors for viewers' affective reactions to fast-moving consumer goods (FMCG) and financial services commercials and the extent to which likeability mediates the influence which advertisement execution features have on subsequent behavioural intentions.     

Speaking the same language: the relevance of neuro‐linguistic programming to effective marketing communications

Individuals process each and every encounter with the external environment using sensory system representations (pictures, sounds, feelings, etc.). Studies of neuro‐linguistic programming have indicated that each individual tends to have a preferred sensory representational system with which they will internally code these experiences. Market segments are comprised of individuals who, although possessing similarities across traditional segmentation bases, also have different preferred sensory modalities. Therefore, if consumers within any given target market segment do not all talk the same sensory language, marketers are failing to get their message across to everyone within that segment. This study is concerned with examining the efficacy of television advertising in communicating to those within a target group by exploring the links between the advertisements that ‘speak’ to them most and their preferred representational systems. It finds that participant reactions to those advertisements that they regarded as having the most effect were expressed predominantly in language relating to their preferred sensory representational systems. Furthermore, where participants with different representational systems chose the same advertisement as having the most effect, the reasons for their choice differed on a sensory basis.     

Advertising targeting young children: an overview of 10 years of research (2006–2016)

A review of 138 published academic articles was conducted to provide an up-to-date and comprehensive overview of academic research of the past decade (2006–2016) on advertising directed to young children up to 12 years old. The research overview resulted in a conceptual framework comprising five research domains that were found to be most prominent. For each of these five domains, an overview, discussion and future research agenda is presented. We conclude that much of the research of the past decade included food advertising and its effects. Progress has been made in the domain of children's advertising processing, specifically with regard to advertising literacy. Despite the growing importance of embedded advertising, many of the new ad formats remain neglected (e.g. native and mobile advertising). Additionally, only a few studies investigated which executional factors (e.g. humour) are effective in advertisements to target children and social influences are also less often considered.     

新媒体与广告未来发展——2011年西方广告研究热点评析

本文以西方目前主导性广告学术类六大刊物在2010-2011年间所刊登的188篇学术论文为主要考察对象,整理出比较突出的广告研究热点:社交媒体与广告的研究热潮、互动媒体环境要求新的社会营销模式、植入式广告在新媒体环境中的效果、少数群体的广告也成为了"热点"、广告道德规范、当广告遭遇"回避"、广告效果认知的误区、市场调查的未来发展等八个方面,希望由此勾画出西方广告学术研究发展的最新脉络。