微电影广告营销策略研究

本文在新媒体时代背景下,对微电影广告的概念及产生发展进行了解读。阐述了微电影广告自身的优势和竞争力,辩证地探讨了其在市场化过程中所带来的机遇和挑战,力求找到微电影广告的市场化策略,得到有利的发展启示,并使得微电影广告在未来的市场化中取得更好的效果。     

Effective Nonverbal Communication Techniques

Developing effective marketing strategies for profes- sional service firms presents many unique challen es and is an im- portant area of practice development that many &ns often wer- look. Professional service firms ossess very distinctive P characteristics which differentiate them rom other service firms and require specialized marketing strategies. The purpose of this article is to assist practitioners in their efforts to develop promotional strat- egies which will enhance their firm's professional image and in- crease the firm's ability to engage new clients. These strategies arc aimed specifically at certified public accountants, lawyers, archi- tects, and other professionals.     

Client Selection of a Residential Real Estate Agency or Agent

Research relating to professional services marketing remains somewhat sparse, despite the increased attention the topic is receiving in the business and academic press. This article reports the findings of a study relating to client selection of a particular type of professional service provider: a residential real estate agent/agency, a virtually unresearched topic. The results clearly indicate that cli- ents tend to select a particular agent rather than an agency, which leads to a number of implications for the marketing of residential real estate-for both agents and agencies. Not only do the results provide insights into one particular decision context, but also many of the implications appear to be generalizable to other professional service providers.     

What Do We Know about Trade Promotions? Contributions,Limitations, and Further Research

The trade promotion area remains seriously under-researched compared with its share of the overall marketing mix budget. This review attempts to provide an up-to-date account of what we know about trade promotions. For eight major topics we elaborate on what that topic means in the context of trade promotions, why it has been deemed important, what empirical findings have emerged in that area, and proposeareas for future research.     

Preface and Introduction

No abstract available for this article.     

SMS advertising: How message relevance is linked to the attitude toward the brand?

Due to recent technological developments and widespread adoption of mobile handsets, the mobile medium has been transformed into an effective channel for brand communication. Short message service (SMS) advertising is the most primitive and widely used version of mobile marketing, yet the relevant literature still lacks consensus on how SMS ads influence consumer attitudes, and how this influence is generated. The present research aims to investigate how message relevance, the most important success factor of SMS advertising, is transformed into attitudinal reactions toward the advertised brand by introducing perceived intrusiveness and attitude toward the message as mediating variables into the relationship. Implications and future research avenues are discussed.     

Wearout effects in target marketing

Given that most advertising campaigns attempt to target advertisements to a specified demographic or product usage group, it seems reasonable to demand a high correlation between exposure to the media and membership of the target group. A surprising result of this research is that this correlation peaks and then declines as the number of insertions or spots in the campaign increases. That is, there appears to be a wearout effect of target market advertising beyond a certain exposure level. A simple formula is derived that gives the optimal number of insertions in the advertising campaign for the strongest link between media exposure and membership of the target group.     

从“变形金刚”看我国电影的植入式营销

随着我国商业电影市场的发展,越来越多的商业片都加入了植入式广告。但目前由于国内对隐性广告处理方式不恰当。对插入的内容和位置考虑不周以及缺乏对营销美学的深入分析等,对品牌形象造成了负面影响,导致隐性广告”不隐性”的问题。隐性广告要服从剧情要求,过度明显的功利性广告效果会损害观众的利益。应加强品牌与影片的内在逻辑性,建立有效的消费者识别的植入式营销,将植入式营销进行有情节的合理设置,以达到事半功倍的广告效果,实现经济效益的双赢。     

Impacts of Generic and Brand Advertising in the U.S. Potato Market

Abstract

The impacts of generic and branded advertising in the U.S. fresh potato, retail frozen potato, and potato chip markets are examined under exogenous and endogenous raw potato supply. The Almost Ideal Demand System is used to estimate the demand components. The general equilibrium elasticities derived from the complete model are used in a simulation analysis to assess the cross-commodity effects of incremental increases in advertising expenditures on equilibrium prices, quantities, revenues, and profits in each sector. The endogeneity of grower supply mitigate the impacts of advertising in the raw commodity sector and in the retail sectors.     

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。     

More than meets the eye: The functional components underlying influencer marketing

Influencer marketing is the practice of compensating individuals for posting about a product or service on social media. Influencer marketing is on the rise, and many marketers now plan either to start using influencers or to increase their use of them in their media mixes. Despite such growth, relatively little strategic or academic insight exists that is specific to influencers. In this article, we describe the roots of influencer marketing and the many different types of influencers that now exist. We identify influencers’ three functional components: the audience, the endorser, and the social media manager. We then detail for each of these components the different sources of value influencers potentially offer marketers. We draw on relevant academic research to offer advice about how to leverage each component strategically. We close by describing how the interplay of these functional components makes influencers a potentially powerful—and undervalued—marketing tool.     

隐性与显性的优势互补——内容营销与传统广告的全方位解析

内容营销作为一种隐性的广告形式,已经成为显性传统广告的有利补充,但二者又有着本质的差别。内容营销所要传达的广告信息往往是隐藏在娱乐内容之中,在潜移默化之中引起消费者对品牌的共鸣,这是内容营销与传统广告的最大不同。同时,由于二者表现形式的不同,导致广告主的传播策略、广告创意空间及广告效果测评等方面也存在很大差别。本文通过对内容营销与传统广告的全方位解析,探求二者如何实现优势互补。     

An Analysis of Consumer Complaints about Social Marketing Advertisements in Australia and New Zealand

While social marketers are rarely targeted in discussions of the ethics of advertising, we are increasingly becoming aware of the importance of ensuring that social marketing messages are developed and conveyed in an ethical fashion. The article reviews complaints made by members of the general public in Australia and New Zealand to the advertising regulatory bodies in those two countries for the five years 2000–2004; examining the number, type, and nature of these complaints – including the categories of advertising, and the types of appeals, which generate complaints from the general public in both countries. We find that, as for commercial advertising, there is a need for further research to explore “community standards” in relation to social marketing messages; and that there is a clear need for social marketers to consider consumer attitudes towards advertising when developing communication strategies and messages.