广告产业环境变化与发展的思考

广告行业作为一个新兴的行业,对扩大需求、有序竞争、企业发展以及经济增长具有推动作用,在中国社会主义市场经济建设中发挥着越来越重要的作用。2009年受全球金融经济危机、经济紧缩的影响,中国广告业的发展受到阻碍,但仍保持一定的增长,广告产业环境发生诸多变化,变化的同时也带来新的发展空间和机遇。     

南宁市户外广告浅析

随着近年来城市经济的迅猛发展,广西南宁市的城市建设发生了翻天覆地的变化,旧的户外广告专项规划已不能指导南宁市的户外广告建设,需要制定更高品位的规划来指导南宁市的户外广告建设。文章对城市户外广告的范围及其发展趋势进行概述,并分析了南宁市户外广告发展历史及未来的发展方向,对南宁市户外广告未来的规划目标、方向提出建议,以实现南宁市户外广告的规划提升,更好地为东南亚的经济、文化交流服务。     

广州恒大体育营销的价值分析

市场营销在企业经营活动中占的地位越来越高,而简单的广告营销已经不能适应市场的发展需要,巨额的广告费用支出成本已经成为企业的心头之痛,但伴随的效益回报却是每况日下。企业急需提升目前初级的市场营销手段,降低营销成本,扩大营销收益。体育营销就是目前得到迅速发展的一种新兴营销手段,它不仅是简单的广告宣传,而是更深入的合作发展,甚至是直接经营获益,不仅是经济收益还有社会收益。     

College Football and Student Quality: An Advertising Effect or Culture and Tradition?

Intercollegiate sports are said to generate positive advertising that produces many benefits to the host school. Donations, applications, and the academic quality of the student body are some of the mission outcomes thought to rise with the fortunes of the football team. The present study tests these claims for three measures of the academic quality of the entering classes on a 12-year panel of the 233 colleges and universities competing at the highest levels of football. Results show clear positive effects attributable to the football program, though those effects are more the result of the football culture and tradition at the school than the on-field performance of the team. Any sports advertising effects of the football program are minimal when compared to the effects of nonathletic institutional characteristics on the quality of students enrolling at the school.     

英语广告语的语言特征（英文）

在世界经济全球化的环境下,广告正以其独特的魅力影响着社会生活的方方面面。近年来,人们纷纷尝试从不同角度探索广告英语,并取得了一定的成果,对广告英语的语言的也有了进一步的认识。在这一领域中,对广告英语的特点的研究与分析尤为出众。广告英语作为一种应用语言,因其所具有的特殊效用,已逐渐从普遍英语中独立出来而发展成非规模话的专用语言。本文基于对部分广告英语实例的研究,从词汇,句法和修辞等方面对广告英语语言的特点做出了细致而详实的阐述。     

What Do Economists Talk About? A Linguistic Analysis of Published Writing in Economic Journals

A bstract .   The present study aims to add to our knowledge about economic rhetoric by conducting a data-driven analysis of economic academic discourse, both synchronically in its contemporary form, and diachronically over the past four decades. We find (1) that linguistically, economics is clearly an academic genre of its own, (2) that there are at the same time clear differences in vocabulary and style usage across economic journals, and (3) that there have been major developments in economic prose during the past four decades. We argue that there is some, albeit tentative, evidence that the discipline may face an increasing methodological gap.     

Charity advertising: A literature review and research agenda

The authors present an overview of the academic literature on charity advertising. Through systematically reviewing 63 empirical studies on charity advertising, a synthesis of the body of work is framed in a general model. Predominant antecedents in the charity advertising literature include various appeal tactics and victim portrayals. Research streams on moderators and mediators include various ad characteristics and audience characteristics. The audience's intentions to donate were the most used outcome variable. Recommendations for continuing theoretical advancement in the field are presented. Managerial implications are also presented. This literature review contributes a knowledge base to guide future charity advertising research.     

The Brexit Controversy; what light does evidence shed?

• ? There has been widespread misinformation in and outside Parliament about the economic case for Brexit. Outside Parliament, the rival groups – those with a negative assessment of Brexit and those with a positive one – have set out their arguments but these have huge differences in the factual and intellectual support they each bring to the debate. The group predicting a negative effect have published a wide set of empirical appraisals from academic and related research teams of the case for leaving and that against it. This, largely rigorous statistical analysis, finds strong and clear evidence of the large costs to leaving. The camp predicting a positive result for Brexit, in contrast, relies on one academic source for its case; the Cardiff University Macroeconomic Institute led by Patrick Minford. This has reported its predictions of the effects of Brexit which in contrast to the other camp, show large positive effects to growth and other key parts of the UK economy.
• ? We assess the empirical quality of these two cases and conclude that the economic modelling of the Cardiff group is insufficient for them to give an adequate empirical estimate of the costs and benefits of Brexit; the Liverpool model it uses has a sparse overseas sector and does not differentiate between EU and non‐EU trade for example, so is unsuited to analyse the effects of changes in these. Our verdict is that, based on the evidence, Brexit in almost any form would be damaging to the UK. ¹ 1 The views expressed in this article are those of the authors and may or may not be those of Oxford Economics
  

     

Upstream Pricingand Advertising Signal Downstream Demand

This paper considers price and advertising decisions by a monopolist manufacturer who is privately informed about the strength of consumer demand. Consumers respond to advertising and to the retail price chosen by an uninformed retailer on the basis of his beliefs about demand. This signaling game has a unique intuitive equilibrium outcome in which a high-demand manufacturer chooses his full-information pair of wholesale price and advertising. When demand is low, the wholesale price is distorted downward from its full information level, whereas demand-enhancing advertising may be distorted in either direction. Dissipative advertising is not distorted because it is never used.     

Between the Ivory Tower and the Academic Assembly Line*

This paper considers the impact of managerialism and the reactions it has engendered in university life. It examines the degree to which institutions of higher education in the UK have in recent years been subjected to what some commentators have seen as a managerial assault, alongside economic pressures to restructure and reform, and explores the reactions of academic and administrative staff in middle and junior levels through a case study of two universities. Consideration is given to attempts to introduce managerial controls, including the setting of targets, appraisals and peer review, as well as to the resistances which followed. It is argued that the notion of resistance to domination and control has been underplayed in the literature of organization and management. In exploring its various manifestations it is shown that managerialism is not fully embedded in university life and that matters are far from settled. It is contended that those engaged in academe in middle and junior levels of the organizational hierarchy are actively seeking to keep alive the craft of scholarship by mediating and moderating the harsher effects of the changes through supportive or transformational styles of working.     

Government advertising and the creation of national myths: the Canadian case

Government advertising in Canada has a long history and has been an important adjunct in fostering values of national unity. This paper examines several significant campaigns: early 20th century immigration advertising, patriation of the Canadian constitution in the 1980s and, more recently, Olympic advertising in 1998. It attempts to demonstrate that the use of state advertising in Canada is unique in helping foster a view of Canadian citizenship and the development of national myths. Moreover, advertising in Canada has been a way to respond to the claims of a vocal sub‐minority. Copyright © 2003 Henry Stewart Publications     

政策性负担对企业财务行为影响研究综述

我国经济转型过程中,政府与企业之间的关系始终是经济体制改革中最重要的问题之一,越来越多的企业承担了政府赋予的政策性负担,影响了自身的发展。与此同时,政策性负担对企业财务行为的影响也逐渐成为学术界研究的重点课题和领域。对该领域的核心文献进行梳理和述评,可以把握其目前动态,明确这一领域研究的发展轨迹和脉络,为更深入研究政策性负担对企业的影响提供参考和启示,以提升承担政策性负担企业的财务行为,促进企业发展。     

The role of economic analysis in media-planning

One of the most important problems in advertising strategy is the allocation of overall advertising budgets among alternative media. This paper shows how economic analysis can be applied to offer an improved solution to this problem. In particular, the present study claims that income-elasticity is one of the variables that should be considered when making media-mix decisions.     

泉州市中小企业融资问题探析

中小企业对福建省泉州市的经济发展作出了重要贡献,但近年来受金融危机影响,中小企业发展面临巨大困境,其中以融资难为典型代表。如何突破中小企业的融资瓶颈,是近年来学术界和企业界人士共同关注和探讨的热门话题。文章从泉州市中小企业融资的现状出发,探讨了泉州市中小企业的融资难问题主要表现在自身融资能力有限、直接融资和间接融资受国家政策和银行制度的严格限制以及融资体系不完善等方面,进而分析其成因并提出相应对策。     

Winner Take All: Competition, Strategy, and the Structure of Returns in the Internet Economy

In this paper, we develop an economic rationale for the following stylized fact: Web-based firms spend profligately on advertising and marketing and usually lose money. Our rationale is based on the winner-take-all structure of high fixed cost, low marginal cost, markets for information goods. This market structure ensures that market participation and investment policy are highly stochastic. Moreover, if a firm chooses to participate in a Web market, it is optimal to act very aggressively through saturation advertising. Although increases in advertising costs reduce the probability of entry, once the decision to enter is made, firm strategies are insensitive to advertising price. Consistent with empirical studies of the profitability of internet firms ( Hand, 2001 ), our model predicts returns that are highly positively skewed, that is, even the firms that survive the competition for market position have a small chance of huge gains combined with a large probability of very modest returns. In dynamic competition, firms weakened by early rounds are less likely to challenge in subsequent rounds. However, when a challenge is attempted, it is always aggressive. In addition, because large expenditures in the first period produce valuable strategic real options in later periods, which are treated as expenses using traditional accounting methodology, the financial valuation of Internet firms may actually be negatively related to performance when using standard accounting measures of profitability that fail to capitalize these strategic real options.     

广告的文化解读

广告是一种商业现象,也是一种文化,广告在社会文化的影响下成为商业文化的一个组成部分。作为一种文化现象,广告日益显示出其强大的生命力。通过文化与广告之间的关系的阐述,进一步挖掘并明确文化因素对于广告深层次的作用与影响。得出结论:广告与诸多文化因素有着密切的关系,应该在实际工作中既要运用文化来包装广告传播活动,又要利用广告文化来弘扬优秀传统文化。     

Sustainable development: The effects of environmental policy disclosure in advertising

Sustainable development is a key issue for society. Beside corporate's efforts, consumers should have responsibilities for environmental protection and consider sustainable coexistences between future generations and natural ecosystems. In this study, a 4 × 2 factorial between‐subject experiment is adopted to develop eight environmental policy disclosure scenarios based on different environmental advertising claims (product orientation, process orientation, image orientation, and environmental fact) and eco‐labels (available/unavailable) to explore the effect of consumer attitudes and behaviors. This study's results show that environmental advertising claims have significant effects on consumers' attitudes. The product, process, and image orientation advertising, along with advertising with eco‐labels, can induce more positive attitudes and stronger purchase intentions. Individuals with greater environmental concerns have a significant positive attitude toward environmental advertising. Consumer attitudes toward environmental advertising also have positive effects on purchase intentions and sustainable consumption behaviors. Finally, this study offers useful findings, practical implications, and insights.     

经理人股票期权的会计计价

股票期权会计计价是股票期权制度的核心。股票期权费用化已为学界所接受,争论的焦点集中在方法的选择上。当前,应尽快明确计价方法,因为股票期权会计计价不仅是用来反映和核算股票期权经济行为的工具,更是调节各方利益的手段。因此,笔者建议采用"股利贴现模型"和"库藏股法"来分析不同计价方法对股权稀释的影响。     

Growth intentions among research scientists: A cognitive style perspective

Although academic entrepreneurship has taken place in some U.S. universities for many decades, it is only over the past few decades that there has been an increased interest by universities worldwide to engage in their third mission related to entrepreneurship and economic development. Recently, researchers studying academic entrepreneurship have increasingly focused on understanding research scientists׳ entrepreneurial intentions. It has however also been acknowledged that, next to understanding entrepreneurial intentions, it is important to generate insights into growth intentions. This is because growth is unlikely to be achieved if no growth intention exists. Taking a cognition and self-efficacy perspective, our study explores how cognitive styles are associated with growth intentions within a group of research scientists having entrepreneurial intentions. Our study indicates that a planning cognitive style promotes while a knowing cognitive style curbs growth intentions. Further, working experience mitigates the negative impact of a knowing style on growth intentions. Our research has practical implications and implications for technology management, academic entrepreneurship and entrepreneurial intentions literatures.