广告文案主题确定方法探究

文章介绍广告文案主题确定的原明,并从商品分析、消费者分析、市场分析及竞争对手情况分析等方面探讨广告主题确定的方法和规律.     

浅析广告主题选择策略

本文分析了广告主题的确定对于广告策划及广告创意的关键意义,阐述了影响广告主题选择的主要因素,进一步讨论了广告主题选择的基本原则,在市场营销理论的基础上,提炼出广告主题选择的程序,并分析了主要的广告主题选择策略。     

广告文案写作中的消费者分析

文章从主题的确定、诉求方式、语言风格的选择、购买决策者的判断、目标受众的确定以及传播媒体的选择和组合等几个角度，阐述了广告文案写作中消费者分析的重要性和分析方法。     

广告文案写作中的消费者分析

文章从主题的确定、诉求方式、语言风格的选择、购买决策者的判断、目标受众的确定以及传插媒体的选择和组合等几个角度,阐述了广告文案写作中消费者分析的重要性和分析方法.     

房地产广告计划的拟定

当我们确定了产品的广告诉求点和广告基调后,制定切实可行的广告计划便是实现最终销售目的的必要步骤。而一个可操作的完整的广告计划,通常包括广告周期的安排、广告主题的安排、广告媒体的安排和广告预算的编排四个部分。广告周期的安排房地产广告,有的决策者是想到哪里,做到哪里,既没有时间安排,更没有周期概念。当楼盘优势明显,竞争状况平和的时候,它的弊端不是显而易     

浅析修辞手法在广告标题的运用

广告标题也称为广告语,它是揭示和概括广告主题的语句.在市场经济繁荣和竞争日益激烈的今天,广告作为一种营销手段已受到各商家的高度重视,而广告标题是广告主题和目标的凝结和灵魂,处在重中之重的地位.     

网络视频广告回避的影响因素研究

虽然传统媒体和网络媒体上以广告回避为主题的研究已经较为成熟,但极少有涉及到网络视频广告这一具体网络广告形式的广告回避研究。本文在传统文献和相关数据搜集、分析的基础上,指出影响网络视频广告回避的四大因素:感知目标妨碍,过去的负面经验,广告的频繁重复,无关的广告信息。最后针对四大因素提出通过减少广告回避现象的发生以提高广告效果的具体策略。     

试论广告定位的作用

所谓广告定位战略，是指企业从消费者需求出发，把整个市场，按照不同的标准分为不同的部分或购买群。并选择其中一个或几个市场部分进行广告调查、确立广告主题、选择广告媒体、编写广告文案、实施广告行为的系统广告营销策略。     

关于广告语诉求主题的艺术性

众所周知的一个商业基本原则是"以尽可能少的代价,追求尽可能高的收益".一个企业或组织为了推销其产品、服务或观念,往往采用广告的形式,因为广告以非个体传播形式传播,可以做到广告信息在传播过程中几乎不失真,并能以很快的速度传播,而且平均到每个受众(广告信息接收者)身上的花费又很少.但是,广告是一门科学也是一门艺术,在广告策划过程中涉及的问题是多种多样的,既要考虑广告的定位、广告的预期效果,又要考虑广告的样式以及广告的诉求主题.在诸种因素中,广告诉求主题是受广告受众接纳的主体信息,它的选择体现了广告策划的精髓.广告要引起人们的关注,其真实性是一定要做到的,其艺术性是非讲究不可的.在此,笔者主要谈谈广告语诉求主题的艺术性问题.     

广告定位中的三大策略

广告定位，是通过广告的沟通，使企业、产品、品牌在消费者心目中确定位置的一种方法。广告定位的核心，是确定广告的诉求对象，是向消费者展示商品的“卖点”。也可以说，广告定位是确定广告创意中“说什么”的部分，产品究竟定位在何处最为适宜，是通过广告创意实现的。因此，广告定位是进行成功广告的基础和前提，为广告作品创作提供了方向和题材；也是与消费者沟通和促成购买行动的关键，有利于消费者识别商品，有利于进一步巩固企业的产品定位。     

广告文案写作课程教学改革

广告文案写作课程是广告学学科体系中的重要组成部分。目前，我国许多高校广告学专业都开设了广告文案写作课程，但是在实际教学中，该课程在师资、课程性质、教学形式等方面存在诸多问题。文章根据该课程性质及要求，以及笔者长期从事该课程教学的体会，围绕专业教师、教学内容、教学方法、教学对象和考核方法等方面探索广告文案写作课程的教学改革。     

Allocation model for theme park advertising budget

This paper treats advertising budgeting, which is a challenging issue for academicians and practitioners. A problem-solving tool, namely Project Advancement (PA), is employed to identify the characteristics of the budget allocation issue the advertising manager faces with. In line with the characteristics (i.e., fundamental objective (FO), the length of value-based time limit of advertising campaigns, and advancement strategy of advertising campaigns), an efficient allocation model for achieving the FO is then constructed. A case of theme park advertising budgeting throughout this paper provides insights into this approach and yields illustrations to the allocation model. Analytic Hierarchy Process (AHP) method is employed for estimate of objective coefficients of the allocation model. Managerial implications are identified with regard to using the new approach.     

What messages does social marketing advertising send? A content analysis of advertisements aiming to minimise harm from alcohol consumption

• While excess alcohol consumption remains one of the most pressing problems for government and society in many countries, the role of social marketing as a tool for shaping a responsible alcohol consumption culture has grown in significance. This research focuses specifically on the communication aspect of social marketing in the form of social marketing advertising. This study seeks to explore what types of approaches and messages are most prevalent in social marketing advertising campaigns that aim to minimise harm from excess alcohol consumption. This study applies the content analysis method to identify the main themes and messages in a sample of social marketing advertisements. A total of 14 social marketing advertising campaigns, including 29 advertisements, was identified. The analytical framework for this research included both positive and negative consequences of alcohol consumption, and two main social marketing advertising approaches identified in the literature: empowering and patronising. This study found that the patronising approach and a strong focus on the negative consequences of alcohol consumption are prevalent in contemporary social marketing campaigns aimed at minimising harmful drinking behaviours. Social marketing too often takes a patronising approach to encouraging behavioural change. More social marketing efforts should be directed towards identifying how to facilitate and support behaviour change through empowerment by providing consumers with alternative behavioural options.

Copyright © 2015 John Wiley & Sons, Ltd.     

Estimating elasticities with frontier and other regressions in evaluating two advertising strategies for US Army recruiting

To help resolve a long-standing debate in the US Government on advertising strategies for military recruitment, this study applies ordinary least squares (OLS), which here includes (1) stochastic frontier analysis (SFA) and (2) frontierized least squares (FLS), to evaluate two distinct advertising strategies: Service Specific vs. Joint. Thus, in contrast to the customary use of a single central tendency method, such as OLS, on different models, we here use multiple methods on a single model to cross check and validate results. In addition to serving as cross checks, the methods can be used to identify classic problems, including biases in the data and shortcomings in one or more of the methodologies employed. To avoid dealing with problems on identifying motives underlying various patterns in advertising expenditure, data are drawn from a statistically designed experiment where the expenditures were controlled as part of the experiment to resolve the issue of a choice between the two advertising strategies of interest. In contrast to earlier studies, the current paper finds that all methods used lead to the same conclusion: Service Specific is more efficient than Joint, at least for the US Army—which is, by far, the largest military advertiser. Finally, the paper introduces a new method for reallocating advertising budgets between the Uniformed Services which (a) is simpler than the customary use of cross partial derivatives, (b) avoids the need for the ceteris paribus assumptions for each such allocation, as in customary reallocation methods and (c) simplifies matters so that, for instance, it is not necessary to introduce an entirely new organization to administer the desired coordinating activities.     

基于受众心理的广告逃避对策研究

当人们的生活被越来越多的广告包围的时候,很多人对广告选择了逃避和漠视。广告逃避现象的普遍化一方面是因为消费者选择性的增多,另一方面是源于广告质量的低劣和广告播放方式不当,要减少广告逃避,需要从提高广告吸引力、合理设置广告播放的位置和时间、在多种媒体刊播广告、尝试采用公益广告和植入广告等几方面采取措施。     

Existence of equilibrium in a differential game of spatial competition with advertising

We investigate a differential duopoly game with horizontal product differentiation and advertising efforts aimed at increasing market demand, to show that the standard approach to spatial competition fails to produce a pure-strategy price equilibrium in a dynamic game framework. This holds independently of the shape of the transportation cost function. Then, we introduce an endogenous cost associated with the choice of location and characterise the feedback equilibrium, identifying the necessary and sufficient condition for the existence of the pure-strategy (stationary) price equilibrium. The same condition is singled out for the static game where consumer population is constant. Finally, we show that the static game cannot be viewed as a special case of the dynamic one.     

Economies of scale in advertising

In this article a flexible quadratic model is used to generate sales elasticity estimates for own advertising, competitor advertising and media concentration. On the basis of these estimates, moderate and declining economies of scale in advertising are indicated for firms at the highest end of the advertising per firm distribution. No advertising economies, however, are obvious for the levels of advertising common across the broad spectrum of US industry. Thus, any competitive harm due to economies of scale in advertising would seem quite minor.     

我国洗手间广告发展策略研究

作为一种标新立异的广告媒体,洗手间广告在发展的过程中遇到了行业和市场双重的障碍。在缺乏外部有利因素支持的前提下,洗手间广告必须先练好"内功",充分发掘自身的媒体优势,明确广告定位,采用灵活多样的媒体形式,提升广告创意水平,以此增强广告效果,获得更广泛的市场支持,从而使洗手间广告行业获得长足发展。     

Press stories as a medium for social marketing: the publisher's perspective

Features editors in 50 UK newspapers and magazines completed a mail questionnaire concerning their use of charity infotorials, ie human interest press stories based on materials developedandsubmittedbycharityemployees. The research focused on publishers' reasons for carrying this type of article, editorial policy regarding materials submitted by charities, perceptions of the quality of the copy received, and the determinants of publishers' levels of satisfaction with outcomes. A clear dichotomy emerged between publishing firms that viewed infotorials mainly as a means for gaining a competitive advantage over titles produced by other businesses, and those that adopted a more altruistic approach to the publication of stories with a charity‐related theme. Copyright © 2000 Henry Stewart Publications     

广告策划书的创意方法探究

文章介绍广告策划书、广告创意的概念以及广告创意的层次和目的，并以案例探讨广告创意的方法以及广告创意在广告策划书文本中的表述方法。