共查询到20条相似文献,搜索用时 25 毫秒
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Peter对于广告和玩具的态度,可谓半是火焰半是海水——前者犀利,后者温情,截然相异的态度中却灌注了同样多的激情和热诚。 相似文献
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听闻北大李传屏老师在课堂上劝其学生不要进广告公司,以为是在呼吁学生“弃暗投明”,不要进入“环境恶劣”的广告圈,采访以后才知道这是个执着于广告的人用另外一种方式告诉他的学生如何面对广告人生。 相似文献
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中国广告业还有多少优势呢?在火热的经济中,广告人彻底被边缘化,他们再也不能走到舞台的中央。为什么只有30年,中国广告公司的发展就开始老龄化?是制度的缺失,是广告人的沉沦,还是市场对创意的厌倦? 相似文献
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杜明江,曾经是上大广告系的风云人物。见了面,和想象中完全不一样,想象中获得如此多奖项的年轻人应该是个个性张扬,有点艺术家特质的人,但是实际上他却是一个斯斯文文的,脾气很好,喜欢吃小龙虾的大男孩。 相似文献
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电视能够在短时间内将广告讯息传递给大量的消费者.电视媒体的受众接触率高达到90%以上。即使多种多样的新媒体出现、可选择的媒体大幅增加,电视媒体的主导地位仍未受影响。电视仍然是非常重要的媒体,广告主在电视广告商的花费占总广告花费保持在约75%。 相似文献
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针对第十届上海国际汽车展上不少专家提出的警惕中国汽车品牌被“边缘化”的问题,中国第一位研究汽车产业的博士后乔梁提出了建设中国汽车品牌的三大战略。 相似文献
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Inge Geyskens Kristopher O. Keller Marnik G. Dekimpe Koen de Jong 《Business Horizons》2018,61(3):487-496
Private labels have become ever-more important and are slowly turning into brands of their own. Retailers increasingly offer three-level ‘good, better, best’ private-label programs that include economy, standard, and premium private-label tier goods. For each of these tiers, retailers must decide under what name to brand their private label. They can either assign their store banner name to a private-label tier or go for a unique brand name that is separate from the retailer banner. The purpose of this article is to outline the advantages and limitations of these two branding strategies: store-banner branding versus stand-alone branding. Herein, we also provide a series of recommendations regarding when to use each brand strategy, based on characteristics of the retailer and the environment in which it operates. 相似文献
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Zhimin Zhou 《Frontiers of Business Research in China》2007,1(2):300-318
The aim of this research is to develop a new evaluation approach based on a brand relationship index model (BRI model), which
includes a three stage study on the indicator system; indicator weight; and indicator integration. Based on brand identity
theory and interpersonal relationship theory, four-brand relationship participants and three-brand relationship natures are
put forward to make up a hypothesis of twelve-dimension brand relationships. Through a series of empirical studies based on
exploratory factor analysis (EFA) and confirmatory factor analysis (CFA), a five-dimension structure of brand relationships
is obtained, which is the basis of the indicator system. Indicator weight is calculated by the normalization of path coefficients
derived from a second order factor analysis of the five dimensions. Indicator integration is based on the Weighted Sum method.
Based on these three ingredients, the brand relationship index (BRI) model is developed. According to analysis of data on
ten mobile phone brands, the BRI model is tested.
Translated from Yingxiao Kexue Xuebao 营销科学学报 (Journal of Marketing Science), 2006, 2(2): 24–40 相似文献
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5月12日,那个时刻来临时,我正在北京提案;第一反应是:啊!我的提案太有震撼力了;哄堂大笑中,视线中的窗户开始有4—5度的倾斜。 相似文献