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现代市场经济发展中,广告以其快捷醒目的特点,占据了十分重要的地位,其中,幽默广告尤其受到人们的喜爱,如保设计幽默广告,我们可以选择不同的方式,本文重点探索语言要素在广告中的作用,从语义、词义、词性、语体、情感、虚实、搭配、数字等众多语言要素中录求默广告的创作方法。 相似文献
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经济广告具有悠久的历史。新形势下,经济广告在市场竞争中又起着催化和桥梁作用,广告业也得到了迅速发展。本文对经济广告的起源、现代广告种类、经济广告中存在的问题及未来广告的发展等方面作了探讨。 相似文献
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一,问题的提出
关键词广告(Keywords Ad)是目前搜索引擎商最主要的收入来源,占据了网络广告的半壁江山。所谓关键词广告,也叫搜索引擎广告,即当用户以某关键词在搜索引擎上进行搜索时,在结果页面的固定位置会出现与该关键词相关的广告链接。这些广告的排名位置是南各个广告主通过竞价机制来决定的。 相似文献
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中国汽车:流动的广告徐铁权市场经济促进了广告业的发展,在林林总总的广告业中,尤其引人注目的是汽车车身上的广告;有人称之为“流动的广告”。在车身上办广告事业,大都是城市公共交通部门开办的,他们利用公交车通过城市主要街路的优势,吸引厂家,招徕顾客。其起到... 相似文献
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广告形象的特点及运用规律张燕云(一)●形象选择有规律可循广告形象策略至关重要,是户外、电视、报纸、杂志等视觉广告视形象选择的首要问题之一。成功的广告离不开恰当的形象选择。从古代的幌子到现代广告都直接或间接的反映着商品的形象,是广告的主要借助手段之一。... 相似文献
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本文从目前旅游服装市场现状出发,分析开发大众旅游休闲服装的意义,提出大众旅游休闲服装的设计思路,最后概述旅游休闲服装的广告推广策略。 相似文献
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伴随着市场经济的发展,企业之间的竞争也日趋激烈。广告作为企业促进销售的一种催化剂,在企业竞争中扮演着重要角色。企业对广告投入的决策势必影响着企业的竞争力和效益。本文对双寡头垄断市场中企业广告投入策略的效益最大化问题进行了建模,并对完全信息条件下企业的广告投入进行了静态的博弈分析。 相似文献
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广告诉求在广告学中是个非常重要的概念。广告必须了解受众的心理特点及心理规律,采取恰当的广告诉求,吸引目标消费者。本文通过分析研究,清理得到平面广告诉求的理论构成因素:广告信息和广告诉求方式。并根据服装品牌的特性,提炼出服装品牌平面广告诉求的理论构成因素,为服装品牌平面广告诉求构成因素的研究奠定了基础。 相似文献
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通过眼动技术与认知问卷调查相结合的方式,测量被试男女在用户选择广告模式/强制广告模式下观看广告的眼动数据,研究了广告模式和被试性别因素对广告效果的影响。结果表明,相对于传统的强制广告模式,用户选择广告模式下,受众对广告的注意力有显著提升,对广告中的文案记忆效果也好,同时,受众性别对广告效果也会产生影响。 相似文献
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It is theoretically shown that mergers between incumbents and future rivals can boost prices and harm consumers. But in the absence of empirical evidence, no merger has been litigated on this basis. To offer empirical insights, I study the acquisition case of a promising future rival by a large incumbent pharmaceutical firm. First, there is strong and causal evidence that the merger has enabled higher prices for the incumbent. Mergers with future rivals are practically unregulated and, if wisely exploited, they can circumvent antitrust enforcement and serve as entry barriers. Second, in contrast to the mainstream prediction that mergers with future rivals do not alter market concentration, I report a large post-merger increase in the market concentration. I introduce advertisement expenditure as a possible channel of effect between the merger and market concentration. Third, I document spillover effect of the merger on the incumbent's immediate rivals without affecting its distant rivals. 相似文献
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当今社会,广告的关注度,在社会生活中扮演着越来越重要的角色。本文通过名人广告对受众消费的影响以及指导、名人广告代言的相关法律法规的论述,说明在现代社会生活中,广告给消费者带来的巨大影响。 相似文献
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Optimal pricing and advertising strategy for introducing a new business product with threat of competitive entry 总被引:1,自引:0,他引:1
Manak C. Gupta Author Vitae C. Anthony Di Benedetto Author Vitae 《Industrial Marketing Management》2007,36(4):540-548
The problem of optimal joint pricing and advertising decision making for a new product facing potential competitive entry has received inadequate attention. We propose a model that attempts to find the optimal price-advertising frontier in the face of potential competitive entry that maximizes total discounted profits for pre- and post-entry periods. We find that a firm would charge the price that equates price elasticity to marginal revenue product of advertising (as predicted by [Dorfman, R. and Steiner, P.O. (1954), Optimal Advertising and Optimal Quality, American Economic Review, 44(5), 826-836.]) only when the potential effects of pricing and advertising on its market share are not considered. Under optimal conditions, aware that market share is subject to erosion, the firm charges a somewhat lower price than the profit maximizing price, and sets an advertisement expense that is somewhat higher than the profit-maximizing advertising level as predicted by Cournot's monopolistic setting. We illustrate the applicability of our model using business product examples taken from several industries including operating systems, software, pharmaceutical, and telephone switching. Directions for future research with implications for B2B managers (for example, the possible effects of preannouncement to forestall competitive entry) are discussed. 相似文献