False,Misleading, or Deceptive Advertising by CPA Firms

No abstract available for this article.     

企业国际经营活动中常规资源获取的误区

随着全球竞争的加剧,企业不得不更多地从海外资源中创造竞争优势。过去研究国际经营的学者普遍认为企业进行海外投资的主要目标是获取战略资源创造竞争优势,但学者和企业家们往往忽视了对东道国常规资源获取的重要性。因此,本文从对东道国常规资源获取和利用的角度,对新时期企业的国际经营问题进行研究。     

The Impact of Advertising on Markets

This paper is a preliminary report of research being carried out into the influence of advertising in five major areas of consumer expenditure. In each case it tests the proposition that changes in advertising cause changes in consumption, employing Box—Jenkins techniques to determine the existence of causality using quarterly data during the period 1963 to 1978. No market showed advertising to have any effect upon its size.     

本土广告赢家——户外广告

过去十年，在中国广告业营业额增长6倍的同时，户外广告以整个广告业2倍以上的速度迅猛发展。[第一段]     

新媒介发展对广告主体的影响研究

<正>随着第五媒体的成熟,出现了短信广告、手机彩信广告、手机报广告、手机客户端广告、来电显示广告、二维码广告、网游植入广告、手机电视广告、定位广告、小区广播等丰富多彩     

The Role of Advertising Educators as Problem Solvers in the Field of Advertising

Abstract

Nationally syndicated product-media data services are very useful for analyzing the nature of target markets. They are not, however, generally considered useful for estimating television reach and frequency. This paper explains how selectivity indices derived from national product-media data can be combined with data from more specialized television-usage data services to yield an estimate of target market ratings. The paper describes a pilot study designed to test the plausibility of this approach.     

The Death of Advertising

Abstract

Mass media advertising as we know it today is on its deathbed, and its prognosis is poor. Advertising agencies are restructuring to accommodate a harsher advertising climate, agency income is flat, agency employees are being laid off, direct marketing is stealing business from traditional advertising, and the growth of sales promotion and integrated marketing communications both come at the expense of traditional advertising. The reason for advertising's impending demise is the advent of new technologies that have resulted in the fragmentation of media and markets, and the empowerment of consumers. In the place of traditional mass media advertising, a new communications environment is developing around an evolving network of new media, which is high capacity, interactive and multimedia. The result is a new era of producer-consumer interaction. Because of the speed of technological innovation, the new media advertising paradigm that results will attain prominence faster than did mass media advertising. The new paradigm of 21st Century Marketing and advertising will be dominant by 2010 and should last well into the middle of the century. If they hope to survive, university advertising departments will have about ten years to 1) think of themselves much more broadly, and 2) transform themselves into departments specializing in information transfer in the new media environment.     

The Internationalisation of Advertising

World expenditure on advertising has grown faster than world gross product in recent years. Organisational structure is highly dichotomised between small and large firms: the latter have engaged in restructuring into major transnational networks co-ordinated by holding companies. This is the most effective way to service multinational clients which have globalised product development but sell locally. But trade in advertising services is restricted by barriers to market access, national treatment and the opportunities created by global agreements such as the GATS. Technology may, however, be a more important influence on the internationalisation of agenceis than trade liberalisation.     

The Effects of Corrective Advertising on Company Image

Corrective advertising, that is, advertising designed compulsorily to undo misleading impressions created by deceptive advertising, is shown in this paper to have an impact on the reputation of the company required to run such advertisements. The authors report on experiments conducted in the United States and Canada to measure the nature and extent of the impact.     

The In-House Advertising Agency

This study attempts a comparative analysis of advertisers with in-house agency vs. those using an independent advertising agency. Issues under consideration are:

1. The relationship between the advertisers and the advertising agency.

2. Advertiser's satisfaction with the compensation system, i.e., 15% commission.

3. Evaluation of advertising agency performance, i.e., creative media buying, and other services.

4. The importance of advertising to the company's marketing mix.     

基于传播受众的广告理论研究综述

基于对广告传播受众是主动还是被动,是个体还是群体的二维假定对广告作用机理及其对社会的影响进行了综述,发现感知信息处理法对于广告管理的实践是非常有用的,但是也应关注更加广泛的社会和文化环境。     

Advertising Ethics: The Use of Sexual Appeal in Chinese Advertising

With increasing social awareness of unethical advertisements in today's advertising, this study explores consumers' ethical judgements about the use of sexual appeals in advertising in a Chinese context by replicating LaTour and Henthorne's study. It specifically focuses upon responses on the Reidenbach-Robin multidimensional ethical scale, attitude toward the ad, attitude toward the brand and purchase intentions. The results show that sexual appeal was evaluated as the most frequent use in Hong Kong print advertising and they were also perceived as the most attractive instrument. Similar to LeTour and Henthorne's findings, regardless of respondent's gender, the use of a strong overt sexual appeal was not well received by Chinese consumers and resulted in less favorable attitude toward the ad itself and the purchase intention than using mild sexual themes. However, the degree of sexual content used in advertising has no direct influence on brand attitudes. Due to the conservative nature of Chinese culture, the advertisers should be careful in the use of sexual appeal for Chinese consumers.     

Misleading Characteristics of Implied-Superiority Claims

Abstract

Characteristics of implied-superiority claims that mislead consumers were examined. Claims for four products were investigated using a factorial design to manipulate type of claim (three variations of implied-superiority claims and a noncomparative claim), concreteness of the referent attribute (concrete, vague, and omitted), and brand familiarity (familiar and fictitious brand names). Implied-superiority claims were more misleading than noncomparative claims, as shown by the percentage of subjects who believed that brands described by such claims were superior. Ratings of brand quality and interest in trial were not increased by such claims. Concreteness of referent attributes does not account for these findings; however both the use of indirect comparisons to competitors and the use of familiar brand names contribute to the misleading effects of implied-superiority claims.     

The Status of Physician Advertising

No abstract available for this article.     

The Advertising of Legal Services

Previous studies indicate attorneys have generally negative attitudes toward the advertising of their services, while consumers have positive attitudes. This article explores the reasons behind this disparity in attitude. It further argues that legal services firms must come to a greater understanding of both supply/demand relationships for their service, and the role that advertising can play in adjusting demand to meet supply.     

Banking on Advertising

During the last decade, advertising has emerged as a most important promotion medium for the banks. The competitive pressures within the personal savings markets have become more intense. The banks have become noticeable by their aggressive promotion, through increased advertising expenditure, radical changes in style and forms of advertising, and their increasing use of television. In 1971, the joint stock banks spent M£2.5on advertising and only 4 per cent of this was directed through television. By the end of 1981, expenditure had increased to M£22.6 with over 50 per cent directed through television.     

The Pursuit of Advertising Theory

The relationship between advertising expenditure and consumer behaviour has remained stubbornly elusive through over a century of research. Worldwide, the failure to identify the linking process costs advertisers — and therefore consumers — over $100 billions each year. This article argues that the most widely recognised analytical systems in this field, persuasive hierarchy models, have little empirical support and that the research net must be cast much wider if this critical gap in theoretical and practical expertise is to be narrowed.