The Practicality of Super Bowl Advertising for New Products and Companies

Abstract

Companies that advertise during the Super Bowl can reach 40 million U.S. households with a 30-second commercial spot, but the cost can exceed $2 million. This research examines Nielsen television ratings and expenses for related commercial spots and suggests that the Super Bowl is not always the best site for introducing new companies or products to the marketplace. ANOVA test results indicate that younger companies may better affect purchase decisions by advertising more frequently during less expensive programming slots.     

Addressing the Advertising of Controversial Products in China: An Empirical Approach

China is a country that has undertaken a great transformation since the late 1970’s, and among these changes, has seen a massive growth in the advertising industry with the influx of foreign advertisers, and the development of regional and global media, such as satellite television and the Internet. This has resulted in the Chinese people of all ages having a greater opportunity of exposure to different types of advertising, including the advertising of potentially controversial products, which could clash with traditional Chinese values. Using a stakeholder theory approach, this study analyzes the responses of 630 Chinese respondents to discover who is offended by controversial advertisements and determine ways potentially offensive advertising messages can be reduced, thereby assisting marketers in being more socially responsible in their advertising messages.     

Advertising and Word-of-Mouth Effects on Pre-launch Consumer Interest and Initial Sales of Experience Products

This study examines how consumers' interest in a new experience product develops as a result of advertising and word-of-mouth activities during the pre-launch period. The empirical settings are the U.S. motion picture and video game industries. The focal variables include weekly ad spend, blog volume, online search volume during pre-launch periods, opening-week sales, and product characteristics. We treat pre-launch search volume of keywords as a measure of pre-launch consumer interest in the related product. To identify probable persistent effects among the pre-launch time-series variables, we apply a vector autoregressive modeling approach. We find that blog postings have permanent, trend-setting effects on pre-launch consumer interest in a new product, while advertising has only temporary effects. In the U.S. motion picture industry, the four-week cumulative elasticity of pre-launch consumer interest is 0.187 to advertising and 0.635 to blog postings. In the U.S. video game industry, the elasticities are 0.093 and 1.306, respectively. We also find long-run co-evolution between blog and search volume, which suggests that consumers' interest in the upcoming product cannot grow without bounds for a given level of blog volume.     

Advertising Facts and Advertising Illusions

The concept of low involvement has attracted considerable interest, particularly over the last ten years, but its implications f or advertising (strategy, execution and research) are still not clear. This paper reviews the low-involvement literature and attempts to define what is meant by the concept, predict when low involvement is likely to occur and identify its key determinants. The paper then reviews and assesses what the literature has to say about the specific implications for advertising strategy in high- and low-involvement situations and concludes that the potential and power of advertising in low-involvement situations have been misunderstood and underestimated.     

“限广令”后的中国广告业猜想

2011年11月28日,广电总局下发《〈广播电视广告播出管理办法〉的补充规定》,决定自2012年1月1日起,全国各电视台播出电视剧时,每集电视剧中间不得再以任何形式插播广告。本文基于这项规定,探讨今后中国广告的发展趋势,提出了六大变化猜想,并阐述这些变化对不同主体带来的多赢可能性的假设。     

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]     

Advertising Education

Abstract

The author asserts that the quality of advertising education in four year colleges and universities has improved with age. Graduate courses in the field of advertising have aided teachers into becoming more research oriented. Schools of business have moved their advertising programs into a management technique direction while journalism/communications programs have stayed more on the functional and creative sides.

Advertising education is stronger today than at any time in its brief history. yet there are weaknesses. Some claim that schools are still not giving a strong moral and social responsible base to our students. Educators feel that there is a lack of current material to use in the classroom. They also feel that there needs to be more campus cross-fertilization bringing students together with other disciplines.     

广告需求的变化与广告服务的转型

中国广告业应该如何发展？怎样面对中国自己的问题？中国是后发展的国家，在融入全球化过程当中，有很多问题、很多竞争是在同一个时间出现的。虽然中国广告业不是很成熟，但是最复杂的环境、最复杂的竞争在中国广告业还没有长大的时候已经出现了。在这种背景下会出现共识性迷失。我经常举芙蓉姐姐的例子，     

广告资讯

耐克更换在华代理 刘翔成主要设计对象；中国向外资广告公司完全开放；上海阳狮举办“2005奥狮卡之夜”；奥福莱斯广告公司召开2005观点年会；阳光加信年底频传喜讯；中国广告界刮起韩流；雅虎3000万打造网络搜索广告片；浏阳河酒业拍摄“超级女声”贺岁广告片；2006年伊始，中国所有广告服务需明码标价。     

Humanistic Advertising

This article examines the recent ongoing consolidation processes of mega-agencies on the global level and the structure of the international advertising industry to illustrate the dominant power of these large transnational advertising agencies (TNAAs) from the political economic perspective. It discusses motivations behind TNAA expansion, analyses the market share of the world's top ten agencies over a thirty-year period from 1960 to 1989, and examines the current structure of some regional advertising markets, specifically Europe, Latin America and Asia. Findings reveal that the international expansion of TNAAs is motivated by market forces and that major TNAAs continue to perpetuate and dominate the global industry with leverage such as integrated networks, capital and research resources within the conglomerates. Implications of mega-merger movements and TNAA's dominance in the international industry are discussed.     

Electronic Advertising

Abstract

With the increasing popularity of the internet and online sales as a viable way of doing business, many merchandisers have attempted to do much of their marketing by creating advertising campaigns directed at online customers. However, just as in the physical marketplaces of the real world, there are complexities to promoting online businesses. Although the ideas of prospecting, promotion, and push-pull marketing are the same, the manners in which they are approached are quite different, and different systems have begun to develop to address each of these needs. Several different campaign types have been developed. Branding campaigns, click-through campaigns, and sell-through campaigns are the ones that will be discussed here, as well as basic electronic prospecting and final advertising hosting of the campaign. The purpose of this study is to provide the managers with a systematic method for examining a more comprehensive understanding of electronic advertising, as developing the actual campaign. The implications of such examinations will be addressed, in regards to a few important issues. Costs associated with these systems will be touched on, not only monetary but also in terms of times and opportunity, and specific strategies for maintaining such a system will be discussed. Such information should be helpful in developing and maintaining a successful online advertising strategy, one that will stand the test of time.     

International Advertising

Abstract

This article addresses the issue of how advertising influences consumers' brand choices. A concept termed the attitude toward the advertisement approach (ATT _A) is introduced; a theoretical case is developed showing why ATT _A is an important mediator of brand choice; empirical evidence in support of this case is presented; and suggestions for future research are offered.     

Advertising Standardization

The use of standardized international advertising by multinational corporations has long been a dominant topic in the advertising literature. To date, however, no study has comprehensively investigated the extent to which standardization of advertising may be occurring in practice. This paper examines the practices of a sample of US—based multinationals with respect to advertising and reports a relatively high degree of standardization across a range of advertising decision variables. Several hypotheses regarding relationships among advertising variables and between advertising variables and potential moderating variables (as suggested by the literature) are evaluated.     

Attorney Advertising

No abstract available for this article.     

广告资讯

中华广告网倾力打造共用“刊例库”；五洲华风携手“羚锐制药”共创品牌辉煌；盛大星秀计划转战成都[编者按]