Rethinking Television Audience Measures: An Exploration into the Construct of Audience Connectedness

Seeking to extend the scope of current audience measurement methods, this paper qualitatively investigates audiences' relationships with television programs. A content analysis of viewers' discourse from focus groups, Internet fan forums and five phenomenological interviews suggests a construct we labelconnectedness. Transcending involvement, audience connectedness defines intense relationships between the audience and a television program that extend beyond the television watching experience into individuals' personal and social lives. Highly connected audiences were found to be more susceptible to the consumption images presented in television programs, hence illustrating the moderating effect of connectedness on television influence. Implications for audience measurement methods and marketing efforts are discussed.     

Modeling the Audience's Banner ad Exposure for Internet Advertising Planning

Exposure models focusing on reach and frequency where an audience is exposed to an ad message are the foundation of audience measurement. Given that a certain fundamental assumption of conventional exposure models is not relevant in the Internet advertising context, this paper suggests that the audience's on-line banner exposure can be best analyzed by its Web site visits. The negative binomial distribution (NBD) model, having long been applied in analyzing repeat behaviors, is proposed to serve as a banner ad exposure model. An empirical validation indicates that the model performs well in both data fitting and prediction.     

Europe's Leading Cities – Success Factors and Policy Perspectives

In Europe, economic activity is concentrated more and more in the major urban centres. At the same time, these cities are in a competition with one another. Across Europe they are contending for investors and qualified workers and searching for the most successful path to a dynamic economic future. Which cities in Europe have made the greatest economic progress in the past? What are the factors that have made some cities more successful than others? And what action can cities take to achieve greater economic growth in the future?     

Super Bowl ad likeability: Enduring and emerging predictors

US advertisers love the Super Bowl because it reaches a huge and highly receptive audience. One metric that Super Bowl advertisers watch closely is ad likeability as this is correlated with sales success. Tomkovick, Yelkur, and Christians (2001, Journal of Marketing Communications 7: 89–108) studied ad likeability for Super Bowl ads in the 1990s. In this paper, we replicate and extend their research using USA Today's measurement of Super Bowl ad likeability in the decade of the 2000s as our dependent variable of interest. Our findings on 438 Super Bowl ads show that humor, animals, and product category were enduring predictors of ad likeability. Product information and the presence of children in Super Bowl ads were found to be emerging predictors of ad likeability. Most notably, the amount of product information provided in Super Bowl commercials was inversely related to ad likeability. Implications for advertisers are presented, as are conclusions, study limitations and directions for future research.     

全球战略性新兴产业发展的主要异同点与未来趋势

全球金融危机爆发以来,以美、日、欧为主的发达国家和地区,纷纷把发展的目光聚焦到培育发展既可促进科技创新、又可引领未来发展的新兴产业上来。文章介绍了美国、日本、欧盟在培育发展战略性新兴产业方面的主要做法,归纳了这些国家和地区在这个方面的主要异同点。最后,分析了全球战略性新兴产业发展的未来趋势。     

深空微波高精度测距测速技术

后续深空探测任务要求微波测量精度提高至少一个数量级。在此背景下，首先分析了目前我国深空测控系统无线电测距、测速现状，给出了主要误差源分解以及精度提升具体措施。针对行星间等离子体附加的测量误差，提出了多频链路消除行星间等离子体的具体方案。理论推导表明多频链路的设计使得无线电观测量基本上不受角距的影响。针对目前米级的设备校零残差提出了设备零值在线校正技术，以满足分米测距精度要求。     

Industrial innovation and foreign trade in the 80’s

The 1980’s will be decisive for Europe. But Europe, to use Valéry’s phrase, seems to be entering the future backwards. Not a few Europeans are beginning to worry about their political, economic and cultural future. Poor in raw materials and energy, burdened with a considerable downward trend in the economy and rising unemployment, confronted with a shift in the international division of labour, politically fragmented and only to a limited extent capable of action, Europe seems to many to be heading for “the decline and fall” which was forecast more than 50 years ago. But anxiety can be a creative force, provided we have the courage to analyse its causes and to transform it into tangible proposals for action.¹     

The Use of Governance Indexes in the Governance‐Performance Relationship Literature: International Evidence

The objective of this study is threefold. First, we present a review of the international studies that have investigated the link between firm‐level governance scores and performance. To our knowledge, this study is the first to provide a comprehensive review of this recent and growing literature. Second, we discuss potential methodological shortcomings of using governance indexes. Third, we propose directions for future research. Overall, a clear positive relation is found between governance ratings and performance in Europe and in emerging economies, whereas studies conducted in the US and Canada have generated mixed evidence. The empirical problems related to measurement, substitution between governance arrangements, endogeneity, and optimization across governance choices are discussed. Solutions are proposed to alleviate these concerns. Copyright © 2011 ASAC. Published by John Wiley & Sons, Ltd.     

Corporate crisis advertising: A framework examining the use and effects of corporate advertising before and after crises

While corporate advertising has been widely studied as a promotional tool, few studies have examined how it can be used in a corporate crisis situation. In 2013, Kim proposed a conceptual framework for examining stakeholders’ evaluation of pre-crisis corporate advertising, using the inoculation and reactance theory. The framework, published in Journal of Marketing Communications, suggested that pre-crisis advertising can increase audience resistance towards negative news of an organization and decrease audience resistance towards future corporate advertisements from the organization. The present study expands on Kim’s work to develop the corporate crisis advertising (CCA) framework. In addition to the inoculation and reactance effects discussed in Kim’s model, CCA aims to discuss the effects of corporate advertising on improving organization’s prior reputation based on halo effect, and how post-crisis advertising messages can be evaluated based on crisis theories. Our proposed framework provides a comprehensive view of the use of corporate advertising both before and after a crisis and is useful for organizations to understand the impact of corporate advertising on stakeholders’ evaluation of the organization in a crisis situation. Potential applications of CCA are discussed and directions for future research suggested.     

Explanation,Correlations and Causal Relations

Abstract

The purpose of this article is to help advertising planners evaluate audiences as they relate to cable television and new technologies. Fundamental assumptions made about television audiences and advertisers are examined with regard to new services. The article reviews and organizes the recent empirical studies concerning the audiences of new technologies. It presents a model which analyzes audience similarities and differences between new and conventional media. Also considered are directions for planning, research and the immediate future of cable advertising.     

European Transport Policy in a Broader Perspective

On 12 July 2007 the European Parliament passed, with an overwhelming majority, a resolution on the Communication from the Commission to the Council and the European Parliament of 22 June 2006 entitled “Keep Europe moving – Sustainable mobility for our continent – Mid-term review of the European Commission's 2001 Transport White Paper”.1 This article outlines the main positions of the European Parliament in relation to the focal points of the Commission's position concerning present and future European transport policy.     

The Emerging Position of the Internet as an Advertising Medium

This paper examines the emerging position of the Internet as an advertising medium. The nature and time path of its evolution is subject to considerable uncertainty arising from issues relating to expansion of the Internet's penetration of households; consumer demand for information; development of pricing policies and measurement capabilities; and its attractiveness to advertisers in different product/service categories. Our analyses of these issues suggest that its long-term impact on intermedia rivalry will be broad and substantial. The Internet is emerging as an adaptive, hybrid medium with respect to the factors hypothesized to affect intermedia substitutability, namely, audience addressability, audience control, and contractual flexibility. Possessing such capabilities, it looms as a potential substitute or complement for all of the major categories of existing media and appears capable of serving a wide range of communications objectives for a broad array of advertisers.     

Images of Women in Online Advertisements of Global Products: Does Sexism Exist?

Research on female stereotypes in online advertisements is particularly scant, and thus, we lack evidence on whether women are depicted in derogatory (stereotypical) terms on the Internet or not. This theme has significant ethical implications. Hence, the objectives of this study are: (1) to provide evidence on female role portrayals in online advertisements of global products, and (2) to explore female role portrayals across web pages for different audience types. The results indicate that women are generally portrayed in a stereotypical way, supporting the notion that sexism is prevalent in online advertisements worldwide. Portrayal of women across web pages varies considerably, with female-audience web pages embracing “decorative” female images; male-audience web pages promoting polarizing depictions of women in “dependent” or “non-traditional” roles; and general-audience web pages using portrayals of women as housewives or equal to men. Overall, the findings suggest that “traditional” or “decorative” stereotypes are largely evident in all three audience types, although some “non-traditional” roles may occur. Implications and future research directions are discussed.     

A basis for economic cooperation in Europe

The UN-Economic Commission for Europe, to which today the large majority of the economically most advanced states in the world belong, has in the 21 years of its existence done work that cannot be gauged merely by tangible results. The Commission has played a vital part in creating the essential climatic conditions for the economic reconstruction of Europe after the war. During the dark days of the “cold war” it remained the only functioning forum for a dialogue between East and West. Its activities range from the regulation of cross-frontier traffic, to researches into long-term economic developments in Europe, to the promotion of East-West trade and even to questions of scientific and technological cooperation, and as such the ECE sets an example of economic coexistence. At the beginning of the third decade of its existence the Commission, firmly rooted as it is in a well-balanced mixture of idealism and realism, can look to the future with confidence. On the occasion of the 23rd meeting of the UN/ECE, which ended in Geneva on the second of May, we discussed with its chairman, Dr Treu, some of the main problems of economic cooperation between Eastern and Western Europe.     

The changing consumer in Belgium

Centrally located at the cross-roads of the main European Cultures that constitute its roots, Belgium can in many respects be regarded as a miniature Europe. Indeed, most general economic and consumption tendencies that have a grip over Europe, also reign the Belgian society.Yet, Belgium's macro marketing mix exhibits a number of particular characteristics. The remarkably developed retail apparatus and extensive product assortments are typical of a small but rich consumption society. At the same time, promotional expenditures remain modest, and price competition in major sectors is fierce.In view of the future, the foregoing aspects characterize Belgium as a potentially attractive test market for internationally oriented firms. Conversely, it appears to be an interesting commercial arena only for marketers with high cost efficiency, or with superior targeting skills allowing them to cater to the needs of small market segments with considerable purchasing power.     

An analysis of prediction error for new prime-time television programmes: a comparative study between the USA and Korea

This study investigates possible factors in prediction error for audience share for new prime-time television programmes in the USA and Korea. While previous studies have focused on the factors affecting the size of a programme's actual audience, little attention has been paid to the accuracy of audience share prediction. A total of 193 new prime-time TV programmes from 1994 to 1997 for the USA and from 1998 to 2001 for Korea were examined. Advertising industry forecasters' predicted audience share, and actual share data were accumulated from Broadcasting & Cable and Weekly Nielsen Reports. Findings show that the ‘Programme Type’, ‘Returning Lead-Ins’ and ‘Returning Lead-Outs’ worked as significant factors for estimating error in audience share in the USA, and ‘Programme Type’ and ‘Programme Length’ played major roles in forecasting error in Korea. The degrees of relationship with forecasting error are consistent with previous studies' findings. Similarities and dissimilarities in prediction error in both countries were found and are discussed in this study.     

Federation and a wider union

Conclusion  I have ranged widely, perhaps too widely, over some of the key issues which confront the EU. But I feel strongly that without a profound debate over the future of the Union we will stumble from one crisis to the next, with real dangers for the stability of our Continent. Let us think deeply about the future of our Continent and let us seize the opportunity of the enlargement of the European Union at the same time. The six ministers of foreign affairs of the candidate countries considered Minister Fischer's proposals to be a useful and interesting example of positive thinking targeted at the future of Europe. This position of candidate countries is still another proof contradicting the claims of those who think those countries are not ready yet to discuss the development of integration, that they are too involved in the process of harmonisation with theacquis communautaire. I hope that this article will also contribute to the repudiation of this cliché. Poland does not solely wish to enter Europe. Poles wants to talk about its future. This article is a revised version of a speech held at the meeting of the European League for Economic Co-operation (ELEC) in Berlin, 16 June 2000.