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Colin Macleod 《国际广告杂志》2013,32(1):125-127
This study examines the creative, placement and budget strategy of internet advertising by Eastern and Western multinationals in China. A content analysis of 47,131 online ads indicates that both Eastern and Western companies dominantly use individualist appeals for internet advertising in China, a collectivist country. However, Eastern multinationals also rely on emotional appeals, whereas Western companies generally adopt rational appeals. This study offers several theoretical and managerial implications, including that multinationals appear to recognise the changing culture of internet users and especially the younger generation, as well as some future research directions for internet advertising. 相似文献
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《国际广告杂志》2013,32(4):623-638
This study addresses factors in advertising that lead to interstitial ads being perceived as intrusive. Eight theory-driven hypotheses were derived and tested. The results indicate that the perception of intrusiveness of ads can be controlled by aspects of ad value, ad placement and ad execution. 相似文献
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广告看点:人和飞鸟组成了熊猫的眉毛,鱼类和海豚组成了熊猫的眼睛,企鹅作为熊猫的鼻子,其他的各类生物,如狮子、老虎、猴子、孔雀等组成了熊猫的皮肤,给人以强烈的视觉冲击力。不同生物群体的有机组合,创意地组成了一幅完整的熊猫图,体现了内容和形式的统一。 相似文献
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中国广告创意发展的新趋势 总被引:2,自引:0,他引:2
随着市场经济的迅速发展,互联网等新媒体的兴起,我国消费者不断成熟。广告不再能完全依靠广告创意取胜,传统意义上的广告正在受到挑战。广告创意未来的发展也将面临更多的机遇与挑战。本文则认为,广告创意的娱乐化、互动化和整合化将引领广告走向另一个高峰。随之而来的是广告创意方式、产业关系和广告人才选择的新变化。 相似文献
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After protracted negotiations, the EC Ministers of Agriculture agreed on a reform of the Common Agricultural Policy on July 1st. Will this reform solve the fundamental problems plaguing the common agricultural market? Is it compatible with the GATT? 相似文献
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Are some people more sensitive than others to ad context effects? Recently, it has been shown that certain types of people are particularly sensitive to situational cues in social contexts. Such people vary how they behave according to the social context because they are highly concerned with social appropriateness. Is it possible that such people are also highly sensitive to mass communication contexts? In this research an experiment is performed to determine if such people are more sensitive than others to a highly inappropriate ad context. The results show that they are. Implications for persuasive communications are discussed. © 1997 John Wiley & Sons, Inc. 相似文献
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《国际广告杂志》2013,32(4):665-692
Account planning is recognised as a best practice in British and American advertising. Despite reports of its global growth, information on its use around the world is limited. This study focuses on account planning in India, a region of considerable importance to international advertisers and advertising agencies. Using a two-stage organisational innovation diffusion framework, it examines planning initiation and assimilation in the Indian ad industry. It also investigates the impact of organisational factors on its diffusion. Results from the web survey (154 respondents from 101 agencies) indicate that, while initiation is widely reported in India, planning assimilation in agency activities is limited. Size and global agency affiliation (structural variables) affect initiation; leadership commitment and agency innovativeness (managerial and cultural variables) impact both initiation and assimilation. Similarities and differences with account planning use in UK and US agencies are discussed. 相似文献
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现行机构仲裁浓重的行政色彩偏离仲裁机构本身之属性,其设立和管理上的行政色彩不利于我国仲裁事业在国际上的竞争。而作为另一种仲裁形式的临时仲裁被现行法排斥,这种立法模式使得我国与外国在承认和执行仲裁裁决时不对等。基于改善投资环境、发展对外经济贸易、完善仲裁制度、保护当事人利益、解决仲裁形式单一化的需要,我国亟需建构临时仲裁制度。建构临时仲裁制度应该在思想观念上转变且体现仲裁的非国内化;重新定义仲裁协议规范;确立临时仲裁员制度并适时建立仲裁协会;承认现有社会团体组织之临时仲裁权。以上尝试可在仲裁机构必要协助下完成。 相似文献
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