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1.
Consumers are increasingly worried that their current consumption patterns have negative environmental impacts, which in turn shapes their green purchase intentions. Based on the signaling theory and stimulus–organism–response model, the purpose of this research is to construct a theoretical framework to understand consumer intentions to buy eco-labeled products. Empirical results from 671 questionnaires show that as expected, green advertising receptivity positively affects intention, and the relationship between green advertising receptivity and intention is also moderated by promotion focus and mediated by system trust and personal trust. However, the relationship between green advertising receptivity and purchase intention is not moderated by prevention focus. Hence, this research suggests that stakeholders should conduct truthful green advertising campaigns to dispel consumer suspicion and target different consumers with different green advertising and marketing campaigns to increase sales.  相似文献   

2.
Now in its 12th year, Tele-Response Center Inc. raises funds and awareness through donor acquisition, renewal/cultivation and lapsed donor campaigns, direct mail follow up, special events, advertising sales for non-profit publications, and volunteer recruitment campaigns.  相似文献   

3.
Individuals with low levels of trait empathy are hesitant when it comes to helping people in need. This makes it difficult for nonprofit organizations to gain their support for prosocial advertising campaigns. An experimental study among 214 Swiss students examines what message strategies nonprofit organizations should use to increase support from less empathic people. We investigate the effects of depicting daily life situations where people in need are happy versus sad (visual message strategies) and the effects of presenting statistical versus anecdotal evidence (verbal message strategies). The results show that less empathic individuals hold more favorable attitudes toward prosocial advertising campaigns when exposed to sad daily life images and anecdotal evidence. Moreover, attitudes mediate message effects on less empathic individuals' intentions to comply with a prosocial advocacy. Overall, the study suggests that nonprofit organizations should prefer sad over happy daily life images and anecdotal over statistical evidence in prosocial advertising campaigns.  相似文献   

4.
This paper treats advertising budgeting, which is a challenging issue for academicians and practitioners. A problem-solving tool, namely Project Advancement (PA), is employed to identify the characteristics of the budget allocation issue the advertising manager faces with. In line with the characteristics (i.e., fundamental objective (FO), the length of value-based time limit of advertising campaigns, and advancement strategy of advertising campaigns), an efficient allocation model for achieving the FO is then constructed. A case of theme park advertising budgeting throughout this paper provides insights into this approach and yields illustrations to the allocation model. Analytic Hierarchy Process (AHP) method is employed for estimate of objective coefficients of the allocation model. Managerial implications are identified with regard to using the new approach.  相似文献   

5.
Minimum Differentiation in Commercial Media Markets   总被引:3,自引:1,他引:3  
We examine a model of locational choice in commercial media markets. Commercial media (stations) compete for audiences with their choice of programming variety in order to attract advertising revenues from advertisers. These advertisers (producers) compete in a differentiated product market and rely on advertising to inform consumers about their product. We use the model to show that media have incentives to minimize the extent of differentiation between them. This incentive is an implication of the assumed role of advertising as information and as an ultimate nuisance to the audience. When stations minimally differentiate their programming offerings, producers choose lower levels of advertising. Consequently, lower levels of product information are available to consumers, permitting producers to gain higher margins on product sales. As a result, stations can negotiate higher payments for advertising space.  相似文献   

6.
  • While excess alcohol consumption remains one of the most pressing problems for government and society in many countries, the role of social marketing as a tool for shaping a responsible alcohol consumption culture has grown in significance. This research focuses specifically on the communication aspect of social marketing in the form of social marketing advertising. This study seeks to explore what types of approaches and messages are most prevalent in social marketing advertising campaigns that aim to minimise harm from excess alcohol consumption. This study applies the content analysis method to identify the main themes and messages in a sample of social marketing advertisements. A total of 14 social marketing advertising campaigns, including 29 advertisements, was identified. The analytical framework for this research included both positive and negative consequences of alcohol consumption, and two main social marketing advertising approaches identified in the literature: empowering and patronising. This study found that the patronising approach and a strong focus on the negative consequences of alcohol consumption are prevalent in contemporary social marketing campaigns aimed at minimising harmful drinking behaviours. Social marketing too often takes a patronising approach to encouraging behavioural change. More social marketing efforts should be directed towards identifying how to facilitate and support behaviour change through empowerment by providing consumers with alternative behavioural options.
Copyright © 2015 John Wiley & Sons, Ltd.  相似文献   

7.
One of the central, non‐party issues in the latter days of the 2001 British General Election campaign was encouraging the electorate to vote. With turnout at British elections in decline, particularly among young people, British democracy appears to be facing a crisis. This disengagement offered both opportunities and challenges for the election advertising campaigns, however, the campaigns employed have been accused of failing to engage a disinterested young electorate. The aim of this paper is to explore youth attitudes to electoral advertising and to explore its value for public servants tasked with increasing voter engagement and turnout among young people for future British general elections. Copyright © 2004 Henry Stewart Publications  相似文献   

8.
Government advertising in Canada has a long history and has been an important adjunct in fostering values of national unity. This paper examines several significant campaigns: early 20th century immigration advertising, patriation of the Canadian constitution in the 1980s and, more recently, Olympic advertising in 1998. It attempts to demonstrate that the use of state advertising in Canada is unique in helping foster a view of Canadian citizenship and the development of national myths. Moreover, advertising in Canada has been a way to respond to the claims of a vocal sub‐minority. Copyright © 2003 Henry Stewart Publications  相似文献   

9.
This paper studies sales promotions through coupons in an oligopoly under imperfect price information. Sellers can distribute either ordinary coupons, or coupon (price) advertising, or both types of coupons, at distant locations to attract consumers from their rivals' markets. A unique symmetric pure-strategy equilibrium exists where rebates and couponing intensity are always positive. In the ordinary-coupon equilibrium, prices, promotional efforts, and sellers' profits are higher than in the coupon-advertising equilibrium. However, if sellers are allowed to distribute both types of coupons, only coupon advertising is sent out in equilibrium.  相似文献   

10.
11.
This study investigated the effect of advertising on cigarette sales, particularly after 1967. Data were collected using sources of the Statistical abstract of the U.S., the Historical Statistics of the U.S. and Vital Statistics between 1955 and 1979. A multiple regression model was used to analyze the data. Cigarette consumption was used as a dependent variable. Disposable Income, Death Rate due to cancer of the respiratory system/total cancer death, advertising outlays for cigarettes: Newspapers and television advertisement/total advertising cost, cigarette-production (including long and regular sizes), sales outlets, loyalty/total loyalty, average price for cigarettes and a dummy variable were used as independent variables. Analysis revealed that there is a significant negative relationship between cigarette-consumption and total cancer death and average prices on the one hand, and a significant positive association between loyalty and cigarette consumption on the other. Although advertising expenditures are not statistically significant, increased spending on advertising has an increasing effect on cigarette-consumption.  相似文献   

12.
In this article a flexible quadratic model is used to generate sales elasticity estimates for own advertising, competitor advertising and media concentration. On the basis of these estimates, moderate and declining economies of scale in advertising are indicated for firms at the highest end of the advertising per firm distribution. No advertising economies, however, are obvious for the levels of advertising common across the broad spectrum of US industry. Thus, any competitive harm due to economies of scale in advertising would seem quite minor.  相似文献   

13.
There are around 400 advertising networks that match opportunities for “display” advertising, which include banner ads, video ads and indeed all ads other than text-based ads, on web pages and candidate advertisements. This is about a $${\$}25$$  billion business annually. The present study derives a method of pricing such advertisements based on their relative scarcity while ensuring that all campaigns obtain a reasonably representative sample of the relevant opportunities. The mechanism is well-behaved under supply uncertainty. A method based on the mechanism described in this paper was implemented by Yahoo! Inc.  相似文献   

14.
Past research on time-varying sales-response models emphasized the application of different estimation techniques in examining variation in advertising effectiveness over time. This study focuses on comparing sales forecasts using constant and stochastic coefficients sales-response models. Selected constant and stochastic coefficient models are applied to six sets of bimonthly and one set of annual advertising and sales data to assess forecasting accuracy for time horizons of various lengths. Results show improved forecasting accuracy for a first-order autoregressive stochastic coefficient model, particularly in short-run forecasting applications.  相似文献   

15.
Many advertised products are established and have little quality variation. For these products advertising signaling explanations are unconvincing. We develop a coordination model of advertising with consumers observing ads probabilistically and never observing advertising levels. Consumers who fail to see an ad for a product believe it will likely have low sales and so be of low value. Firms advertise to avoid these beliefs. The model's predictions on advertising, market share, and profitability are consistent with observed outcomes. The model produces the time series behavior for prices and market share observed in the data and not available from existing coordination models.  相似文献   

16.
  • As the obesity epidemic worsens in the United States and globally, resources are increasingly being allocated to address this public health threat.
  • Media campaigns promoting physical activity are receiving funding from government and private sources, and some of these campaigns have achieved modest success. Still, more can be done to increase the effectiveness of these campaigns.
  • Drawing on facets of consumer behavior, psychology, and public policy, this work represents a cross‐disciplinary theoretical analysis suggesting that the effectiveness of media‐based campaigns promoting physical activity could be enhanced by making use of gender‐specific advertising.
  • Research is reviewed suggesting that gender differences in information processing styles and values lead to gender‐specific responses to media campaigns.
  • Recommendations are made to help practitioners improve physical activity campaigns by crafting advertisements that specifically appeal to the unique preferences of each gender.
Copyright © 2007 John Wiley & Sons, Ltd.  相似文献   

17.
Charities and marketers routinely incorporate images of recipients, for example victims of a flood or famine, in their prosocial advertising; however, previous literature suggests mixed results regarding the effectiveness of relying on sad versus happy images of victims. Recently, due to reactance to excessively traumatic marketing campaigns, happy victim images have been found to be more effective in eliciting prosocial behaviors. To extend this line of research, an experiment found that consumers are more willing to help when viewing advertisements featuring happy children over sad children. Moreover, helping mode moderates the relationship between victim image and helping intentions. The effect of a happy victim image is attenuated when consumers are asked to buy cause-related products rather than donate to charities. According to emotion regulation consumption theory, consumers mitigate the feeling of negative emotions by increasing their intention to buy cause-related products. Practically, the findings provide guidance on integrating victim images in prosocial advertising.  相似文献   

18.
The purpose of this study is to suggest a general decision framework for determining the advertising to sales (A/S) ratio during different stages of the brand life cycle, based on past empirical evidence, as reported in the marketing literature.  相似文献   

19.
Customer Directed Advertising and Product Quality   总被引:2,自引:0,他引:2  
This paper studies the relationship between three key elements of the marketing mix, namely, price, product, and promotion, in a model where a seller employs informative advertising to launch a new product. We propose a fairly general advertising technology for the study of three promotional strategies—mass, imperfectly targeted, and customer directed advertising (CDA). We find that both the private and the social incentives to use distinct advertising strategies are aligned, and that sales are likely to be promoted through CDA. Compared to mass advertising, with CDA the social planner reduces quantity and downgrades quality whereas the seller sometimes upgrades it. Our model of targeting with endogenous product quality provides some new insights into the way the transition from mass to specialized advertising can affect market outcomes. Quality distortions imply that (i) even if CDA increases the market price, the degree of market power need not increase and (ii) CDA may yield a welfare loss even if it leads to a lower market price.  相似文献   

20.
We investigate the monthly returns of 377 open-end mutual funds during the September 1981–1994 period to learn whether economic rents can be garnered through the judicious selection of the advertising and sales method in the mutual fund industry. Specifically, we seek to learn whether direct sales or mass marketing produces economic rents under the assumption that those rents would be passed on to consumers to build a “high quality” image to differentiate the product line. Results suggest that no-load funds produce superior net returns except in the aggressive growth category.  相似文献   

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