购买力指数及其在中国的应用

市场细分．目标市场选择和产品定位问ＴＰ一Ｓｅｇｍｅｎｔａｔｉｏｎ，Ｔａｒｇｅｔｉｎｇ，ａｎｄ　Ｐｏｓｉｔｉｏｎｇ）被认为是现代战略营销的核心（Ｋｏｔｌｅｒｅｔａｌ，１９９６）。市场细分又同为市场的不同而有所区别。对一般消费品市场而言，细分市场的主要变量有地理、人口、心理、行为等＿一个企业可以根据对各个细分巾场的分析来选择自己的目标市场和确定市场定位。一个企业该去何处进行销售与广告促销活动在很大程度卜取决于各个地区的销售潜力，另一方面，一个地区销售潜力的大小也是企业进行销售与广告预算分配的重要依据…     

企业广告预算优化模型的研究

广告预算一直是困扰企业的一个难题 ,如何结合市场形势和企业实际制定合理的广告预算 ,将直接影响到企业广告的经济性乃至营销组合策略的全面实施。通过研究企业广告预算优化模型 ,找出最具代表性的 ,使企业的广告水平达到最佳。     

保险公司品牌提升与广告创意、设计刍议

保险广告对于树立保险公司的品牌形象有着十分重要的意义，而我国的保险广告在这方面由于缺乏对保险消费市场的深入了解，而未能发挥其应有的作用。要改变这种现状，在保险广告的设计上必须关注市场细分，并从不同的细分市场入手，分别设计有不同创意的保险广告。     

让客户的产品与广告一起成长——重庆电视台“经销商战略联盟”发展思路剖析

重庆电视台广告经营中心首创的“经销商战略联盟”，目前已成为电视媒体效仿的广告增值服务模式，面对电视广告服务项目日趋细分与专业的发展态势，“经销商战略联盟”如何有效掌控庞大的区域市场经销商体系，并与之形成有效互动？如何调研市场销售与电视广告的有机关系，从而扩展广告服务项目，为广告主提供营销决策参考，从下文可以看到，“行业”和“市调 ”成为“经销商战备联盟”持续领跑广告服务模式的关键词。[编者按]     

电视广告的有效传播：电视媒体的特殊性

伴随着中国企业的迅速成长和电视媒体的迅速发展，电视广告对企业提升品牌形象、扩大知名度、提升产品销量等发挥着越来越大的作用。然而，随着市场的细分。媒体的细分和消费者需求的细分，消费者的注意力已不再集中，企业如何让电视广告不再是“烧钱”的游戏？如何将电视广告做得更加精益有效？本期封面专题邀请了著名广告人、传播专家和企业人士等，共同探讨“电视广告有效传播”的问题，给我们展现了一个“δ动态、立体”的电视广告传播路径：在激烈的市场竞争中，靠单一的广告策略不可能获得持续的竞争优势，广告媒体的组合运用、广告与终端的配合、广告创作与企业的品牌战略匹配等，都趋向用“整合、协同、精益”的思想和理念来攻守市场。[编者按]     

金融危机下广告业发展与应对

对于金融危机下广告业,我认为:重压之下广告无恙。2008年国际广告市场形势非常严峻,美国的广告市场不断下降,尤其是报纸,英国的传媒市场也减少了预算,     

名人广告与名人细分

名人细分是实施名人广告策略的前提。对名人可以从领域、性别、年龄、个性、地区、阶层、文化形象、实力、时机等角度进行细分。只有通过名人细分,把握名人的特点,才能找准名人与产品、名人与目标市场的最佳结合点,最大限度地实现名人广告的目标。     

金融营销拉近消费者的几点思考

金融危机给全民理财激情泼了一盆冷水,金融类广告也迅速下滑,危机时刻,是顺其自然大幅削减广告预算还是逆势而上提升品牌？如何让有限的广告预算取得最大化的收益？     

实然与应然：互联网广告第三方监测机构的角色重构

<正>在当前的互联网广告活动中，广告监测数据价值日益凸显，第三方监测机构凭借数据技术优势，成为互联网广告细分领域中独树一帜的存在。如果将广告活动比作一场体育竞赛，第三方监测机构本应扮演“裁判员”的角色，然而在市场操作中，却与应然角色存在某种程度的脱节与背离，陷入了标准缺位、处境被动和角色错位的困境。第三方监测机构陷入困境的原因是什么？行业各方又该如何形成合力助力其实现角色重构？     

杨柳新年，一把广告血汗钱应该怎么投？

企业的年度广告预算一直是企业内部斗争非常激烈的问题，也是最矛盾的集结点。广告的预算过高利润就受到挑战；广告预算少品牌热度就不够，左右为难， 广告是企业的重要投资，可惜中国企业的销售一旦出现问题就把广告首先斩下马，最后是广告壮烈牺牲，营销偃旗息鼓，企业最终化成了一滩春泥。那么一把企业的广告血汗钱到底如何投才能有效呢？     

A Wolf in Sheep's Clothing: How Humanized,Retargeted Ads Intrude in Social Contexts

A great deal of past work has demonstrated that ads that “fit” or blend into their context evoke favorable responses because consumers perceive such ads as less intrusive. The current work posits that when aspects of the ad make persuasive intent salient—such as exposure to retargeted ads, which are generated based on consumers' past online browsing behavior—this relationship reverses such that fit between an ad and its context elicits higher perceptions of intrusiveness. Specifically, ads that present ad copy in a conversational style “fit” with a social media context on the dimension of social presence. Across three studies, we show that retargeted ads that “fit” the context on the dimension of social presence evoke higher levels of perceived intrusiveness, which, in turn, influence downstream responses such as attitudes toward the ad.     

Newsfeed native advertising on Facebook: young millennials’ knowledge,pet peeves,reactance and ad avoidance

Abstract

This study explores how young millennials understand and respond to newsfeed native advertising on Facebook, rooting our focus on its covert nature of the ad format. Drawing insight from two persuasion-related theories, we conducted focus group interviews and in-depth interviews with Facebook users aged 19–29. The study revealed three major themes regarding their interactions with newsfeed ads: persuasion knowledge, positive and negative experiences and avoidant coping responses. Participants showed a high level of persuasion knowledge of how Facebook newsfeed ads work and ambivalent attitudes toward newsfeed native ads. Despite some benefits, newsfeed native ads presented strong negative responses, which were often accompanied by reactance and ad avoidance. Multiple themes regarding negative experiences emerged: ad intrusiveness, ad clutter, a lack of relevance, too personal, privacy concern, goal impediment and covertness. Participants also voiced less autonomy in controlling their exposure to newsfeed ads. Theoretical and managerial implications are discussed and a model for future research is provided.     

The role of medium content and ad format congruity in influencing advertising outcomes

This study examines how (in)congruence regarding the format of the ad and the context in which the ad is placed influences ad recognition, perceived advertiser sensitivity, ad comprehension, and persuasion. Highly visual or informational ads were placed congruently or incongruently within a(n) highly visual or informational surrounding context. There was some positive support for mismatching the format of the ad and surrounding context in terms of ad recognition. Specifically, a highly visual ad placed within a highly informational setting resulted in the greatest ad recognition. However, in terms of the audience's perceptions of advertiser sensitivity, subjective ad comprehension, and ad persuasion, there was more positive support for matching the format of the ad with that of the surrounding context. In this regard, it is better to place visual ads congruently within visual contexts. Theories from information processing and hemispheric lateralization are drawn on to support this research.     

The Importance of Trust for Personalized Online Advertising

With the amount of online advertising on a steady rise, generic ads noticeably lose effectiveness. In order to break through the clutter, retailers employ a method called retargeting to tailor their advertisements to individual consumers based on inferred interests and preferences. However, while personalization should generally make ads more appealing, the authors use field data to show that the effectiveness of retargeting considerably hinges on consumers’ trust in a respective retailer. To uncover the underlying mechanisms of this phenomenon, they investigate how trust moderates the impact of ad personalization on consumers’ internal and external responses in the lab. They propose a two-dimensional conceptualization of ad personalization: First, a banner's personalization depth defines how closely the ad reflects a consumer's interests. Second, its personalization breadth determines how completely the banner reflects these interests. The lab results show that more trusted retailers can increase the perceived usefulness of their ads through a combination of high depth and narrow breadth of personalization without eliciting increased reactance or privacy concerns. On the other hand, for less trusted retailers, banners with higher depth are not perceived more useful, but instead trigger increased reactance and privacy concerns, regardless of their personalization breadth. These effects directly translate into consumers’ click-through intentions so that retailers should adjust their personalization strategies accordingly in order to increase the effectiveness of their online advertising.     

Role of variability in cultural dimensions across generations in the context of CSR advertising in an East Asian market

The study examines how, across generations, Korean consumers perceive corporate social responsibility (CSR) ads when various ad appeals (help-self vs. help-other) are employed. The findings show that younger consumers have bicultural orientations compared to older consumers who have collectivistic cultural orientations. The findings showed that younger consumers were more likely to form favourable attitudes toward CSR ads and products when they viewed help-other ad appeals over help-self ad appeals compared to older consumers. Furthermore, the study revealed that variability in biculturalism plays a significant role in viewing CSR ads with help-self ad appeals. Further managerial implications and future study ideas are discussed.     

Does banner advertising affect browsing for brands? clickstream choice model says yes, for some

This paper investigates how exposure to Internet display advertising affects the subsequent choices users make of brand-specific pages to view within a website. Using individual-level clickstream data from a third-party automotive website, we tracked the web pages selected by users as they browsed the site and their exposures to premium placement display ads for different vehicle makes (e.g., Ford, Toyota). Pages on the site were classified into those that displayed information about a specific vehicle make (a ??make page??) versus those that did not (a ??non-make page??). For each ??make-page?? viewed, the specific automotive make selected (e.g., Ford, Toyota) was also recorded. We use these data to develop a model of users?? make-specific page choices as a function of prior banner ad exposure on the site. Consumer heterogeneity is captured using a Bayesian Mixture approach. We find that banner ads influence subsequent choices of which make-specific pages to view for ads, served during the current browsing session but not for ads served in previous sessions. The effect of banner ads is also segmented: users in one segment (54%) reacted positively, users in a second segment (46%) were not influenced. Using a standard continuous approach to heterogeneity, we would have concluded?Cincorrectly?Cthat banner advertising has no effect on the subsequent selection of make-specific pages. For the positively reacting segment, we estimate that the elasticity of make-page choice with respect to banner ad exposure is just under 0.2. Users in this segment appear less focused in their site browsing behavior and tend to stay longer than users in the non-reacting segment.     

Using Internet Behavior to Deliver Relevant Television Commercials

Consumer footprints left on the Internet help advertisers show consumers relevant Web ads, which increase awareness and click-throughs. This “proof of concept” experiment illustrates how Internet behavior can identify relevant television commercials that increase ad-effectiveness by raising attention and ad exposure. Product involvement and prior brand exposure, however, complicate effective Internet-targeting. Ad relevance matters more for low-involvement products, which have a short pre-purchase search process. For the same reason, using Web browsing behavior to make inferences about current ad relevance is more accurate for low-involvement products. Prior brand exposure reduces information-value, even for relevant commercials, and therefore dampens ad relevance's effect on attention and ad exposure.     

Effects of comparative advertising format on consumer responses: The moderating effects of brand image and attribute relevance

In this research we distinguish between ads that compare two different brands (Across-Brand Comparison or ABC ads) and those that compare different versions of the same brand (Within-Brand Comparison or WBC ads). Results from an experiment indicate that when comparative ads use attributes that are relevant to product performance, ad type and brand image interact such that an ABC ad leads to less favorable consumer perceptions than a WBC ad when image of the sponsor brand is low but not when it is high. However, when the ads use attributes that are irrelevant to product performance an ABC ad leads to less favorable consumer outcomes than a WBC ad, regardless of the image of the sponsor brand. We further propose and show that ad believability mediates these effects. Theoretical and practical implications of the findings are discussed and directions for future research are provided.     

Seeing the Big Picture: Multitasking and Perceptual Processing Influences on Ad Recognition

Media multitasking has been shown to have negative consequences for ad memory. However, there may be situations and individuals for which multitasking is not always detrimental to memory for ads. Two studies explored how analytic and holistic processing styles (trait or mood induced) affect perceptual processing. Similar to previous findings, people processing in an analytic style showed decreased ad recognition when performing multiple tasks; however, ad recognition did not decrease for people processing holistically. People who were processing holistically also demonstrated better recollection memory for the ads seen while multitasking than did analytic processors. Differences in advertising recognition measures (familiarity and recollection), load types, and implications for advertising are also discussed.     

Maximizing User Interactivity through Banner Ad Design

This research developed criteria for an online banner ad design to maximize user interactivity. The ad's design criteria were based on studies on interactivity, animation, persuasiveness of emotional and rational appeals in ads, animation, ad placement, size, and metrics. The ad was deployed and measured for effectiveness by using behavioral response metrics: click-through rates and mouse rollovers. Findings show that the ad designed according to the criteria garnered more user interaction than the other ads deployed during the same time. This has value for advertisers that need to evaluate online banner advertising design and need to make informed decisions on advertising strategy and campaigns.