广告效应分析与投入策略研究

广告在市场竞争中扮演越来越重要的角色,已成为许多企业发展战略的重要组成部分。论文建立广告—信息扩散模型、广告—商誉模型和广告—消费者模型,试图系统分析广告的效应。以市场份额为状态变量、广告费用为控制变量,建立了企业利润最大化模型,并运用最优控制理论求解与分析广告的投入策略。     

体育品牌广告之文化创意解读

广告设计中创意是广告的灵魂。从简单的体育赞助到精确的视觉传达,广告在体育中的关注从粗放式的投入在转向策略化管理创意的过程中,通过广告抢夺大众的＂眼球＂,在广告创意中寻求更有效的方法来表现品牌及其文化,传递企业的文化,扩大企业的品牌影响力。     

改变农村消费者态度的企业和政府合作模式研究

改变农村消费态度是扩大农村市场购买力的一个重要手段，增强其认知成分、情感成分和行为成分来促进其消费。现有的广告、渠道和产品策略需要从基于改变农民消费者行为的角度来考虑和设计，可加大企业和政府的合作来改善农村消费者的态度。     

新品推广如何避免广告“打水漂”

在现代竞争激烈的市场经济中,广告的作用显而易见,任何企业和产品要想成功地进入市场,让消费者认知和购买,绝对少不了广告这一有效的促销手段.特别是新产品的推广,广告的作用似乎更为明显.     

基于消费者信任的短信广告有效性实证研究

手机短信广告作为一种新式的广告形式正受到越来越多企业的青睐,被商界誉为＂最具有前景的媒体＂,但是消费者对短信广告的态度却差强人意。本文采用定性与定量研究相结合的方法,基于消费者信任理论,对短信广告的有效性进行实证研究。     

博客广告 谁掘第一桶金

博客广告，简而言之，就是利用博客平台为企业推销产品、塑造品牌、树立形象做广告。随着越来越多的名人和企业家加入“博客一族”．博客已经吸引了越来越多的眼球。据互联网使用研究机构皮尤网络与美国生活（Pew Internet and American Life Project）的最新统计．美国1．2亿成人当中，有7％在网上建立了自己的博客。假设每个人建一个博客网站的话，那美国应该就有800万个博客网站，为此，我们应该认识到博客市场以及博客广告的潜力。博客广告和其他形式的广告相比，成本比较低廉，也就是说，商家可以用最少的钱把广告放到目标消费群的眼皮底下。     

浅析网络虚假广告与消费者知情权

本文首先通过对消费者概念的简述,提出消费者权益的具体含义。再立足于消费者知情权,对网络虚假广告严重侵害消费者知情权的社会现实出发,对网络虚假广告进行明确的界定和分类,追本溯源,对网络虚假广告侵犯消费者知情权的问题提出行之有效的解决思路。     

广告文化与广告的有效传播

在咨询越来越丰富、信息内容越来越多的今天,广告通过文化叙述,为产品(服务)延伸出一个观念,添加一种与众不同的、新的附加值,从而引起消费者的注意,这是提升广告传播有效性的重要途径。但有文化附加值的广告不一定都能奏效,也不一定与销售指数的上升成正比,有的甚至成为败笔。所以需要认真地研究,关注广告的文化品位,注意广告文化诉求在内容和形式上的明晰一致,特别要了解广告文化诉求对象———消费者的文化心理,以使广告的文化诉求可以更好地抵达消费者心中。     

广告的民族文化意蕴

广告活动是一个创作活动，广告作品实际上是化和艺术的结晶。由于各种因素的影响，不同地区、不同民族所体现的化特征、风俗习惯、价值观念等会有差异。因此，广告案的创作，一方面要从本地区、本民族的实际出发，考虑其特殊性，另一方面，要科学、合理地吸收、借鉴外国先进的创作方法和表现形式，融合世界先进的广告化，博采众长，缩小与世界广告的差距，不断提高广告策划与创作水平。     

电信运营商的广告营销策略探究——基于电信消费者认知与态度的研究

本文将对电信运营商广告营销现状做一个归纳,与此同时提出消费者的认知及态度对电信广告的重要性及影响力,并通过举例予以证实。最后分析运营商未来广告发展趋势,结合案例分析及消费者的认知与态度提出对运营商广告有益的建设性意见和建议。     

个性化广告：影响过程、消费者态度和交互作用

基于消费者内隐与外显偏好,个性化广告为消费者提供大量可能性选择的预筛选并根据可能的吸引力进行排序推荐,使得消费者更快地识别和找到符合需要的产品,有利于促成消费者采取与主观偏好紧密结合的决策行为。尽管个性化广告在业界实践中较为普遍,但学界鲜有探讨消费者对个性化广告的反应。总体而言,消费者对个性化广告通常持正反两方面的态度,消费者决策与个性化广告之间的交互影响表现出“良性循环”的价值链。     

品牌社交媒体广告内容对消费者社交媒体参与度的影响

基于参与度理论与社交媒体特点定义消费者社交媒体参与度与它的四个维度：意识、产生情感、产生理性思考、认同。建立社交媒体广告内容分类标准，收集二手数据后使用方差模型分析品牌社交媒体广告内容对消费者社交媒体参与度的影响。结果显示社交媒体广告内容类型显著影响消费者社交媒体参与度，新产品内容效果最好，其次是促销、游戏/抽奖、社会责任内容。此研究结果不仅可丰富消费者行为视角的品牌社交媒体广告相关理论研究，也可为品牌设计社交媒体广告内容营销提供管理建议。     

The impact of corrective advertising upon consumers' attitudes,beliefs, and behavior

Laboratory experiments regarding the effectiveness of corrective advertising have produced mixed and somewhat inconsistent results. These findings, as well as previous conceptual contributions to the literature, are reviewed and briefly discussed. An alternate basis upon which to predict the impact of corrective advertising on consumers is proposed and supporting literature from social psychology is reviewed. The authors conclude that corrective advertising is not likely to achieve the goals of FTC policy makers.     

“后非典时期”消费者需求分析

消费者需求变化具体包括住、行、食、安全、心理与精神诸多方面。SARS风暴影响了“后非典时期”的企业营销活动。企业必须具备快速反应能力 ,并了解顾客让渡价值 ,降低顾客总成本     

消费特权引致的嫉妒效应及对品牌关系的影响

消费特权引起的嫉妒效应对品牌关系有重要影响。基于特权营销效果的视角,利用心理学实验数据的研究表明:对特权消费者而言,"凭身份获得的起点特权"比"凭消费贡献获得的结果特权"更易引致被嫉妒效应及对品牌的忠诚;对一般消费者而言,起点特权引致的嫉妒效应可能会导致品牌关系断裂,结果特权则更有利于促进其与关系的升级;"以VIP通道为代表的高强度特权"所引致的特权消费者被嫉妒感知及品牌关系强化意向均明显优于"以插队为代表的低强度特权",然而对一般消费者来说,直接损害其切身利益的低强度特权对嫉妒感知和品牌关系的破坏影响更大。     

An integrated framework for the conceptualization of consumers’ perceived-risk processing

Research on risk is built on a complex array of diverse and sometimes inconsistent definitions, constructs, models, and outcomes. This study examines various literatures to formulate an integrated framework for the conceptualization of perceived-risk processing. The framework specifies three phases (framing, assessment, and evaluation) and their accompanying outcomes of risk attention, perceived risk, and risk-taking propensity. Explicit linkages are specified between situational and individual characteristics. Perceived-risk evaluation is identified as concepturally distinct from assessment of perceived risk, and the construct of risk-taking propensity is separated from those of risk affinity and perceived risk. The framework further presents points of intersection between the literatures on perceived risk and the literatures on consumer decision-making, information search, and satisfaction. Finally, it serves as an anchor for framing future research to promote conceptual and methodological consistency, and to guide progress in directions that are consistent with some leading edge paradigms outside of marketing. Margy P. Conchar (concharm@mail.ecu.edu; Ph.D., University of Georgia) is an assistant professor at East Carolina University. Her research focuses on consumer behavior and advertising. Her work in consumer behavior concentrates on risk, motives, and optimal consumption experience. Her research in advertising focuses on the interface between advertising and finance, accounting, or economics. She has previously published in the proceedings of the Academy of Marketing Science, the Association for Consumer Research, the American Marketing Association of Educators, and the Society for Marketing Advances. George M. Zinkhan (gzinkhan@terry.uga.edu; Ph.D., University of Michigan) is the Coca-Cola Company Chair of Marketing at the University of Georgia. His major research interests include advertising, promotion, e-commerce, and knowledge development. Two of his recent coauthored books includeConsumers (2004, McGraw-Hill) andElectronic Commerce: A Strategic Perspective (2000, Dryden). Cara Peters (petersc@winthrop.edu; Ph.D., University of Nebraska) is an assistant professor at Winthrop University. Her research lies in the general areas of consumer behavior and e-commerce. Primarily using mixed methods, she examines risky consumer behaviors as they relate to sociology and psychology. She has published in theJournal of Consumer Psychology andConsumption, Markets, and Culture, among other journals. Sergio Olavarrieta (solavar@negocios.uchile.cl; Ph.D., University of Georgia) is an assistant professor at Universidad de Chile, Santiago, Chile. He is assistant dean of undergraduate programs at the School of Business and Economics at the University of Chile. His research focuses on branding and marketing strategy. He has previously published in theJournal of Strategic Marketing and theInternational Journal of Product Distribution and Logistics Management.     

Advertising’s image —U.S. and Yugoslavia

Advertising is one of the institutions which cut across cultures, and this study assesses comparative differences and similarities between the U.S. and Yugoslavia in their attitudes toward advertising as an institution. The comparison is effected through replication in Yugoslavia of the Bauer-Geyser Study. The findings indicate that advertising in Yugoslavia is not a salient issue, although there is a greater homogeneity of salience of other specific issues than in the U.S. More U.S. respondents expressed a need for change in advertising; more Yugoslav respondents were indifferent toward advertising. The reasons for liking and disliking advertising also differed in the two samples. The implications are that the intensity of advertising in the U.S. has made it a salient irritant to at least a minority of consumers, whereas in Yugoslavia there is an immediate need for improvement in the creative aspect of advertising.     

浅析消费心理在广告语中的应用

消费心理是影响消费者对产品购买的重要因素之一,这就需要从事广告语创作的人员在广告语创作过程中要考虑消费者的心理欲求,为广告语的创作找到恰当的切入点、正确形式、本质内容、适度的范畴和发展策略,从而保证广告语创作的准确性。