国外公益广告社会化运作三大成功模式介绍

他山之石，可以攻玉。海外公益广告的运行机制趋于成熟，一些国家更是形成了公益广告社会化运作的良好方式与经验。我们在此介绍几种模式。以供参考研究。     

中外公益广告的运作模式比较研究

本文通过对中国和美国、日本、韩国的公益广告的投放现状和运作模式进行了较全面的比较分析,并对不同国家不同公益广告的运作模式的利与弊提出了基本的判断。试图通过这种横向的比较研究寻求改革和建立有利于我国公益广告未来发展的数种可能路径。     

商业化运作：未来公益广告发展之路

公益广告越来越成为人们关注的一个焦点,许多学者在这个领域做出了研究。但总体来说,我们现在的研究相对还处于起步阶段,本文试图从公益广告运作的角度对我国公益广告的未来发展提出一点个人的看法。     

基于公共产品视角的公益广告供给研究

公益广告运作机制是一项系统工程,需要政府、媒体、企业和社会团体各方面的共同努力.本文基于公共产品的视角,分析了公益广告供给主体的选择、市场化运作和政策保障等问题,提出建立以政府监督管理为保障,以企业和社会机构为运行主体的公益广告长效运作机制.     

浅析电视公益广告商业化运作的现阶段发展情况及未来展望

自1978年中央电视台开播公益广告节目开始,中国公益广告业不断发展壮大,取得了丰硕的成果,却始终存在着公众认知度低、企业参与热情不高的问题。本文将以威海地区为主体样本,进而扩展到整个山东省,从公众、企业、媒体三个方面介绍公益广告商业化运作的现状以及形成原因,同时借助广电总局近日限制商业广告播出时间这一政策导向,有针对性的提出未来公益广告商业化运作的所面对的机遇和挑战。     

公益广告繁荣机制论——广告业发展与和谐社会建设研究

改革开放30年来,公益广告获得了长足发展,然而,作为市场体制下的公共舆论,公益广告发展陷入无主体困境,缺乏必要的法律保障和稳定的资金来源。社会各界重视不够参与不足、发布地域与传媒不均衡、主题针对性和创意水平受局限,也影响了公益广告作用的发挥和可持续发展。本文在具体考察公益广告的形成、特点与规律的基础上,参考国外经验,从体制层面提出解决方案：由公共机构出面,建立一个负责统筹管理公益广告日常运作的专门性事业机构,作为公益广告主体,承担筹集审核计划、吸引管理基金、制订落实规范、协调各方关系、保障公益均衡、推进相关活动、组织赛事测评、鼓励相关研究等职能,并形成长效机制,运用沟通服务解决公益问题。这一机构,或可称之为公益广告基金会。     

新世纪以来我国公益广告传播者思考

《公益广告导论》的作者,学者潘泽宏曾经站在新世纪的门槛边预言：我国21世纪的公益广告事业将会得到重大发展。事实的确如此,新世纪的这十年间,我国公益广告进入了稳定发展阶段,显出一派繁荣景象。然而,中国公益广告仍有很长的路要走,如去除仍较为浓厚的行政命令色彩、提高创意制作水准、增强企业参与的积极性等。要促进公益广告可持续发展,有赖于建立长效机制,明确传播主体,并努力实现共赢局面。一些发达国家公益广告的运行机制已趋于成熟,其运作经验值得我们借鉴。     

德弗勒互动模式下数字公益广告传播路径研究

在数字媒体赋能之下,公益广告呈现出多元化、数智化、场景化、成本低、效果难预测等新特征,传播路径也有所创新,更加强调互动和连接。本文借鉴德弗勒互动模式的传播框架,结合数字化公益广告案例的表现,总结出数字化公益广告传播路径中信源、媒介载体、讯息、信宿等关键要素的新变化,对公益广告消费者的反馈行为进行分析,并将"噪音"概念进行延展。最后,提出对未来数字化公益广告传播模式的优化展望。     

论企业公益广告与企业形象

有眼光的企业家在推销自己产品的同时,更注重在公众面前传播、塑造自己的良好企业形象。企业公益广告就是这样的背景下。作为一种塑造企业形象的新型手段涌现出来。本文简要探讨了企业公益广告与企业形象的联系、对企业形象塑造的缺憾以及企业运用公益广告来塑造自身形象及其意义。     

日本 会员制让公益广告耐力持久

日本的公益广告运作就像日本人的性格一样,严谨秩序。在30多年的发展过程中,秉持公益理念,依靠会员制的方式,逐步让公益广告深入人心。     

An evaluation of the effects of Colour Me Beautiful on women's shopping habits

The research presents a case study about the way that women make decisions about colour and dress prior to, and after a visit to an image consultancy, Colour Me Beautiful. It specifically asks to what extent women feel they have benefited from such a consultation in relation to the fashion system and the experience of shopping. The first section argues that the interviewees, prior to a consultation, had adopted a narrow and restricted mode of decision‐making in relation to clothes and colour due to a variety of social and personal reasons. The second section explores the processes by which the majority of interviewees began to gain confidence and a renewed interest in selecting clothes after a colour consultation. Such a ‘technology of the self’ enabled the respondents to ‘play’ with the fashion system, in a way that they had not felt able to do before. In particular the mechanisms of expertise and meaning were central to this process of change.     

The Effectiveness of a Buzz Marketing Approach Compared to Traditional Advertising: An Exploration

Marketers are now willing to go anyplace they can find a captive audience to espouse the virtues of their products. The success of the “buzz” marketing approach is linked to the consumer being lured into doing the advertising by spreading the message to others. This study compares students’ responses to a traditional advertising and a buzz approach. Using a factor analysis to identify variables, the results show that subjects perceive a buzz approach to be more influential than a traditional advertising. However, they do not perceive a buzz approach to be authentic. This finding is consistent with practitioners’ argument that, although a buzz approach may be effective in the short-term, once consumers recognize its selling intent, the program may have a “boomerang effect.”     

企业诊断的基础 自我评价模型

自我评价是一种诊断性评价 ,对于企业的持续改进和市场竞争力的提升具有非常重要的作用。模型的建立是任何类型评价进行的重要前提。因此 ,应建立一种自我评价模型 ,并从企业系统的各个方面对模型进行详细的说明 ,然后总结其主要特征。     

The Impact of Brand Delisting on Store Switching and Brand Switching Intentions

A tool retailers often use to improve their negotiating position with brand manufacturers is to delist - or threaten to delist - the manufacturers’ brand. Because brand manufacturers rely mainly on retailers to sell their products to consumers, a brand delisting will cause a sales loss for the brand manufacturer. Therefore, many brand manufacturers feel enormous pressure to give in and improve buying conditions to favor the retailer. The question thus emerges: Can a brand manufacturer resist a retailer's threat to delist its brand(s)? If a brand delisting severely hurts retail sales, it is easier for a brand manufacturer to resist. The authors study the impact of brand delistings on store switching and brand switching using a controlled online experiment and in-store shopper survey. They develop and test a conceptual model with several antecedents of consumers’ reactions to a brand delisting and conclude that brand equity, market share, and the products’ hedonic level drive store and brand switching.     

Is three a crowd? Small group provision of a public good

Suppose a group of individuals within a large community trust one another sufficiently to be able to co‐ordinate their contributions to a public good. The alternative is to accept a Nash equilibrium. We show that under a wide range of reasonably plausible circumstances a relatively small group size (in many cases just three) suffices for this to be beneficial to group members.     

Developing Group Ordered Weighted Averaging Operator Weights for Group Decision Support

A few single decision-making methods under uncertainty (SDMUU) are available in the literature. The reason for such scarcity seems to be mainly due to too insufficient information to induce a reasonable result for effective decision support. Moreover their final outcomes on the same SDMUU problem may be different depending on which method is applied. A group decision-making method under uncertainty (GDMUU) extends a SDMUU in a sense that a group of individuals, each expressing different opinions, work together to solve a relevant problem. As in a SDMUU, we find that just a few methods are available to solve a GDMUU problem. In the paper, the ordered weighted averaging (OWA) method, originally devised for use with the SDMUU problem, is considered to deal with a GDMUU problem where individuals of a group express their degree of optimism in terms of attitudinal characters. We first find the extreme points corresponding to the attitudinal character and then solve a quadratic mathematical program which minimizes a squared distance from each extreme point identified. Thus the resulting OWA operator weights for the group are located at the center of the weights-space constructed by attitudinal characters. This idea is further extended to deal with uncertain attitudinal character expressed in the form of interval in situations where it is difficult to reliably obtain a precise attitudinal character due to time pressure and a limited domain knowledge and so on.     

Learning equilibrium mean-variance strategy

We study a dynamic mean-variance portfolio optimization problem under the reinforcement learning framework, where an entropy regularizer is introduced to induce exploration. Due to the time–inconsistency involved in a mean-variance criterion, we aim to learn an equilibrium policy. Under an incomplete market setting, we obtain a semi-analytical, exploratory, equilibrium mean-variance policy that turns out to follow a Gaussian distribution. We then focus on a Gaussian mean return model and propose a reinforcement learning algorithm to find the equilibrium policy. Thanks to a thoroughly designed policy iteration procedure in our algorithm, we prove the convergence of our algorithm under mild conditions, despite that dynamic programming principle and the usual policy improvement theorem failing to hold for an equilibrium policy. Numerical experiments are given to demonstrate our algorithm. The design and implementation of our reinforcement learning algorithm apply to a general market setup.     

Information Disclosure in Sales

Moral intuitions vary with regard to how much information a salesperson needs to disclose to a potential buyer. Through an analysis of the social role of salesperson and ethical argument, it is established that there is a general obligation to disclose what a buyer would need to make a reasonable judgment about whether to purchase the product. This rule is interpreted and shown to be superior to alternatives when appropriately qualified.     

回转器在振荡电路中的应用

本文叙述应用回转器的振荡电路的原理与实践.将运算放大器及其外接元件组成回转器,就能够模拟一只Q值极高的大电感,从而实现超低频振荡.这种等放电感的电感量可达1MH,甚至更高!如果将模拟电感与适当的电容组成并联谐振回路,它的振荡频率很容易低于1Hz.在此回路两端接上正反馈回路,就能维持稳定振荡,而且波形良好.电路输出可以作为标准信号,用来校准医用微分器,作生理电脉冲波形变换的研究.     

基于上市公司质量的综合评价

提高上市公司质量是证券市场发展的基本要求,准确评价上市公司质量好坏显得十分重要。通常是从解读上司公司财务报告中的众多指标去把握,但信息量较大而难以快速形成整体定性结论。采用功效系数模型从众多指标中选取具有代表性的指标按其重要程度综合成一个指标值,既可概括地把握每个上市公司品质,又可整体把握整个证券市场全部上市公司的质量水平,还可扩大各上市公司之间的横向可比性,给投资者提供可靠的综合信息,甚至还可据以确定是否上市、退市的标准,现实意义重大。