并购：中国广告业不再零门槛

如今,资本并购已经是企业发展的常态,广告行业也不例外。2013年,宏盟与阳狮宣布合并,蓝色光标继续加快收购节奏,广东省广凭借并购利润不断增加,WPP集团的并购之路被很多同行复制。而并购对于中国广告业,或许将会成为重新洗牌和设立门槛的最好契机。     

广告业资本并购的战略思考

中国广告市场正在进入以资本并购和联合为主要特征的新一轮产业扩张,广告市场将会面临重新洗牌,也必将会诞生一批具有国际竞争力的中国营销传播集团。广告企业通过股权融资、上市融资等方式,获取企业发展的资金只是第一步,更重要的是要制定公司的发展战略,将资本的力量转换成市场优势。     

浅析跨国并购在中国的发展

进入21世纪，全球化已是经济发展的基本特征，而跨国并购的迅猛增长又成为经济全球化浪潮的一个突出特点及许多国家利用外资的主要形式之一。研究浅谈了跨国并购在中国发展遇到的问题，及中国政府、企业应如何把握这一机遇，利用跨国并购引进外资，促进本国经济发展。     

后危机时代中国企业跨国并购问题探讨

本文回顾了海外并购的基本理论,分析了中国企业跨国并购的动因。利用了中国海外并购的大量数据进行分析,并与并购动机相验证;接着建立了计量经济模型进行分析,认为中国的海外并购会随着全球经济的复苏迎来一个新的高潮,最后给出相关建议。     

跨国并购及外资并购的动机探析

在世界经济出现一系列新变化的条件下，跨国并购在外国直接投资中占有主导地位，是国际资本流动的主要方式之一。     

中国企业跨国并购方法研究

文章首先对中国企业跨国并购的现状进行了说明,对跨国并购的相关理论进行了综述。然后从实证的角度,对跨国并购方法进行了研究,并分类总结各种方法的特点。最后,本文以近几年来发生的中国企业跨国并购的实际案例为样本,对笔者所提出的分类方法作了验证,也为中国企业跨国并购提供了实践依据。     

中国企业的跨国并购

中国内地企业在过去数年高速发展以及高盈利性增长中,积累了大量的资产,持币待购,促成了中国企业海外扩张的步伐有所加快。本文将从这一轮特殊的背景中,陈述中国企业跨国并购活动。     

后危机时代中国企业跨国并购的风险分担

后金融危机时期经济形势更加复杂难辨,我国企业的跨国并购将面临前所未有的挑战与风险。以此为背景分析了后危机时代中国企业跨国并购的风险,构建了跨国并购风险分担机制设计模型,并设计了风险分担机制表。     

探讨中国企业跨国并购的动机、控制权与并购绩效的关系

我国企业对海外的扩展速度越来越快,开展跨国并购已成为企业拓展海外市场,提高企业竞争优势重要的方式.据研究并购关键是整合中有效组织与安排,才能实现企业并购的目标,获取控制权.整合不能在并购后开展,在并购谈判时就要考虑好整合的问题.本文对并购动机、控制权与并购绩效的概念进行简单的简述,探讨了中国企业跨国并购的动机、控制权与并购绩效的关系.     

浅论近现代出版集团小说期刊广告经营

19世纪末20世纪初,小说繁荣的一个突出表现是为数众多的小说期刊的出现,而具有相当实力的近现代出版集团常常是这些小说期刊编辑出版和发行的主体。近现代出版集团办刊具有的资金、人才、稿源和组织结构等诸多方面的优势,有力保证了小说期刊定时和高质量的出版;广告文本和小说文本内容和形式上的有机联系,大大提升了广告效果。广告效果的提升反过来又促进了小说期刊广告收入的增加,近现代出版集团小说期刊的广告经营有效促进了小说的传播与发展。     

The strong versus weak theory debate in the UK advertising industry

Advertising is a really important element today and its importance has been growing in the past few years. There are two schools of debate regarding the nature of advertising： the strong theory and the weak theory. This essay will discuss different opinions between these two schools in three main aspects, namely, the effectiveness of advertising, how advertising works and how to measure it. During the discussion, some examples from the UK advertising industry such as Virgin Trains, BT, Starbucks, Apple Inc. and so on would be considered. This essay proposes that each advertising theories can be explained in particular situations and no one can always be right. It would make more sense when cases are considered in both sides.     

Modeling online advertising: A cross-cultural comparison between China and Romania

Culture and advertising are intrinsically linked. Recent years have witnessed growing interest in examining the mechanism and influence of online advertising. However, the foci of most studies have been on the USA or other developed countries. Little is known about online advertising in developing countries. The purpose of this study is to investigate consumers' beliefs and attitudes toward online advertising (ATOA) across different cultures such as China and Romania. Among the major findings, (1) all five belief factors (i.e. information seeking, entertainment, economy, credibility, and value corruption) were statistically significant predictors of ATOA, (2) ATOA was a statistically significant predictor of both online ad clicking and frequency of online shopping, and (3) as compared to the Chinese, Romanians tended to hold a more positive attitude toward online advertising and were more likely to click advertisements, whereas Chinese were more likely to buy online than Romanians.     

论我国农村墙体广告的历史演进

本文首先探讨了我国农村墙体广告的价值与职能,接着研究了它的发展历史,从广告重心、风格和形式等视角梳理出其演进脉络,肯定了它在农村改革与发展过程中所起的重要作用,最后指出了这种广告媒介的未来发展趋势。     

An experimental investigation of the Egyptian consumers’ attitudes towards surrealism in advertising

This study investigates Egyptian consumers’ attitudes towards surrealism in advertising held by a sample of 976 participants. An experimental approach was taken to establish the interaction between Surreal advertisements and product category attitudes. This interaction was found to be statistically significant. A 2 × 2 anova was conducted to evaluate the effect of sex on attitudes towards surrealism in advertising. The results indicated a significant interaction between advertisement type and sex. However, the impact of surrealism in advertisements on persuasion, as measured by consumers’ attitudes towards the advertisement and brand, was not found to be moderated by consumers’ social class/income. These results lend strong support to the advertisement adaptation hypothesis and suggest that advertisements produced in one country cannot be standardized or directly translated for use in another, particularly if they are culturally different.     

Positive uncertainty: the benefit of the doubt in advertising

Positive uncertainty refers to uncertainty surrounding an anticipated positive outcome. It provides consumers with the opportunity to imagine and speculate on a product's or experience's potentially positive characteristics. Research has shown that when uncertainty is associated with something positive, consumers may prefer uncertainty to certainty. In a between-subjects experimental design with a large US (n = 446) and Japanese sample (n = 453), the present study demonstrates that positive uncertainty increases consumers’ positive feelings when they evaluate a product, particularly for high-involvement products that allow consumers to imagine and speculate about potentially positive product benefits. Unexpectedly, the study findings are consistent across the two different markets, which vary substantially in terms of consumers’ level of uncertainty avoidance. Specifically, results show that future-framed advertisements are effective in generating positive uncertainty and that positive uncertainty generates positive attitudes, both in countries scoring high (Japan) and low (USA) on uncertainty avoidance.     

Response to advertising on online social networks: the role of social capital

The objective of this study is to analyse the marketing value obtained from developing and maintaining social relationships through online social networks (OSNs). We propose and test a structural model that considers a number of antecedents to response to advertising, namely social capital, social status and sociability. Data was gathered through the administration of a structured online questionnaire to a sample of 274 OSN users. Results show that social capital derived from participating in OSNs has a positive impact on social status and sociability; in turn this has a positive impact in response to advertising. This study advances theory by analysing the impact of bonding and bridging social capital on both social status and sociability. Additionally, it examines the impact of both of these constructs on response to advertising. The confirmation of the significance of social capital gained through participation in OSNs and its impact on response to ads provides support for the notion that the relationally oriented and marketing‐oriented management of OSNs are compatible. These findings are of great relevance for the appropriate management of company presence on OSNs.     

It's no longer mine: the role of brand ownership and advertising in cross-border brand acquisitions

Although cross-border brand acquisitions are increasingly common in the global marketplace, research on how consumers respond to them is limited. Building on social identity and psychological ownership theories, we introduce the concept of brand ownership to the advertising literature, and show its negative effects on consumer reactions to a brand acquisition. Furthermore, we demonstrate that consumers’ disidentification (i.e., an oppositional motivation) with an acquiring country moderates the negative effect of consumers’ brand ownership on consumer attitudes after a brand acquisition. The results reveal that consumers with high levels of brand ownership develop more negative post-acquisition brand attitudes when a brand is acquired by a country with which consumers strongly disidentify (i.e. dissociative vs. out-group). Furthermore, our research introduces the concept of a brand ownership appeal in advertising, and demonstrates that it is an effective advertising strategy in enhancing post-acquisition brand attitudes for consumers with high levels of brand ownership. Important theoretical and managerial advertising implications conclude this research.     

Influence of gender stereotypes on advertising offensiveness and attitude toward advertising in general

Although considerable research has examined attitude toward advertising in general (AG), little is known about AG's determinants. This study investigates gender stereotype-related constructs whose relationship with AG is understudied and unclear. Structural equation modeling demonstrates that attitude toward sex/nudity in advertising predicts AG indirectly through the perceived offensiveness of advertising. Also, the more consumers believe that advertising portrays gender stereotypes, the less favorable their AG. Multi-group analyses, however, demonstrate that offensiveness harms AG for men, but not women. Also, gender-stereotype attitudes harm AG for female and younger consumers, but do not harm AG for male or older consumers. These results have important implications for advertisers in message targeting and advertisement execution strategies. Also, because unfavorable AG increases demands for governmental oversight and interference, the advertising industry should strengthen self-regulation. This self-regulation should proscribe traditional gender stereotypes and excessively erotic ads that may offend consumers, even if those consumers are outside an advertiser's target market.     

Disseminative capacity and knowledge acquisition from foreign partners in international joint ventures

We developed a theoretical model that examines the impacts of a foreign parent’s disseminative capacity on knowledge transfer to International Joint Ventures (IJVs). We tested our model with data from 199 IJVs in South Korea. We found empirical support for our arguments that the foreign parent firm’s codification and articulation ability, willingness to share knowledge, and frequent and effective use of communication channels determined the extent of knowledge acquisition by the local IJV partners.