分众时代广告媒体传播策略探析

广告媒体传播策略是企业营销战略的重要一环,媒体组合的终极目标是协助达成产品营销的目的,而营销的成功有赖于杰出的广告媒体组合策略。文章试从分众时代下,目标受众的生活片段实施立体化、无缝化传播策略角度,探讨广告的媒体传播策略。     

Intermediary roles in local mobile advertising: Findings from a Finnish study

This research examines the intermediary roles that advertising agencies perform between small local advertisers and a mobile advertising service provider. The intermediary roles have been left unexplored, although the agencies have influence on their client's decisions to use new media. A real-life experiment of new mobile advertising system was conducted, and interview data from eight advertising agencies were collected. The findings show that agencies may play three types of roles. In playing connecting, mediating, and inhibiting roles, agencies influence the value created not only for their clients' but also for themselves and the advertising media provider.     

Advertising targeting young children: an overview of 10 years of research (2006–2016)

A review of 138 published academic articles was conducted to provide an up-to-date and comprehensive overview of academic research of the past decade (2006–2016) on advertising directed to young children up to 12 years old. The research overview resulted in a conceptual framework comprising five research domains that were found to be most prominent. For each of these five domains, an overview, discussion and future research agenda is presented. We conclude that much of the research of the past decade included food advertising and its effects. Progress has been made in the domain of children's advertising processing, specifically with regard to advertising literacy. Despite the growing importance of embedded advertising, many of the new ad formats remain neglected (e.g. native and mobile advertising). Additionally, only a few studies investigated which executional factors (e.g. humour) are effective in advertisements to target children and social influences are also less often considered.     

Business and Marketing Ethics as Professional Ethics. Concepts, Approaches and Typologies

Marketing ethics is normally marketed as a sub-specialization of business ethics. In this paper, marketing ethics serves as an umbrella term for advertising, PR and sales ethics and as an example of professional ethics. To structure the paper, four approaches are distinguished, with a focus on typical professional conflicts, codes, roles or climates respectively. Since the moral climate approachis more inclusive than the other approaches, the last part of the paper deals mainly with moral climates, within the above-mentioned marketing sub-professions.     

Fifty years since Koyck (1954)*

This paper shows that Koyck (1954)’s PhD thesis amounts to one of the very important innovations in econometrics. The model and the associated transformation are still used in classrooms and in academic articles. His book is one of the most often cited econometrics publications of the 1950s, and still receives its share of citations. It remains a source of inspiration for present‐day researchers. To sum up, it amounts to one of the most influential Dutch publications on econometrics.     

关联理论对跨文化广告的语用解释效力

从关联理论的角度探讨了在跨文化广告理解过程中认知的作用 ,提出跨文化广告的成败依赖于广告人所设计的广告语言信息能否激活广告受众与之相同的认知心理 ,广告受众能否填补广告中的信息缺项 ,并提醒广告人在设计广告语言时应根据不同的目的国广告受众及时调整语言。     

谈广告创意及方法

广告具有大多数应用文所没有的任务－吸引读者，因此广告创意就需在遵循应用文构思规则的基础上，借鉴文学创作的一些思路和方法．广告创意不仅要为广告主体找到准确的定位，而且还要使广告最终所宣传的内容具有一定的个性和深度及生动引人的外在形式，这样才能获得消费者的注意和认可。     

珠江三角洲的空间协调问题研究

珠江三角洲作为最重要的优化开发区之一,虽然经济发展取得了巨大成就,但却存在各地区发展不均衡、区域内产业同构和重复建设等很多问题。针对珠江三角洲的空间协调问题,探讨空间协调对策,力求为政府部门提供决策参考,以利于珠江三角洲经济社会的可持续发展。