产业融合视角下的影视旅游发展研究

影视旅游发展越来越体现出产业融合的特征,这使得从产业融合视角研究影视旅游具有重要意义。基于产业融合的视角,影视旅游发展模式可以分为影视外景地旅游、影视故事发生地旅游、影视文化旅游、影视拍摄制作基地旅游、影视主题乐园旅游、影视节庆旅游等6类,其中前3类可以进一步概括为影视传播旅游,后3类可以概括为影视提供旅游内容。影视所固有的传播功能是前者的一个基础,旅游吸引物的无边界性则是后者的一个基础,两者共有的基础则是影视和旅游产业共同的文化产业本质。和技术创新是信息化领域产业融合主要动力不同,需求发展导致的市场融合是影视旅游发展的根本动力。和信息化领域相同的是,企业同样是影视产业和旅游产业融合发展的主体。     

Consistency and commonality in advertising content: Helping or Hurting?

Scholars and practitioners widely argue that strong, successful brands are built on consistent and unique positioning, which should be reflected in the brands’ advertising. Surprisingly, however, little empirical evidence supports this claim, especially with regard to advertising content. The authors investigate whether and to what extent brands’ advertising content consistency—the similarity in the firm’s own advertising content over time—and commonality—the similarity between the firm’s and competitors’ advertising content—affect brands’ sales. Insights emerge from the analysis of the impact on sales of the content of 247 television ads aired by 33 brands in six consumer packaged goods categories over a four-year period. Results indicate that more than advertising spending, both consistency and commonality in advertising content affect sales, especially with respect to long-term cumulative sales. However, brands differ considerably regarding the direction of the effects. While small brands tend to benefit from increased consistency and commonality in advertising content, large brands tend to suffer from increased consistency. Thus, whether consistency and commonality in advertising content will help or hurt depends on the size of the brand.     

Television food ads aimed at children in South-Eastern Europe: Cultural outlook and implications

South-East Europe (SEE) has the highest obesity rates and the most substantial consumption of television programs among young people compared to other parts of the continent. However, studies on this subject are notably absent from the existing body of literature. This research investigates differences in ad recall and preferences related to the healthiness of featured products and the alignment of advertising settings with specific cultural dimensions of SEE's ethos. The study utilizes two multidisciplinary theoretical frameworks: the social cognitive theory and the two-dimensional Minkov-Hofstede model of culture, and it employs a mixed-methods approach. Results from a survey conducted with children and a content analysis of TV ads from the region reveal that commercials promoting low-nutrition foods are more persuasive than those featuring healthy products. Consistent with the collectivist nature of SEE's culture, ads using group settings are predominantly recalled. Contrarily, in opposition to prior knowledge, the use of monumentalistic (vs. flexibility) attributes in commercials does not enhance the memory retrieval of ads. Children's ad preferences are significantly influenced by their self-concept. The implications of these findings for various stakeholders are discussed.     

Cable and satellite TV in the UK and Europe: The emerging legal issues

The impact of satellite and cable TV on existing laws and regulatory frameworks will be considerable. This article reviews the impact on advertising, copyright protection, copyright licensing, programme content, rights of reception and distribution of television signals, and performers rights within the context of the UK, European and international contexts. Many problems exist and are unlikely to be resolved for some time.     

Modeling Consumer Responses to a Vignette Television Commercial Drama for a Vacation Resort

This project involved the formulation and testing of a model the cognitive and affective responses to a vignette television commercial drama for a vacation resort. Results indicate that response to the commercial was affective in nature with sympathy, empathy, and attitude toward the ad mediating the influences of verisimilitude and homophily on attitude toward the brand. Results suggest that to effectively promote tourism services a commercial's production value and realism must be high to produce sufficient verisimilitude. Also the behaviors and appearance of the actors chosen for the commercial should match those of the intended target audience in order to produce sufficient homophily.     

Entrepreneurial orientation,access to financial resources,and product performance in the Greek commercial TV industry

In this research article, the authors draw on the theoretical insights of the strategic entrepreneurship literature and examine the relationships among entrepreneurial orientation, access to financial resources, and broadcasted product performance using survey data from Greek television enterprises. Data were based on companies' chief executive officers. Results of Bayesian path analysis indicate that access to financial resources fully mediates the effect of entrepreneurial orientation on product performance. Recommendations for further research are discussed.     

Transferring game attitudes to the brand: persuasion from age 6 to 14

ABSTRACT

This paper aims to replicate previous findings regarding the differential impact of TV advertising and advergames on children's brand attitudes and pester intentions. Using a large data-set (N = 940, M_age = 9.8, SD = 2.4), with children ranging between 6 and 14 years old, the influence of passive exposure to TV advertising is compared to active exposure to an advergame. In addition, the potential moderating effect of age is explored. In a between-participants experiment, Flemish children were randomly assigned to watch a TV ad, play an advergame, or a no marketing control condition. Results revealed that children who had played the advergame reported significantly more positive brand attitudes compared to children who had watched the TV ad and children in the no advertising exposure control group. Children's pester intent was significantly higher for the advergame compared to the TV ad, but not compared to the no advertising exposure control group. The findings further showed that children's attitudes towards the ad format mediate the impact of the advertising format on pester intent. The advergame was indirectly more persuasive than the TV ad since children reported more positive attitudes towards the advergame compared to the TV advertisement. Moreover, this mediation effect did not differ by children's age. Persuasion knowledge did not mediate the influence of the advertising format on pester intent since children's persuasion knowledge was not significantly related to pester intentions regardless of children's age.     

"红色影视"在大学生思想政治教育中的作用

"红色影视"所包含的爱国主义、英雄主义、大公无私和自强不息的伟大精神,所具有的的民族性、科学性、大众性和趣味性,有利于大学生弘扬和培育民族精神。运用"红色影视"对大学生进行思想政治教育,有利于提高大学生的思想文化素质。     

交叉与嬗变：韩国广电行业发展趋向解析

本文从韩国广电产业的总体构架、韩国手机电视的开发和应用、韩国广电立法等几大板块介绍了韩国广电行业的发展趋向。为我们了解国外同行的最新研究打开了一扇窗。     

有线电视台的经营创收策略——以江苏有线电视台为例

江苏有线电视台筹建之初(1994年4月～2001年6月)开办经费仅30万元,一度靠筹措的800万元维持运转.江苏有线台依托文体频道、影剧频道及《东方文化周刊》经营创收,其经营创收策略在于制造品牌、维系品牌和发展品牌,以此为指导思想,创办《非常周末》、《地球村》等品牌栏目.重视大型活动和受众工作,尝试广告代理和商业运作,将其纳入经营创收的统一规划,以扩大品牌的知名度、影响力和美誉度,变小作坊式的分散经营为有集约、规模效应的社会化大合作.1995年还清借贷,1996年创收2000万,1997年创收3000多万,1998年创收6000多万,1999年创收8000万.2000年创收1.8亿元,江苏市场占有率55％,位居全国省级有线媒体前三名,与江苏电视台旗鼓相当.