关于广告与广告文化的探讨

21世纪的商业广告已不再是一种独立的商业行动，而形成一种日益膨胀的文化氛围，排列在音乐和诗歌之后，称之为第八种文化。“广告文化”就是用文化学的理论，从文化的角度去探讨商业广告，本文探讨了广告文化的背景、心理艺术和发展趋向。     

It is all about our impulsiveness – How consumer impulsiveness modulates neural evaluation of hedonic and utilitarian banners

The increasing number of active Internet users has encouraged companies to compete to design the most efficient online ads for their target audience. While some companies build their ads based on the functional and instrumental benefits of their advertised products (i.e., utilitarian banners), others emphasize the experiential, personal, and emotional advantages of purchasing their product (i.e., hedonic banners). This is the first study to use neuroimaging to address the debate in the literature regarding the processing and effectiveness of these types of messages. By means of functional Magnetic Resonance Imaging (fMRI), we explored the neural mechanisms by which an individual consumer trait, namely consumer impulsiveness, influences the evaluation of hedonic and utilitarian banners. The neural results revealed that more impulsive consumers exhibit a higher level of activation in brain regions linked to reward, trust, emotion, as well as a reduction of activity in self-control brain networks, when viewing hedonic banners. Consumers reporting lower levels of impulsiveness (i.e., prudent users), in turn, exhibited stronger activation in brain regions associated with self-control and cognition when evaluating utilitarian banners. Consequently, on the basis of an objective and neuropsychological approach, these results can be used to inform companies about the type of online advertising they should use based on the characteristics of their target audience.     

网络旗帜广告的策划和设计

网络旗帜广告作为网络广告的主要形式,频繁出现在国内外各种网页上,但目前来看,网络旗帜广告正遭遇失效的窘境。必须从网络旗帜广告的现状入手,找出其准备工作和设计的基本点,进而分析如何进行网络旗帜广告的策划和设计,以提高网络旗帜广告的吸引力。     

严格管理 科学养护出效益——浅谈烟叶仓储管理

仓储管理是企业管理的重要环节,烟叶仓储管理问题一向为卷烟生产企业经营者所关切,但也一直困扰着生产工厂,例如料账不准,影响购料决策造成呆料与缺料停工损失;又例储存保管养护不当,更是造成烟叶浪费、质量下降的主要杀手。文中通过对烟叶仓储管理的探讨提出了如何做好仓储管理的基础工作。     

Tobacco Business and Regulation in the Developing Markets

Abstract

This paper compares BAT's business environment in Kenya and Uganda in light of the World Health Organization's (WHO) tobacco control initiative. It also illustrates the use of tobacco tax by Sub-Saharan African countries to address tobacco related conundrums. The comparison revealed elements of government ambivalence towards tobacco business and a possible recourse to tobacco tax to mollify global pressure against big tobacco. The paper uses the partial correlations between tobacco tax and basic economic development indicators across Sub-Saharan Africa and previous World Bank data as indicative of tobacco tax efficacy in controlling consumption in the region. It suggests that Sub-Saharan Africa may find regionally designed tax-based policy guidelines a palatable strategic alternative to global firms (such as BAT) that face a hostile global business environment. A united policy front that fits within the region's institutions can reduce complexity and create efficiencies through lower administrative costs across the region. Such action will make the region relatively more attractive (than it is currently) to foreign investors.     

How do consumers switch between close substitutes when price variation is small? The case of cigarette types

Past empirical studies report ambiguous results regarding the magnitude and significance of substitution between different types of smoking tobacco. Since all types of tobacco contain nicotine this is quite surprising. Using a 20-year rotating panel data set of Norwegian households and a multinomial logit model, we find evidence that consumers switch between tobacco types: first, estimated price effects on choice probabilities have mostly expected signs, albeit their statistical significance vary across different metrics, second, household characteristics affect tobacco composition significantly. These findings suggest that consumers’ choices are ‘locked’ when the relative price variation is small, as has been the case in most of the data period, but that larger changes could induce large-scale switching between tobacco types. Our conjecture is that there is a latent potential for switching, which will become manifest if prices change sufficiently. Similar considerations are likely to have relevance for other close substitutes.     

An International Perspective of Online Disclosure Presentation: A Comparison of Banner Ad Disclosures from United States, United Kingdom, and Singapore Web Sites

Effective online disclosure presentation is an important feature in banner advertising worldwide. The U.S. Federal Trade Commission (FTC) is viewed as the leader in providing guidance for making disclosures clear and conspicuous. This study examines the extent to which banner ads in the top 100 web sites in three countries with a shared language and intertwining legal and self-regulatory systems—the United States, United Kingdom, and Singapore—adhere to FTC guidance. The lack of systematic differences across countries suggests the need for disclosure research from a global perspective that takes cultural and linguistic differences into account.     

中国烟草行政自由裁量权的法律规制

我国规范、监管烟草行业和烟草市场的法律和行政法规赋予了国家烟草行政执法部门对国家烟草市场秩序进行监督管理的职能。同时,为了烟草执法部门能有效履行职责,法律、行政法规又赋予烟草行政执法部门一定范围的行政自由裁量权。目前我国烟草行政执法中自由裁量权在立法、执法和监督等方面存在着诸多的问题,如何促进烟草行政自由裁量权的规范行使,防止其被滥用,就成为法治中国建设中烟草行政执法工作面临的一个重要课题。     

重庆烟农专业合作社主导模式及发展路径分析

发展烟农专业合作社,是现代烟草农业建设的重要抓手与关键环节。作为我国重要烟叶产区之一,重庆发展烟农专业合作社已有近6年的历史,逐渐形成了烟叶站点依托型、经理团队负责型、单一能人主导型、社队关系松散型等多种建设模式,但同时仍然面临基础条件不足、能人队伍缺乏、内生需求不足等一系列问题。基于此,应重点在适度规模种植、基础设施建设、能人队伍培育、规范内部管理等方面进行加强。     

Standardization vs. adaptation: consumer reaction to TV ads containing subtitled or English dubbed ads

The aim of this study is to gain a better insight into the effect of using linguistically standardized (in English) TV adverts as opposed to two types of linguistically adapted commercials (dubbed in the local language or subtitled in the local language) on attitude-towards-the-ad and attitude-towards-the-brand. We ran a between-subjects experiment in three countries (Italy, Germany, and Spain) with three different versions of commercials (English only, dubbed in the local language, and subtitled in the local language) and assessed the effect of three different versions of the ads on attitude-towards-the-ad and on attitude-towards-the-brand. Results indicate that English-only adverts were less preferred than the alternatives and led to lower brand attitudes as well. This result was consistent for three advertised products (mobile phone, canned drink, and automobile) and replicated in all three countries, showing that this effect is robust.