Attitudes Toward Advertising by Veterinarians

Abstract

Using survey data on 382 participants, we refined and validated the Attitudes Toward Advertising by Veterinarians Scales (ATAVS) with exploratory factor analysis. To measure the participants' attitudes toward veterinarian advertising, we derived factor scores from 11 items on the survey. These scores were divided into high, median, and low ATAVS scores groups. People with high ATAVS scores tended to have a more positive image of veterinarians, were more likely to use the services of a veterinarian when needed, and were more approving of veterinarians using television, radio, newspaper, billboard, direct mail, professional magazines, and popular magazines to advertise than those with median or low ATAVS scores. In general, veterinarians enjoy a positive image among the surveyed consumers, who equally disapproved of the idea of veterinarian advertising through telemarketing.     

中国广告产业的战略转型与产业核心竞争力的提升

本文运用核心竞争力理论,具体阐述了广告产业核心竞争力的内涵,通过对当前中国广告产业转型问题的深入剖析,提出广告公司经营的“泛专业化”和主营业务的“模糊化”,正严重消解中国广告产业的核心竞争力。作者在比照全球广告产业两次重大升级的基础上,指出中国广告产业的转型是广告产业可持续发展的战略必需,转型的核心和目标就是以广告产业为主导整合营销传播的相关领域,转型的实现途径是通过广告公司价值链的集聚和张大,提升广告产业的核心竞争力。     

经济严冬中广告业的破冰之道——广告公司参股企业发展路径探寻

经济严冬的到来,中国广告业欢喜困惑并存。面临国外广告集团本土扩张,本土广告产业化发展成为必由之路。通过对广告业作为创意产业的重新定位,对广告公司参股企业可行性分析和“捆绑式”商业模式进行探究,作者认为本土广告公司充分利用知识资本参股企业合作发展可以走上产业化、规模化、专业化之路,这无疑是经济危机严冬广告业的破冰之道。     

30年广告镜像:社会价值观念的嬗变(1979-2008)

本研究从中观层面入手,把中观层面的广告经营观变革分为五个阶段：产品力阶段（1979-1983）、文化力阶段（1984-1993）、媒介力阶段（1994-1997）、营销力阶段（1998-2003）和品牌力阶段（2004-2008）。在对广告界多位资深人士进行问卷调查和深度访问基础上,从中遴选出最具代表性的15个经典案例或事件。考察各阶段广告传播的微观波动——消费观,并从宏观角度寻找其与中观、微观律动的深层原因——时代观,以此管窥中国社会价值观念的变迁机制。     

全面评价媒体的广告效果——媒体广告效果=收视×影响力指数

本研究借鉴国内外传媒研究者关于媒体质化研究的既有成果,集聚四家研究和调查机构及多名专家的智慧和经验,首次提出电视媒体影响力指数的概念和指标体系,并选取中央电视台、省级电视台、城市电视台三个层次共323个频道和60个全国收视率最高的代表性栏目,在全国35个中心城市对10500个样本进行了大规模的入户调查。分析结果表明,中央电视台是最具影响力的电视媒体,省级卫视影响力出现明显分化;电视栏目影响力上,中央电视台在新闻财经类栏目上优势明显,省级卫视在综艺影视剧类节目表现上与央视的差距正在缩小。本文还就收视率与影响力之间的相关性做了分析,并对这些研究结果的实际运用提出了策略性建议。     

Brand extension feedback: The role of advertising

Firms often use brand extensions as a way of introducing their new products, although they also risk diluting their brand image. In order to understand how consumers assess extensions and extended brands, the present work proposes and estimates a theoretical model, using the structural equation methodology. The results of the estimation indicate that the attitude towards the extension influences brand image and that this attitude is a consequence of the initial brand beliefs and the coherence of the new product. A multisample analysis also reveals that favoring the introduction of extensions through adequate advertising constitutes an efficient way of protecting brand image.     

You eat “like a girl”: gender differences in content and effects of food advertising depicting sports

Research to date is just beginning to examine the nature and impact of portrayals of physical activity on children’s attitudes in the marketing literature. The following two-part study therefore examines gender differences in the content and effects of food advertising depicting physical activities among children. Study one presents a content analysis of food advertisements shown during children’s television programming, revealing that healthy foods are associated with females while healthy activities are associated predominantly with males. Study two then examines children’s responses to an advertisement for an unhealthy food that portrays both male and female characters engaged in physical activities. Gender differences appeared to be the result of males’ greater belief that a junk food can aid in one’s physical abilities, leading them to hold greater intentions to engage in physical activity as compared to females and males who viewed an ad without physical activity.     

Advertising and Competition for Market Share between a New Good Producer and a Remanufacturer

We study the strategic interaction between a new good producer and a remanufacturer who use advertising campaigns to compete for a dominant share of the market for a certain good. Each firm chooses one of three possible strategies for running its advertising campaign. The two rival firms care only about capturing a dominant share of the relevant market. Hence, if a firm expects to capture dominant market share with probability p ∈ [0, 1], then its payoff in the game we study is also p. Our analysis leads to four results. First, we provide the normal form representation of the game between the new good producer and the remanufacturer. Second, we specify the game in matrix form. Third, we indicate what happens at each stage of the elimination of strictly dominated strategies. Finally, we show that the iterated elimination of strictly dominated strategies yields a clear and unique prediction about the outcome of the advertising game.     

2009年中国广告学术研究综述

本文选取七种广告专业期刊以及新闻传播类核心期刊中的广告研究文章共321篇,从2009年广告业局势与广告公司应对策、广告管理与自律更加紧迫、文化产业政策对广告发展的影响、农村广告市场的开发、新媒体促进广告业发展以及其他研究热点六个方面进行归结与分析,期望对2010年的中国广告业和广告研究有所裨益。     

The value relevance of major media advertising expenditures: Some U.K. evidence

This study examines whether ACNielsen MEAL major media advertising expenditure measures, that are publicly available at a cost, have value relevance. Our results suggest that these advertising-expenditure measures are positively associated with market value. We also find little difference in the value relevance of these expenditures among different sizes of firms. Value relevance is found to be present only for nonmanufacturing firms. This suggests that the costly information provided by ACNielsen MEAL surveys may be potentially useful to market participants in valuing firms, at least for nonmanufacturing firms.