论卡通人物在广告中的作用

广告中应用了卡通人物,能够引起消费者注意,激发消费者的购买欲望的作用,同时它具有喜剧、夸张、幽默、简洁、明快趣味的方式,给人们心理上造成一种愉悦快乐的情绪,使观众过目不忘,充满在幻想的世界里。     

Right appeals for the 'right self': connectedness–separateness self-schema and cross-cultural persuasion

While culture is often used as a segmentation variable, it may not be used as a surrogate for individual consumer in particular cultures. It is important to identify the underlying mechanism that explains the observed cross-cultural similarities and differences of consumer behaviour and to conduct international advertising research based on theoretically valid frameworks. The present paper presents the connectedness-separateness (C-S) self-schema theory based on psychological and anthropological research streams. It is argued that consumers from different cultures tend to have different construals of the self, which in turn influence their cognition, emotion, motivation and behaviour. It is proposed that cross-cultural differences in consumer responses to different advertising appeals may be explained by consumer C-S self-schema, rather than cultural orientation per se . The C-S construct can also be employed to segment the world market across cultures as well as within a culture. A series of propositions is developed by relating cross-cultural differences in self-construal to the effective design of cross-cultural advertising themes and executions.     

The Effect of Government Advertising Policies on the Market Power of Cigarette Firms

We estimate market power among cigarette manufacturers over 1952–1984, a period of uniform pricing. We apply the Bresnahan approach; adjust it to the firm level; employ a dynamic model with habit persistence; and add an advertising equation, which helps identify the parameters, increase degrees of freedom, and constrain parameters so we can interpret our results at the firm level, despite the fact that the equations conform to what we might see in a market model. We consider effects of government interventions upon demand and market power and find, for instance, that the 1971 broadcast advertising ban decreased market power.     

Incumbents in a dynamic Internet related services market: Does customer and competitive orientation hinder or help performance?

The Internet challenges many incumbent firms to adapt their marketing strategies by developing and offering new products involving Internet technology. Existing literature on market orientation and performance of services suggests that market orientation, and its components, are likely to facilitate effective adaptation. In contrast, the marketing innovation literature suggests market orientation may be too reactive and inhibit effective adaptation. Our results suggest some merit to both perspectives. Client orientation hindered performance of Internet advertising services, while competitive orientation facilitated performance. In addition, limited support was found that suggested superior performance occurs in an environment with a diverse client base and clients possessing in-house capabilities that “compete” with agencies for Internet advertising services. Implications for incumbents pursuing product growth strategies via new, technology related services in dynamic environments are discussed.     

手机RSS新闻赢利模式初探

近年来中国传统报业效益急剧下滑,国家开始实行推进数字报业发展战略,其中,手机报是报社发展的重点之一,但是由于盈利率普遍很低,严重制约了其发展步伐。其中主要的原因是业务单一,没有能够走出一条独立发展的道路。只有发展手机RSS新闻模式,以广告作为主要收入来源,才能从根本改变局面,促进数字报业发展。     

从广告到终端——探析品牌塑造的新走向

终端在品牌塑造中的价值已经受到广泛关注。相对于一般广告宣传,终端可以直接传达品牌形象、帮助消费者重温品牌记忆、带给消费者品牌体验、强化消费者的品牌认知,最终直接促成消费者的购买。本文从外观、内在、相关、动态、服务、整合等六个方面探讨了终端品牌塑造的方法,提升终端的品牌塑造价值。     

Market Share Dispersion Among Leading Firms as a Determinant of Advertising Intensity

Previous advertising intensity models have failed toaddress adequately the rivalry effects of leadingfirms trying to protect and enhance the marketshares of their brands. We argue that the relativedegree of market share parity among leading firms inoligopolies is a crucial determinant of marketadvertising levels. This study presents a modelthat more thoroughly characterizes market structureby including the variance in the market shares ofthe top four firms along with the concentrationratio. This model is then tested using a unique1987 data set of 58 well-defined U.S. food andtobacco manufacturing markets that used private datavendors for branded product market shares and mediaadvertising aimed at household consumers. We findthat industry advertising-to-sales ratios arehighest in those industries with the highestprice-cost margins, highest concentration, and thosewith equally-sized leading firms. Oligopolists seemunable to control advertising expenses asconcentration increases and they likely overinvestin advertising rivalry when they have similar marketshares.     

论高校广告大赛对广告人才创新素质培养的作用

创新素质是广告人必备的一项基本素质。各级各类广告大赛为高校准广告人才创新素质的培养提供了一个良好的平台,可以从创新思维、创新勇气、创新品格等各方面加速学生创新素质的培养过程,也为培养者提供了一个全新的培养思路。     

Strategic segmentation of a market

When competing firms target information towards specific consumers through direct marketing activities, complete segmentation of markets can result. We analyze a two-stage duopoly where, prior to price competition, each firm targets information to specific consumers and only consumers informed by a firm can buy from it. This has the effect of endogenously determining market segments in a model of ‘sales'. In equilibrium, pure local monopoly emerges; firms target and sell to mutually exclusive market segments. When the cost of marketing approaches zero, market shares reflect relative production efficiency (equal shares when firms are symmetric); this may not be the case when marketing cost is high.     

Nutrition Ad Claims and Disclosures: Interaction and Mediation Effects for Consumer Evaluations of the Brand and the Ad

The effects of ad disclosure information on evaluations of the brand, the advertisement, and purchase intentions are postulated to vary across different ad claim types. In addition, consumers' product health perceptions are hypothesized to mediate the effects of the disclosure information and ad claim type on brand and ad-related evaluations. Results from a between subjects' experiment show that the health perception measure mediates the effect of the disclosure on brand and ad evaluations, but the interaction between the ad claim type and the disclosure is not mediated by the inclusion in the model of consumers' product health perceptions.