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51.
《Business History》2012,54(3):367-384
The backwardness and autarky of early Francoism explain why Spain failed to enter the age of mass consumption before the late 1960s. The modernization of commercial practices lagged behind the rapid growth in income per capita. This article examines the different ways in which modern marketing methods were introduced in Spain during the 1950s and the 1960s. It demonstrates that marketing as both concept and practice faced fierce cultural resistance, manifest in the derided image of the salesman and an enduring distrust of advertising. 相似文献
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Siew Meng Leong Sam Ouliaris George R. Franke 《Journal of Marketing Communications》2013,19(2):111-122
Co-integration econometrics have important theoretical advantages over more traditional approaches to estimating the long-term effects of one variable on another. When advertising and sales data are co-integrated, adaptations of common econometric procedures may be used to estimate the long-term effects directly rather than inferring them from short-term relationships. This paper presents a method for detecting and estimating co-integrating relationships using ordinary least-squares regression procedures. The method is illustrated with the well-known Lydia Pinkham data from 1907 through to 1961. The results show that there was a strong positive relationship between Lydia Pinkham advertising and sales in the long-term. Implications of the method and findings are discussed. 相似文献
54.
《Journal of Promotion Management》2013,19(1-2):17-29
Abstract The internet represents an opportunity for sellers to communicate easily with potential and existing customers across the world. To what extent are websites and e-mail used in the selling process for complex services? A sample of advertising agency affiliates found some differences in the frequency of e-mail and website use for different selling tasks. In addition agencies in high-income regions used website communication more frequently than those in low-income regions, but no significant differences were discerned in e-mail use between the two groups. 相似文献
55.
Komathi Kolandai‐Matchett 《International Journal of Consumer Studies》2009,33(2):113-125
In view of previous effects of mediated communication on public knowledge, perceptions and concern about sustainability problems, this case study explores a message framing strategy for improving the effectiveness of mediated communication of the somewhat neglected topic of sustainable consumption. It describes how an information campaign on sustainable consumption was strategically framed, employing theories on effective and persuasive communication, and implemented through a community news medium in Christchurch, New Zealand. The resultant impacts of the campaign (significant increases in understanding of sustainable consumption and in the number of parents expressing concern over advertising effects on their children's material desires) were indicative of the potentials of employing strategic message framing for improving mediated communication about sustainability. The study also illustrates the potentials for engaging alternative media in such communication. This paper argues that further steps to develop message framing strategies for mediated communication of sustainable consumption is necessary, as this appears to be a largely neglected area in communication and consumer studies, and concludes with an overview of aspects that may be considered in future communication and other initiatives promoting sustainable consumption as a means for achieving sustainability. 相似文献
56.
刘湘萍 《南京财经大学学报》2006,(6):59-61
广告研究是研究流行文化的一个重要侧面:本文对西方学者的广告研究成果进行梳理,划分出三种不同的研究视角,即广告中的权力机制研究、广告与消费愿望的关系研究、广告受众的主动性研究。这些不同的研究视角从政治经济学、社会学和符号学等角度对广告进行考察,将这些观点综合在一起,可以对广告理论研究有一种较为全面的认识。 相似文献
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Several textbooks, journal articles, and advertising practitioners indicate that the advertising for many products should be directed toward the heavy users of the product category. Other works suggest that advertising should be directed at current users of a brand to retain them or to users of competitive brands in an effort to attract them. The purpose of this article is to compare these directions for how advertising should be placed with data showing how advertising is being placed. The comparison is made using supermarket scanner panel data and household advertising exposure data. Examples are also provided to indicate the extent to which advertising could be targeted to heavy users of the product category and users of a brand, given the actual viewing and consumption patterns. Several implications for the placement of advertising are discussed. 相似文献
59.
Starting from Baudrillard's analysis of the ideological character inherent in all consumption, touristic consumption, for many reasons ,has a special place in this social semantic. Here, advertising plays an important if not essential role because tourism is a product consumed outside of normal time and daily social space. Therefore the social semantic asserts itselfless through the product itself than through its representation: the discourse of advertising. But advertising discourse is plural, each form having its own ideology, competing with others. Behind the commercial competition lies a competition of social classes, but with a new typology, no longer based on the capital/favor relationship. Four ideological models are analyzed and illustrated with their advertising messages: the traditional model, the clerical/executive model, the youth model, and the “intellectual class” model. 相似文献
60.
广告比稿是广告主选择广告公司及广告公司获取业务的重要方式。市场营销专业的广告学课程,应使学生具备从企业角度判断广告提案是否适合企业所需的能力,以及从广告公司角度做出能解决企业现实问题的广告提案的能力。广告学的实践教学采用比稿模拟的形式,有利于学生促进学生全面掌握广告学理论,也更符合市场营销专业的培养目标。 相似文献