Super Bowl advertising: field testing the importance of advertisement frequency,length and placement on recall

This study investigates the effects of length, frequency and pod placement on advertising recall in a non-laboratory setting. Subjects were surveyed the day after Super Bowl XXVIII to determine recall of advertisements shown during the game. The results indicate that length and frequency positively and significantly influence advertisement recall.     

合约变异在测试数据优化中的研究及应用

软件测试是保证Web服务质量的重要技术手段,测试数据生成是Web服务测试的重要内容,而生成的初始测试数据量大,数据冗余,为了减少初始测试数据数量,提高测试数据的有效性,本文在变异测试方法的基础上,使用合约变异方法对初始测试数据进行优化,据此可以生成一批达到一定变异充分度的有效测试数据,并通过实验验证了方法的有效性。     

广告促动经济发展

广告是市场经济的产物,在经济环境不断变化的大背景下发展、成熟。广告与经济相辅相成,相互促进。本文从广告与经济的关系着眼,在对二者关系进行分析的基础上,指出了我国经济发展中的问题之一即我国企业的广告投放量明显不足,同时就当前的世界经济情况下企业广告的投放提出了科学、合理的建议。     

从广告产业发展趋势看当前高校广告教育存在的问题

我国广告产业正处于转型升级之中,大广告产业形态将是产业发展的必然趋势。一方面,是否符合产业发展趋势是衡量我国高校广告教育质量的重要标准,另一方面,我国高等院校广告教育质量的高低将直接影响与制约着我国广告产业的转型与升级。本文旨在从广告产业发展趋势的角度检视当前我国高等院校广告教育存在的问题并提出调整与改进的方法,以使我国高校广告教育能适应产业发展需求,更好更快地推动我国广告产业的转型与升级。     

“限广令”后的中国广告业猜想

2011年11月28日,广电总局下发《〈广播电视广告播出管理办法〉的补充规定》,决定自2012年1月1日起,全国各电视台播出电视剧时,每集电视剧中间不得再以任何形式插播广告。本文基于这项规定,探讨今后中国广告的发展趋势,提出了六大变化猜想,并阐述这些变化对不同主体带来的多赢可能性的假设。     

An asymmetrical approach to understanding configurations of customer loyalty in the airline industry

This study employs fuzzy set qualitative comparative analysis (fsQCA) to examine asymmetrical relationships among service attributes, relationship quality, and customer loyalty in the airline industry. The study incorporates customers’ demographics and psychological variables to model customer loyalty. Customer loyalty is operationalised as behavioural and attitudinal dimensions in order to capture customers’ actual behaviours and behavioural intentions. Symmetrical testing is also used to compare findings with those from fsQCA application. The study provides various causal recipes or configurations for predicting relationship quality and customer loyalty. The comparison between symmetrical and asymmetrical findings presents deeper and more insightful information. These findings provide useful guidelines and references for the relevant researchers and practitioners. The study also contributes to the literature by utilising symmetrical and asymmetrical tools to advance understanding of antecedent conditions of relationship quality and customer loyalty.     

我国辐照食品检测技术与标准的发展

文章介绍了我国几种常用的辐照食品检测技术及应用情况，阐述了近年来我国辐照食品检测标准的现状，并对我国未来辐照食品检测技术和标准的研究及发展进行了探讨。     

Employment of Ecology Themes in Magazine Advertisements Directed to Children

Abstract

The study described here was undertaken to assess the degree to which magazine advertisements depicted environmentally sound behavior on the part of children. Analyses were conducted on which environmental issues were emphasized and the extent to which large and small firms and companies in different industries utilized such advertisements. A content analysis permitted comparisons of the advertisements in 1987, 1997 and 2002. Various conclusions were reached regarding the extent and nature of the advertisements employed during both years.     

形成性评估在口语测试中的应用研究

教学评估包括终结性评估和形成性评估。与终结性评估相比，形成性评估能使教师和学生及时地获得反馈信息，改善教与学的进程，提高教育质量。通过对学生进行的为期一年的口语教学和测试研究得出如下结论：新的口语测试模式可以激发学生的学习热情，能较快地提高学生的口语能力。形成性评估在口语测试中的积极效应是毋庸置疑的。     

Counsel for Market Planners at Independent Colleges

No abstract available for this article.