青少年流行文化心理研究与广告学教学

广告能否达到对目标消费者的说服目的,关键在于广告创作是否与消费者的文化心理相契舍。当代中国青少年是消费市场上庞大的生力军,他们是伴随着流行文化成长起来的,流行文化左右着他们心理和行为,进而影响着他们的消费观,因此广告学教学应对青少年流行文化心理进行研究。     

Cross-cultural comparison of the image of Guam perceived by Korean and Japanese leisure travelers: Importance–performance analysis

As international tourism becomes a global phenomenon and its volume increases rapidly, understanding cultural differences and similarities provides destination marketers in a host country with a strategic platform upon which any planning and marketing efforts should be grounded. Based on the theory of cultural value orientation, the current study focuses on a cross-cultural comparison between the two markets most important to Guam tourism: Japanese and Korean leisure travelers. Using Importance–performance analysis, the evaluative image of Guam perceived by Korean travelers is compared with that perceived by Japanese travelers to uncover any differences between these two nationality groups. The results clearly indicate a contrast between the two groups in terms of destination evaluations and behavioral patterns.     

Visual attention toward tourism photographs with text: An eye-tracking study

This study examines consumers' visual attention toward tourism photographs with text naturally embedded in landscapes and their perceived advertising effectiveness. Eye-tracking is employed to record consumers' visual attention and a questionnaire is administered to acquire information about the perceived advertising effectiveness. The impacts of text elements are examined by two factors: viewers' understanding of the text language (understand vs. not understand), and the number of textual messages (single vs. multiple). Findings indicate that text within the landscapes of tourism photographs draws the majority of viewers' visual attention, irrespective of whether or not participants understand the text language. People spent more time viewing photographs with text in a known language compared to photographs with an unknown language, and more time viewing photographs with a single textual message than those with multiple textual messages. Viewers reported higher perceived advertising effectiveness toward tourism photographs that included text in the known language.     

Diverging expectations in buyer-seller relationships: Institutional contexts and relationship norms

Many firms assume that outsourcing partnerships may allow them to strengthen their overall competitiveness. Lured by its intuitive appeal, several enter into such partnerships, only to realize that they represent a marginal rather than a magical solution to their quest for increasing market performance. An important reason for this is the diverging beliefs and expectations held by both parties in the buyer-seller dyad. The purpose of this contribution is to develop a framework for understanding the divergences in expectations and relationship norms in cross-cultural business relationships among SMEs. We discuss four relational expectations derived from the B2B literature on relational norms for addressing these divergences: Quality, frequency and scope of communication, role specifications and coordination of work nature of planning horizons, and trustworthiness and link these to relationship performance. We explore the proposed impact of diverging relationship norms on relationship expectations using data from an ongoing field study of Danish buyers and Chinese suppliers. We link these diverging expectations to the business practices of Danish buyers and Chinese and their institutional contexts. In the concluding part of the paper, we discuss our findings and outline implications for management and academia.     

Dynamic advertising and pricing with constant demand elasticities

In this paper we analyze a stochastic dynamic advertising and pricing model with isoelastic demand. The state space is discrete, time is continuous and the planing horizon is allowed to be finite or infinite. A dynamic version of the Dorfman–Steiner identity will be derived. Explicit expressions of the optimal advertising and pricing policies, of the value function and of the optimal advertising expenditures will be given. The general results will be used to analyze the case of impatient customers. Furthermore, particular time inhomogeneous models and homogeneous ones with and without discounting will be examined. We will study the social efficiency of a monopolist's optimal policies and the consequences of specific subsidies. From a buyer's perspective, our analysis reveals that waiting – when looking at (immediate) expected prices – is never profitable should two or more units be available. But we will also prove that the sequence of average sales prices is monotone decreasing. Moreover, the techniques applied to solve the discrete stochastic advertising and pricing problem will be used to solve a related deterministic control problem with continuous state space.     

公益类广告的创意与构思策略

通过对我国公益广告现状的分析,研究和探讨了公益广告与思维创新的关系,阐述了思维创新在公益广告创作中的重要地位和作用,提出了要使公益广告更新颖、独特,更富人格魅力就必须打破思维枷锁,激发思维创新的潜能。公益广告是为公益活动、公益事业提供传播服务的。它是以推广有利于社会的道德观念、行为规范和思想意识为目的的广告传播活动。公益广告的创意相对于商业广告又有其自身的独特视点。本文对大量的公益广告进行了分析,从中归纳整理出公益广告创意的方法。     

Koalas in the land of the pandas: reviewing Australian expatriates’ China preparation

The unprecedented internationalization of organizations in the past two decades has made the need for cross-cultural awareness, appreciation and understanding in the daily operations of international businesses increasingly prevalent. In both academic circles and the popular press much has been written about the need for individuals to be cross-culturally sensitive, adaptive and responsive when managing across national borders. One of the key aspects identified in literature as contributing towards achieving cross-cultural sensitivity of expatriates is correct selection, pre-departure and post-arrival training and in situ support for the expatriate and his/her family. The research presented in this paper examines the selection, training and support of Australian expatriates in China, a nation that has loomed large in the current and future trading and expansion plans of many Australian corporations since it opened its doors to international commerce in the late 1970?s. Based on information gathered through semi-structured interviews conducted with expatriate Australians in Shanghai in 1999 and 2001, the results of this research indicate that, while organizations are recognizing the need to employ Australians who have prior China knowledge, organizational preparation remains negligible.     

论公益广告的特点及其创作

近几年,公益广告在我国的发展方兴未艾,但国内对公益广告的理论研究还很缺乏。文章从公益广告的特征层面进行研究,总结出公益广告创作的一些规律性经验。     

How do advertised brands benefit from private labels? An application of rational expectations models

Private labels have traditionally been viewed as a threat to advertised brands. Contrary to traditional wisdom, this study uses a two-asset rational expectations model to show that advertised brands could benefit from private labels. While the manufacturer’s advertising creates product differentiation, the retailer’s synchronous pricing strategy further enhances the product differentiation and raises profits as well as the efficiency of price discounts for the advertised brand. In addition, the existence of private labels improves the advertising efficiency, especially for newly introduced brands. The economic role of private labels is not limited to taking a free ride on the manufacturer’s advertising efforts, and this role cannot be replaced by another advertised brand.     

无锡户外广告业可持续发展策略研究

户外广告是城市的"明信片"。户外广告业在无锡的发展势头强劲,同时也出现诸多问题。因此,必须借鉴国内外先进经验,采取有效措施,建立一套高效、完善、快速反应的广告监督管理体制,有效规范户外广告市场秩序,以实现城市"形态"、文化"神态"和市民"心态"的内外和谐。