Advertainment

Abstract

This essay explores the issues implicated by entertainment vehicles created solely to spotlight specific advertisers. From the contemporary exemplar of this paradigm in the highly successful 1990-1998 “Sophisticated Taste” campaign for Taster's Choice(r) instant coffee, in which viewers watched the sparks fly between the characters of Tony and Sharon in a continuing series of ads that functioned as television programming across multiple media platforms, to the most recent incarnation in advergames, online computer games that promote brands, this study considers the nature and implications of perhaps the ultimate evolution of product placement and blurring of the lines between entertainment and commercial persuasion.     

The Effectiveness of a Buzz Marketing Approach Compared to Traditional Advertising: An Exploration

Marketers are now willing to go anyplace they can find a captive audience to espouse the virtues of their products. The success of the “buzz” marketing approach is linked to the consumer being lured into doing the advertising by spreading the message to others. This study compares students’ responses to a traditional advertising and a buzz approach. Using a factor analysis to identify variables, the results show that subjects perceive a buzz approach to be more influential than a traditional advertising. However, they do not perceive a buzz approach to be authentic. This finding is consistent with practitioners’ argument that, although a buzz approach may be effective in the short-term, once consumers recognize its selling intent, the program may have a “boomerang effect.”     

Managerial,organizational, and external drivers of sales effectiveness in export market ventures

The authors extend sales management theory by considering the role of export sales management in small- and medium-sized firms, and they develop an integrated model of export sales organization effectiveness. Specifically, the authors test 16 hypotheses that examine the relationships among export sales management control, export territory, psychic distance, export sales performance, and export sales organization effectiveness. Using a mail-survey approach, data were collected from U.K.-based export sales managers in 146 direct exporters of industrial products. Though certain anomalies are observed, the research findings support many of the hypothesized associations, confirming the robustness of existing sales management concepts and theories in an export-marketing context.

发达国家光伏建筑推广政策实施效果的启示

光伏建筑作为太阳能利用的最佳形式,正在各国政府的大力推广下飞速发展,而我国光伏建筑的推广效果却不尽如人意.通过研究日本、德国等发达国家光伏建筑推广政策及其实施效果,揭示了其推广政策取得显著成效的主要原因,并从中获得启示,即我国光伏建筑推广政策应注重科学地制订经济激励政策,重视研发并促进形成合作创新的研发体系,及时展示新成果,培养和造就一流的光伏制造商.研究成果为政府有效地制订光伏建筑推广政策提供了科学依据.     

湖北高职学生听力障碍调查与研究

“高职学生英语听力障碍调查研究”是湖北省教育厅社科研究重点课题,该课题确定湖北省高职学生为研究对象,从“学习者特征、听力材料特征、说话者特征、任务特征和过程特征、以及听力环境因素”五个方面分析了高职学生英语听力障碍,借助观察法、访谈法、调查问卷法、文献研究法和自然实验法．从心理与行为的角度对他们的英语听力障碍进行调查和研究,并提出相关对策。在此基础上,还展开了一系列的实验进行论证和完善．并随后进行了成果推广实验,取得了良好的效果。文章即是对“高职学生英语听力障碍调查研究”课题的总结。     

对上海国际贸易中心建设的探讨——基于行业协会对外贸易促进职能的视角

国际贸易中心是上海四大中心建设的重要内容之一,它对其它三大中心建设具有重要的支撑作用。行业协会作为重要的一个服务中心,在上海建立国际贸易中心的过程中应发挥好桥梁和纽带的作用。本文分析了上海市行业协会在对外贸易促进方面的不足,并在此基础上提出了相应的措施。     

论反腐倡廉制度建设

胡锦涛总书记在十七届中央纪委第五次全会上阐述了反腐倡廉制度建设的重要意义并提出工作要求。在反腐倡廉制度建设的基层实践中,要把胡锦涛总书记的讲话精神落到实处,就要充分认识反腐倡廉制度建设的重要性,不断提升反腐倡廉制度的科学性,提高制度执行力,增强反腐倡廉制度的实效。     

广西防城金花茶国家级自然保护区宣传教育工作探讨

自然保护事业的发展,需要公众的广泛参与,对公众的宣传教育工作已成为自然保护理的一项主要工作,这是保护区持续发展的需要。文章对广西防城金花茶国家级自然保护区宣传教育工作现状及存在问题进行探讨,并提出了保护区宣传教育的措施。     

提升企业核心竞争力 推动桂林机床大发展

提升企业核心竞争力,既是我国加快转变经济发展方式对企业提出的要求,也是企业提高市场竞争力,推动企业发展,实现科学发展的需要。企业只有不断提升自己的核心竞争力,才能在市场竞争中战胜对手;但是,大多数企业多年实行的是老一套大而全、小而全的发展模式,致使企业的工业产值停滞不前,经济效益受到极大影响。所以,加强和提升企业核心竞争力,推动桂林机床股份有限公司的发展上规模、上水平,为桂林市的经济发展作出更大的贡献。