Mad women: gendered divisions in the Swedish advertising industry, 1930–2012

This article constitutes a first attempt to systematically map the presence of women in the greatly changing Swedish advertising industry since 1930. The overarching aim of the study is to analyse how the gendered divisions of labour and business changed in relation to both business structure and the overall labour market in Sweden. While we conclude that women constituted around 40–50% of the workforce over time, we see an increase in the shares of women in higher positions and in women who were self-employed and managers. This upturn, however, stabilised during the 1990s. We argue that the changes in gendered divisions of labour and business coincided with a fast-changing business structure. First, the old cartel broke down in the mid-1960s. Then, the number of firms increased quickly during the 1970s and 1980s, and the market share for the largest firms declined. This, in turn, meant new business opportunities for women at the same time as their overall labour market participation increased. The article stresses the importance of both acknowledging women’s presence in the industry development as well as the structures constituting gender divisions.     

Disentangling location-based advertising: the effects of location congruency and medium type on consumers' ad attention and brand choice

Research on location-based advertising (LBA) suggests that the merits of LBA lie in the fact that consumers can be targeted with location-congruent ads on their personal mobile devices. However, LBA consists of two underlying constructs: a mobile (vs. point-of-sales) advertising medium and location congruency (vs. location incongruency). This study aims to disentangle these underlying constructs by showing that they differentially affect the efficacy of an ad. Using a virtual reality lab experiment, this study shows that location-congruent ads result in increased choice for the target brand as compared to location-incongruent ads, independent of medium type. However, in location-incongruent situations, mobile ads attracted more attention than point-of-sales display ads. The advantages of LBA thus do not seem to emanate from medium type, but rather from the congruency between the ad and product location. When the ad is received at a different location than the product, the mobile medium is able to enhance consumers' ad attention.     

Consumer responses to different degrees of advertising adaptation: the moderating role of national openness to foreign markets

We investigate the moderating role of national openness to foreign markets on consumer responses (attitude to ad, brand and purchase intention) to different degrees of advertising adaptation in Belgium, Iran and India. We operationalize three levels of advertising adaptation (standardization, glocalization and adaptation) by manipulating the model (international versus local celebrity) and advertising copy (international versus local advertising copy). The results show that societies with a low openness to foreign markets respond more positively to fully adapted ads than to glocalized and standardized ads. The differences in responses decrease with national openness.     

高校广告学课程实践性教学及其模式探究

高校广告学教学必须正视市场的发展趋势及其特殊性,以学生为本,以社会需求和学生的毕业去向为导向,以培养高素质、高技能应用型专业人才为目标。广告学作为一门实践性很强的应用性学科,存在教学理念模糊、实践教学平台缺失、教师实战经验不足、教学方法落后、实践教学监管不力等问题。必须以服务社会为目的,明确教学定位;以能力培养为主线,构建教学体系;以灵活多样为手段,创新教学模式;以内涵建设为抓手,完善保障体系,在演示教学、案例教学、项目教学、研讨教学等模式上不断创新。     

技术效率暴露出的我国工业企业困境——基于研发企业的实证分析

研究筛选了2005-2007年连续三年都有研发投入的规模以上工业企业,主要采用超效率DEA模型,比较了两位数行业10项投入指标和11项产出指标对总体技术效率的贡献,发现限制行业投入产出效率的主要因素是"应收账款"和"广告费"。由于企业间欠账的普遍性和长期累积造成的高额度,严重制约了行业技术效率的提升,造成反映企业生产销售状况的主要产出指标普遍冗余,陷入即使增加投入也无助于提高产出效率的怪圈,其在行业中的普遍性和严重性已经很大程度影响了企业的创新效率,进而影响生产与销售行为,应引起政府管理部门的及早重视,并加以疏通和解决。     

电影中的“视觉理论”探析

电影电视已经成为了我们日常生活中的一部分。然而只需稍加注意就会发现年轻性感的银幕美女比比皆是。英国女性主义电影理论家劳拉.穆尔维在她的《视觉快感和叙事性电影》中把精神分析引入女性主义电影研究。她对主流好莱坞叙事电影进行了批判性解读,对视觉快感理论进行了阐释。观众通过对银幕美女的观看能够得到快感,而且这种视觉快感不自觉地分裂为主动的/男性和被动的/女性。     

论整合营销传播背景下房地产广告策略

在整合营销传播背景下,房地产广告策略应运用更加科学的传播理念和传播手段,采用广告信息策略、媒体组合策略、公关策略及其它可利用资源,提高广告传播效果。     

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.     

Ethics in Food Advertising to Children in India—A Parental Perspective

Marketers are seen to bombard children with advertisements for unhealthy foods using sophisticated promotion techniques that have serious negative effects on health and overall well-being of children. So parents try to mediate children’s exposure to media content and call for governmental regulations in an attempt to shield them. The extent to which they mediate further determines whether they contemplate food advertisements as being ethical or unethical. Therefore, the present study tries to uncover the antecedents to ethical versus unethical perceptions of Indian parents about food advertisements directed at children. No study, to the best of the researchers’ knowledge, has been conducted so far in India in this regard. Using binary logistic regression with mothers, it is found that the mothers who view food advertisements as unethical report their children to watch fewer hours of TV during weekdays and hold negative attitudes toward advertising to children. These mothers, however, do not feel that the government needs to impose restrictions on food advertisements aired on TV since they themselves indulge in mediation of TV advertising as a general parenting responsibility. The implications of the article are finally discussed.     

Measurement of Advertising Effectiveness： How Different Theories About the Relative Importance of Sales vs. Recall/Recognition vs. Emotion Were Popular

The aim of this chapter is to run through the history of marketing research applied to measuring the effectiveness of advertising and deepen in all those theories that have shed light on this aspect and have influenced subsequent theories and models. This historical review offers the opportunity of knowing the past and understanding better the present of market research applied to advertising. It is a chronological analysis to present day, which introduces the development of the explanatory models for the functioning of advertising and the theoretical and empirical contributions in this area.