The Corporate Annual Report

This article develops the concept of customer com- mitment, and then deals with the frequency with which CEOs of publicly-held companies express commitment to customers in the president's letter section in their corporate annual reports. The au- thors' research findings show that only a small percentage of compa- nies take this opportunity to communicate customer commitment to customers and employees. While other CEOs thank customers or make incidental mention of customers, nearly one third fail to refer- ence the "customer(s)" at all. In addition to the benefit of promoting customer commitment to customers and prospects, the authors dis- cuss the opportunity for a company to promote customer commit- ment to its own employees in the context of internal marketing.     

How Chipotle used unbranded content to increase purchase intention by changing beliefs about ethical consumption

Abstract

To combat ad avoidance, advertisers are moving advertising into programs, a practice known broadly as branded entertainment. The difficulty of advertising to Millennials has also prompted the use of unbranded cause advertising, to increase awareness of issues championed by the brand, without triggering defensive persuasion-coping strategies. Chipotle combined both these trends when it produced a relatively unbranded piece of branded entertainment, Farmed and Dangerous, a four-episode sitcom that humorously dramatized the ethical issues raised by industrial farming. When the series ran on Hulu, an online television network, it increased sales for the Chipotle brand and won awards for its creators. This study reports a classic pre/post experimental design, to show how exposure to this unbranded entertainment increased purchase intention by changing beliefs about ethical issues related to the environment, nutrition, and gene technology.     

云计算在电大信息化建设中的应用研究

云计算是一种新的服务计算模式,其在教育领域的目的与电大的教育目的十分贴近,也为电大的教育信息化建设和发展带来了一种新的思路和途径。     

浅谈有线数字电视系统的调试与维护

文章介绍了有线数字电视的基本特点、系统指标、应用以及有线数字电视传输系统的维护,阐明了有线数字电视系统常见故障处理方法。     

Riding the US wave: spectrum auctions in the digital age

Given its significant technological advantages compared to analog broadcasting, digital television (DTV) will be the television system of the future. However, it requires a full replacement of analog television sets by digital receivers, as DTV can only be watched with special equipment. In order to make this transition happen smoothly without losing the analog television audience, both signals have to be simulcasted until a substantial coverage with DTV broadcasting has been achieved. Australia and the US meanwhile have established a regulatory framework to lead this transition towards the end of analog broadcasting, the so-called analog switch-off. Part of the US regime is the FCC's obligation to reassign analog frequencies after the switch-off has taken place by means of auction. Spectrum auctions, however, originate not from the US but from New Zealand, where they have been used since the end of 1989 and ever since been subject to legal and political criticism. The article outlines the principles of both the DTV and spectrum auctions regulation and shows the links between both areas of telecommunications regulation. It concludes by suggesting that the analog switch-off is a unique opportunity to reconsider current spectrum policies, as it frees large amounts of the radio spectrum that are today occupied by analog broadcasting and will soon be subject to one of the biggest frequency reassignment processes in the history of telecommunications regulation.     

广播电视编导专业实验教学改革研究

根据当前我国广播电视行业人才需求与人才教育现状,广播电视编导专业的实验教学应积极引入先进的后现代主义教学理念,从实验教学的模式、过程、方法、行为、评价等方面进行创新,构建具有后现代教学理论特色的实验教学体系,培养具有创新精神和实践能力的复合型广播电视艺术人才。     

基于同轴电缆的移动信号室内深度覆盖系统设计与实现

针对移动信号室内深度覆盖需求和现有覆盖方案存在的问题，提出了一种以有线电视同轴电缆为入户通道的射频系统。分析了系统原理和几个关键问题，计算了系统各项设计参数，阐述了合路器、跨路器和智能终端三个主要部分的结构及阻抗匹配滤波、同步、放大等关键模块的实现方法。实地测试结果表明，系统各项指标符合设计和应用要求，实现了160 m2高层住宅的信号覆盖，提高了小区测量报告（MR）覆盖率，同时对移动室分系统性能也无影响。所提方案与现有方案相比具有低成本、施工快速、协调简单等优势，是一种新颖实用的室内深度覆盖实现方式。     

How Much Will Consumers Pay? A Hedonic Analysis of the Cable Television Industry

Because cable television is the classic example of a bundled commodity, it is difficult to determine how consumers value individual cable networks offered on a typical system. This paper uses a modified hedonic framework to determine the marginal willingness to pay by consumers for individual cable networks. The traditional hedonic framework is adapted to allow for the lack of competition on the supply side of the market. It is clear that consumers do value some types of programming more than other types. Sports, news, and family programming all have positive implicit prices while program guides have negative marginal prices.     

电大远程开放教育学士学位授予的现状和发展方向探讨

电大远程开放教育的学位授予面临着学习者和教师认识度不高、学位英语是障碍、获得比例低等问题,通过对此系列问题的分析结合远程开放教育的特点提出了加强社会认同度、加强课程教学、拓展学位类型、学位制度国际化、建立学位补偿等发展方向的探讨。     

电视广告营销中的“全过程无忧虑服务”探析

电视媒体广告的全过程无忧虑服务营销策略,体现的是电视媒体经营人员的市场意识,对于电视广告营销面临的诸多困难,是一个可选择的改造之路。它帮助电视广告营销克服同质化,同时实现电视广告营销的专业化。