Has Advertising Lost Its Meaning? Views of UK and US Millennials

The findings of a study of Millennials in USA and the UK—an increasingly important and digitally savvy segment of consumers—reveal that they see advertising as Companies promoting a product or service to people through media. Their perception is simple and all-encompassing with no evidence that they distinguish between different types of media or different types of communication. Some variation between the views of Millennials in the two countries is also identified, although this is less than expected. The findings contribute to an important and continuing debate among academics and marketing practitioners over how advertising should be defined in today’s multichannel environment. The findings are also compared with other recent definitions of advertising, and their implications are discussed.     

巢湖派河流域清水廊道技术产业推广模式的构建

派河为巢湖一级支流，水质差，针对派河流域开展了多项研究，产生了多项清水廊道技术，尚缺乏有效的产业化推广模式，基于此，构建了多层次、多元化清水廊道技术产业推广模式（“2S”VIP）。该模式包括组织机构、运行机制、推广模式平台、保障措施等。其中清水廊道技术推广模式平台包括综合技术信息平台、综合服务平台、产业化推广平台，以综合技术信息平台为支撑，以互联网+、大数据等为手段，综合服务平台为依托，产业化推广平台实现技术与市场的衔接。在政府的引导和监督下，通过一系列保障措施使各平台能顺利运行，达到产、学、研、用的有机融合。     

The effect of specific discount pattern in terms of price promotions on perceived price attractiveness and purchase intention: An experimental research

This study aims to investigate consumer perceptions and reactions in terms of specific discount patterns (fixed price, 40% discount, discount from 500 TL to 300 TL and 20% + 25% discount) in price promotion. According to the results, specific discount patterns in price promotion have a significant effect on perceived price attractiveness and purchase intention. When the specific discount patterns in price promotion and gender interaction were analyzed in terms of perceived price attractiveness, the scenario of the “discount from TL 500 to TL 300” significantly differentiated from both the control scenario (fixed price) and experimental scenarios for female. For males, no significant difference was found between the control and experimental scenarios. In terms of purchase intention, a significant difference was found between the fixed price scenario and the discount scenario from 500 TL to 300 TL and between the fixed price and 20% + 25% discount scenario. The theoretical managerial implications of the study were discussed, and future research suggestions were presented.     

高质量发展视角下区域创新能力的提升路径 ——以南京市江宁区为例

我国经济已由高速增长阶段转变为高质量发展阶段,实现高质量发展是新时代我国经济发展的根本要求。高质量发展与创新驱动紧密关联,必须多举措协同提升区域创新能力。区域创新能力是指一个地区将知识转化为新产品、新工艺、新服务的能力,代表了创新要素在一定区域内聚集、整合以及推动区域可持续发展的基本能力。为了有效提升区域创新能力,必须强化区域创新的综合保障、构建区域创新综合生态体系、促进创新创业项目孵化与成果转化、强化区域制造业发展相关的创新活动等。以南京市江宁区为例对此进行了分析,该区积极实施战略科技引领计划,不断强化创新工作,通过促进区域创新平台建设、区域创新的服务支撑体系构建、高端创新资源在区域的聚集、区域制造业创新发展及合理布局等,不断增强区域创新能力,有效支撑了区域高质量发展。     

Information Contents in Japanese OTC Drug Advertising from Elaboration Likelihood Model Perspective: Content Analysis of TV Commercials and OTC Drug Websites

Based on the Elaboration Likelihood Model, the current study investigates information types that are cross-promoted in Japanese pharmaceutical advertising. The results from a quantitative content analysis of OTC drug brands' TV commercials broadcasted in Japan between 2014 and 2015 and their corresponding product websites (n = 150) show that Japanese OTC drug promotions feature more informational cues in the latter; cues such as price, safety, quality, components, and guarantees/warranties are particularly prominent. Furthermore, product websites tend to focus more on rational appeals, whereas TV commercials emphasize emotional appeals. No difference is found between these media types regarding celebrity and noncelebrity endorser usage.     

昆曲艺术创意推广研究

作为首批被列入“人类口头与非物质遗产代表作”的昆曲，在21世纪初又一次焕发出青春活力，受到国内外各界广泛观注。如何保护和推广昆曲这份瑰丽的遗产并使之回归到大众的生活中，是非物质文化遗产保护的重大课题之一。以昆曲艺术的文化内涵和社会使命为出发点，探讨如何以提升人们的欣赏水平、审美趣味、生活品质为目标，通过传统与现代的融合来推广昆曲。     

产业升级进程中职业技术技能的发展趋势及学习提升分析——以制造业为例

分析了产业升级与技术技能升级关系,产业升级进程中企业一线员工职业技术技能的发展趋势,探讨了如何促进职业技术技能的学习提升。     

新疆油气资源税改革全国推广的借鉴意义

已经运行半年多的新疆油气资源税改革使油气企业的税负增加,地方财政增收效应显著,初显税改的目标定位。但在试点中暴露出来的计税依据不规范、综合减征率递减以及内外资企业税负不统一的问题,亟需在全面推开资源税改革方案时予以综合考虑,除此之外,还应适当提高现行税率,处理好资源税收入在各级政府间的分配,并在现行体制下同步推进资源税费改革,以此设计具体的改革方案和路径。     

Rebate redemption requirements – Can they discourage redeeming?

Mail-in rebates are a popular price promotion that receive substantial negative criticism due to high consumer resentment and mistrust. There is little research examining rebate redemption requirements and it seems no attempt has been made to develop a measure of what constitutes a reasonable and, perhaps more importantly, an unreasonable set of compliance requirements. This paper reports on a study of rebate promotion redemption requirements and the differences in their perceived onerousness. Furthermore, we test the effect of rebate requirement onerousness on consumers’ intention to redeem. Results show that consumers do perceive difference in the relative onerousness of rebate requirements. Furthermore, through the use of Best-Worst Scaling it was possible to rank the onerousness of requirements and demonstrate that the most onerous were up to 50 times more likely to deter consumers from redeeming than the least onerous. These results will help marketers better understand how to promote products using rebate promotions that do not foster consumer angst. Findings offer implications for retailers, product marketers, policy makers, and regulators.     

Price promotion with reference price effects in supply chain

We consider the price promotion in a supply chain comprising one manufacturer and one retailer, who take into account the reference price effects of consumers. The problem is analyzed as a manufacturer-lead Stackelberg game. The results indicate that reference price effects could mitigate “double marginalization” effects, and improve the channel efficiency. We also show that the optimal price promotion benefits the manufacturer, retailer and consumers in consumer promotion model. Furthermore, we provide the conditions under which the retailer has an interest in offering price promotion to consumers. Finally, we employ numerical analysis to demonstrate more managerial insights.