Billboard and cinema advertising: Missed opportunity or spoiled arms?

Advertising remains one of the most popular marketing instruments, and many studies have studied its sales effectiveness. However, prior research has either looked at the total spending of a brand/firm, or has focused on the most popular media, especially TV advertising. Even though huge amounts are also spent on “smaller” media such as billboards and cinema, little is known on their effectiveness.     

Advertising targeting young children: an overview of 10 years of research (2006–2016)

A review of 138 published academic articles was conducted to provide an up-to-date and comprehensive overview of academic research of the past decade (2006–2016) on advertising directed to young children up to 12 years old. The research overview resulted in a conceptual framework comprising five research domains that were found to be most prominent. For each of these five domains, an overview, discussion and future research agenda is presented. We conclude that much of the research of the past decade included food advertising and its effects. Progress has been made in the domain of children's advertising processing, specifically with regard to advertising literacy. Despite the growing importance of embedded advertising, many of the new ad formats remain neglected (e.g. native and mobile advertising). Additionally, only a few studies investigated which executional factors (e.g. humour) are effective in advertisements to target children and social influences are also less often considered.     

RESEARCH ON THE MOTION PICTURE INDUSTRY: STATE OF THE ART AND NEW DIRECTIONS OFF THE BEATEN TRACK AWAY FROM THEATRICAL RELEASE

The motion picture industry has been subject of extensive academic research over the last decades. However, most scholars focused on the U.S. theatrical motion picture market. The number of research activities regarding even more profitable release windows, such as home video or television, has been substantially lower. Although international distribution is essential for a motion picture project to break even, there has been little significant re-search on most other markets. This paper aims at summarizing the current state of research on the motion picture industry, particularly from marketing and management perspective, revealing research gaps, and proposing recommendations for future research endeavors. Therefore, a three-pillar scheme is developed to systemize previous findings: Research on intraorganizational decision making, contractual relationships between national stakeholders, and international market competition are differentiated. Since these insights are mainly derived from U.S. theatrical exhibition, they can hardly be applied to other markets and exhibition windows. Thus, potential research areas are identified to expand knowledge of posttheatrical and international markets.     

趣学车:“校中校”领跑驾培行业

＂学车已经成为了当下社会的刚性需求,但是目前驾考行业比较粗放,学员交钱后无法及时练车、考试,＂吃、拿、要＂等现象普遍,相信很多人都有一段痛苦不堪的学车经历,甚至还有人戏称驾校是＂花钱找罪受＂的地方,驾考行业急需改变。＂2016年4月1日起驾驶证自学直考等改革事项如期落地。驾培行业面临着大洗牌,行业改革处于政策窗口期,互联网对传统驾培行业的冲击加速洗牌过程。一时间资本和创业者纷纷涌入驾培行业,     

Online boundary work tactics: an affordance perspective

Studies of work/life balance have focussed on offline settings, and even though technology is considered as a boundary‐influencing feature, social media have not been the focus. Social technologies challenge the relationship between work and private life in new ways, due to their identified affordances: visibility, persistence, association and editability (Treem and Leonardi, 2012). In this paper, we present the results of a study of social media use (Facebook and Twitter) by employees of non‐governmental organisations (NGOs), and show how, through their affordances, these technologies influence the relationship and boundaries between work and non‐work, increasing visibility and reducing individual privacy. Consequently, we observe boundary work tactics that aim to protect private life from both public and professional scrutiny, in prohibitive, reactive or active ways. Our results call for organisations to develop explicit policies or guidelines for social media use, in both their own interests and those of their employees.     

The Development and Testing of a Child-inspired Advertising Disclosure to Alert Children to Digital and Embedded Advertising

Via three studies, this article aims to develop and test an advertising disclosure which is understandable for children (ages six to 12 years old) and which can alert them to different types of advertising in multiple media formats. First, cocreation workshops with 24 children (ages eight to 11 years old) were held to determine a selection of disclosure designs based on insights from the target group. Second, two eye-tracking studies among 32 children (ages six to 12 years old) were conducted to test which of these disclosure designs attracted the most attention when the disclosures were integrated into a media context. These studies led to the selection of the final advertising disclosure: a black rectangular graphic with the word Reclame! (i.e., Dutch for “Advertising!”) in yellow letters. Finally, a two-by-two, between-subjects experimental study (disclosure design: existing versus child-inspired advertising disclosure; advertising format: brand placement versus online banner advertising) with 157 children (ages 10 and 11 years old) was performed to test the effectiveness of the child-inspired disclosure by comparing it with existing ones. This study not only showed that children recognized, understood, and liked the child-inspired disclosure better than the existing ones, but they were also better able to recognize advertising after exposure to this child-inspired advertising disclosure.     

Social network influence and market instability

Models of social networks depict individuals’ dependency. They offer a systematic way to capture the connectedness and opinion formations in the complex web of interpersonal influences. This paper studies price stability of a capital market, where the dynamics of participants’ opinion formations is formalized using social network models. Stability condition is derived. It is also identified how network structures are important in communications and in determining market stability. It is found that factors of highly-connected networks and balanced weight allocation on information sources can in fact be stabilizing. In applications, this study supports the view that the key to reduce the volatility behaviour of emerging-market securities lies in the development of an efficient investor base. It is suggested that one way to achieve this is by broadening and diversifying both the international and domestic investor categories for the underlying market.     

60. Geburtstag von Manfred Knoche

Ohne Zusammenfassung