一个成功的广告需要什么?

谈到“广告管理”这个问题时,我们要认识到,这是一个须认真对待的行业,因为去年全世界在这一行业上的花费超过了3,000亿美金。这既是一项支出,也是一项投资。我们应该以辩证的眼光去认识它。要管理好它,我们就需要学会衡量它。和许多企业决策类似,在厂告中的开支包含着风险。因此,对于厂告投资的估算要考虑到风险管理。我们所身处的厂告行业并非仅仅是一个“艺术世果”．     

品牌应该塑造差异满足消费者的情感需求

人们常说,市场营销的任务是给品牌赋予一个独特卖点（Unique Selling Proposition）,并且把产品的特质或功能特点作为“令消费者相信这个卖点的理由”。但这是从品牌制造商的立场出发,针对与其他品牌的竞争而言的。那么,从消费者的角度来看呢？在选择品牌的时候,消费者不会太多考虑品牌的特性（尤其是很多品牌的特性都比较相似）;对消费者而言,真正重要的问题是：“这个品牌能为我做些什么？在物质层面和情感层面能给我带来什么利益？”     

您的广告具有何种情感冲击力?

情感=精神的波动或感觉（牛津大辞典）情感是十分重要的,因为就像第一印象一样,它影响和决定着人们接下来会有什么样的反应和行动,或者决定着人们会不会有任何反应。由于对广告的第一印象通常会更感性,而不是理性,我们需要在理性之外探索,以便更好了解消费者对产品或广告信息的情感和印象。     

Do Employers' Responses to Crises Impact Men and Women Differently? Firm‐level Evidence from Indonesia

Do employers' responses to crises impact men and women differently? Using manufacturing census data from Indonesia this paper assesses gender differences in the impact of the East Asian crisis and to what extent these were due to differential treatment of men and women within firms and gender sorting across firms that varied in their exposure to the crisis. On average, women experienced higher job losses than their male colleagues within the same firm. However, the aggregate adverse effect of such differential treatment was more than offset by women being disproportionately employed in firms hit relatively less hard by the crisis. The null hypothesis that there were no gender differences in wage adjustment is not rejected.     

Can Minimum Wages Close the Gender Wage Gap?

Using manufacturing plant‐level census data, this paper demonstrates that minimum wage increases in Indonesia reduced gender wage gaps among production workers, with heterogeneous impacts by level of education and position of the firm in the wage distribution. Paradoxically, educated women appear to have benefitted the most, particularly in the lower half of the firm average earnings distribution. By contrast, women who did not complete primary education did not benefit on average, and even lost ground in the upper end of the earnings distribution. Minimum wage increases were thus associated with exacerbated gender pay gaps among the least educated, and reduced gender gaps among the best educated production workers. Unconditional quantile regression analysis attests to wage compression and lighthouse effects. Changes in relative employment prospects were limited.