媒介预算涌向电视的秘密

最近几年,媒体代理机构从客户那里得到的项目佣金已下降到2％～3％,媒体代理机构生存困难。集团化成为媒体代理机构应对困境的方式之一。因为规模大的公司购买力更大,可以同媒体业主谈判降低成本,进而可以用更为低廉的广告价格吸引广告主,从而得到更多的业务。     

Migration Intermediaries and Codes of Conduct: Temporary Migrant Workers in Australian Horticulture

Over recent decades, developments in network governance have seen governments around the world cede considerable authority and responsibility to commercial migration intermediaries for recruiting and managing temporary migrant labour. Correspondingly, a by-product of network governance has been the emergence of soft employment regulation in which voluntary codes of conduct supplement hard (enforceable) legal employment standards. This paper explores these developments in the context of temporary migrant workers employed in Australian horticulture. First the paper analyses the growing use of temporary migrant labour in this industry. It then describes how different types of intermediaries interact with this workforce. The paper then outlines both hard and soft employment regulations, and contrasts them with actual employment conditions, questioning how a network governance approach has affected this vulnerable workforce. The paper concludes that changes in network governance of migration and employment relations have emasculated formal legal regulation, leaving market forces to operate without effective or ethical constraints at the expense of the public good.     

电视广告到达的计划与测量

媒体计划机构运用电视收视率来确定该购买哪种插播广告,从而使广告能够影响到x%的群体。这就是所谓的媒体“到达”,又称之为某一时段或某个电视节目的广告能见机率(OTS)。这一方法是媒体计划者用于预测某广告影响程度的最佳方法,但这并不一定意味着广告能够对观众产生影响,因为     

The changing state–market condominium in East Asia: rethinking the political underpinnings of development

This article addresses the effects of inequality on the globalisation process. It is argued that the recent financial and economic crisis is a manifestation of a tendency of the aggregate demand to fall relatively to aggregate supply, generated by an asymmetric income distribution, which in turn both increases, and is reinforced by, the mobility of goods, capital and labour, in a process of cumulative causation. This process has not become manifest earlier due to counteracting tendencies generated by the financial system, that were disrupted during the crisis. It is also argued that mainstream economics does not have the adequate framework for explaining the crisis, and actually contributed to the crisis through its theories and policies. Hence an alternative economic framework is suggested for addressing the crisis, drawing upon the contributions of several heterodox economic traditions, especially post-Keynesianism.     

“不要忘了记住我!”广告说的越多,传递的信息可能会更少

人的记忆是有限的,而就是这样一个简单的事实却被很多广告主在制作广告时常常甩在脑后。他们把广告当成了货运集装箱,认为能够装载大量的信息,认为广告内容越多得到的投资回报就越多,而事实恰恰相反。     

通过“冲击力”看广告

当看到一个厂告时．你会有眼前一亮的感觉吗，还是觉得平淡无奇?很多时候，你的答案可能是后。如今，太多的厂告都被淹没了，广告播出或刊出之后，它们可能被很快的遗忘，或根本就没有被记起过。这样的厂告无法吸引消费的注意力。当然也就无法达到既定的目的。人们已经厌倦了厂告的海洋，平淡无奇的厂告不会被记起，所以现在最为重要的是．让厂告浮出“水面”，也即赋予厂告以冲击力。