The use of visual warnings in social marketing: The case of tobacco

Despite strong interest on the part of tobacco health practitioners, the effect of graphic warnings inserted on cigarette packs is unclear on several levels. First, the most effective themes for such messages have not been clearly identified by researchers. Second, no research has identified the ideal combination of self-efficacy and fear appeal warnings that should be inserted on cigarette packs, according to Protection Motivation Model principles. The exploratory study we conducted with French consumers to test the effectiveness of new graphic warnings proposed by the European Union in 2004 clearly demonstrates that visual messages, as opposed to text warnings, are more effective. This study also enabled us to identify the most effective themes of the European set: health warnings and social messages. Regarding future public health applications, if fear appeals are used, they need to be combined with self-efficacy and cessation support messages since they provoke avoidance reactions.     

中国卷烟行业竞争态势分析

我国卷烟企业长期存在生产规模小、分布范围散、销售区域性强等的特点,卷烟行业始终处于一种"优不胜、劣不汰"的低水平均衡。本文从博弈的角度解释了这种现象的产生原因,并分析了我国卷烟行业的市场竞争类型,提出建立寡头垄断市场是重组卷烟企业的目标。     

浅谈如何合理改造邵阳烟草物流应用平台

本文从烟草商业企业经营战略目标的角度出发,结合湖南省烟草公司邵阳市公司卷烟物流的现状,针对邵阳市公司卷烟物流应用平台改造项目进行了必要性和可行性分析,阐述了卷烟物流应用平台规划的相关理念和原则,为邵阳烟草搭建经济、实用的卷烟物流应用平台,提供了重要的参考思路。     

Identification of Web User Segments Based on Beliefs about Online Ads

Online advertising has been one of the fastest growing industries worldwide, due to the increased number of Internet users. From the perspective of marketing management, identifying the profile of web users who click online ads will enable designers to create better online advertising campaigns. Hence, the main objectives of this article are (1) to segment web users based on their beliefs about online ads, (2) to identify personality traits of each segment, and (3) to investigate attitudinal and behavioral differences across segments about online ads. Data were collected through an online survey and by using cluster analysis, web users were segmented into three groups based on their beliefs about online ads: “Supporters,” “Neutrals,” and “Opponents.” Personality trait differences as well as attitudinal and behavioral differences among three segments were examined and significant differences were found in terms of their personality traits, such as variety seeking, market mavenism, and innovativeness.     

中烟工业公司信息系统整合后的基础数据编码管理研究

中烟工业公司对下属生产厂的各类信息系统集成整合后,需构建独立于业务系统的基础数据编码管理平台和交换通道,实现编码的动态管理和与应用系统同步,将其格式定义、业务审核、变更管理、数据发布等处理内容的操作固化,保证编码在各应用系统中的唯一性、一致性。     

从跨文化角度看中西方广告特征及其翻译策略

广告文化具有明显的大众性,商业性,民族性和时代性的特点。一定的文化传统,信仰和价值观在很大程度上左右着商业经营者以及消费者的心理和行为,从而影响各国广告活动。本文就几点跨文化角度下的中西广告特征进行列举分析,并且针对这些特征提出一些翻译策略。     

In or out? explaining state shares of the tobacco Master Settlement Agreement

In 1998, 46 states were involved in a Master Settlement Agreement (MSA) with the tobacco industry. The other four states settled on their own. Our goal is to answer a counter factual question: how would these four states have fared had they been included in the MSA? We use data from Viscusi (2002 Viscusi WK (2002) Smoke‐Filled Rooms Chicago University of Chicago Press  [Google Scholar]) to explain settlement shares for states participating in the 1998 tobacco MSA, and to predict settlement shares for the four nonparticipating states. We find that two nonparticipating states (Minnesota and Mississippi) may have fared substantially worse had they been included in the MSA.     

Gender effects on consumers’ attitudes toward comedic violence in advertisements

Abstract

This study examined gender’s effects on attitudes and tendencies to share online ads containing comedic violence. The results show that males enjoyed comedic violence more than females, when the perpetrator of the comedic violence was male, regardless of the victim’s sex; and, when the perpetrator and victim were both female. When the perpetrator and victim were of different sexes, the impact of attitudes toward comedic violence on sharing the ad varied by gender. However, when the victim and perpetrator were of the same sex, there was no significant gender difference in the effects of attitudes toward sharing the ad.     

网络平台上烟草行业的动态预算管理模式研究

本文对网络环境下烟草行业如何实现动态预算管理进行了研究,对烟草行业当前预算管理模式面临的问题,以及烟草行业动态预算管理的基本要求、流程、控制过程进行了探析。     

Twentieth century female ad images: Cultural interconnections,social learning,and the dialectical logic of advertising

The study conducts a historical investigation of the linkages among the focused social learning of a few (such as ideas of feminists groups), the amplification of those ideas throughout the masses, and observable female images in ads. The Hegelian sublation or Aufgehoben dialectical framework is applied to deepen understanding of how ad strategies have reconciled multiple cultural conversations about the proper image and role of women through the years. The findings of the research reveal distinctive dialectical processes and strategies in the ever-evolving patterns of female images in ads. The results of the study indicate that the focused social learning of the few is amplified to the masses through more emergent ad female roles and images during prosperous and peaceful times and is thwarted during times of national distress.