Should sequels differ from original movies in pre-launch advertising schedule? Lessons from consumers' online search activity

Sequels have become a profitable strategy in the U.S. motion picture industry because of their strong name recognition. However, while the established positioning of a sequel may help insulate it from competing firms' advertising messages, its familiarity may cause moviegoers to be more easily satiated with advertising from the sequel. Therefore, this study examines how sequels differ from original concept movies in terms of their ad effectiveness. We focus our analysis on pre-launch periods, given these periods' importance in shaping the financial outcomes of motion pictures. We consider the weekly online search volume of a movie as a measure of consumer interest in it, and thus as an intermediate response to pre-launch advertising. We then develop a model that assumes ad effectiveness can decline, due to copy and repetition wearout, and increase, due to forgetting, over time. We find that copy wearout is greater for original movies, while repetition wearout and forgetting are greater for sequels. These findings suggest that sequels should allocate more in early pre-launch periods and less immediately before release, relative to originals, to maximize pre-launch consumer interest.     

A model of tourism advertising effects

This study develops the AIEDA tourism advertising effects model and examines this model by tourism destination types and advertising formats in a field experiment. The AIEDA model extends the traditional AIDA model in the advertising field and additionally considers the unique features of tourism products. It includes five hierarchical stages: Attention→ Interest→Evaluation (Perceived Usefulness→ Perceived Credibility) → Desire →Action. Findings of experimental research indicate that destination type and advertising format have main effects and interaction effects on tourism advertising effects. In addition, this study discovered that, for natural and cultural destinations, video ads yielded similar or more positive advertising effects than virtual reality ads, whereas print was the least effective advertising format.     

The Moderating Effects of Status-Consumption Motive and Age in the Relationship between CSR Advertising Appeal Type and Purchase Intentions

The primary purpose of this study was to examine factors that influence the effectiveness of benefit appeal types (i.e., help-other vs. help-self) in Corporate Social Responsibility advertising. To that end, we designed and administered a between-subjects experiment where participants viewed one of the two CSR advertisements crafted with help-self and help-other benefit appeals. Results provided evidence supporting the moderating effects of status-consumption motives and age on purchasing intentions. Additional analysis suggested consumers younger than 48 years old were more likely to be persuaded by a help-other ad appeal when they didn't have strong desires for status consumption. Results were discussed in light of the self-concept theory and value-expressive framework in CSR advertising.     

Merit versus maleness: How strategic positioning can mitigate external gender bias

Despite the proactive efforts of many firms to combat gender bias within their organizations, societal prejudices still disadvantage women leaders and the firms who employ them. This external gender bias shapes outside stakeholder evaluations of women leaders’ efforts in various ways, and firms need strategies to cope with this external gender bias. We examine the conditions that might alleviate this burden of external bias and what women leaders and top executives can do to leverage these conditions—from a strategic positioning perspective—that will effectively allow female leaders to differentiate their work. To do this, we synthesize and build upon evidence that the external gender bias against women leaders diminishes when they lead in areas that are unconventional rather than mainstream. We then propose a two-step process based on (1) identifying the likely threat of external gender bias, which is stronger in some industry contexts than others, and (2) leveraging unconventionality to circumvent male prototypical comparisons, thereby reducing the hazards of external gender bias.     

INTERNATIONAL RESERVE MANAGEMENT: A DRIFT‐SWITCHING REFLECTED JUMP‐DIFFUSION MODEL

We study the cost of shocks, that is, jump risk, with respect to reserve management when the reserve process is formulated as a drift‐switching jump diffusion with a reflecting barrier at 0. Inspired by the Brownian drift switching model, our model results in a more realistic dynamic behavior of international reserves than the buffer stock model. The new model can capture both the jump behavior in reserve dynamics and the leptokurtic feature of the increment distribution which has a higher peak and two asymmetric heavier tails than the normal distribution. Through the selection of an initial distribution that reflects certain steady state behaviors, the reserve process becomes a regenerative process. This selection enables us to derive a closed‐form expression for the total expected discounted cost of managing reserves, thus helping us to numerically find management strategies that minimize costs. The numerical results show that shocks at the reserve level have a significant effect on reserve management strategies and that model misspecification can result in nonnegligible additional costs.     

Advertising to the masses: the effects of crowding on the attention to place-based advertising

Advertising situated in environments where people congregate or pass through on their way to somewhere else benefit from being placed in such high traffic areas. However, these strategically placed ads also suffer from conditions of human crowding that prevents them from being noticed and processed. We undertake a study of place-based advertising in a shopping mall using facial recognition software to determine the effect of human density on the attention directed to advertising. We find that as human density increases, attention to advertising decreases, but only to a point where it begins to increase again. Our research also finds that human density plays a moderating role on the motivation to process advertising.     

Allocating an advertising budget to international travel markets

Deciding on advertising appropriations is a common problem to all National Tourist Offices. The Austrian National Tourist Office now employs a decision support model allowing for inclusion of managerial judgments. In tourism, like elsewhere, application of standard optimization routines to marketing decision making is straight- forward, once the relationship linking market response to input has been modeled adequately. A tailor-made decision calculus procedure eliciting managerial judgments on the relative importance of the factors determining a receiving country's travel market share provides the weights otherwise inaccessible by objective parameter estimation. A tourism manager thus can evaluate countries as tourism generators and allocate an advertising budget accordingly.     

The approach to transforming the traditional agricultural economy: a research on the multiple paths of poverty alleviation and transformation in rural China

Transforming a traditional agricultural economy into a modern economy is one of the main themes in economic development. Through theoretical and empirical analysis, this paper finds out that the key to transformation is to raise the economic value of people, to improve human capital investment and to match the stocks of physical and human capital. China’s rural economy is on the edge of economic take-off, and different zones may pursue different paths for transformation. The source of rural poverty is not the scarcity of income or consumption, but the deficiency of education, social security, medical care and economic opportunity, which we define as “capability poverty”. __________ Translated from The Journal of World Economy (世界经济), 2005,(2) (in Chinese)     

巩固和拓展党的执政资源

对于一个执政党来说,其执政资源丰厚与否,不仅关系到它能否履行好执政使命,而且还关系到它的执政地位是否稳固。在新的历史条件下,为了加强党的执政能力建设,巩固党的执政地位,我们就要从群众资源、经济资源、权力资源、理论资源和组织资源等各方面不断开拓党的执政资源。     

中国当代消费形态下的广告理论述评

中国用几十年走完了西方发达国家一个世纪的经济发展历程，各种理论在中国广告市场得到广泛实践。这些广告理论与消费形态是否契舍，决定了广告理论能否正确地指导实践、引导消费。中国当代消费形态是以消费者为中心，并呈现出许多中国特色，因此，必须进一步完善和发展广告理论以适应新消费形态。