Noise traders,firm-specific uncertainty and technical trading effectiveness

This is the first study to document evidence of technical trading effectiveness at firm level in the Chinese A-share market by investigating the relationship between excess profits of technical trading rules and firm-specific characteristics. Our results reveal that firms with higher excess profits from technical trading have more noise traders and higher institutional ownership and that those firms tend to be growth firms with lower liquidity and higher firm-specific uncertainty. Further analysis shows that the profitability of technical trading rules is unsustainable and the excess profits of the highest technical trading profit quintile portfolio disappear in the following year.     

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.     

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.     

财政补贴改革刍论

财政补贴是国家宏观调控的杠杆之一,但是,目前补贴不规范,财政补贴数额大、项目繁杂,补贴效果‘异化’,加大了社会不公。为了强化财政补贴杠杆功能,提高财政补贴效益,必须按照建立公共财政的要求,本着满足公共需要原则、弹性补贴制度原则和补贴方式间接化原则,改变“一刀切”和补贴刚性的局面,确保采暖费收支合理化,取消肉食、副食品、粮食等价格补贴,改革国有企业的亏损补贴制度。     

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。     

电信业顾客满意度测评指标体系的建立与检验

本文结合CS理论模型和电信业的具体业务,提出了电信业顾客满意度测评指标体系,并在预调查阶段运用信度分析和因子分析,证明了该指标体系的有效性和实用性.     

经济伦理与经济发展

经济发展不仅是一个要素投入与资源配置的过程 ,同时也蕴含着深刻的伦理规定 ,是一个价值选择和道德协调的过程。经济伦理对经济发展起着重要的影响作用 :在微观层面上 ,它是一种人力资本 ;在中观层面上 ,它是一种无形资产 ;在宏观层面上 ,它是一种社会资本。经济伦理通过降低交易成本 ,创造合作效益 ,促进资源的优化配置和社会经济的健康发展。同时 ,经济伦理作为一种特殊的经济资源 ,对经济发展的作用性质和方式具有特殊性 ,需要具体地去认识和把握。