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关键词： Celebrity credibility scale   brand attitude   advertisement attitude   purchase intention  

摘要： The celebrity credibility scale developed by Singh and Banerjee [Singh, R. P., & Banerjee, N. (2018). A study on exploring the factors influencing celebrity endorsement credibility. Global Business Review, 19(2), 494-509.] which is validated in the Indian context with the addition of some items based on Indian culture and psychometric properties is further tested. The scale items are earlier tested in general terms without any reference to a celebrity. For this study, four major two-wheeler brands in India, which are endorsed by celebrities, are considered. The present study consists of 380 participants. This study tries to explore the influence of celebrity credibility on consumers' brand attitude and advertisement attitude. Subsequently, the influence of brand attitude and advertisement attitude on consumers' purchase intention is studied. The study reveals celebrity credibility has a significant influence on consumers' attitude towards the brand and advertisement, also in the case of purchase intention;both brand attitude and advertisement attitude built on celebrity credibility has positive significant influence. The present study supports the celebrity credibility scale items of Singh and Banerjee (2018). The overall effect of celebrity credibility is positively significant with other constructs;this proves that the scale items are robust and relevant in clarifying celebrity credibility properly.

关键词： Display advertising   Fairness   Non-convex program   Scatter search  

摘要： Publishers, advertisers, and users are the three players in online display advertising, where the traded object is an impression (i.e., a user's visit). The publisher usually sells impressions months in advance of their physical appearance by signing contracts on prices and quantities with advertisers. With the introduction of ad exchanges, the publisher can also sell impressions that are unsold in the contracting market in a spot market. We build a bi-objective optimization problem to maximize the publisher's expected revenue and the advertisers' fairness of impression allocation in the presence of a spot market and impression supply uncertainty. Here, the publisher decides on the contract prices and creates a plan for impression allocations. The problem is a non-convex program, solved by integrating local and global heuristic methods. We also set a lower bound and an upper bound to facilitate and justify the solutions. Numerical examples indicate that ignoring supply uncertainty may over-estimate the expected revenue, and that fairness may be achieved by sacrificing a small portion of revenue. However, too much fairness may reduce the revenue. It is also shown that the heuristic algorithms are computationally effective. (C) 2017 Elsevier Ltd. All rights reserved.

关键词： Event marketing   Branding (Marketing)   Advertising spending   Publicity   Special events  

摘要： Surprisingly little empirical research has examined the effects of event marketing at the company level. The authors compared the differential effects of event-marketing and advertising expenditures on brand value and company revenue. Using a longitudinal dataset for 74 real-estate companies in China (2006-2013), the authors found that both event-marketing and advertising expenditures had positive impacts on company revenue and brand value. As a brand aged, advertising expenditure continued to yield positive returns on brand value and company revenue, whereas event marketing had diminishing marginal returns on brand value and company revenue.

关键词： Consumer behavior   Consumer attitudes   Branding (Marketing)   Advertising & psychology   Perception  

摘要： Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence. Hedonic brands therefore try to create a pleasant experience for the customer, highlighting the warmth dimension, whereas utilitarian brands emphasize the competence dimension. Research on the innuendo effect has shown that if a person is described positively in terms of only one dimension, people make negative inferences about the other dimension. The current study provides evidence that this effect also emerges in the advertising context-that is, when a brand is described only with one of the two dimensions.

关键词： virtual advertising   perceived fit   brand attitude   event suspense   sport viewer confusion  

摘要： When virtual advertising is inserted into a sport broadcast, viewers are simultaneously exposed to both a sport event and an advertised brand. The purpose of this study was to determine whether the perceived fit between a sport event and an advertised brand in virtual advertising affects viewers' attitudes toward the advertised brand. Sport viewer confusion and event suspense were also examined, as a mediator and moderator, respectively, for the relationship between perceived fit and brand attitude. Participants (N = 131) took part in an experiment in which perceived fit and event suspense were manipulated using animated virtual advertising and video clips of Korean professional baseball broadcasts. Results showed that perceived fit in virtual advertising positively influenced brand attitude and this effect was mediated by reduced levels of sport viewer confusion. However, no moderating effect of event suspense was detected. Considering these findings, implications for theory and practice are discussed

关键词： advertising   Contradictory brand information   heuristic-systematic model   motivation   social media  

摘要： This study tested two major theoretical assumptions of the heuristic-systematic model–(1) concurrent information processing and (2) multiple processing motives–in a common advertising situation where contradictory brand information from different sources (e.g. a positive advertising claim [a persuasive argument] vs. negative consensus information from a third-party source [a persuasion cue]) was available to consumers with varying motivation (accuracy and defense motivation). Results showed that individuals employed different information processing strategies, depending on motivation type. Accuracy-motivated individuals engaged in concurrent (both cue- and argument-based) processing when involvement was high. Defense-motivated individuals sought positive valence, regardless of the level of involvement and type of information. © 2016, © 2016 Taylor & Francis.

关键词： 国家战略   品牌计划   全媒体   电视广告   突围   广告经营模式   解读   央视  

摘要： 近年随着移动互联网的发展以及传播环境的变化,传媒业进入全媒体时代,传统主流媒体的广告经营模式陷入困境。最近一年多来,应对广告经营的突围之需,中央电视台推出以“国家品牌计划”为核心的系列创新举措,将平台优势转化为收益优势,将广告经营适配国家战略,体现出一种经营的智慧和创造力。

关键词： 戈森法则   品牌广告短片   广告文案   情感营销  

摘要： 戈森法则是现代经济学需求理论的基石。广告的表达是信息和艺术的融合创作，与分析消费者欲望和行为功能密切相关。本文以人人贷《平凡英雄》、知乎《发现更大的世界》两个品牌广告短片为例，分别从品牌广告短片与企业形象的关系、文案特点、温情营销与用户情感共振等角度进行浅析．从中读出戈森法则三大享乐规律自觉与非自觉地运用，对情感营销的一般性规律进行归纳，并对戈森法则在经济运行实践中的有用性进行总结。

关键词： 中国广告协会   国际会展   品牌工程   新华社   广告节   民族   体育中心   有限责任  

摘要： 以“龙腾新时代，智汇靓冰城”为主题的第25幅中国国际广告节近日在哈尔滨国际会展体育中心成功举办。作为中国广告协会的副会长级单位，新华社旗下中国广告联合有限责任公司代表新华社参与了本次活动，并隆重推介新华社民族品牌工程，受到与会者的广泛关注。