教学课程资源库 更多>>

关键词： 广告品牌   中央人民广播电台   创新   传统媒体   监管力度   合同签订   广告营销   新媒体  

摘要： 近年来，新媒体对传统媒体的冲击日益增强，国家广告监管力度不断加大，我国的广告业呈现出低迷的景象。在这严峻的发展环境下，中央人民广播电台（以下简称“央广”）2017年的广告预售却逆势增长，其中中国之声和经济之声预售合同签订额更是创造了历史最高水平。这些数据证明了央广全新的融合广告营销之路是成功的，值得业内同行借鉴学习。

关键词： 中国广告业   评选   品牌   《中国广告》   思想智慧   专业杂志  

摘要： 2019年3月．是中国广告业恢复40周年。作为中国第一本广告专业杂志．《中国广告》的创刊与中国广告业的恢复几乎同步．它不仅记录和见证了中国广告业的发展壮大．也为推动中国广告业的进步播种着思想智慧，洒下了辛勤汗水。

关键词： Location based advertising   Location congruency   Openness in advertising   Intrusiveness   Mobile marketing   Brand choice  

摘要： Smartphone apps allow retailers to track the location of their customers and provide the opportunity to reach them with location-based mobile ads. However, the efficacy of these ads often suffers from consumers' feelings of intrusiveness. Little research has investigated how location-based mobile messages should be designed to maximize their effectiveness and avoid undesired outcomes such as feelings of intrusiveness. The present study tested the effect of openness in ad design, in interaction with location congruency of mobile advertising, using a virtual reality supermarket setting. A process of moderated serial mediation demonstrates indirect positive effects of ad openness on brand choice (via intrusiveness and Aad), moderated by location congruency. Specifically, openness in mobile ad design lowers perceived ad intrusiveness, which positively affects consumers' brand choice (via Aad). This effect is stronger for ads that are presented in a location-congruent situation than for location-incongruent ads.

关键词： advertising disclosure   attractiveness-relevant products   digital manipulation   mandated disclosure   persuasive appeals  

摘要： Prior research has demonstrated various effects of exposure to thin-idealized models in advertisements on consumers' product evaluations. Although this past research provides important insights, it does not take into account that many of these thin-idealized images have been digitally manipulated. The present work studies the consequences of disclosure of this digital manipulation and the process consumers engage in when evaluating the brands responsible for these advertisements. We demonstrate that retouched advertisements may, contrary to conventional wisdom, have favorable consequences. Indeed, we show that individuals have more favorable brand attitudes for retouched (vs. unretouched) ads when retouching is disclosed (vs. undisclosed). We show that disclosed retouched ads utilize a two-sided persuasive appeal, therefore leading consumers to evaluate the brand more favorably. We replicate this effect and explore attractiveness-relevant products and type of disclosure as boundary conditions.

关键词： 消费者需要   品牌建设   广告协会   尊重人   西沙   商务   中国   批判态度  

摘要： 消费者需要什么样的品牌？有着“批判态度”的中国商务广告协会会长李西沙认为，只有能尊重人的消费体验和感受，具有实干精神和创新能力的品牌，才能称得上是合格的品牌。

关键词： 动漫广告   传播策略   动漫形象  

摘要： 动漫形象与广告的结合,成了一种大众喜爱的文化传播形式,本文从传播策略的角度出发,分析日本"熊本熊"和"鹦鹉兄弟"形象广告的成功因素,通过个案分析探寻动漫形象在商业广告中的营销与传播策略,为我国动漫广告的应用与发展提出建议。

关键词： 品牌服务   广告   生态   重构   中国品牌   中央电视台   颁奖典礼   管理中心  

摘要： 2018年8月4日-5日广告人商盟峰会于北京国际饭店会议中心盛大召开。峰会以“广告人·中国智”为主题，将国家品牌课堂、广告人商盟2018年度理事大会＆广告人感恩夜、ADMEN国际大奖颁奖典礼这三场理念丰富、寓意深刻的盛典呈现在业界面前。国家品牌课堂·广告人学院年中公开课 由中央电视台，“告经营管理中心和广告人文化集团联合推出的国家品牌课堂·广告人学院年中公开课，邀请到9位业内大咖，聚焦“中国品牌的运营升级与创新服务”，以三大模块9门课程，直击品悼热点、痛点与难点。

关键词： 广告   符号   品牌   品牌形象  

摘要： 广告每天为大众提供"符号产品"和"符号商品",运用各种表征符号,将符号价值渗透到品牌形象传播的方方面面。本文在符号学的视域下,以企业宣传广告中品牌形象文本为研究对象,从"符号"这一视角切入,探讨广告中品牌形广告中品牌形象的设定与塑造。