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关键词： 知识地图   O2O   科目体系   课程平台   生态群落  

摘要： 为了更好适应新常态发展形势及有效实现高职教育改革,结合《平面广告设计》品牌课程建设过程为实例,从"八化原则"的知识地图、课程科目体系、课程综合评价体系等方面详细梳理了该课程改革的创新方法与实施步骤,进而构建以品牌课程为核心的网络平台,打造全新的课程生态群落,最终实现新型集成的O2O现代教育模式落地。

关键词： 性别逆向广告   品牌情感   实证研究  

摘要： 广告是企业常用的营销工具,传统广告一般不把性别作为选择代言人的标准。但是,随着社会的发展,女性产品一定是由女性代言的常规被打破,越来越多的男性明星开始代言女性产品。以鹿晗代言欧舒丹和杨洋代言娇兰为切入点,本文探究性别逆向广告这一广告新形式的效果及成因,并通过实证研究找出其对品牌情感和消费者购买意愿的影响,对未来性别逆向广告的发展提出建议。

关键词： Brand image   Business names   Sports advertising   Marketing executives   Discrete choice models   Product managers   Sports sponsorship -- Economic aspects   Sports events  

摘要： This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand over time. Two pretests and one main experiment, involving more than 2,200 respondents in total, revealed that high advertisement typicality enhanced the effectiveness of sponsorship in event-related advertising more than low typicality. This study also introduces a robust and effective method to assess the typicality of various combinations of event-related elements: discrete-choice experiments. The authors discuss the implications of these findings for marketing and brand managers.

关键词： Advertising up   Television advertising   Advertising content   Advertising strategy   Advertising elasticity   Brand equity  

摘要： Non-premium brands occasionally emulate their premium counterparts by using ads that emphasize premium characteristics such as superior performance and exclusivity. We define this practice as "advertising up" and develop hypotheses about its short- and long-term impact on advertising elasticity and brand equity respectively. We test the hypotheses in two large-scale empirical studies using a comprehensive dataset from the automotive industry that includes, among others, the content of 2317 television ads broadcast over a period of 45 months. The results indicate that advertising up increases (decreases) short-term advertising elasticity for non-premium products with a low (high) market share. The results also show that an intensive use of advertising up over time leads to long-term improvements (reductions) in brand equity for expensive (cheap) non-premium products. Furthermore, an inconsistent use of advertising up leads to reductions in brand equity. The results imply that managers of non-premium products with a low market share can use advertising up to increase advertising effectiveness in the short run. However, advertising up will only generate long-term improvements in brand equity for expensive non-premium products. Finally, to avoid long-term reductions in brand equity, advertising up should be consistently used over time. (C) 2018 The Authors. Published by Elsevier B.V.

关键词： In-game advertising   Product placement   Brand recognition   Brand recall   Size   Memory  

摘要： Rapid growth in the global gaming industry has created substantial opportunities for marketers. The potential and effectiveness of in-game advertising have attracted increasing attention from academics. Drawing on product placement literature, this study explores the influence of size (small, large), order (primacy, recency) and level of absorption (low, high) on consumer memory (brand recall and recognition) of well-known brands placed in a racing game. Using a controlled experiment, 285 participants were recruited to play the sports video game Trackmania 2 Canyon. Results indicate a positive effect of size, but order and level of absorption had no effect on brand recall and brand recognition. In particular, large size brands are recalled and recognised significantly better. Findings offer important implications for marketers in a global gaming industry that is steadily growing. (C) 2018 Elsevier Ltd. All rights reserved.

摘要： We provide new evidence on retailers' pricing and advertising of store brands in the U.K. grocery markets. We analyse a simple Hotelling model in which retailers and manufacturers endogenously advertise their respective brands;we account for the impact of advertising on retailer-manufacturer bargaining and downstream competition. The model predicts that retailers advertise their store brands less when advertising is more rivalrous. We present empirical evidence consistent with this prediction. According to our model, aggregate consumer surplus can be higher with store brands than when they are absent from the market.

关键词： 金融行业   微电影   广告   情感诉求  

摘要： 一些金融企业如银行、理财机构、保险公司等的微电影广告,使用情感诠释的方式,取得了很好的宣传效果,广告打动消费者的同时获得了美誉度,促使消费者参与社交平台的讨论,主动对广告内容进行二次传播。

关键词： 无品牌   零符号   禅文化   价值  

摘要： 研究无印良品"无品牌"广告策略中的符号学相关理论的应用。根据符号学的相关理论,分析无印良品"无品牌"广告策略的符号传达特征,在形式表现层面以及内涵价值层面的体现,总结无印良品中的符号学理论应用对当代设计的启发。从符号学的角度可以看到,无印良品通过建立一个虚指示物,即"零符号"的传达,引导消费者根据接收到的产品外延信息重新赋予品牌新的符号意义,从而构成无印良品对于消费者自身而言的内涵价值。