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关键词： 信息经济学   乌家培   中国   跨学科发展   简介   经济学会   著名经济学家   数量经济学  

摘要： 中国信息经济学会成立于1989年3月，是民政部登记注册的一级学术研究团体。学会致力在信息经济与信息管理领域搭建跨学科理论创新的桥梁，推动跨学科发展。学会创始人乌家培教授为中国著名经济学家，中国数量经济学和信息经济学创始人。

关键词： 冷鲜肉   猪肉   品牌广告   创意   策论   山谷   生长环境   营养物质  

摘要： 1.热鲜肉、冷鲜肉、冷冻肉三者的区别热鲜肉是指清晨宰杀清早上市,还保持着定温度的猪肉。但是却为微生物的生长繁殖提供了适宜的温度、营养和充足的水分条件,此类肉不如冷鲜肉安全,也不如冷鲜肉的口感。冷冻肉是指置于-18℃的生长环境中冻结并保存的猪肉,但由于冷冻造成汁液损失,肉的营养物质和风味物质发生劣质变化,此类肉口感亦不如冷鲜肉。冷鲜肉需要在0--4℃环境下停放24小时,让我们有条件大量地测定猪肉的pH24、肌肉嫩度、肉色、滴水损失等肉质特性指标,通过这一系列的测定研究显示,冷鲜肉是最安全口感最好的肉类。

关键词： Co-branding   Advertising and brand recall   Competitive interference  

摘要： Co-branded advertising, where advertisements feature two partnered brands from different categories, should ideally benefit both brands. We test this assertion by studying the effect of featuring a second brand in advertisements on ad and brand name memorability, and the role of category context on which brand is recalled. Our test covers online display advertisements for consumer-packaged brands paired with charity and retailer brands in three markets (USA, UK, and Australia). Independent sample comparisons across 54 brand pairs show that advertising two brands has a neutral effect on ad memorability and negative effect on brand memorability. Furthermore, the advertisement's category context determines which of the brands is recalled. Our findings support a competitive interference theory of dual-brand processing, whereby the two brands compete for attention resources. The results have implications for the return on investment from advertising expenditure, which will vary substantively depending on whether the costs of advertising are shared or borne by one brand in the pair.

关键词： advertising authenticity   brand attitude   frontline employee   role theory   service quality expectation   品牌態度   廣告真實性   服務品質預期   服務業員工   角色理論   advertising authenticity   brand attitude   frontline employee   role theory   service quality expectation   Language of Keywords: English   Chinese  

摘要： 服務業常在廣告中呈現理想員工行為，藉以向消費者溝通服務承諾；但相關研究 尚未論及廣告中理想員工行為若分屬角色內或角色外行為時，將如何影響消費者。根 據角色理論，本研究探討服務業在廣告中呈現不同角色類型（角色內或角色外）的理 想員工行為時，對消費者品牌態度的影響，並提出兩個中介因素（服務品質預期與廣 告真實性知覺）、及兩個調節變數（品牌熟悉度與真實性線索有無）。實驗一結果顯 示：廣告中出現角色外的理想員工行為會正面影響服務品質預期與負面影響廣告真實 性知覺，更會透過此二因素中介而影響品牌態度。實驗二進一步加入品牌熟悉度作為 調節變數，結果發現：消費者面對高熟悉度品牌時，可緩解廣告中呈現角色外行為對 廣告真實性知覺的負面影響，但低熟悉度品牌則維持與實驗一相同之結果。最後，實 驗三則是針對低品牌熟悉度情況下，主張加入真實性線索為可行的行銷作法。結果顯 示：低熟悉度品牌若提供真實性線索，可彌補呈現理想員工角色外行為時所可能對廣 告真實性知覺造成的負面影響。 [ABSTRACT FROM AUTHOR]

关键词： Brand confusion   Confusion experiment   Image data analysis and classification   Multinomial logit model   Two-mode hierarchical cluster analysis  

摘要： Brand confusion occurs when a consumer is exposed to an advertisement (ad) for brand A but believes that it is for brand B. If more consumers are confused in this direction than in the other one (assuming that an ad for B is for A), this asymmetry is a disadvantage for A. Consequently, the confusion potential and structure of ads has to be checked: A sample of consumers is exposed to a sample of ads. For each ad the consumers have to specify their guess about the advertised brand. Then, the collected data are aggregated and analyzed using, e.g., MDS or two-mode clustering. In this paper we compare this approach to a new one where image data analysis and classification is applied: The confusion potential and structure of ads is related to featurewise distances between ads and-to model asymmetric effects-to the strengths of the advertised brands. A sample application for the German beer market is presented, the results are encouraging.

关键词： Advertising   Amniotes   Animal behavior   Animal models   Animal sociality   Animals   Behavior   Biology and life sciences   Cognition   Cognitive psychology   Cognitive science   Communications   Decision making   Eukaryota   Experimental organism systems   Macaque   Mammals   Marketing   Monkeys   Neuroscience   Old World monkeys   Organisms   Primates   Psychology   Research and analysis methods   Research Article   Rhesus monkeys   Social sciences   Sociology   Vertebrates   Zoology  

摘要： Like humans, monkeys value information about sex and status, inviting the hypothesis that our susceptibility to these factors in advertising arises from shared, ancestral biological mechanisms that prioritize social information. To test this idea, we asked whether rhesus macaques (Macaca mulatta) show choice behavior that is similar to humans in response to sex and social status in advertising. Our results show that monkeys form preferences for brand logos repeatedly paired with images of macaque genitals and high status monkeys. Moreover, monkeys sustain preferences for these brand logos even though choosing them provided no tangible rewards, a finding that cannot be explained by a decision mechanism operating solely on material outcomes. Together, our results endorse the hypothesis that the power of sex and status in advertising emerges from the spontaneous engagement of shared, ancestral neural circuits that prioritize information useful for navigating the social environment. Finally, our results show that simple associative conditioning is sufficient to explain the formation of preferences for brand logos paired with sexual or status-based images.

关键词： 色彩   电视广告   品牌诉求   香奈儿香水  

摘要： 通过探讨电视广告色彩的运用与品牌诉求之间的关系,并结合香奈儿香水电视广告具体案例对电视广告色彩设计与品牌诉求之间的关系进行了分析。随着时代变迁,电视广告中的色彩设计不断发展创新,但只有将电视广告色彩运用与品牌诉求完美结合,才能获得最好的广告效果。

关键词： 影视广告   声音   品牌形象   塑造  

摘要： 随着社会的发展,商品的同质化现象越来越严重,同一类型的产品有很多的品牌,消费者在对商品进行选择时,品牌印象成为影响消费者选择商品的主要因素之一。然而,空有品牌形象和吸引人的品牌理念并不够,再完美的品牌形象也需要通过广告媒介将其传递给目标受众,因此,广告的制作尤为重要,特别是影视广告。影视广告是集视听语言为一体的广告媒介,是影视广告一直以来备受瞩目的原因。因此本文将二者结合,在传立媒体的广告客户中挑出部分具有代表性的品牌为例进行研究。

关键词： CIGARETTE smokers   BRAND name products   CIGARETTE advertising   TOBACCO products   BRAND choice   HIGH schools   SMOKING cessation   UNITED States  

摘要： The article offers information about cigarette brand preference and pro-tobacco advertising exposure and receptivity among middle and high school students in the U.S. It highlights the result of the 2012-2016 National Youth Tobacco Survey showing Marlboro, Newport, and Camel as the most commonly reported brands smoked during 2012-2016 and the brands usually smoked for 73.1% and 78.7% of current cigarette smokers in middle and high school.

关键词： 品牌定位   广告音乐   听觉标识   传播  

摘要： 人们可以通过音乐来抒发感情,并且在音乐中可以获得心灵与情感上的共鸣。那么广告中的音乐作用就更大,不仅能够表现出广告画面的活力,使广告内容能够给人留下深刻的印象,还能够使观众受到音乐的吸引进而提高收看广告的积极性。所以,广告音乐对品牌的传播有着很大的促进作用,能够塑造品牌,使品牌形成独有的听觉标识,在广告的播放中使观众对品牌的记忆加强,也就增强了品牌的传播力与影响力。