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关键词： advertising   agents   branding   champagne   marketing   pricing   promotion  

摘要： This paper examines the branding and marketing techniques used to develop the British champagne market in the nineteenth century. It draws upon the archives of the major French champagne houses and the extensive collection of price lists and marketing material in the scattered archives of W. & A. Gilbey, the dominant wine distributor in nineteenth-century Britain, to focus on the period from 1850 to the early 1900s. This period saw the creation of a powerful marketing template centered on a group of premium brands that endured for well over a century and influenced champagne marketing worldwide. Contemporary commentators saw a "cult" of famous brands, which disadvantaged consumers and merchants. Looking back at this period through the lens of a century of marketing history, we can clearly see a different picture: one of astute marketing (although that termwas not then in use) that exploited selective distribution and created the concept of vintage-dated wine (what we would today call "limited-edition" product lines), making the champagne houses and their agents early exponents of Jean-Noel Kapferer's twenty-first-century "anti-laws" of luxury marketing.

关键词： 广告传播   音乐元素   品牌认知  

摘要： 当前,除了视频在广告传播中作用显著外,音乐也是影响受众品牌认知的主要元素之一。首先,在了解和理解广告信息的基础上,音乐的运用有助于树立品牌形象以及满足品牌个性化发展需求;其次,具有音乐元素的广告在传播过程中有助于受众形成品牌记忆;最后,音乐的有效运用能够直接或者间接影响受众对品牌的态度。本文通过对以上三点的详细论述,旨在进一步实现音乐的传播价值和品牌塑造的社会价值。

关键词： 诺贝尔经济学奖   行为经济学   理查德   塞勒   瑞典皇家科学院   简介   主流经济学   大学教授  

摘要： 10月9日,瑞典皇家科学院宣布,将2017年诺贝尔经济学奖授予芝加哥大学教授理查德·塞勒（Richard Thaler）,以表彰他在行为经济学领域做出的贡献。时隔十五年,经济学奖再次落入行为经济学学者囊中,标志着行为经济学已经由一个经济学中的边缘学科发展成为了主流经济学中的一个重要组成部分。

关键词： 写实性油画   茶叶企业   品牌广告  

摘要： 写实性油画从进入我国开始,经过我国几代艺术家的共同努力之后,写实性油画已经获得了不小的成就。并在我国多个领域内得到广泛应用,特别是在广告领域更是得到了广泛使用。由于写实性油画与广告营销的某方面需求存在一定程度的契合,因此现今的写实性油画开始在企业品牌广告中得到充分应用,并取得了不小的成果。写实性油画主要是在古典写实性油画以及在此基础上发展而来的各种写实性油画。在现代社会,写实性油画主要是对照片进行临摹的方法来对现实主义油画进行展现,从而使得视觉感受上逼真。随着现代社会的不断发展,写实性油画也随着社会的变迁发展得到相应的改变以及发展。在这个过程中,它与现代广告进行了有效融合,为最大程度发挥广告的效果起到了重要的意义。本文主要对写实性油画在茶叶企业品牌广告中的运用进行了分析,以期写实性油画更好为茶叶企业品牌广告服务,发挥广告的最大效果。

关键词： 广告   汽车品牌   渠道   异想   媒体   博主黎   世界  

摘要： 100辆价值28.5万元的定制车,4分钟售罄;近3000万的交易,50分钟全部支付完毕……今年夏天,时尚自媒体“黎贝卡的异想世界”与汽车品牌MINI的合作大获成功,博主黎贝卡刷新“带货”传奇。这一案例被视为“具有自媒体变现里程碑意义”。像黎贝卡这样的自媒体KOL(Key Opinion Leader),可以本人取代明星代言、以创意越过广告中介、以构筑的平台为传播渠道,创新“玩法”,实现资源要素的重新整合,在竞争激烈的广告格局中,打开一片成本更低、空间无限的“异想世界”。

关键词： 跨国品牌   本土化   广告策略  

摘要： 可口可乐、百事可乐、宝洁等世界知名品牌凭借本土化策略,成为中国消费者家喻户晓的品牌。由于受到经济、文化、消费心理的影响,跨国品牌在中国广告传播时必须考虑中国本土消费的特征,尊重本土消费者的心理和行为,才能在中国市场上开拓出一片天地。本文以可口可乐、百事可乐、宝洁等知名品牌为例,运用案例分析法,分析和探讨其本土化广告策略的成功之处。

关键词： 品牌市场推广   广告营销   新媒体技术   运用策略  

摘要： 随着社会经济不断发展,新一代信息技术在各个行业、领域,得到了越来越广泛且深入的应用,信息资源在现代品牌市场推广中的重要地位愈发突出。另一方面,信息时代背景下,数据资源扩张十分迅速,海量、繁杂的数据使得受众对品牌推广信息开始麻木,传统的传播模式越来越难满足现代企业的品牌市场推广需求,亟需探索新的渠道,扩大品牌推广视野,吸引受众的注意。新媒体技术具体是指以互联网技术为支撑的媒体相关技术,其兼容媒体的信息服务功能和互联网的先进技术优势,不仅实现了传媒产业与网络经济的有效对接,同时为现代企业品牌市场推广和广告营销,提供了新的渠道和技术手段。笔者即从新媒体技术入手,就其在现代品牌市场推广及广告营销中的实践应用,发表几点看法,以供相关人员参考。

关键词： advertising   branding and brand management   emerging markets/countries/economies   global brands   local iconic brands  

摘要： This study explores how positioning a brand as global and/or local iconic can moderate the impact of advertising frequency (AF) on brand attitudes in an emerging market context. We argue that brands may be seen as the source of an advertisement and that the positioning of a brand can thus enhance source attractiveness, and/or source credibility, which in turn facilitate the impact of AF on brand attitudes. Our results support that both a global and a local iconic positioning enhance the AF-brand image relationship, but they do not have an effect on the AF-brand quality relationship. Additionally, we examine whether source attractiveness and source credibility mediate these moderation effects and find that only source attractiveness is a significant mediator. Additionally, we investigate whether a hybrid positioning strategy (i.e., positioning as both global and local iconic) is beneficial. Results indicate that a separate positioning (i.e., global or local iconic) is a better strategy to increase the attractiveness of the advertising source and in turn facilitate the effect of advertising frequency to create brand image.

关键词： ad effectiveness   brand familiarity   metaphorical ads   product involvement   visual metaphors  

摘要： One of advertisers' favorite communication techniques is the visual metaphor. In fact, metaphor usage perennially increases in ad images. This study, which looks at consumers with varying levels of brand familiarity and product involvement, investigates how their attitudes and purchase intentions of are influenced by the persuasive effects of visual metaphors in various advertising conditions. The findings reveal that consumers' attitudes and purchase intentions are enhanced more by visual metaphor-based ads than nonmetaphor-based ads when the advertised product is in a low-involvement product category. Nonmetaphorical ads are found to have a more positive influence with high-involvement products than do metaphorical ads. The results show a significant three-way interaction effect. When the advertised product is in a low-involvement product category, visual metaphors lead to favorable brand evaluations and higher purchase intentions in the ads for a low-familiarity brand. However, nonmetaphors are more persuasive than visual metaphors only for the low familiarity brand in a high-involvement product category. Theoretical and practical implications are addressed in the discussion. © 2017 Taylor & Francis.

关键词： 纪录片   广告   品牌   故事   最后一公里   农夫山泉  

摘要： 近来，农夫山泉的《最后一公里》再次感动到了小编。