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关键词： location-based advertising   location congruency   advertising medium   attention   brand choice  

摘要： Research on location-based advertising (LBA) suggests that the merits of LBA lie in the fact that consumers can be targeted with location-congruent ads on their personal mobile devices. However, LBA consists of two underlying constructs: a mobile (vs. point-of-sales) advertising medium and location congruency (vs. location incongruency). This study aims to disentangle these underlying constructs by showing that they differentially affect the efficacy of an ad. Using a virtual reality lab experiment, this study shows that location-congruent ads result in increased choice for the target brand as compared to location-incongruent ads, independent of medium type. However, in location-incongruent situations, mobile ads attracted more attention than point-of-sales display ads. The advantages of LBA thus do not seem to emanate from medium type, but rather from the congruency between the ad and product location. When the ad is received at a different location than the product, the mobile medium is able to enhance consumers' ad attention.

关键词： 服装平面广告   图像要素   服装品牌形象  

摘要： 在日趋激烈的市场竞争中,越来越多的服装品牌已经意识到品牌形象的重要性,成功的品牌形象成为品牌获胜的关键。在众多的品牌营销策略中,广告占据重要的地位,它能够带来品牌形象的提升、品牌资产的扩大以及消费者忠诚的培养,是塑造品牌形象的有力工具。平面广告作为广告传播媒介的重要形式之一,其图像构成要素及表现方式影响着广告效果,进而影响服装品牌形象。本文通过文献研究、案例分析、访谈调研和实验等方法,得出针对中高端服装品牌实施平面广告传播策略的相关结论:(1)人物形象、品牌logo和背景元素三个图像构成要素均对服装品牌形象的品牌联想和感知质量两个维度产生显著影响;(2)其中,品牌logo影响最大,背景元素次之,人物形象第三;(3)服装形象对服装品牌形象的品牌联想和感知质量两个维度没有显著影响。

关键词： 期刊广告   杂志   出版   煤炭技术   国家新闻出版总署   中文核心期刊   精品工程   黑龙江省   CAJ  

摘要： 《煤炭技术》杂志月刊A4幅面每月5日出版《煤炭技术》于1982年创刊,曾用名《国外煤炭》,1995年改为现名。是经国家科技部和国家新闻出版总署批准的国家级期刊,全国中文核心期刊。《煤炭技术》是集技术性、实用性、导向性于一体的颇具影响力的综合性煤炭技术类月刊,是黑龙江省优秀科技期刊,获首届全国《CAJ-CD规划》优秀执行奖,获首届黑龙江出版精品工程奖,获首届全国石油和化

关键词： AR技术   品牌广告   用户体验   沉浸式  

摘要： 通过列举和分析国内外AR技术在品牌广告领域的设计案例,研究新技术环境下品牌广告的优势及如何进一步实现设计创新。以AR技术为支撑,模拟三维动态视景的多维、互动、沉浸式品牌广告的视觉形式能够更加优化用户的体验,提升品牌知名度,保持品牌持久性。在阐述AR技术应用于品牌广告的前提下,探索新技术下品牌广告设计的新方法。

关键词： Brand trust   message acceptance   online advertising  

摘要： The goal of this study is: (1) to expand upon prior research into general online content, (2) to analyze the acceptance and rejection factors of Internet advertising messages, and (3) to examine the moderating role of brand trust in this process. The results show that, when displaying intentions relating to the acceptance of online advertising, brand trust is not a significant influencing variable. However, when studying the intent to reject a message, brand trust does act as a barrier against the negative effect of irritation, while when this trust does not exist, irritation exercises a significant negative effect on advertising value.

关键词： 《老九门》   原创帖广告   隐蔽性   品牌  

摘要： 在新媒体时代,广告需要在降低受众阻抗心理的基础上拓展创作视域和创新艺术形式,以新颖、隐蔽的方式消除受众对广告的抵触情绪.《老九门》中的'原创帖'广告以一种顺势而为的设计理念,既保留了原剧的风格和剧情,又达到了诉求目的,实现了影视剧、赞助方和受众的互利共赢.

关键词： 品牌   代表   品类   消费者心智   公关   定位  

摘要： 5月11日—5月12日,"第三届定位中国峰会暨里斯品类战略十周年论坛"在上海召开。此次论坛以"见证品类的力量"为主题,年届90高龄的"定位"理论之父艾·里斯先生,及其女儿、新一代定位大师劳拉·里斯女士分享了对定位理论的最新研究成果。

关键词： 计量经济学   随机干预试验方法   分析能力  

摘要： 计量经济学是经济学专业的一门重要专业基础课,对培养学生批判思维能力,定量分析能力起到重要作用。计量经济学中的随机干预试验方法可以有效帮助学生建立因果关系框架,在实践中辨明变量的影响。同时,随机干预试验方法的应用前景也在不断扩展。

关键词： Brand attitude   Advertisement value   Advertising attitude   Context awareness value   Purchase intension  

摘要： Purpose - The purpose of this paper is to examine the purchase intention in the case of smartphone advertising, which is unlike any other advertising media. Design/methodology/approach - This study examines the characteristics of recent mobile advertisements such as brand attitude and context awareness value, which have not been considered in studies on non-mobile advertisements, to address purchase intention through smartphone advertisements using structural equation modeling. Findings - The results are as follows. Together with entertainment, information, irritation, and personalization in non-mobile advertisements, timing and location in mobile advertisements are the main factors for establishing consumers' purchase intention. Further, although mobile advertisements' context awareness value strongly impacts consumers' advertising attitude and brand attitude, purchase intention receives greater impact from brand attitude than from advertising attitude because the products/services lack feel and touch. Originality/value - These results imply that contextual advertising and new technology enabling feel and touch for products/services can maximize the effect of mobile advertisements.

关键词： 新媒体   交互广告   品牌形象  

摘要： 从品牌形象在新媒体环境下的塑造、推广出发,通过介绍交互广告定义及意义,结合现有品牌与交互广告结合案例进行分析,本文主要研究的新媒体指以手机移动端为媒介.希望对企业、设计师带来有益的借鉴和启迪.