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关键词： Biculturals   Bilingual advertising   Culturally symbolic brands   Identity integration  

摘要： This research examines the roles of brand cultural symbolism and advertising type (i.e., bilingual vs. host country language) in influencing brand liking among biculturals (people who equally identify with two distinct cultures). Across four experiments, we show that a brand's cultural symbolism (or the degree to which a brand symbolizes a cultural group) moderates the impact of bilingual advertising (vs. English-language advertising) on brand liking among biculturals. Brands low in cultural symbolism can appeal to some types of biculturals by engaging in bilingual advertising, whereas there is no significant improvement in brand liking when bilingual advertising is paired with host-culture symbolic brands. This research also highlights the role of bicultural identity integration (BII), or the degree to which biculturals perceive their mainstream (host) and ethnic (home) identities as compatible (versus incompatible), as a key process mechanism that mediates these effects. We demonstrate that at high levels of BII, biculturals react more favorably to a bilingual ad than an English ad, but only for a less symbolic brand. At low levels of BII, advertising type has no significant effect on biculturals' brand evaluations. (C) 2015 Elsevier B.V. All rights reserved.

关键词： 酸酸乳   学院奖   校园营销   产品包装   校园文化   消费潮流   中国广告协会   传统营销方式   高校文化   营销领域  

摘要： 2011年,蒙牛酸酸乳成为第十届中国大学生广告艺术节学院奖的命题企业。四年时间,蒙牛酸酸乳以其独特新奇的品牌调性、超强的品牌代言人、明星粉丝效应和青春动感十足的产品包装,为中国大学生广告艺术节学院奖增添了一道绚丽独到的风景,成为大学生最喜爱的命题品牌之一。

关键词： 广告产业   江苏省经济   经济发展   地方品牌   广告企业   促进作用   广告人才   广告公司   平均贡献率   广告人员  

摘要： 国家和各省市为什么都积极利用财政资金去扶持广告产业园的发展？因为广告业对于经济的促进作用非常明显。广告业与经济发展广告业属于生产型服务业,而服务业对于GDP的拉动作用历来受到各国政府的高度重视。中国的＂十二五＂规划中,明确提出广告业对经济发展的拉动作用,而江苏省的＂十二五＂规划中同样提出了江苏广告业对江苏省经济的拉动作用。对比广告业和GDP的发展速度,可以发现广告业是远高于GDP的。

关键词： 中国网印   品牌化发展   企业战略   喷绘机   康达   喜玛拉雅   协会联合会   喷印   战略执行   市场布局  

摘要： 由中国网印及制像协会（CSGIA）、欧洲网印协会联合会（FESPA）共同主办,沈阳飞行船数码喷印设备有限公司、上海康达喷画有限公司协办的＂2015首届中国网印及广告牌业‘企业战略升级与品牌化发展＇高峰论坛暨上海康达喷画有限公司飞图SDM单双面同步喷绘机交机仪式＂于10月22日在上海卓美亚喜玛拉雅酒店成功举办。

关键词： brand popularity   consumer decision-making style   cross-national   sustainability   consumer evaluation  

摘要： This study examines how brand popularity in conjunction with consumers' varied styles of decision-making, as well as other consumer characteristics, can influence the overall evaluation of a sustainable brand. The results of our empirical analysis show that the effect of brand popularity varies widely according to which countries one considers. Here we examined Korea, China, and Russia, and found in each country that popularity significantly influenced consumers' evaluations of sustainable brands, yet in very different aspects. In Korea, when the brand popularity cue was presented, a significant positive influence on consumer evaluation resulted. However, China showed a significant negative influence, while Russia showed neutral, insignificant results. In addition, we found also that both a brand's fashion leadership and its connection with sustainable, conscientious causes can work as moderators. Finally, we found that consumer decision-making style varies not only according to fashion leadership and sustainability involvement, but that each country had a different opinion on sustainability in general. Thus, several important implications for international marketing are here presented.

关键词： 商业广告策划   品牌影响力   建议  

摘要： 在新时期,商业广告策划要以全新的方式给受众带来视觉冲击力,带来强烈的新鲜感,要以形成品牌影响力为宗旨,否则创意再好,没有形成品牌影响力,一切皆是枉然,不可能成为强势品牌。本文先分析我国商业广告策划存在的问题,再提出在商业广告策划中形成品牌影响力的对策,希望能起到抛砖引玉的作用。

关键词： 本土广告公司   自身品牌传播   现状   挑战  

摘要： 伴随着我国广告行业的发展,本土广告公司自身品牌的重要性开始凸显,本文基于对北京、上海两地本土广告公司的抽样调查研究,对本土广告公司自身品牌传播的现状以及面临的挑战展开了分析,以期引起大家对本土广告公司在自身品牌传播问题上的思考与关注。

关键词： 传播策略   促销策略   直接送达   用户终端   社交媒体   感性诉求   自媒体   整合传播   阿里旺旺   宣传模式  

摘要： 随着电子商务的迅速发展,国内消费者通过网上直接购买境外消费品的需求不断提升,使得跨境经典电商通过网络的不同平台将境外消费品直接送达用户终端的渠道越来越多,竞争也越来越激烈,如何通过这些网络平台,借助商品广告展示和促销策略让自己的产品获得网民的认可,并获得更多的下单,是跨境经典电商经营者所迫切希望解决的问题。