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关键词： BRAND name products   RESEARCH   MARKETING research   TELEVISION advertising   ADVERTISING research   CONSUMER research   ADVERTISING  

摘要： A major development in global marketing research is the evolution of global consumer culture theory and the notion that global consumer culture positioning (GCCP) strategies can be effective across markets. This study compares the content of a large sample of U.S. versus Japanese television advertising and looks at several executional variables (timing and counting variables) used in prior studies to explore whether global brands use more similar executions across the United States and Japan in comparison with local brands. Results indicate fewer differences for global brands on these dimensions. This pattern of results appears to be consistent with the notion that the use of GCCP strategies aimed at responding to the trend toward global consumer culture have taken hold and that for global brands it is more possible to standardize executions, in addition to strategy, than was the case in the past. However, results suggest that the amount of time that visuals are on screen is more difficult to standardize than other elements of the ad, and that ads for services show somewhat more similarities than ads for physical products. Theoretical and managerial implications are discussed.

关键词： 植入式广告   重复频率   品牌态度   加工流畅性  

摘要： 植入式广告自初次运用以来,经历了井喷式的发展。在中国的发展尤其迅速。随着电影、电视作品中的广泛运用,以及广电总局全新广告管理办法的出台,植入式广告成为许多品牌商家的营销新宠。然而,针对植入式广告的学术研究存在一定的局限和空白。首先,绝大多数研究都以电影作品为植入载体,范围狭窄;其次,对于植入式广告效果的研究多集中在植入品牌与植入载体如电影情节,明星代言人等的契合度上,对于植入式广告本身的研究很少,尤其是对于目前植入式广告引起消费者排斥和消极品牌态度的研究尚少。此外,目前学者研究结论与国外成功植入案例显示的事实有所差异。在此基础上,本文选取目前研究较少的电视节目作为植入载体,具体探索植入式广告重复频率与品牌态度之间的关系。并且进一步引入消费者加工流畅性作为中介变量,探索其作用机理。引入植入方式作为调节变量,探索更加优化的植入式广告操作方式,以此为基础为品牌商提供更科学的植入式广告操作理论和指导。本研究采用情景模拟实验法,进行了2次实验。实验1采用重复频率(低度重复VS中度重复VS高度重复)组间实验进行主效应检测和中介效应检测。实验2采用重复频率(低度重复VS中度重复VS高度重复)3×2(整合植入VS非整合植入)进行调节效应检测。利用SPSS18.0中文版进行数据分析。得出三点主要结论。第一:随着电视节目中植入式广告重复频率的不断提升,消费者的品牌态度呈现先上升后下降的趋势。第二:消费者的加工流畅性在电视节目中植入式广告重复频率对消费者品牌态度中具有中介效应。第三:植入方式在电视节目的植入重复频率和消费者的品牌态度中存在调节作用。与整合植入式广告相比,非整合植入式广告能够缓慢地提升消费者的加工流畅性,推迟排斥情绪的发生。并给出三点主要的建议及意见。第一:合理选择电视节目中植入式广告的重复频率。第二:注重消费者的心理机制、加工流畅性的体验。第三:重视植入方式的选择。采取多种方式结合植入,给予消费者心理缓释的空间,从而提高消费者的品牌态度。研究结论虽然基于电视节目这一载体,但对于影视作品,网络游戏载体下的植入式广告同样具有参考价值。

关键词： 全媒体   品牌传播   广告策略  

摘要： 本文立足于全媒体时代,谈到了全媒体时代品牌传播的概述,并结合实例提出了关于企业品牌传播中的广告策略的一些新思考。

关键词： 广告   艺术   品牌  

摘要： 广告是品牌传播的重要手段之一,广告传播的艺术性可以有效提高传播效率,广告艺术从艺术中分离出来,作为一门独立的艺术形式,一方面,广告表现融合了多种艺术,另一方面,广告艺术和艺术在传播上又有质的不同,本文就广告艺术和艺术的关系进行简要分析,试图探寻在品牌传播中广告与艺术的平衡点。

关键词： 企业   市场   利润   品牌   故事   营销   可口可乐   广告  

关键词： 受众   协调   人性化  

摘要： 植入式广告因为其更符合消费者的心理需求越来越受到广告主的喜爱,然而由于植入混乱甚至植入泛滥使得植入式广告的效果大打折扣,部分植入式广告甚至成为观众的笑柄,本文重点关注如何运用符号均衡提升植入的效果。

关键词： Communication   media effects   violent media   sexual media   advertising  

摘要： Conventional wisdom has suggested that sex and violence sell products. However, a meta-analysis found the opposite: brands advertised in violent programs were remembered less often, evaluated less favorably, and less likely to be purchased than brands advertised in nonviolent media (Lull & Bushman, in press). Likewise, brands advertised using sexual ads were evaluated less favorably than brands advertised using nonsexual ads. These meta-analytic findings were interpreted according to the evolution and emotional arousal framework, which states that people are evolutionarily predisposed to attend to emotionally arousing cues such as violence and sex, and that violent and sexual cues therefore occupy more attentional resources than nonviolent and nonsexual cues. The following two studies were designed to fill gaps revealed by the previous meta-analysis. Compared to brand memory, there have been few studies addressing brand attitudes and buying intentions. Compared to violent programs and sexual advertisements, there have been few studies addressing the effects of violent advertisements and sexual programs. Only a few studies have examined program/ad congruity, or whether matching program content with ad content (e.g., congruent = violent ad in violent program; incongruent = violent ad in nonviolent program) influences advertising outcomes. Therefore two studies were proposed to address these gaps and examine whether established findings replicated. In Study 1, online participants (N = 195) were exposed to either a violent or nonviolent edit of the television program Rome. A commercial break featuring five filler advertisements and one "target" advertisement was inserted during the program. Half of the participants saw a violent commercial and half of the participants saw a nonviolent commercial. After viewing the commercials and the remainder of the program, participants completed a variety of measures, including brand memory, brand attitudes, and product selection. Co

关键词： Blog   Brand awareness   advertising effectiveness   Advertising endorser   Product type  

摘要： Purpose - As blogs have become an important information communication medium, selecting blog types that are appropriate and effective for the products they are to promote is now an important issue in corporate advertising. However, the impact of different blog types on consumers and their advertising effectiveness are issues seldom addressed in the existing literature. The purpose of this paper is to view product information that consumers post on blogs as advertisements and compares advertising effectiveness between different blog types to help enterprises properly employ blogs in their marketing campaigns. Design/methodology/approach - An experimental design was adopted, and 12 experimental contexts were designed. A valid sample of over 2,000 responses was collected to study between-group differences in advertising effectiveness. Findings - The analytical results showed between-group difference in advertising effectiveness, which indicated that blog advertising effectiveness varies with different combinations of product constructs and blog types. Research limitations/implications - The limitations of this study related to the price factor was not incorporated into the experimental model, and shopping channels were not limited. There might be a gap between the prices of the experimental products and the average expense of online shoppers. Originality/value - The study proposed a framework which can help enterprises to evaluate the type and brand awareness of a product to be promoted and to select the blog type that maximizes advertising effectiveness (perceived risk, ad attitude, brand attitude, and purchase intention) in diffusing product information.

关键词： 平面广告   品牌   受众   差异  

摘要： 自历史上出现了商品的生产和交换,广告就起到了传递信息的作用,它是商品信息交流必然的产物。科技的发展带动了生产力的加速提高和商品经济的快速发展,至今商品之间的交换范围扩大了,行业间分类随之也再扩充,商品种类是丰富多彩的。作为信息爆炸时代的消费者,能选择的空间很大,而企业对市场的调控力却在减弱,社会的注意力资源已成为了一种稀有资源。在这样的市场背景下,是否能有效地将产品信息准确并富有技巧地传达给公众、使之被公众所接受是影响企业兴盛的关键。 为此,本论文利用眼动实验的研究方法结合调查问卷,分析非明星创意趣味广告和明星代言广告对知名品牌和新兴品牌所产生影响的差异性,通过被试心理维度的异同点来探究两类平面广告在品牌成长期的优势。论文还通过统计学中的数据分析法对眼动实验收集的数据进行了更深层次的分析,从而得出相对科学的结论,如：非明星创意趣味广告能更快地吸引被试的注意力,即首次进入时间短；明星代言广告的关注时间长；知名品牌平面广告的受关注度高于新兴品牌；非明星创意趣味广告更适合知名品牌,而新兴品牌应选取明星代言打开市场树立品牌形象。论文得出的结论应该能为广告设计师和企业广告投放策划提供设计思路和参考价值,使广告发挥更好的传播功能。

关键词： 纽马克翻译理论   信息型文本   翻译策略  

摘要： 随着世界各国经济交流越来越频繁,越来越多的人发现了西方世界和第三世界巨大的经济差距。很多经济学家研究造成这种差距的原因。翻译为中西方学术交流提供了更广泛的空间。本文是关于《经济学简介》的翻译报告。这本书的作者著名经济学家达斯·古普塔用人性的方法探讨了经济学这门技术学科。本报告选择了《经济学简介》的前言、第一章和第二章部分作为翻译对象,采用了纽马克的翻译理论作为指导,探讨了理论在翻译实践的运用和指导意义。 本报告用五个章节阐述了本次翻译过程,包括介绍、翻译理论回顾、文本分析、翻译难点和解决方法以及结论。首先,翻译背景介绍了文本选择的原因以及翻译意义。理论回顾了纽马克翻译理论,按照他的文本类型分类,本文属于信息型文本。文本分析主要从词汇,语法和句法分析了文章的特点。在翻译难点及解决方法这个部分,通过解决翻译过程出现的翻译难点,将理论和实践相结合,探讨英文信息型文本的翻译策略。结论部分对本文讨论的内容进行总结,并指出本次翻译实践中存在的问题以及自身的不足。