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关键词： 流行广告语   品牌文化   文化价值观   演变   可持续发展  

摘要： 广告语是通过广告发布的品牌主题语,其是品牌文化核心价值观的集中体现。通过对当代中国流行广告语所反映的中国品牌文化价值观的梳理,发现中国品牌的文化价值观的演变与经济增速、消费者价值观、社会潮流以及企业的营销观念、品牌战略密切相关。当代中国品牌的文化价值观的演变可分为懵懂、明确、发展和再发展四个阶段,每个阶段都在前一阶段基础上有更明确的发展,可以预见绿色环保、资源节约等可持续发展价值观将成为未来品牌文化价值观的主流。

关键词： 品牌广告   中国互联网   广告投放   费用   排行榜   广告市场   网络品牌   数据显示  

摘要： 全行业：网络品牌广告市场7月创新高8月增速放缓根据艾瑞咨询网络品牌广告监测系统iAdTracker的最新数据显示,2014年7、8月份全行业广告投入预估费用分别达31.5和31.1亿元。7月投放环比增长3.8%,再创投放峰值,同比涨幅高达16.6%。高峰之后,8月网络品牌广告市场的增长有所放缓,与去年8月追高增长态势稍有不同,同比上涨9.6%,整体投放规模趋于稳定。

关键词： 恒大   冰泉   足球俱乐部   农夫山泉   地产营销   九变   营销学教授   事件营销   金秀贤   营销思路  

摘要： 2013年11月10日,恒大集团在广州总部举行恒大冰泉上市发布会,正式宣布进军高端矿泉水市场。借助恒大足球俱乐部前一天亚冠联赛夺冠的轰动效应,恒大冰泉一战成名。

关键词： 广告传播   广告策划   事件   品牌   传播策略   行销   企业   营销  

摘要： 本文通过分析近年来广为流行的事件销事例，对事件广告策划的品牌传播策略、传播原则、战术方法进行了归纳，并对事件广告策划的未来提出了建议。近年来，事件行销频频出镜，屡屡见诸报端，其传播与营销效果也屡试不爽，广受社会关注与企业青睐，业已成为企业现阶段行销与传播的新利器。

关键词： attitude toward advertising   beliefs shaping attitudes toward advertising through football   brand equity   football  

摘要： For several years, advertising has been a strong communicational tool to promote products and to achieve such aims as sale, profit and brand promotion. One of the newest platform for advertising grown highly now is advertising through sport especially football as one of the most popular athletic fields. Regarding such importance, the present study is conducted to promote three aims in telecommunication service industry (Irancell Company). The first aim of this research is to identify the beliefs which shape audiences' attitudes on advertising through sport particularly football. The second aim is that this research evaluates the effect of the beliefs forming the attitude toward football advertisings on the total attitude toward advertising. The ultimate aim is to study the impact of the attitude toward advertising on brand equity. The Present study is a survey which uses questionnaire to collect data. To achieve the aims of this research, 386 users of Irancell's products and services who were exposed by football advertising were considered as the sample. To analyze data and to test research hypotheses and model, structural equation modeling (SEM) and confirmatory factor analysis (CFA) were used. Research findings show the significant impact of such beliefs as 'product information', 'social role and image', 'hedonism', 'annoyance factor', 'materialism', 'falsity', 'reputation' in football advertising on 'attitude toward advertising' and the significant impact of 'attitude toward advertising' in 'brand equity'. [ABSTRACT FROM AUTHOR]

关键词： Ad Cognitions   Affective Attitude   Celebrity Endorsements   Consumer Behavior   Dual Mediation Hypothesis  

摘要： This research tests the Dual Mediation Hypothesis (DMM) Model for the brands endorsed by celebrities. Sometimes consumers like an ad so much that they transfer their positive feelings from the ad to the brand. This invariably leads to formation of a positive attitude towards the brand and purchase intention of the same. But the same concept in ads featuring celebrities, the DMM model seemed applicable, but in products and services requiring high capital investment it did not seem applicable in Purchase Intention (PI). The consumers formed affective attitude towards the celebrity more than the brand in question. [ABSTRACT FROM AUTHOR]

关键词： advertising   brand metrics   television   Internet  

摘要： Many advertisers are reluctant to shift a large proportion of their advertising budgets to the Internet because they still view television advertising as the main vehicle for building a brand. Using a unique and rich data set comprising 20 campaigns across a variety of industries, this study demonstrates that Internet ads perform on par with television ads on the brand-building metrics that advertisers use and trust. The authors extend traditional brand-message recall measurements to facilitate comparisons between Internet formats and television by supplementing brand-message surveys conducted during the campaign with a set of precampaign surveys to control for preexisting brand knowledge. They find that accounting for differences in preexisting brand knowledge is paramount in obtaining valid comparisons across advertising formats because people who are exposed to Internet display ads have significantly lower levels of preexisting brand knowledge than television viewers. Without considering the differences in these "initial conditions," television advertising seems to be more effective than advertising on the Internet, but when the preexisting differences among media formats are taken into account, the brand recall lift measures for Internet ads are statistically indistinguishable from comparable television lift measures.

摘要： Ferrero, the company that owns Ferrero Rocher, Nutella and Tic Tac, is speaking to agencies ahead of a review of its Raffaello confectionery brand. [ABSTRACT FROM AUTHOR]

关键词： 品牌广告   医药广告   客户选择   可听性   播出效果   商品广告   专题类   品牌宣传   市场研究公司   广播听众  

摘要： 近年来,由于医药广告整治,很多广播电台改变了过去大块时间被医药广告蚕食的状况,腾出时段办节目吸引品牌广告。品牌广告依附于广播节目而存在,不管广告制作得多么精良,如果没有了节目的支撑而一味"轰炸"播出广告,也就没有听众愿意从头至尾收听;节目做得再精美,如果没有广告客户选择,也不能算是一档成功的节目,特别是现在很多广播电台考核一档节目或一个频率是否成功的重要标准之一,是看广告节目与广告之间是否是互为依存的"唇齿"关系。