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关键词： 认知模式   广告策略   品牌评价   老字号品牌  

摘要： 文章将顾客认知模式引入老字号品牌研究,通过实验法对顾客认知模式和广告策略对广告效果的影响作用进行检验。结果表明:顾客认知模式对老字号品牌广告效果具有显著影响作用,整体型顾客对老字号品牌的评价明显高于分析型顾客;广告策略对老字号品牌广告效果也具有显著影响作用,以创新为主的广告优于以怀旧为主的广告;认知模式在广告策略对广告效果的影响过程中具有调节作用。最后,文章还对该研究的实践意义进行了讨论。

关键词： 广告   媒体品牌   价值   互联网  

摘要： 过去几个月的时间里，你肯定听过很多关于“原生广告”（ native advertising ）的消息。最近的“互联网周”活动中，出现了不少原生广告狂：我数了一下，至少有十个小组全身心地投入到原生广告这个话题中。一些权威预计，

关键词： 广告投放费用   中国互联网   排行榜   行业广告   品牌   网络广告   广告主   数据显示  

摘要： 全行业：春节后市场快速回暖根据艾瑞咨询网络广告监测系统iAdTracker的最新数据显示，2013年3、4月全行业广告投入预估费用分别达21．4和22．8亿元，其中3月投入继春节休整后陕速回升，4月继续上扬。行业广告方面，4月大部分类别广告投放费用增加，其中房地产类表现强劲，3月大幅回升后，4月保持增幅。房地产类广告主纷纷增加投放费用，产生群集效应。细分指标方面，2013年3、4月广告主投放天次较2012年同时期均有所下降，但4月全行业创意组数量和投放天次较3月小幅度上扬，广告主数量环比、同比均有所上涨。广告主在节后更多地参与到网络广告投放中。

关键词： 品牌形象   代言人   广告效果  

摘要： 电视的优势就在于音画结合，从而更为直观、清晰、全面地传达信息。电视广告采用形象代言人，就是充分利用了电视媒体这一特点。台湾广告学者樊志育将代言人分为材料型代言人和推崇型代言人两大类。如“汇源”果汁和“金龙鱼”食用油的广告。是以商品为中心而假构的广告，此种情形的广告代言人是材料型代言人。代言人以商品为媒介到达电视观众，利用商品达发挥其诉求力量，代言人营造的表情、动作和氛围赋予商品以个性。

关键词： 望梅止渴   联觉意象   审美-审智   沟通设计  

摘要： 联觉意象因其互动之美、新奇之美、谐趣之美而传达信息之美。在品牌广告创意表现中,巧用联觉意象这种风格独特的艺术创新手法进行沟通设计,使受众在微笑中被广告说服。从审美到审智,是信息时代一种新的设计美学趋势,也是品牌广告创意表现的新方向。

关键词： Brand personality (BP)   communication   advertising   airlines   partial least squares (PLS)  

摘要： This article outlines the findings of a study employing a partial least squares (PLS) structural equation methodology to explore the relationship among advertising and brand personality (BP) dimension of a validated Aaker's model (1997) in the airline business. BP refers to the emotional side of brand image. It is created by all experiences of consumers with a brand. The model was validated using confirmatory factor analysis and the effect of advertising on BP has been tested using PLS. The findings suggest that advertising influences the formation of BP only in the sophistication dimension. These results invite managers in the airline companies sector to develop communication strategies to create a distinguishing and attractive BP that will help them connect with their consumers.

关键词： CSR   日本   广告   企业品牌  

摘要： 近年来,随着社会经济的发展,商品的种类也越来越繁多,广告作为销售产品的一种重要手段已成为大多数商家制胜的法宝之一,而CSR广告作为新兴的一种广告概念也渐渐进入了广告业界、学界的视野中。日本作为广告业发达的国家之一在此方面有着很多值得借鉴的经验和理论上的优势。本文以日本企业的广告活动作为出发点,浅析CSR与现代日本企业广告活动之间的关系。

关键词： dilution   celebrity co-branding   match-up   judgment   beliefs  

摘要： This study examines the effect of irrelevant information presented in marketing communications by a celebrity co-branding partner on consumer judgments of a partner brand. Three experimental conditions manipulate the relevancy of information: relevant information, irrelevant information, and relevant plus irrelevant information. Findings from this study suggest that when a celebrity co-branding partner does not provide information about the partner brand nor brand benefits, consumer judgments in the ability of the partner brand to deliver benefits, their purchase intent and their match-up perceptions become less positive. Consumer brand benefit beliefs and purchase intentions show evidence of a dilution effect only when consumers perceive a mismatch between the celebrity and brand and when presented with irrelevant information supplied by a celebrity in addition to relevant brand information. Interestingly, not only the relevant celebrity characteristics associated with the brand but also the irrelevant information provided by the celebrity in the advertisement influence perceptions of match-up or congruence. Brand managers should ensure a celebrity co-branding partner does not provide irrelevant brand information within advertisements to avoid brand benefit belief, purchase intent and match-up dilution. (C) 2011 Elsevier Inc. All rights reserved.

关键词： dental implant(s)   dental informatics   bioinformatics   implant dentistry   implantology   survival analysis  

摘要： Objective The aim of this study was to report on the failure rates of two distinct dental implant systems in a clinical practice setting. Materials and methods Date of implant placement and loss were entered prospectively in a data registry system. Failure rates of two commercially pure titanium implants, one with a porous oxydized surface (POS) and the other with a chemically altered surface (CAS), were assessed using a quality control chart and survival analyses. Results A total of 860 POS and 759 CAS implants were placed. A warning of an increased failure rate of the CAS implant was identified by means of the quality control chart. Survival analyses indicated that the CAS implant failure rate was twice that of the POS implant (Hazard Ratio: 2.08;95% CI: 1.33-3.28, P-value<0.0012). After adjusting for alternative explanations, the CAS implant remained associated with a 95% increased failure rate (95% CI: 1.14-3.35;P-value=0.0146). Abandoning the CAS implant and returning to a POS implant was associated with a non-significant 64% drop in the implant failure rate within less than a year (HR: 0.36;95% CI: 0.12-1.14;P-value<0.0826). Conclusion The difference between a 4% failure rate with the POS implant and an 8% failure with the CAS implant appears inconsistent with the assumption of substantial equivalence.

关键词： “老字号”品牌   广告定位   广告策略   创新  

摘要： 在商品同质化严重的大竞争时代,广告定位是广告战略的核心,也是一切市场传播活动的前提。本文对"老字号"品牌广告定位创新的重要性及必要性、创新的原则与方法、保障广告定位战略制定与实施的策略、建立在广告定位创新基础上的广告策略进行了深入探讨与分析,以期对"老字号"品牌的振兴提供有力借鉴。