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关键词： 语言哲学   隐喻   品牌名  

摘要： 广告作为传播信息的一种特殊的交流活动,隐喻在其中的应用已经远远超出了语言学范畴,而跨入了哲学领域。因此从语言哲学这一角度来审视隐喻在广告中的应用,可以更好地理解为何一些品牌长盛不衰,而另外一些品牌骤然崛起。

关键词： 东方卫视   品牌升级   广告营销   副总监   进行时   部主任   城市观众   客户合作  

摘要： 东方卫视定位于中国顶尖的电视新闻。节目内容制作与内容平台运营商。其围绕城市观众与客户的需求持续创新．与合作伙伴开放合作，在电视内容领域构筑了制作及传播优势。在平台运营领域构筑了品牌及影响优势。其还为城市观众提供及创造优质的视听体验服务，为客户提供有竞争力的助力品牌价值提升服务，持续满足观众收视需求，提升客户合作体验，为观众和客户创造最大价值。目前，东方卫视覆盖及电视内容发行达十多个国家，服务超过8亿人口。

关键词： 广告投放   网络品牌   中国互联网   费用   排行榜   网络广告   广告投入   数据显示  

摘要： 全行业点评：网络广告投入呈现小幅上扬，大行业投放费用调整 根据艾瑞咨询网络广告监测系统iAdTracker的最新数据显示，2012年4月网络品牌广告投放规模基本保持上月水平，投放费用较3月小幅增长0．8％至17．7亿元。广告主和创意组数量环比都有3％左右的提升，投放天次的环比增长率达到1．4‰与往年同期相比，4月网络广告各项指标增长都有所放缓，

关键词： 白酒   奢侈品   广告  

摘要： 白酒将成为中国最有潜质打造出世界级奢侈品品牌的一个品类,中国本土白酒品牌应该抓住历史机遇,借助于广告的力量,打通通往世界级奢侈品品牌之路。文章试图从广告策略和广告诉求两个方面给出自己的分析和建议。

关键词： ADVERTISING research   MARKETING research   BRANDING (Marketing)   RESEARCH  

摘要： This paper, in its exploratory nature, sets out to understand to the similarities and differences between the United States, China and India respondents based on three marketing constructs; Attitude towards Advertising, Brand Considerations and Market Expertise. It is one of the first studies to compare China and India. The study found that 89% of the questions in the survey generated a significant difference between two of the three countries. [ABSTRACT FROM AUTHOR]

关键词： Internet   Banner advertising   Clickstream   Logit choice models   Heterogeneity  

摘要： This paper investigates how exposure to affects the choices users make of brand-specific pages to view within a website. Using individual-level clickstream data from a third-party automotive website, we tracked the web pages selected by users as they browsed the site and their exposures to premium placement display ads for different vehicle makes (e.g., Ford, Toyota). Pages on the site were classified into those that displayed information about a specific vehicle make (a "make page") versus those that did not (a "non-make page"). For each "make-page" viewed, the specific automotive make selected (e.g., Ford, Toyota) was also recorded. We use these data to develop a model of users' make-specific page choices as a function of prior banner ad exposure on the site. Consumer heterogeneity is captured using a Bayesian Mixture approach. We find that banner ads influence subsequent choices of which make-specific pages to view for ads, served during the current browsing session but not for ads served in previous sessions. The effect of banner ads is also segmented: users in one segment (54%) reacted positively, users in a second segment (46%) were not influenced. Using a standard continuous approach to heterogeneity, we would have concluded-incorrectly-that banner advertising has no effect on the subsequent selection of make-specific pages. For the positively reacting segment, we estimate that the elasticity of make-page choice with respect to banner ad exposure is just under 0.2. Users in this segment appear less focused in their site browsing behavior and tend to stay longer than users in the non-reacting segment.