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关键词： 执行董事   2010年   陈阳   广告   上海   专访   力量   品牌  

摘要： 东京时间2011年2月13日上午,日本政府宣布日本经济在2010年最后三个月折合年率下降1.1%,而中国同期国内生产总值（GDP）同比增长9.8%。日本2010年GDP是5.47万亿美元,比中国1月公布的5.88万亿美元低7%左右,结束了自1967年开始日本作为世界第二大经济体的时代,震惊了世界。

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

摘要： 全行业点评：网络广告预估费用为16亿。与上月基本持平。根据艾瑞咨询网络广告监测系统iAdTracker的最新数据显示，2011年7月网络广告投放费用总体为16亿元。广告主数量、品牌数量、创意组数量和投放天次较上月均有所增加。广告主以2．7％的环比增长率升至6130个，品牌数量上涨2．5％达6418个；创意组数涨幅较明显，为7．6％，增至19595个；投放天次环比增长了2．4％达676628天次。

关键词： 媒体   公益广告   品牌建设  

摘要： 本文分析公益广告和媒体品牌的内涵,通过实例,着重探讨了公益广告对媒体品牌建设的重要作用。

关键词： 植入式广告   数字媒介   品牌模型   广告产业  

摘要： 在数字媒介时代，产生于大众媒介时代的植入式广告也将呈现出全新的型态与功能。本文从数字媒介的传播特征与植入式广告的发展历程两个方面，论证了植入式广告在数字时代迎来巨大的发展时机及其必然走向定制化与体验性的发展趋势。在此基础上，本文以植入式广告的三种发展形式为主体，从品牌形象与品牌关系的维度构建了基于数字媒介的植入式广告系统模型，并考察数字时代植入式广告的基本形态及其与品牌价值之间的关系。

关键词： Assimilation   Comparative advertising   Context effect   Contrast   Perceived similarity  

摘要： This paper examines the role of comparative brand similarity in comparative advertising. This study proposes that brand similarities will interact with comparative claims and consumers' product knowledge to influence consumers' evaluations of the brand extension. A new brand extension was employed with a core brand image either similar or dissimilar to the comparative brand in the experiment. The findings suggest that for the new brand extension to be advertised, a similar brand for comparison in comparative advertising would result in an assimilation effect which elevates the brand extension evaluation. A contrast effect due to a dissimilar comparison is moderated by the comparative claims. The difference between the parity and superiority claims in comparative brands is stronger when the comparative brand is dissimilar than when it is similar to the extension brand. Also, the assimilation effect induced by the similar brands is stronger in low versus high knowledge consumers. © 2011 Taylor & Francis.

关键词： body image   model size   perceived similarity   social comparison  

摘要： The purpose of this study was to examine how individuals' body images influence their attitude toward an apparel brand through their perceptions of attractiveness and similarity with thin-idealized and nonidealized advertising images in the social comparison process. Data were collected from 143 female college students at a Midwestern university using a Web-based survey. Exposure to thin models did not induce more favorable brand attitudes than exposure to average-size models. However, individuals' body images indirectly influenced brand attitudes through their perceptions of similarity with model images in the social comparison process. The results indicate the importance of body image in understanding a person's interpretation of media images. The results imply that advertisers could feature more realistic model images reflecting a greater number of individuals' body images.