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摘要： Researchers have investigated a number of different antecedents and consequents of attitude toward the ad (Aad), including ad cognition (Cad), brand cognition (Cb), and attitude toward the brand (Ab). The Dual Mediation model (MacKenzie, Lutz, and Belch, 1986), which specifies hypothesized interrelationships among these constructs, has been well supported in previous Aad research. The authors extend this model to include ad affective responses (Aff), a construct that has received considerable attention in the literature (MacKenzie and Lutz, 1989), and three additional model paths (Aff-->Cad, Aff-->Aad, and Cad-->Cb). The strength of the various causal links in the extended version of the Dual Mediation model (DMM) are examined across three common types of broadcast media viewing situations: (1) pretest;(2) normal/routine;and (3) buying/decision making. Results indicate a variation in path strength depending upon viewing context, providing theoretical support for predictions regarding the nature of processing inherent in ad and brand attitude formation. (C) 1999 Elsevier Science Inc. All rights reserved.

关键词： 广告学   商标管理  

关键词： 阿马蒂亚·森   诺贝尔经济学奖   贫困问题   不可能性定理   1998年度   贫困指数   公共选择理论   获得者   基尼系数   福利经济学  

关键词： 商标品牌   广告发布者   利润最大化   西安   广告诉求   消费者   广告效果   广告公司   切合点   广告主  

摘要： 有目的地采用广告诉求手段,向广大消费者展示商品的功能,寻求情感切合点,突出品牌魅力,争取利润最大化,独占一方市场,已经成为众商家(广告主)和广告公司(广告代理者、设计者)

关键词： 广告-市场营销学   市场营销学-广告  

关键词： attitudes   attitude accessibility   involvement   message elaboration   advertising  

摘要： This study examines the hypothesis that the level of message involvement during advertising exposure determines the accessibility of brand attitudes. Sixty-two subjects were exposed to an advertisement for an unfamiliar product under high and low involvement conditions and subsequently their brand attitudes, as well as the accessibility of these attitudes, were assessed. The results support the hypothesis as the brand attitudes formed under conditions of high advertising message involvement were significantly more accessible compared to those formed under lower levels of involvement. Findings are discussed in terms of the impact of involvement on cognitive elaboration during attitude formation and of the relation between involvement and accessibility as two dimensions of attitude strength. (C) 1999 Elsevier Science B.V. All rights reserved. PsycINFO classification: 3920;3940 JEL classification: M31;M37.

关键词： 商品广   购置地点广告   POP广告   作用   广告宣传  

关键词： 品牌形象   广告创意   目标消费者   身份   品牌产品   无形资产   市场环境   广告人   消费环境   名牌产品  

摘要： 名牌产品是市场环境造就的。所谓市场大舞台,名牌是芸芸众相中的主角,它横刀立马,以饱满的内容、厚实的演技、自信的魅力闪亮登场,迎着消费者高层次需求,以周到的服务和楷模式的承诺,当然赢得满堂喝彩。消费者和某品牌保持着相互间的忠诚,是其他产品难以替代的,这就是品牌产品具备的识别性地位注标——品牌身份,它在消费环境中独处的定格位置和形象施展空间,区别同品类,拥有自己的无形资产和品牌效应。

关键词： 山西   广告公司   广告创意   思维定势   创名牌   环境问题   策划家   名牌产品   综合竞争力   雁门关  

关键词： 理性广告   情感广告   消费者品牌态度   中枢路径   边缘路径  

摘要： 理性诉求和情感诉求是两种基本的广告诉求形式，根据诉求重点的不同，广告可分为理性广告、情感广告和混合型广告。有关研究表明，和理性广告相比消费者更乐意接受情感广告，但是，消费者最关心的是产品特性的信息。精细加工可能性模型揭示了不同条件下消费者加工广告信息时所使用的不同策略。进一步的研究将揭示出不同的诉求形式对消费者的品牌态度产生影响的条件。