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关键词： Advertising   Brand extensions   Brands   Consumer behaviour   Marketing strategy   Product attributes  

摘要： A replication of Boush's exploratory study provides further evidence about how advertising slogans prime evaluations of brand extensions. Two hypotheses are investigated. First, that a brand extension will be rated as more similar to existing family-branded products if the advertising slogan primes attributes that the brand extension shares with existing products than if the slogan primes attributes that the brand extension does not share with the existing family-branded products. Second, given a positively evaluated brand, a brand extension will be evaluated more positively if the advertising slogan primes features that the extension shares with existing family-branded products than if the slogan primes attributes that the brand extension does not share with existing family-branded products. The research shows priming can play an important role in supporting or undermining a brand extension strategy by drawing attention to attributes either that a new product has in common with existing products or that conflict with existing products. © 1998, MCB UP Limited

关键词： 企业所在地   企业名称   品牌策略   产品品牌   甜梦口服液   发展战略   有关信息   名牌产品   企业形象   市场定位  

摘要： 在做产品广告时,如何灵活恰当地运用广告的各种表现方式,将有关产品品牌、商标、企业、企业所在地等有关信息有机地结合起来,传播出去,从而达到宣传产品,树立品牌,创造名牌商标,塑造企业形象,进而促进乃至带动一个地区经济发展的目的。这个问题既与企业的发展战略、产品策略、品牌策略、市场开拓策略等企业自身的因素有关,又与企业所在地的社会经济特点、发展水平、地区经济发展战略等因素有关,并与企业所在地的社会经济特点、发展水平、地区经济发展战略等因素有关。处理得好,三者相得益彰,处理不好,也可形成不良影响。

关键词： 国际广告   展览会   品牌意识   社会效益   展品质量   服务意识  

关键词： 广告定位策略   商品品牌   领导者   目标市场   空隙   市场态势   诉求表现   大市场   消费观念   饮料市场  

摘要： 对于每一类别的商品。一般都有一种或几种品牌处于市场领导者地位,而更多的商品品牌属市场跟随者。在这种市场态势下,有些跟随者品牌在广告中盲目夸大自己更好更优,甚至自封第一,结果往往无功而返,还有一些盲目模仿领导者品牌,亦步亦趋。时间一久,也淹没在品牌的海洋中。

关键词： 广告   语言   文化  

摘要： 有创意的广告宣传就应该体现企业品质、信誉和形象，从产品的命名、扬名、保名等方面提高品牌的文化含量，并以质量求生存，以信誉求发展。

关键词： 企业   名牌战略   广告策划   广告设计  

摘要： 企业品牌推介策略的成功与否对一个企业的成长有着不可忽视的影响。在现实生活中,经常见到一些起点和基础条件基本相同的企业,由于品牌推介策略不同,一个企业成了家喻户晓的名牌,另一个却依然是默默无闻,没有被市场及消费者所承认。同样质量的产品,可能由于形象设计品牌不同,价格差异很大,这个差异是品牌内在价值的体现,构成了企业的商誉。广告是企业推介品牌,树立自身形象的关键性手段,不同广告的营销策略产生的效果可能大不相同。一、为什么要重视广告作用现实的市场格局不同于经济学教科书上的完全竞争市场结构,企业与顾客之间的信息分布是不对称的,信息是不完全的,从而信息搜寻是有成本的。比如购买电视机,消费者不可能熟知电视机各种性能结构,也不可能把所有电视机厂家价格、性能、品质进行全面比较后,才进行购买的。

摘要： This article presents the results of an experiment that examines the role of delay and sponsor's market position in influencing the effectiveness of comparative ads compared to noncomparative ads. The results show that comparative ads sponsored by an unknown brand are more effective in changing consumers' brand attitudes than noncomparative ads, when brand response occurs at a delay. Implications of these results for the Elaboration Likelihood Model are discussed. (C) 1998 John Wiley & Sons, Inc.

关键词： Adolescent   Adult   Advertising as Topic   Aggression/psychology   Alcohol Drinking/psychology   Consumer Satisfaction   Female   Humans   Longitudinal Studies   Male   New Zealand/epidemiology   New Zealand/epidemiology  

摘要： Aims. To test a hypothesized model of the effect of televised alcohol advertising and allegiance to specific brands of beer on subsequent beer consumption and self-reports of aggressive behaviour linked with drinking. Design. Structural equation modelling was wed to assess the fit between data collected as part of a longitudinal study of young people's health and development and a hypothesized model based on theoretical perspectives and previous research. Setting. A birth cohort has been assessed every few years, most of them in their home city of Dunedin, New Zealand. The questions about alcohol are asked as part of the day-long assessment. Participants. Members of a longitudinal survey cohort at ages 18 and 21 years. Data from 630 beer drinking participants were analysed in this study. Measurements. Responses to questions about beer consumption, liking for advertising, favourite brand of beer and self-reports of alcohol-related aggressive behaviour. Findings. Our hypothesized model assumed a positive impact of liking of alcohol advertising and brand allegiance at age 18 on the volume of beer consumed at age 21 and self-reports of alcohol-related aggressive behaviour. This was found to be a good fit to the data from the longitudinal study. Conclusion. This measurable impact of alcohol advertising occurred during a time of decline in aggregate alcohol in New Zealand. While this effect was not large enough to halt the decline in aggregate alcohol consumption it does indicate a measurable, specific impact of broadcast alcohol advertising on alcohol consumption and related behaviour which is of relevance for public health policy.

关键词： 广告公司   首席执行官   创名牌   中国企业   长城   名牌战略   国际   会议   广告创意   贸易促进  

摘要： 竞争激烈的社会,各商家绞尽脑汁创名牌,有些人便利用商家求赢心切的心理玩起贩卖“名牌”的空手道,于是商家便胆颤心惊不敢参与各种与“名牌”有关的评比、会议。然而近日由国家经贸委、技术监督局、国际贸易促进委员会支持的“中国国际名牌战略会议”得到了社会各界的赞誉。

关键词： 品牌形象   广告策划   外向型   企业   民族品牌形象  

摘要： 谈民族品牌塑造与外向型广告策划满福玺现代人几乎完全处于广告的包围之中，企业也不再属于那种抱守“好酒不怕巷子深”的时代了。广告的神奇功效，已被越来越多的人所认知。广告不仅仅推销商品、推销企业、推销形象，而且推销对生活带来好处的种种建议，还有传播教育、促...