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关键词： 广告诉求   分享意愿   品牌评价   产品类型   病毒营销  

摘要： 文章回顾相关文献,以品牌与广告叙事的结合程度为标准,将广告诉求分为信息诉求、情感品牌整合诉求、情感品牌非整合诉求三种。 以广告诉求为自变量,产品类型(实用品 / 享乐品)为调节变量,将分享意愿和品牌评价作为因变量构建了理论模型,并通过情景模拟实验法探究这几个变量之间的关系。 本研究为企业在社交媒体开展病毒营销提出了相关措施和建议,具体而言,实用品可搭配信息诉求广告,享乐品可搭配情感整合诉求广告。

关键词： 品牌   广告   创意   总经理   首席  

摘要： 提及哲学,就绕不过"哲学三问":我是谁?我从哪里来?我要到哪里去?将三个问题落实到品牌层面,人们很自然会思考:品牌是什么?品牌的目的是什么?品牌的意义又是什么?一个夏日的上午,我们约访了胜加广告总经理兼首席创意官马晓波,聆听他的见解和感悟。

关键词： 非功能性广告   文学   文学特性   文学性  

摘要： 广告一直广受关注,其巧妙地运用各种艺术手法,能够用含蓄的信息表达地出神入化。本文将广告分为功能性广告与非功能性广告两种类型,从文学的三个特性:文化性、功能性、诗学性,及文学作品的文学性这两个方面论证某品牌的非功能性广告是否可被看作文学。本文认为,从文学的各个特性来看,非功能性广告是文学。

关键词： 广告宣传   违法广告   形象设计   国家主权利益   国家机关工作人员   市场秩序   监管重点   公平正义  

摘要： 本刊讯近年来,福建省市场监管局在广告监管工作中切实提高政治站位,把涉导向问题广告作为监管重点,坚决维护国家主权利益,积极促进公平正义,清理整治使用或者变相使用国家机关、国家机关工作人员的名义或形象设计制作发布广告等违法行为,指导查处了一批涉导向问题的违法广告案件,有效规范了福建省广告市场秩序。

关键词： Advertising   return on investment   empirical generalizations   agency issues   consumer packaged goods   media markets  

摘要： We estimate the distribution of television advertising elasticities and the distribution of the advertising return on investment (ROI) for a large number of products in many categories. Our results reveal substantially smaller advertising elasticities compared to the results documented in the literature, as well as a sizable percentage of statistically insignificant or negative estimates. The results are robust to functional form assumptions and are not driven by insufficient statistical power or measurement error. The ROI analysis shows negative ROIs at the margin for more than 80% of brands, implying over-investment in advertising by most firms. Further, the overall ROI of the observed advertising schedule is only positive for one third of all brands.

关键词： Brand personality   Sustainability advertising   Social sustainability advertising   Environmental advertising   Brand attitude   Credibility  

摘要： The aim of this paper is to examine the impact of sustainability advertising on brand personality, credibility, attitude toward the ad and brand attitude;special attention was given to whether or not environmental and social sustainability advertising have different effects. The results of an online survey revealed that environmental sustainability advertising has a stronger influence than social sustainability advertising. Thus, the findings suggest that a focus on environmental aspects delivers the more impactful advertising content when promoting a brand's sustainability. This result is consistent with the existing studies on the sub-dimensions of sustainability;although only researched in different contexts, earlier findings also showed that environmental sustainability has a higher impact. Furthermore, an explicit integration of environmental aspects into the measurement of brand personalities offers a new and interesting field of future research. The study is based on data collected from 166 respondents. The impact of sustainability advertising is investigated by an experimental manipulation of the advertising condition. To test the hypotheses, structural equation models are applied, as well as one-way analyses of variance.

关键词： “互联网+”   家居建材   品牌   营销  

摘要： 家具行业是与人们生活密切相关的商品行业,属于人们生活中的“生活”范畴。 家具行业的发展不仅影响人们的生活方式,而且随着互联网的强劲发展和电子商务销售平台几何倍增的疯狂增长,越来越多的家具企业逐渐尝试以简单实体店的形式在网上购物中心销售,但越来越多的企业感到新的痛点———“流量”太贵,电商企业哭而不赚钱的现象非常普遍。 然而,由于物流配送和终端价格的问题,线上线下的 O2O 模式很难实现。 因此,在新的环境下,传统的营销策略对家具企业是不公平的,“互联网+”环境对家具企业营销策略的制订提出了更高的要求。

关键词： 品牌广告   快消品   电视时代   移动互联网   信息流   互联网时代   广告量   不可控  

摘要： 有一个快消品公司曾问我,对他们公司十几年来所做的广告怎么看?我回答:"十几年前有10亿元打广告的话,打开电视机经常看到他们的广告;后来PC互联网发展起来,把一部分广告放到互联网上,一部分仍放在电视上,我就没有特别注意到相关的广告了;十几年后的现在,进入移动互联网时代,我基本上没看到该公司的广告".也许该公司投放的广告量在十年间涨了7倍,但是,随着移动互联网的崛起,信息流涨了70倍,广告便自然而然被稀释掉.以前是"纯电视时代",我们好像住在地球上;后来进入PC互联网时代,我们就像住进了太阳系;现在的移动互联网时代像个银河系,每个品牌在里面发出的声音都会越来越有限和微弱,而且不可控.

关键词： Display ads   CPG products   Product category characteristics   Dynamic cross-media effects   Spending volatility  

摘要： This study examines how online display ads, alone or in combination with more conventional media (television and print), can help drive sales in the consumer packaged goods (CPG) sector. It also assesses how the combined sales effect of online and offline ads depends on the volatility of their expenditures over time. We explore these relations for 154 brands across 68 Dutch CPG product categories. We find that, even though display ads are not effective for the "average" CPG brand, they do have a significant impact for a sizable, and considerably larger than expected by chance, subset of brands. Importantly, this impact depends on the type of product. While display ads are found to be ineffective for low-involvement utilitarian products, they can significantly enhance sales for other CPG product types. Moreover, the effect depends on whether they are used in combination with other media: while display ads are best used as a stand-alone medium for high-involvement utilitarian products, it is better to combine them with traditional media for hedonic products. Finally, the long-term effectiveness of display messages increases significantly when they are spread more evenly in time. (c) 2020 Elsevier B.V. All rights reserved.

关键词： 新媒体   品牌   春节   广告传播   Gucci   微信红包  

摘要： 随着互联网的不断发展,新媒体平台已成为广告信息传播的重要途径之一。在品牌进行跨国传播时,广告是一种不可或缺的传播手段。由于不同国家和民族的文化习惯及消费心理各有差异,因此品牌要选择合适的营销节点,塑造独特的品牌形象,树立正确的跨文化传播观念,并合理利用新媒体精准传播,注重广告传播的持续性,从而获得良好的传播效果。