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关键词： 信息流广告   广告参与意愿   广告互动   品牌—双重自我一致性  

摘要： 信息流广告的交互性和可见性增强了消费者在品牌消费过程中的形象管理和个性表达需求。基于信息流广告的特性,选取品牌形象、线上自我呈现和他人虚拟在场三大要素,通过问卷调查法(N=473)对朋友圈信息流广告参与意愿的动因进行探讨,并检验了品牌—现实自我一致性和品牌—理想自我一致性的中介作用。结果表明,他人虚拟在场和线上自我呈现对信息流广告参与意愿具有直接影响,品牌形象则通过品牌—双重一致性对信息流广告参与意愿产生影响。同时,他人虚拟在场可以通过线上自我呈现对其余要素产生作用,除品牌—现实自我一致性在他人虚拟在场到信息流广告参与意愿路径中的中介作用不显著外,其余路径中品牌—双重自我一致性的中介效应均成立。

关键词： 品牌广告   社会名人   CEO   处理方式   年轻人   对话  

摘要： 胜加广告创始人马晓波,在操盘2020年引起轰动的B站“奔涌吧,后浪”广告之后,迅速从广告大咖变成了社会名人。“后浪”对宏大主题的处理方式,引起了政府、媒体和企业的广泛关注和争议,这个时代的所有机构都面临一个问题:如何与这一代年轻人对话。

关键词： 企业品牌   媒介融合   广告策划  

摘要： 伴随着信息技术和多媒体技术的发展,目前人们接收信息的方式越来越多,这样的发展速度不仅为各个企业品牌广告带来了挑战,也带来了全新的机遇,如何抓住新时代赋予的新机遇,有效率用媒介融合的优势,做好广告策划以及内容的创新,已经成为当下广告产业关注的中心问题。本文将主要阐述在新形势下的广告策略应用新媒体的难点,并且捋顺媒介融合理念创新广告策划的思路,提出媒介融合要求下广告策划的新模式,以此推动企业广告以及广告产业链的未来发展。

关键词： 广告竞争   溢出效应   消费者涉入度   感知产品质量  

摘要： 由于产品之间存在相互关联性,一个企业的广告不仅会对本企业产品的市场需求产生促进作用,而且对其它企业产品的市场需求也会产生一定影响,这种影响被称为广告的溢出效应。以往研究发现,强势品牌广告竞争对弱势品牌具有溢出效应,但该研究仅验证了溢出效应存在,并未对其作用机制进行深入挖掘。通过实验方法探讨强势品牌广告竞争对弱势品牌的溢出效应的作用机制及边界条件是当务之急,实验一探讨强势品牌广告竞争对弱势品牌溢出效应的作用机制,主要包括探讨中介变量和调节变量两个方面的问题。中介变量包括消费者对强势品牌的涉入度、感知产品质量、行业市场份额变化三个变量,调节变量包括消费者广告态度、消费者任务导向、产品生命周期、产品同质性四个变量。实验二探讨强势品牌广告竞争对弱势品牌的溢出效应的整体分布规律,包括产品成长期和成熟期两个时期的溢出效应分布规律。研究将揭示强势品牌广告竞争的作用机制和整体分布规律,有利于丰富溢出效应理论和广告效果理论。

关键词： 国产品牌   跨界合作   怀旧广告   经典元素  

摘要： 近年来,国产品牌发展得到了国家政策的大力支持,人们对于与健康与品质生活有关的消费需求显著提高,情感共鸣等情感价值因素在影响消费者品牌偏好方面发挥着更加重要的作用。与此同时,品类创新和新品发售成为推动国产品牌市场扩大最重要的因素。在此环境下,我国许多国产品牌开始采用跨界合作的战略方式,在创新产品品类的同时进行怀旧营销。为探讨怀旧因素在广告中的重要价值,本文从产品、内容、渠道三个方面对国产品牌跨界合作中广告触发消费者怀旧的策略进行研究,发现这些策略通常包括:确定品牌怀旧点,选择适当的合作对象;沿用经典元素,融合多品牌特色;借助社交媒体,通过用户互动传播多样化、个性化怀旧内容等。

关键词： Brand confusion   Brand positioning   Convolutional Neural Network (CNN)   Grad-CAM   VGG16  

摘要： In the consumer goods industry, unique brand positionings are assumed to be the road to success. They document product distinctiveness and so justify high prices. However, as products are getting more and more interchangeable, brand positionings must rely-at least partially-on supporting advertisements. Here, especially ads with visual content (e.g. photos, video clips) are able to connect brands with desirable emotions and values. Recently, besides TV, cinema, newspaper, also search engines, social networks, photo-, video-sharing platforms are used to spread such ads. In this paper, we demonstrate, how deep learning based on such ads can be used to predict uniqueness of brand positionings. A sample application to the German Pils beer market is used for demonstration.

关键词： Advertising credibility   Brand credibility   Brand image   Corporate credibility   Corporate image   Qualitative study  

摘要： Purpose This paper aims to use signalling theory to examine the concept of advertising credibility and its effects on brand credibility, brand image, corporate credibility and corporate image. Design/methodology/approach A qualitative approach was used. Ten interviews and four focus groups were conducted among participants drawn from the London area. The data was analysed using thematic analysis. Findings The findings suggest that advertising credibility is defined using terms like accurate, caring, competent, complete, convincing, ethical, honest, impressive, promising, reliable and warranted. The findings also suggest that advertising credibility has a positive effect on brand credibility, brand image, corporate credibility and corporate image. However, these effects are lower when the brand and corporation have different names than when they have similar names. The dissimilarity of names can also provide some benefit, especially when brands or firms are faced with a crisis. The findings also illustrate that the theoretical model used in this study is valid, and suggest that advertising credibility has positive effects on other constructs. Originality/value Advertising credibility has received little attention in the literature. There is also little attention on its effects on other credibility constructs. This study minimises these gaps by conducting qualitative research to explore the effects of advertising credibility on brand credibility, corporate credibility and corporate image.

关键词： brand zealotry   Compliance/noncompliance framing   desirability of end states   wearables advertising  

摘要： An experiment examined the combinatory effects of advertising message framing, desirability of end states, and brand zealotry on consumers’ responses to wearables advertising. The compliance framed ad elicited more favorable ad attitude, purchase intention, and word of mouth (WOM) intention compared with the noncompliance framed ad. Results also showed brand zealotry moderated the interaction between message framing and desirability of end states on WOM intention. Specifically, for low brand zealotry individuals, the compliance-framed ad elicited greater WOM intention than the noncompliance-framed ad regardless of the desirability of end-states. The desirable end-state ad triggered a greater WOM intention than the undesirable end-state ad regardless of message framing. For high brand zealotry individuals, the effect of message framing on WOM intention relied on the desirability of end-states. Theoretical and practical implications were discussed. © 2020 Taylor & Francis Group, LLC.