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关键词： Optimal advertising   multiobjective optimization   Pareto-optimal   reach   gross rating point   integer programming  

摘要： This paper focuses on a multiobjective optimization problem in TV advertising from an advertising agency's perspective, which involves deciding on which commercial breaks to air the ads of various brands to jointly maximize reach or gross rating point (GRP) for the different brands subject to budget constraints, brand competition constraints, and other scheduling constraints. We present a multiobjective integer programming formulation of this problem and develop and implement algorithms for generating provably Pareto-optimal solutions. We also develop reduction and visualization procedures to aid a decision maker in choosing suitable subsets of the Pareto-optimal solutions obtained. Numerical experiments on five TV advertising problems involving 20-40 objective functions and thousands of decision variables and constraints demonstrate the effectiveness of the proposed formulation and solution methods in generating Pareto-optimal objective vectors that reflect brand priorities and that are well distributed along the Pareto front.

关键词： 无锡地铁   地铁广告   城市品牌形象   整合传播  

摘要： 对无锡地铁广告现状进行全面调研,分析地铁广告对无锡城市品牌形象提升作用,同时结合无锡地铁广告建设存在的问题,提出了加快无锡地铁广告与城市品牌形象整合传播的对策。

关键词： 信息经济学   乌家培   数量经济学   信息管理   资助计划   跨学科发展   青年学者   理论创新成果  

摘要： 中国信息经济学会成立于1989年,致力在信息经济与信息管理领域搭建理论创新的桥梁,推动跨学科发展。学会创始人乌家培教授为中国著名经济学家,中国数量经济学和信息经济学创始人。为促进中国信息经济与信息管理领域的青年学者成长,并产生未来30年有国际影响力的理论创新成果,学会于2015年设立中国信息经济学乌家培资助计划,以表彰中国信息经济与信息管理领域青年学者的理论创新贡献。2016-2019年分别进行了一至四届乌家培资助计划的评选。

关键词： 电视媒体   广告经营   品牌化  

摘要： 电视媒体中的广告宣传模块是电视台经济收入的重要来源,但在网络信息时代的发展下,传统电视媒体广告运营受到了很大冲击,为此,电视媒体必须对原有的运营机制进行优化与革新,以适应新时代的发展。本文分析了电视媒体的发展机遇,并对电视媒体广告经营的品牌化策略进行研究。

关键词： Eye movements   Head movements   Goals   Advertising   Attention  

摘要： In day-to-day settings, eye movements of consumers are accompanied by subtle forward and backward movements of the head. The present research is the first to examine the resulting distance of the head to the stimulus, jointly with eye movements during consumers' exposure to advertising. We present the results of two eye tracking studies with different samples of respondents (total n = 362), different samples of ads (total n = 34), and different experimental set-ups and designs. We show that these subtle forward-backward head movements during ad exposure respond to consumer's processing goals, and predict subsequent brand memory, independent of eye-movements. We discuss the implications.

关键词： ad content   ad effectiveness   brand communication   Dirichlet process mixtures   nonparametric factors   sequential Monte Carlo methods   sparse Tobit factor model  

摘要： Many studies have quantified the effects of TV ad spending or gross rating points on brand sales. Yet this effect is likely moderated by the different types of brand-related messages or cues (e.g., logo, brand attributes) embedded in the ads and by the ways (e.g., explicitly or implicitly) these cues are conveyed to TV audiences. The authors thus measure 17 cues often used within ads to build brand awareness (or salience) and brand image and investigate their influence on ad effectiveness. Technically, the study builds a dynamic model to quantify the effects of advertising on sales;builds a robust and interpretable (i.e., nonparametric and sparse) factor model that integrates correlated, left-censored branding cues;and then models the effects of advertising as a function of the factors identified by these cues. An analysis of 177 campaigns aired by 62 brands finds that salience cues (e.g., logo) and benefit and attribute messages moderate ad effectiveness. It also finds that explicit cues are more effective than implicit ones;nonetheless, the primary drivers of ad effectiveness are visual salience cues: the duration and frequency with which the logo and the duration with which the product are displayed. The study can thus suggest ways brand and ad agency managers can improve the effects of creative ad content on sales.

关键词： Taboo advertising   Advertising complexity   Shocking advertising   Eye-tracking   Attention to the advertisement   Advertising recall  

摘要： Despite widespread use in advertising, scholars have not been able to agree if taboo themes have a positive effect on advertising outcomes. The conflicting findings in prior research are further complicated from using self-report and indirect attention measures. The current study includes responses to 23 actual advertisements using a combination of eye-tracking and self-report data to understand attention and recall effects relating to the brand-identifying elements in ads. Findings indicate that taboo positively affects recall and attention, and attention to brand-identifying information also influences recall. The results demonstrate that taboo increases time to first fixation and fixation count for both product images and brand logos. Thus, taboo seems to encourage processing of brand- identifying information. Additionally, high ad complexity mitigated the effects of taboo on attention. Together, the results suggest a holistic approach to considering how attention is allocated to different areas of the ad.

关键词： Video advertising   Attention   Eye-tracking   Prior brand usage   Brand familiarity   Recall  

摘要： For advertisers, attracting attention to video marketing stimuli is paramount to building and refreshing consumers' brand memories and increasing their propensity to purchase. Research has demonstrated brand users are more likely to recall advertising, possibly suggesting a brands commercials draw more attention from current users than potential new customers. Testing whether prior brand usage moderates the effect of visual attention on recall, infrared eye-tracking collected fixation data from nearly 700 participants across 64 video advertising executions. The results indicate that brand users and non-users can give similar levels of visual attention: what matters is how the effectiveness of this attention differs across the two groups. Prior brand usage moderates the effect of visual attention on recall;light and non-users giving more attention have better recall. However, this effect does not exist for heavier users. These findings highlight the importance of developing advertising to gain visual attention from potential customers.

关键词： Advertising   Facebook   Brand management   Consumer-based brand equity   Brand choice  

摘要： Purpose The purpose of this paper is to use social identity theory and the elaboration likelihood model to explore differences in consumer response to positive and negative online brand advertising based on the degree to which the consumer identifies with the brand featured in the ad. Dependent variables include attitude toward the ad, attitude toward the brand, willingness to share the ad and purchase intention. Design/methodology/approach This study uses a posttest-only, 2 (low consumer-brand identification v. high consumer-brand identification) x 2 (negative advertisement v. positive advertisement) between-subjects factorial design for two separate brands based on the pretest results. Findings Results show, in support of extant research, that consumer-brand identification enhances consumer perceptions of positive brand advertising. In addition, this research shows that consumer-brand identification also minimizes the potentially detrimental effects of negative advertisements on the dependent variables. Further, results suggest that those with a low consumer-brand identification are more likely to share negative online brand advertising. Practical implications Building consumer-brand identification among target consumers results in positive brand attitudes and behaviors while at the same time shielding brands from negative online attack advertising. However, consumers with weak consumer-brand identification can be influenced through peripheral cues in online ads. This research indicates that managers need to focus on strengthening consumer-brand identity with target audiences and closely monitor negative online sentiment. Originality/value This exploratory research extends current consumer-brand relationship scholarship and adds support for application of the elaboration likelihood model in an online environment. To the best of the authors' knowledge, this study is the first to examine the role of consumer-brand identity and its role in explaining consumer respons

关键词： 信息经济学   乌家培   数量经济学   信息管理   资助计划   跨学科发展   青年学者   理论创新成果  

摘要： 中国信息经济学会成立于1989年,致力在信息经济与信息管理领域搭建理论创新的桥梁,推动跨学科发展。学会创始人乌家培教授为中国著名经济学家,中国数量经济学和信息经济学创始人。为促进中国信息经济与信息管理领域的青年学者成长,并产生未来30年有国际影响力的理论创新成果,学会于2015年设立中国信息经济学乌家培资助计划,以表彰中国信息经济与信息管理领域青年学者的理论创新贡献。2016-2019年分别进行了—至四届乌家培资助计划的评选。