教学课程资源库 更多>>

关键词： 齐鲁频道   广告部主任   接地气  

摘要： '近年来,齐鲁频道一直在打造定制化营销,以市场需求为导向去做创新、创意。广告主产品的营销需求越来越精细化,这对具有大众化传播属性的电视媒体来说,是一个非常严峻的考验,我们的营销模式就是没有固定模式,或者说不为模式所固化,只要是符合市场需求的、能做有效传播的,一切模式皆可尝试,一切资源皆可融合,以万变应万变。'易敏的话快人快语,很接'地气',一语切中当下'特殊'时期客户心底的渴求。放大资源优势,走商业定制化路线,这是齐鲁频道近年来在营销层面一直深耕的主要方向。

关键词： 用户体验   品牌营销广告   游戏性特征  

摘要： 本文对商业品牌营销广告的游戏特征进行尝试性的研究和探讨,为体验感真实、引起大众关注和提升品牌形象的游戏性广告设计提供借鉴.

关键词： CONSUMER behavior   TELEVISION advertising   BRAND image   BRAND name products   MEMORY   EMOTIONS (Psychology)   HUMAN physiology   REASON  

摘要： Academic theory and practitioner-performance metrics both focus on consumer recall and recognition of advertising content. A collaborative effort between academics and advertising practitioners, the current research considers advertising aligned with rational, emotional, and physiological appeals. The study employed a dataset representing 59,000 consumer interviews collected nationally on 590 television commercials that aired for the top 16 quick-service restaurant brands in the United States between 2008 and 2009. A moment-by-moment visual-recognition memory test developed, validated, and implemented by industry professionals demonstrates that compared with rational visual appeals, emotional, and physiological appeals more likely are related to consumer purchase intention. Implications stress the importance of understanding how advertising content influences brand memory and offer further insights into both theory and practice.

关键词： Word of mouth   Advertising   Brands   Dynamic panel methods   Paid media   Earned media   Synthetic control methods  

摘要： Paid media expenditures could potentially increase earned media exposures such as social media posts and other word-of-mouth (WOM). However, academic research on the effect of advertising on WOM is scarce and shows mixed results. We examine the relationship between monthly Internet and TV advertising expenditures and WOM for 538U.S. national brands across 16 categories over 6.5years. We find that the average implied advertising elasticity on total WOM is small: 0.019 for TV, and 0.014 for Internet. On the online WOM (measured volume of brand chatter on blogs, user-forums, and Twitter), we find average monthly effects of 0.008 for TV and 0.01 for Internet advertising. Even the categories that have the strongest implied elasticities are only as large as 0.05. Despite this small average effect, we do find that advertising in certain events may produce more desirable amounts of WOM. Specifically, using a synthetic control approach, we find that being a Super Bowl advertiser causes a moderate increase in total WOM that lasts 1month. The effect on online WOM is larger, but lasts for only 3days. We discuss the implications of these findings for managing advertising and WOM.

关键词： Advertising   Brand attitude   Brand tracking metrics   Media mix models  

摘要： Little is known about how different types of advertising affect brand attitudes. We investigate the relationships between three brand attitude variables (perceived quality, perceived value and recent satisfaction) and three types of advertising (national traditional, local traditional and digital). The data represent ten million brand attitude surveys and $264 billion spent on ads by 575 regular advertisers over a five-year period, approximately 37% of all ad spend measured between 2008 and 2012. Inclusion of brand/quarter fixed effects and industry/week fixed effects brings parameter estimates closer to expectations without major reductions in estimation precision. The findings indicate that (i) national traditional ads increase perceived quality, perceived value, and recent satisfaction;(ii) local traditional ads increase perceived quality and perceived value;(iii) digital ads increase perceived value;and (iv) competitor ad effects are generally negative.

关键词： Virtual reality   Advertising   Brand personality   Brand attitude   Purchase intentions  

摘要： As new advertising formats emerge, research regarding their effectiveness is called for. Since the emergence of virtual reality (VR) technology, several brands have started implementing VR advertising in their communication strategies. The research objective of this study is to examine whether mobile VR advertising can positively impact managerially relevant brand outcome variables [brand personality (BP) impressions, brand attitude and purchase intentions] compared to traditional 2D advertising. An experimental between-subjects design comprising 160 respondents reveals a significant difference in impact between 2D and VR advertising on three out of five BP dimensions (namely 'excitement', 'sophistication' and a marginal effect on 'ruggedness'). Furthermore, mobile VR advertising evokes significantly more positive consumer attitudes and higher purchase intentions than mobile 2D ads. The findings of this study imply that mobile VR advertising can be effective for brand managers who are in search of bringing their brands to life and who aim to obtain more positive consumer attitudes and higher purchase intentions towards their brands.

关键词： Political marketing   Party Brand Personality   Party loyalty   Political advertisements   Voter satisfaction  

摘要： Purpose Although the concept of political party brand personality has received substantial recognition in the political marketing literature, however, no study as yet has contributed in identifying a causal relationship between the party brand personality and voter behaviour. Therefore, this paper aims to address this gap in the academic literature by determining the relationship between the multifaceted advertising-brand personality-satisfaction-loyalty constructs in political context. Design/methodology/approach The sample for the study consisting of 930 responses was drawn from the major cities of Punjab state in India through multistage stratified random sampling. AMOS-based structural equation modelling was used to test the proposed model. Findings Results revealed that voters' attitude towards political advertisements had a significant effect on their satisfaction and loyalty when brand personality had a mediating role in this effect. Additionally, the influence of party brand personality on satisfaction and loyalty of voters was different for the selected four political parties. Practical implications - The study carries strong implications for the political parties and the political marketers to develop pertinent marketing and communication strategies that are consistent with their personality traits, with an endeavour to enhance the satisfaction and loyalty of voters. Originality/value The most imperative discovery of this study is to determine the mediating role of party brand personality on relationship between political advertisements, voter satisfaction and party loyalty. Such a study of an emerging economy contributes significantly to the marketing theory and practice owing to the diversity and fragmentation across India with respect to religion, caste, creed and race of voters.

关键词： advertising appeal   advertising attitude   brand attitude   Brand familiarity   experiment   quantitative  

摘要： Studies examining the effects of advertising appeals have yielded conflicting results. Some have found that an emotional appeal is more persuasive than an informational appeal, while others have demonstrated the opposite. The objective of the current study was to explore a theoretical explanation for the conflicting results in advertising appeal research. The findings of this study support the theory that brand familiarity determines the effectiveness of advertising appeal. The study results additionally support the theory that attitudes toward the ad predict the consumer’s attitude toward the brand. In addition, the study found that brand familiarity moderates the strength of the relationship between ad attitude and brand attitude. Other aspects and the implications of these findings are discussed in this paper. © 2018, © 2018 Informa UK Limited, trading as Taylor & Francis Group.