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关键词： 品牌年轻化   打造品牌  

摘要： 2019年伊始,广告人文化集团将未来的企业发展战略锁定在'做中国品牌年轻化工程的引领者',广告人商盟就是在原有四大联盟的基础上,建立'品牌年轻化联盟',做好品牌服务。广告人商盟是广告人文化集团的最主要的资源整合平台。

关键词： TV advertising   attribution   brand search   price search   programmatic  

摘要： This study aims to deepen the understanding of evaluating TV ad spots by their immediate effects on important online activities. The authors merged minute-by-minute brand search and price search data with spot-level TV advertisement data for the three leading pickup truck brands in the United States over an 11-month period. They presented a generalizable modeling framework and used it to estimate the size and variation of immediate online responses to TV ads. The average elasticity of brand search to a brand's own national ads is .09, and the average elasticity of price search to a brand's own national ads is .03. Given ad audience size, immediate search responses vary with ad creative characteristics, audience category interest, slot of the break, program genre, and time factors. Overall, the results show that ordinary TV ads lead to a variety of immediate online responses and that advertisers can use these signals to enrich their media planning and campaign evaluations.

关键词： advertising   advertising skepticism   affect transfer   brand extension similarity   brand transfer   consumer skepticism   persuasion  

摘要： According to existing research, ad persuasiveness decreases as advertising skepticism (i.e., the tendency to disbelieve advertising claims) increases. What remains unclear, however, is whether or not this effect extends to brand extension appeals. We suggest that the effect may vary according to brand extension similarity. Three studies test this assertion while providing process evidence and boundary conditions for the proposed effect. According to the findings, consumers automatically transfer associations from parent brands to highly similar extensions or automatically block these associations in the case of highly dissimilar extensions-reducing the impact of advertising skepticism on ad persuasiveness. At moderate levels, however, extension similarity is less predictive of the transfer process, increasing the negative effect of advertising skepticism on persuasion. Consistent with this account, the results identify brand transfer (i.e., the ability of the parent brand to make the extension) as the underlying mechanism explaining the advertising skepticism effect for moderately similar brand extension appeals. Furthermore, the results show how marketers can reduce these effects, and increase extension success, by emphasizing extension attributes that are shared with the parent brand. Collectively, these results provide a unique theoretical view, improving our understanding of advertising skepticism and the drivers of brand extension success.

关键词： 小众香水   大众香水   广告设计   香水品牌  

摘要： 通过研究现当代小众香水品牌广告设计的产业现状、发展方向、趋势分析,以及与大众香水品牌的区别和联系后发现:尽管很多小众香水品牌不如大众香水品牌具备很强的识别性,更加被人们所知,但是小众香水容易被一些对小众特色香水感兴趣的小众消费者更加熟知。而且,由于小众香水一直处在一个相对的、一直运动的状态中,所以其品牌也会随着时间流逝越来越具影响力。比起大众香水品牌,小众香水品牌的香料精更贵、产量更少、价格相对也更高、风格也更加独特和标新立异,已成为这个追求个性和精致的时代的品牌选择。不过小众香水品牌同大众香水品牌既有区别,也有联系,如一些小众香水品牌和大众香水品牌其产品本身并无差别,多半是公司产品品牌规模的大小而已等。这些有关小众香水的发展现状更有利于广告设计师更有针对性地设计出利于小众香水品牌传播推广的广告。

关键词： brand familiarity   Facebook news feed ad   personal relevance   social information  

摘要： The current research examined effects of the “social information” feature in Facebook news feed ads, in relation to personal relevance and brand familiarity. Ads with social information did not always lead to more favorable advertising and brand perceptions. However, interaction effects were found among social information, personal relevance, and brand familiarity, in terms of attitude-toward-the-ad and purchase intention. Social information could help create more favorable advertising responses for unfamiliar and low-relevance brands. © 2018, © 2018 Taylor & Francis.

关键词： attitudes   confirmatory factor analysis   Expectancy violations   in-game advertising  

摘要： This study identified the underlying structure and the dimensional properties of multiplayer online game (MOG) expectations by adopting expectancy violations theory (EVT) and examined its effects on attitudes and behavioral intention for in-game ads. We found a multi-dimensional structure for MOG expectations consisting of three factors. While each of the expectation factors significantly predicted attitudes toward the advertising, no specific factor predicted purchase intent or brand attitude. Attitudes toward the advertising partially mediated the effects of MOG expectations (centrality, socialness, and features) on brand attitudes and fully mediated the effect of socialness on purchase intent. Theoretical and managerial implications are discussed. © 2018, © 2018 Taylor & Francis.

关键词： 茶叶   广告传播   品牌营销   电子商务  

摘要： 目前互联网的快速发展,为茶叶电子商务的发展提供了契机,如何通过对品牌营销广告的运用来带动茶叶营销传播就显得十分必要了。本文展开了详细的分析,提出了目前茶叶营销广告传播的现状及受到限制的原因,通过典型案例分析的方式,为茶叶的品牌营销传播提供思路,最终制定有针对性的措施。

关键词： OR in Marketing   Advertising and pricing   Decision timing   Store and national brands   Game theory  

摘要： This paper investigates whether manufacturers can use the timing (sequence) of their pricing and advertising decisions to benefit from or to deter store brand (SB) introductions. We develop and solve six sequential game-theoretic models for a bilateral channel where different timing of these decisions are considered before and after the retailer introduces a store brand. Comparisons of equilibrium solutions across games show that the sequence of pricing and advertising decisions in the channel significantly impacts the profitability of a store brand entry by the retailer. Such impact depends on: (1) whether each channel member decides on pricing and advertising simultaneously or sequentially prior to the SB entry, (2) whether the timing chosen for these decisions changes following the SB introduction, and (3) the intensity of competition between the store and national brands (NB). In particular, the SB entry leads to losses for the manufacturer when the sequence of advertising and pricing decisions is kept unchanged after the SB entry even when it is much differentiated from the NB. These results offer new perspectives on the effects of store brand entry in distribution channels, and suggest that for low levels of competition intensity between the NB and the SB, the manufacturer can either prevent or benefit from the retailers brand given an adjustment in the sequence of the manufacturer's decisions. (C) 2018 Elsevier B.V. All rights reserved.

关键词： 观赏植物   广告符号学   品牌   符号  

摘要： 本文以椰树牌椰汁及Tiffany热恋系列品牌广告为案例,通过广告符号分析法探究观赏植物在品牌广告中的符号学意义。研究发现观赏植物在品牌广告中能够平衡画面结构,调和色彩表现,令整个广告画面更加美观;为品牌增加意义联想,烘托格调进而刺激消费者购买,但由于广告的暗示作用,容易给消费者造成一定程度上的误导。

关键词： 品牌形象设计   海报设计   万宝龙   策略性   视觉元素   设计奖   视觉语言   杜塞尔多夫   品牌重塑   视障人士   保时捷  

摘要： 今年三月,由德国葛瑞广告创作的'张开双眼'海报作品,凭借其富有表现力的视觉语言荣获2019年iF设计奖金奖。德国葛瑞广告(GREY Germany)隶属于葛瑞集团(Grey Group),迄今已有60年历史。1998年,德国葛瑞广告在杜塞尔多夫成立了一家设计公司,成立时间是日历上的第43个星期(缩写为KW43).