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关键词： 抖音广告文案   TVC   短视频  

摘要： 本文从广义的文案创作的角度剖析了传统电视TVC广告和抖音15秒品牌广告的异同,重点阐释了抖音品牌宣传广告中的音乐广告文案、抖音文案标题、抖音图像文案、抖音系列广告文案创作四个方面与传统TVC广告的不同之处,以及品牌短视频广告文案的创新之路。

关键词： 要素品牌   动态合作广告   广告竞争   最优控制  

摘要： 在要素品牌战略背景下,本文研究要素供应商和最终产品制造商之间的动态合作广告策略。制造商在其产品及广告中融入供应商的要素品牌,供应商承担制造商的部分广告成本,并直接对终端客户做广告推广其要素品牌。论文分别考虑了“单供应商-单制造商”和“单供应商-两个广告竞争的制造商”两种情形,采用最优控制的方法,得到了两种情形下供应商的最优广告参与率及广告努力水平,以及制造商的最优广告努力水平。研究发现,实施要素品牌战略促使渠道成员投入更多广告,提升渠道成员的商誉水平和利润水平;适度的广告竞争有助于系统总体性能的提高。通过数值分析,进一步讨论了广告竞争强度的影响。

关键词： Advertising repetition   Time   Annoyance   Memory   Decay rates   Brand preference  

摘要： This paper reports a surprising reversal in the effect of advertising repetition over time. A field study shows higher annoyance with a more frequently advertised brand at the time of advertising, but greater preference for this same brand several weeks later. A longitudinal online experiment replicates the reversal in brand preference across four time points and tests an underlying mechanism for this reversal. It shows that initial annoyance with frequent ad repetition is highly susceptible to decay over time, whereas brand memory remains relatively stable. Through these two processes, brands with heavier advertising exposure move over time from lower preference to higher preference. Finally, a third experiment demonstrates a crucial condition for this reversal product relevance at the time of consideration. This study shows that the reversal occurs only if at the later time the product category is relevant. We discuss the substantial implications of these findings for marketing theory and practice. (C) 2018 Elsevier B.V. All rights reserved.

关键词： Brand personification   Internal/external personification   Brand knowledge   Need-for-cognition  

摘要： In spite of the ubiquity of brand personification (BP) in advertising, research that examines its effects directly is limited. This study explores the effect of verbal BP on consumer response and the underlying mechanisms involved. In addition, we identified the conditions under which BP has no effect. Unlike prior research, this study focuses on the two types of verbal BP images: internal ("kind") and external ("good-looking"). Specifically, Study 1 tests the moderating effect of Brand Knowledge (BK) between internal verbal BP and consumer's evaluation of brand and the underlying mechanisms (brand intimacy and psychological discomfort). Study 2 validates the effect-in particular, that of the need-for-cognition on the attitude toward a BP advertisement-of external verbal BP on the evaluation of advertisements and the underlying mechanisms (perceived novelty and cognitive resistance). This research could provide marketers developing headline copies and slogans for BP advertisements with useful guidelines through a better understanding of the boundary conditions and mechanisms determining the impact of BP.

关键词： Fashion   Semiotics   Luxury   Masstige  

摘要： Purpose The purpose of this paper is to advance the theory and practice of luxury and masstige brand advertising effectiveness by decoding symbolism imbedded in fashion advertising. Design/methodology/approach This research employs a semiotic analysis of masstige brand advertising to discover those messages and themes that emerge and that communicate masstige values. Findings The research identifies identitary values that are exclusive to masstige brands, and those they share with luxury brands. Originality/value The research contributes to luxury and masstige retail brand research by identifying the symbolic meaning of luxury advertising.

关键词： Vlog   品牌传播   品牌营销  

摘要： 从微电影广告、短视频节目植入广告,到Vlog广告,视频广告的软广探索与时俱进。5G时代即将到来,流量成本下降、网速进一步提升,为短视频的进一步发展带来利好。在短视频大热的趋势下,Vlog的发展备受瞩目。文章通过分析Vlog广告在创作和投放中的独特优势、Vlog广告创作需要注意的问题,凝练了Vlog广告助力品牌传播和营销的经验。

关键词： 平面广告设计   品牌公关   品牌价值  

摘要： 面对消费者审美的提升、竞争对手的刺激、行业内的要求,平面广告设计未来在品牌公关工作中将呈现出更艺术化、专业化、多样化的特点,值得各个企业认真研究学习,最终达到强化品牌公关能力、提升企业经济效益的目的。本文介绍平面广告设计与品牌公关的含义,从两者的现状与发展特点入手,阐述平面广告设计在品牌公关中的作用与价值,并展望未来的发展与应用。

关键词： 品牌   中国元素   宣传片   文化差异  

摘要： 国际品牌为吸引更多的中国消费者,在广告宣传中运用中国元素以达到宣传效果。然而在具体运用中,由于文化差异等因素使得中国元素的表现并不恰当。本文通过对D&G品牌宣传片《起筷吃饭》的分析,发掘其对中国元素的错误运用,对比国际品牌在中国元素的运用中存在的问题,提出正确运用中国元素的建议。