视频广告的新掘金术

提供有奖的视频广告机会,将广告和消费者更紧密地结合在一起,这种新的盈利模式有望得到广告主的青睐。     

原生广告:跨越媒体形态的转型之作

原生广告或许正是媒体在互联网时代将自身价值观与企业本质融合的转型之作。随着互联网的日益发展,传统的广告形式越来越受到大众的厌弃。对此,"现代营销学之父"菲利普·科特勒在《营销革命3.0》中明确提出,新时期的营销应该更加注重人文主义关怀,更加关注与消费者之间价值观的共鸣。于是,一种将广告与内容有机融合的营销方式渐渐浮出水面,它就是原生广告(即"内容即广告")。如今,这种看似"新瓶装旧酒"的广告形式,不仅受到了广告主与受众的一致推崇,而且也将媒体在内容生产上的优势发挥得淋漓尽致。     

网络广告的双核购买时代

Ad Network（广告联盟网络）是一个连接广告主和网络媒体的广告系统平台,一方面为广告主提供广告管理、发布和监测服务,另一方面为媒体兑现部分广告存货的价值。     

TradingOS,打通数字广告业的“奇经八脉”

正发展迅猛的数字广告行业经过了数年的野蛮成长,随着DSP、SSP、DMP、Trading Desk、Ad Exchange、程序化购买等这些名词逐渐从概念进化成运转流畅的系统或平台,已经能够整合资源,针对不同需求的品牌广告主提出合理的数字广告投放解决方案,从而给品牌广告主带来了巨大的商业价值。相对于传统广告,数字广告在精准投放和互动方面优势明显,其发展前景毋庸置疑。但是,相对于传统广告产业的成熟度而言,数字广告只能说才刚刚     

2012年度中国网络广告最佳效果营销案例奖 品牌名称:宝洁(中国)有限公司 Mediav

MediaV的技术团队聚合了互联网技术、广告营销、互动创意等业界专家,有着丰富的开发经验和领先的技术成果。MediaV全新推出的"聚效广告平台"作为一项自助式智能精准营销平台,目前已经在为超过1000家电商、教育、汽车等各类型企业广告主提供基于点击竞价的自助式精准广告投放服务。宝洁公司一改大众宣传路线,开始转向精准投放。宝洁同MediaV开展的合作,成功将宝洁产品广告链接到宝洁的天猫商城,让消费者看到宝洁不同     

基于模糊优化的关键词广告预算分配策略

针对单搜索引擎,研究了广告主竞投多个关键词时的广告时序预算分配策略,在总预算限制下建立了以最大化广告收益、最小化无效点击为双目标的单引擎多关键词广告时序预算分配模型,并给出了模糊优化双目标预算分配模型的解法。通过验证,该预算分配模型对广告主在单搜索引擎上竞投多个关键词广告时起着策略性指导作用。     

移动广告模式或将巨变——专访InMobi全球CEO Naveen Tewari

正5月5日至6日,《互联网周刊》参加了2014年全球移动互联网大会(GMIC),在本次大会上,《互联网周刊》对话全球最大的独立移动广告平台InMobi创始人兼CEO Naveen Tewari,畅谈对移动广告行业的看法。"下一个50亿"生存在"移动"的网络里,移动互联网已经改变了人们的生活方式,移动广告作为整个移动产业链重要组成部分,进而直接影响到广告主的营销方式的转变,对数字营销行业来说既是机遇,也是挑战。     

网络营销新光

当2010年赵本山和刘谦都被怀疑的时候,火的不是舂晚,而是网络。网络的力量让舂晚的优劣都更加迅速的传播,“我们看的不是春晚,而是广告”。这句话道出了不少观众的心声,也足见广告主对植入式广告的钟爱。而随着互联网之风的盛行,在春节和情人节扎堆之际,虚拟礼物大行其道,社交网站中玫瑰、钱包送个不停,互联网植入式广告的力量也愈发强大。众多广告主也采取了在社交网站等网络平台中打出了植入广告这张牌。     

当广告遇到技术

广告对于用户来说不再仅仅作为一个品牌混脸熟的工具，而广告主也在网络技术公司的引导下逐渐人道。     

广告中感性诉求创作形式探微

感性诉求并不完全从商品本身固有的特点出发,而是更多地研究消费者的心理需求,运用合理的艺术表现手法进行广告创作,寻求最能够引发消费者情感共鸣的出发点,从而促使消费者在动情之中接受广告,激发购买行为。在感性诉求广告中融入丝丝情感,才能与消费者的情感世界完美结合不断升华,也只有进一步去探讨感性诉求广告的创作方法与原则,才能真正的把广告艺术情感化传达出来。     

互动设计——户外互动广告研究

广告媒体的变革随着消费者的改变而改变,甚至超前于消费者的需求。户外互动广告媒体以其独有的特色呈现在大众面前。文章从户外互动广告媒体的含义、设计、特点、功能等几个方面来对户外互动广告媒体的发展进行研究,以其为更好发展提供理论依据。     

故事性广告的灵活运用

在信息膨胀的今天,人们生活在众多广告所包围的环境中,如何让消费者对一则广告过目不忘?如何让消费者对其广告感兴趣并有所期待?我们试图通过遗忘与记忆的原理来分析。我们发现,往往是有故事情节的广告更能被人们所记牢。因此,为我们的广告创造一定的场景、并赋予其故事性,加大其矛盾冲突,制造抓人眼球的悬疑,使广告的受众对其产生兴趣。从而更好的吸引消费者、强化消费者对其广告的认知并记忆。     

现代平面广告造型元素由直白表现到婉转传达——隐喻广告的出现和成熟

在现代平面广告造型元素表现的发展与演变过程中,最不容忽视的就是广告作品由基础阶段的直白表现发展到了婉转传达的更高层次。隐喻广告异军突起,成为有效的传播手段。隐喻广告想走的更远,还需从业人员提升驾驭设计的能力,在造型元素的应用原理理论上做深度研究,在更广泛和更紧密的专业领域汲取营养,并且在广告学理论诉诸隐喻广告设计实践方面做些有效的探索。     

Modeling the clickstream across multiple online advertising channels using a binary logit with Bayesian mixture of normals

The evaluation of online marketing activities using standalone metrics does not explain the development of consumer behavior over time, although it is of primary importance to allocate and optimize financial resources among multiple advertising channels. We develop a binary logit model with a Bayesian mixture approach to demonstrate consumer clickstreams across multiple online advertising channels. Therefore, a detailed user-level dataset from a large financial service provider is analyzed. We find both differences in the effects of repeated advertisement exposure across multiple types of display advertising as well as positive effects of interaction between display and paid search advertising influencing consumer click probabilities. We identify two consumer types with different levels of susceptibility to online advertising (resistant vs. susceptible consumers) and show that the knowledge of consumers individual click probabilities can support companies in managing display advertising campaigns.     

色彩在广告视觉传达中的作用与美学效应

在广告视觉传达中,色彩的应用十分重要。本文应用案例分析的方法探究色彩在广告视觉传达中的作用与美学效应。从促进商品销售的角度来看,色彩能起到"引起注意、促进识别、增强记忆和还原产品"的作用。与此同时,色彩还具有"象征性、表情性、表现力"这些美学效应。     

浅析广告文化的传播效应

广告凭借独特的审美情趣和移情功能．成为社会文化必不可少的一部分。深刻地影响着现代人的价值观念、生活方式和审美情感。广告兼具正面和负面的双重效应,要保证广告文化传播的正确导向性,需要深刻认识广告的社会责任,定位广告的文化目标。尽量营造出良好的社会文化氛围。文章从现代广告文化的主要表现形式入手．分析了广告文化的正面作用,揭露了当前广告文化传播的负面效应,并以此为基础提出了克服广告文化负面效应的具体要求,旨在使读者了解强化广告文化传播正面效应的必要性。     

The effects of product involvement and impulse buying on purchase intentions in mobile text advertising

While research in mobile advertising is abundant, limited attention has been paid to date to how consumers respond to mobile advertisements for different product categories and in which way impulsivity affects intentions to purchase. In this paper, we study the dimensionality of the product involvement construct and its effects on consumers’ purchase intentions via a simulated field experiment (N = 736). We show that the cognitive dimension of product involvement and impulsiveness significantly affect purchase intentions. We also present that the relationship between product involvement and purchase intention is moderated by the consumers’ impulse buying personality traits. These findings progress the current state-of-the-art in mobile advertising research, while also having significant practical consequences for the design of effective mobile SMS advertising campaigns.     

Vertical cooperative advertising in a retailer duopoly

This paper focuses on optimal pricing and advertising decisions within a two-echelon distribution channel, which consists of one manufacturer and two competing retailers. Assuming an inter-echelon Stackelberg equilibrium, where the manufacturer obtains channel leadership, we compare two different forms of retailer behavior: non-cooperative (Horizontal Nash) and cooperative (Cooperation). While the consumer demand depends both on retail price and advertising, the manufacturer can offer a vertical cooperative advertising program to increase the advertising efforts of his retailers. In order to derive a logically consistent price demand function, we deduce our demand function from the consumers’ utility function. Numerical examples lead to the following main findings: (i) consumers can benefit from retailer-competition, as it reduces retail price; (ii) the manufacturer’s participation in retailers’ advertising will be the highest when there is strong competition and no Cooperation; (iii) a Cooperation does not always yield higher profits for the retailers, but can also produce better results for the manufacturer.     

Evaluating the influence of YouTube advertising for attraction of young customers

Nowadays, we have been faced with an increasing number of people who are spending tremendous amounts of time all around the world on YouTube. To date, the factors that persuade customers to accept YouTube advertising as an advertising medium are not yet fully understood. The present paper identified four dimensions towards YouTube advertising (i.e., entertainment, Informativeness, Customization and irritation) which may be affected on advertising value as well as brand awareness, and accordingly on purchase intention of consumers. The conceptual model hypothesizes that ad value strategies are positively associated with brand awareness, which in turn influence perceived usefulness of You Tube and continued purchase behavior. For this study, data were collected from students studying at the Sapienza University of Rome. In total, 315 usable questionnaires were chosen in order to analysis of data for the variables. The results show that entertainment, informativeness and customization are the strongest positive drivers, while irritation is negatively related to YouTube advertising. On the other hand, advertising value through YouTube affects both brand awareness and purchase intention of consumers accordingly.     

商誉影响下的双渠道供应链竞争广告策略研究

随着网络技术的发展,电子网络销售品台走进消费者的世界,冲击着传统的零售市场,越来越多的企业开始在新的市场结构中寻找更为广阔的商机,如何在新的消费市场结构中合理的进行资源配置成为当下企业的一个难题,为研究电子直销和传统零售混合双渠道供应链中两个零售商品牌竞争的广告投入问题,构建了一个商誉影响下的双渠道供应链品牌竞争广告策略模型,运用汉密尔顿-雅克比-贝尔曼方程,分析竞争条件下的广告投入和影响因子。研究结果表明：存在竞争关系的两个零售商在混合双渠道供应链下的广告投入不仅跟当前的市场份额相关,同时还取决于商誉对市场竞争的影响力;最后利用数值算例分析论证了理论结果。