浅析广告创意产生的过程

文章将广告创意的产生分为准备、分析、顿悟和评估四个阶段,针对每个阶段的工作重点、工作方法进行阐述,涉及到多种思维方式和创意技巧,旨在说明创意不能仅靠天赋,更应源于科学的方法和步骤。     

环境媒体广告唤醒人们的感知

环境媒体广告出现很早,但近些年才被注重,其理论研究大多着重于创意方式,文章主要通过分析环境媒体广告的特点和对受众影响说明环境广告对人的作用。论证环境媒体广告唤醒人们的感知。     

Using space windowing for a preliminary analysis of complex time data in human component system studies. Examples with eye-tracking in advertising and car/head movements in driving

Empirical studies of human systems often involve recording multidimensional signals because the system components may require physical measurements (e.g., temperature, pressure, body movements and/or movements in the environment) and physiological measurements (e.g., electromyography or electrocardiography). Analysis of such data becomes complex if both the multifactor aspect and the multivariate aspect are retained. Three examples are used to illustrate the role of fuzzy space windowing and the large number of data analysis paths. The first example is a classic simulated data set found in the literature, which we use to compare several data analysis paths generated with principal component analysis and multiple correspondence analysis with crisp and fuzzy windowing. The second example involves eye-tracking data based on advertising, with a focus on the case of one category variable, but with the possibility of several space windowing models and time entities. The third example concerns car and head movement data from a driving vigilance study, with a focus on the case involving several quantitative variables. The notions of analysis path multiplicity and information are discussed both from a general perspective and in terms of our two real examples.     

需求依赖广告费用和销售价格的newsboy型产品库存模型

在假定随机需求是关于销售价格和广告费用的一般函数的前提下,提出一个新的ｎｅｗｓｂｏｙ模型,给出了寻求最优广告费用、销售价格及订货量的分析方法,并且还分析了需求的不确定性对最优销售价格和广告策略的影响．最后,通过数值实例验证了模型的求解过程并得到相关管理启示．     

Search advertising placement strategy: Exploring the efficacy of the conventional wisdom

Search advertising is one of the most important forms of electronic commerce. While click-through rates are considered a key measure of search advertising effectiveness by search providers, brand attention can also be a valuable objective. Our paper reports on an experiment that investigated how search advertisement placement affected search users’ brand recall and recognition. The results showed that semantically associated search ads generated significantly higher levels of brand attention than contextually associated ones. Significant interaction effects were found among search ad position, keyword association, and search result quality. Implications for decision makers are discussed.     

Optimal dynamic advertising with an adverse exogenous effect on brand goodwill

We propose the model of a firm that advertises a product in a homogeneous market, where a constant exogenous interference is present. Using the framework of Nerlove and Arrow’s advertising model, we assume that the interference acts additively on goodwill production as a negative term. Hence, we allow that the goodwill may become negative and we associate a zero demand with negative goodwill values. We consider a piecewise linear demand function and formulate a nonsmooth optimal-control problem with an infinite horizon. We obtain that an optimal advertising policy exists and takes one of two forms: either a positive and constant advertising effort, or a decreasing effort starting from a positive level and eventually reaching the zero value at a finite exit time. In the former scenario, the demand is always positive and the firm stays in the market in the long run; in the latter, the demand becomes zero in the short run, and afterward, the firm goes out of business. In both cases we have an explicit representation of the optimal control, which is obtained through the study of an auxiliary smooth optimal-control problem. It is interesting that the fundamental choice between staying in the market and going out of business at some time depends both on the interference level and on the initial goodwill level.     

手机广告模式与计费方式探讨

随着手机的普及和移动互联网的发展,手机具备了巨大的广告价值潜力。我国的手机广告产业发展处于初期阶段,手机平台巨大的广告潜力尚未得到充分认识和合理利用。本文将以手机广告市场的宏观现状、趋势和广告行情为基础,对中国手机广告产业的商业模式和计费方式进行探讨。     

影视广告的生态伦理批评

数字媒体时代下,人们所看到的广告已经不再是单纯的平面化、实体化的户外印刷广告,更多的是以数字媒体为载体的互联网终端广告,影视广告就是典型的存在。为了博得大众眼球、达到广告宣传效果,部分影视广告在内容和形式表现上忽视了生态伦理价值。文章通过对案例分析得出在生态伦理意识上公益影视广告对比商业影视广告的优势,并提出解决商业影视广告生态伦理问题的方法与策略。     

Who avoids location-based advertising and why? Investigating the relationship between user perceptions and advertising avoidance

This study investigates how perceptual factors are associated with mobile consumers’ avoidance of location-based mobile advertising (LBA), and whether the relationships between the perceptual factors and LBA avoidance are influenced by consumers’ mobile device usage levels. The results of a national web survey with 605 Singaporean mobile consumers show that those who find LBA impedes goals, requires sacrifice, and lacks utility are more likely to avoid it. When examining the differences of heavy, medium, and light mobile device users, the analyses reveal that the effects of perceived utility and entertainment on LBA avoidance are greater for medium and heavy users than for light users. Theoretical and practical implications of our findings are discussed, as are the limitations and suggestions for future research.     

Why smartphone advertising attracts customers: A model of Web advertising,flow, and personalization

Thirty-five percent of US adults own a smartphone and more than seventy-three percent of the population in South Korea owns a smartphone in the first quarter of 2013. The number of people that use a smartphone has radically increased. Smartphone users always maintain connectivity, and frequent and swift communication with others. As the mobile advertising market is drastically expanded, advertisers and companies should be more attentive to effective smartphone advertising. This study suggests a comprehensive advertising model that combines a Web advertising model, personalization and flow theory in understanding the antecedents of purchase intention and influence processes in the context of smartphone advertisements. The results show that personalization has a positive association with informativeness, credibility, and entertainment of the advertising message while having a negative association with irritation. Purchase intention is increased by advertising value and flow experience. Advertising value has a positive relationship with credibility, entertainment, and incentives. Flow experience is positively associated with credibility, entertainment, incentives. Irritation negatively affects flow experience but advertising value. This study theoretically contributes to the application of the smartphone advertising model and practically contributes influential factors for effective advertising to marketers and advertisers.