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1.
《Journal of Media Economics》2013,26(4):31-48
I studied the development of advertising within the national economy. Contrary to the relative constancy hypothesis, time-series analysis of aggregate-level data generally support my hypotheses that expenditures on advertising as a proportion of the national income increased from the 19th to the 20th century and that structural pluralism, not just national income, predicts absolute changes in advertising expenditures. I argue that the need for information and advertising grows as a social system becomes more structurally pluralistic and that general economic conditions (i.e., national income) alone are insufficient to explain changes in relative and absolute spending. 相似文献
2.
In a literature where different research approaches generate inconsistent effects, we examine negative TV advertising effects on public support ratings of presidential candidates over time. Weekly national advertising and poll data from 2011 and 2012 were analyzed via (a) pooled time series analysis with growth curve modeling and (b) individual time serial dependency analysis with autoregressive integrated moving average. Study results support a social influence model derived from attribution theory, wherein negative TV ads did, in fact, influence poll results or public support ratings. In particular, spending on negative advertising increased the support for the sponsor of such ads. We also uncover a reciprocal effect of negative advertising between the competing candidates over time, such that spending on negative advertising attacking Mitt Romney predicted spending on advertising attacking Barack Obama in about 4 weeks at Lag 3 and Lag 4. Findings establishing the efficacy of negative advertising are discussed in the context of game theory. 相似文献
3.
Macro-level indicators of the relations between research funding and research output 总被引：3，自引：0，他引：3
In response to the call for a science of science policy, we discuss the contribution of indicators at the macro-level of nations from a scientometric perspective. In addition to global trends such as the rise of China, one can relate percentages of world share of publications to government expenditure in academic research. The marginal costs of improving one's share are increasing over time. Countries differ considerably in terms of the efficiency of turning (financial) input into bibliometrically measurable output. Both funding schemes and disciplinary portfolios differ among countries. A price per paper can nevertheless be estimated. The percentages of GDP spent on academic research in different nations are significantly correlated to historical contingencies such as the percentage of researchers in the population. The institutional dynamics make strategic objectives such as the Lisbon objective of the EU – that is, spending 3% of GDP for R&D in 2010 – unrealistic. 相似文献
4.
Ad-financed TV channels are two-sided platforms where media houses provide communication from advertisers to viewers. Most media houses air several channels, some of which are particularly valuable to advertisers. At first glance, one might expect the ad volumes to be highest for the channels that are the advertisers' favorites. However, a crucial management challenge for media houses is to ensure that viewers go where the potential for raising advertising revenue is greatest. Because viewers dislike ads, we show that this implies that advertising volumes will be relatively low (and advertising prices relatively high) in such channels. Indeed, other things equal, the ad volume in a channel is inversely related to its attractiveness to the advertising market. Only if the costs of using alternative tools to attract viewers to the advertisers' favorite channels are sufficiently small will the advertising volume in channels with high demand for ads be larger than in channels with low demand for ads. 相似文献
5.
分析图书馆学情报学期刊广告媒体的五大优势:独特价值的信息源、艺术价值高、时效性长、具有可信度、多方面的经济效益,提出 我国图书馆学情报学期刊开展广告经营的有效策略:取得期刊广告经营许可证、办好刊物吸引广告、围绕其学术内容开展专题广告创意、提高广 告设计制作水平、成立广告经营部、多途径拓展广告业务、以优质服务树立刊物声誉等。 相似文献
6.
Advertising has an important role in the media industry. In a context where advertising generates a negative externality for viewers, this article analyzes the factors explaining ad prices in free TV empirically. This article also considers the participation of government-owned broadcasters in the Spanish market. This study finds that private ownership is associated with higher advertising prices. The results show a positive relation between audience size and ad price and a negative relation between ad price and advertising time. In addition, this study finds that higher prices are associated with the percentage of the population between 14 and 29 years old and the regional gross domestic product per capita in the broadcast area. 相似文献
7.
中国公共图书馆财政支出与经济增长关系研究 总被引：1，自引：0，他引：1
8.
Sam W. Eiler 《广播与电子媒介杂志》2013,57(2):159-164
We read and hear a good deal these days about the proper role of federal agencies, Congress, and broadcasters themselves in properly controlling quantity and quality of television advertising in the U.S. There seems to be a fair amount of criticism expressed and implied by government officials, the general public, broadcasters, agencies and advertisers on the whole question of advertising regulation—suggesting most of these people are dissatisfied to some degree much of the time. An interesting comparative situation is found in Britain where the Independent Broadcasting Authority has followed a unique approach to these problems for a number of years—and apparently pleases most participants and the TV audience. In the following discussion, Mrs. Marting describes the IBA approach and deals with its possible applicability here. The author is completing the Ph.D. at Ohio State University after earlier earning a journalism MA at Alabama, and spending a number of years in public relations and advertising. 相似文献
9.
The conceptual framework for explaining advertising content formulated in this paper begins with environmental factors such as culture and economic system, and ends with the ads themselves—with advertising industry factors, such as practices and views/values of its actors, and consumer factors, such as experience making up the middle two layers. An empirical application of this model, through variables derived from it, to Chinese television commercials suggests post‐hoc substantiation for the most part. Future studies could pose and test a priori hypotheses (for other countries, media, and variables) leading to the refinement, clarification, and elaboration of the model. 相似文献
10.
Katherine T. Frith 《亚洲交流杂志》2013,23(1):37-54
Over the past few decades, ASEAN countries have been constructing coherent national identities by establishing national ideologies based on a unified set of cultural values. International advertising presents a challenge to these nation‐building projects because it tends to act as a global cultural homogenizing force. In efforts to temper the cultural impact of international advertising, ASEAN governments have responded by regulating the cultural content of advertising. This paper examines the cultural regulation of advertising in three ASEAN nations, Singapore, Malaysia, and Vietnam. These nations offer interesting contrasts; while they share a certain geographic proximity, they differ in language, culture, religion, economic systems, and political ideology, and each has unique methods for protecting local cultures through the regulation of advertising. 相似文献
11.
Kwangmi K. Kim 《亚洲交流杂志》2013,23(2):120-140
Focused on the liberalization of Asian cigarette markets (Japan, Taiwan, Korea, and Thailand), this paper aims to provide an historical analysis of this process driven by the US government and US cigarette companies, and discusses changes in cigarette advertising and promotional environments as a result of market liberalization. Specifically, this paper addresses three major areas: first, it discusses the process and development of cigarette market opening of three Asian countries Japan, Taiwan, and Korea) and the role of the US government in this process. Second, it examines the outcome of this liberalization, including major marketing strategies employed by US cigarette companies in those markets. Third, by comparing Thailand's market opening process separately with three other markets, this paper discusses what other countries can do with the global public health community to protect public health in terms of the regulation of cigarette advertising and marketing activities. 相似文献
12.
我国城市形象广告竞争情报研究 总被引：1，自引：0，他引：1
由于经济发展的需要,电视形象广告作为城市形象的有效表现形式,逐渐成为城市进行品牌推广的重要
手段。从竞争情报的角度,应用内容分析法建立分析类目,包括城市规模、区域分布、广告类型、广告时长和投播媒体５个方面,根据各要素之间的关系进行相关性分析,以求发现我国城市形象广告的竞争态势。 相似文献
13.
《Journal of Media Economics》2013,26(3):153-169
Consistent with predictions of an economic model of international trade in media products, we show that in countries that have relatively high consumer spending on movies-notably the United States-domestically produced movies account for relatively large shares of theater box office receipts. We also find that American-produced movies account for relatively small market shares of the box office in high movie-spending foreign countries. We also find that English language fluency, or a dummy variable for non-U.S. countries whose native language is English, generally has an insignificant or marginally significant effect on these results. 相似文献
14.
The United States is by far the leading exporter of video media goods in the world. It is also the biggest investor in theatrical films, spending over $63 million per theatrical production and leading the world in box-office receipts. This article investigates the host country factors that have influenced the export of U.S.-based video media products, including film and television programs. It was found that economic environment, geographical proximity, technological infrastructure, and market size influenced the purchase of motion pictures and video programming from the United States. In addition, countries with better economic environments, implementation of intellectual property rights, political rights, larger market size and cultural differences, and language similarity seemed to import more heavily broadcasting content products from the United States. 相似文献
15.
Robert F. Potter Ph.D. 《广播与电子媒介杂志》2013,57(4):584-598
Recently, a major radio station ownership group pressured the advertising industry to transition the accepted unit of advertising from the 60-second commercial to 30-second spots. This transition shows signs of being successful, and it is now possible for stations to play twice as many individual ad units while keeping the overall duration of commercial breaks constant. This within-subjects experiment tests the effects of such a circumstance on variables including listener cognitive effort, arousal, attitudes, and memory. Results suggest that breaks with more ad units lead to cognitive disengagement, increased duration estimates for the ad breaks, and more negative attitudes compared to ad breaks with fewer units. 相似文献
16.
In this paper we use scale-independent indicators to explore the performance of the Chinese innovation system from an economic and from a science and technology point of view, and compare it with 21 other nations. Some important developments in the Chinese innovation system, hidden by rankings by conventional performance indicators, were revealed. We find that gross domestic expenditure on R&D (GERD) & gross domestic product (GDP) and GDP & POP (population) all exhibit strong ‘Matthew effects’, measured by their scaling factors. This means that the Chinese R&D intensity (GERD/GDP) and national wealth (GDP per capita) are growing significantly with the increase of the GDP. Also pairs such as citations & papers, papers & GDP, citations & GDP, and paper & GERD exhibit these ‘Matthew effects’. This observation points to the fact that in China scientific outputs and impacts are growing faster than economic growth and research investment. However, according to another scale-independent indicator, namely the adjusted relative citation impact (ARCI), China ranks on the bottom of the list, but the growth rate of the ARCI is the highest among these countries (comparing the periods 1995–1999 and 2001–2005). To sum up, we interpret these findings to mean that the scientific outputs and impacts of China show a real tendency of catching up with its economic growth. It is expected that with an increase of its GDP and R&D intensity China will show a sustained increase in indicators related to science and technology. Similarly, there are very strong ‘Matthew effects’ between the outputs of technology (patents) and economic growth and research investment. This means that the outputs of technology are expected to increase considerably with an increase of GDP and R&D expenditure. Furthermore, in the Chinese innovation system the government intramural expenditure on R&D (GOVERD) has a stronger non-linear impact on patent productivity than business enterprise expenditure on R&D (BERD). This shows that in China research institutions financed by the government play a more important role than enterprises. 相似文献
17.
This experiment (N = 198), conducted just before the 2008 presidential election, set out to examine the effects of tone and sponsorship in current political advertising, the first such study since campaign law began requiring candidates to approve their ads explicitly. In another first, we also examined the role of reactance in responses to political advertising. With regard to tone, positive ads received higher ad evaluation and cognitive response valence scores and less reactance than negative ads, but negative ads led to a greater likelihood of turning out to vote. Moreover, those without a strong candidate preference were more likely to vote for a candidate supported by a negative ad. Sponsorship had little effect on its own, but there were some intriguing interactions with political knowledge such that high-knowledge respondents had less reactance and lower opponent ratings, whereas moderate-knowledge respondents had the opposite reaction. We also found that reactance appears to play a major role in the effects of political advertising. It was associated directly with more negative cognitive responses, ad, and candidate evaluations and indirectly with lower intention to vote for the candidate supported by the ad, but it had no relationship with intent to turn out to vote. 相似文献
18.
Juliana Fernandes 《Mass Communication and Society》2013,16(2):268-291
A great deal of televised political advertising is seen every electoral year. Expenditures on this type of political communication have reached the all-time high in the past elections. Clearly, political candidates believe that televised political advertising is an effective way to communicate with voters. This study investigates the effects of repetition of negative political ads on candidate evaluations. A pilot study shows situations in which repetition can both benefit and harm the evaluation of the sponsor of a negative political ad. The main study explores a factor that makes a negative political ad more effective, increasing positive reactions toward the sponsor and negative reactions toward the target of the ad. Implications of these results for society, attitudes, and learning are discussed. 相似文献
19.
城市化、工业化和收入水平对媒介消费水平的影响 总被引：1，自引：0，他引：1
本研究旨在考察中国不同地区(省份)的媒介消费形式(包括广告支出和受众消费)。与传统的相对常数假设(长期看,媒介消费占宏观经济的比重即媒介消费或广告密度是固定的)不同的是,本研究发现工业化水平、城镇化水平和城镇人均可支配收入综合影响着广告密度和媒介消费密度。工业化水平、城镇化水平和收入水平高的地区,其广告密度和媒介消费密度均高于其他地区,反之亦然。 相似文献
20.
本文认为应按照广告业自身的专业化发展程度来划分广告历史.现代广告时期的起点作为广告历史分期基准点,应该是从广告已经开始在社会化大分工中作为一个独立的行业出现,即出现了脱离于广告主和广告媒体而独立存在的广告经营实体开始计算的. 相似文献