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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
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Guan Ru Chen 《Journal of Media Economics》2013,26(2):98-110
Due to the downward sloping demand curve, a retailer can use price promotions to induce store traffic. On the other hand, price promotions can bring negative effects that increase consumers' conditional risks over quality, so that the results expected by retailers may not be achieved. This study investigates whether manufacturer advertising can mitigate the negative effects caused by retailer price promotions. A rational expectation model shows that the relation between advertising and price promotions is not unidirectional. A threshold exists that can ensure whether an increase in advertising expenditures reduces negative effects from price promotions. When advertising coverage exceeds this threshold, an increase in advertising expenditures mitigates negative effects and makes price promotions an effective way to build store traffic. Below the threshold, an increase in advertising expenditures might aggravate the negative effects from price promotions and decrease price sensitivity. Accordingly, marketing practitioners can design product pricing decisions depending on whether advertising information crosses this threshold. 相似文献
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Klaus Schrape 《Journal of Media Economics》2013,26(1):52-72
The author considers the changing advertising expenditures and advertising shares of media, discusses difficulties of approaches and models used to forecast advertising markets, and offers his own model and forecasts for advertising expenditures and media shares through the year 2000. 相似文献
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Newspaper advertising expenditures depend more strongly on economic development than advertising spent in other media. Gross domestic product (GDP), therefore, predicts ad spending better in countries where newspapers are an important advertising medium. GDP also predicts ad spending better in countries where a larger proportion of GDP is spent on advertising. Intermedia competition, on the other hand, has little impact. In conclusion, the authors propose to distinguish three advertising cultures where ad spending follows economic development in different ways. 相似文献
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《Journal of Media Economics》2013,26(3):1-14
This study tests the hypothesis of relative constancy in the United Kingdom, applying regression techniques to a series of consumer mass media expenditures from 1963 to 1989. The analysis confirms a long-term constancy of mass media spending, regardless of variations in disposable personal income and the passage of time. During the entire 27-year period, U.K. consumers spent a relatively stable share of their disposable personal income on mass media. A separate analysis of data from 1980 to 1989 also reveals that they devoted an increasing share of their income to mass media in the last decade, largely because of the introduction of video hardware and software. 相似文献
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乡村振兴战略给农业科技期刊发展带来了机遇,但是作为农业科技期刊重要组成部分的广告,在史上最严广告法实施的情境下,仍存在着违犯广告法现象,以及广告词语表述规范性、广告版面设计和体验等方面也存在问题。这些问题的存在,不利于农业科技期刊的良性发展。对此,本文提出了农业科技期刊需要坚持不断学习相关的法律、法规,规范广告审查标准,完善与广告客户的沟通机制以及优化广告创新形式等对策,以期解决农业科技期刊广告存在的问题。 相似文献
7.
Owen KULEMEKA 《Learned Publishing》2014,27(4):301-313
This study examined the views of advertising academics regarding the peer‐review process in English‐language advertising journals. Three issues were examined. First, how do advertising academics assess the peer‐review process in advertising journals on the following dimensions: fairness, anonymity (truly double‐blind), timeliness, and effectiveness in improving the quality of research? Second, how do they perceive the ethicality of review process behaviors? Third, what steps do they suggest for improving the quality or integrity of the peer‐review process? Data was collected through a survey of US‐based advertising academics. The findings reveal that advertising academics believe that, for the most part, advertising journals are succeeding at fairness, protecting anonymity, improving the research of submitters, and avoiding ethical infractions in the review process. However, advertising academics would like to see improvements in timeliness as well as in incentives and guidelines provided to participants in the peer‐review process. 相似文献
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Based on a statewide telephone survey before the 2004 presidential election, this study probes Ohioans' attention to and perception of campaign advertising and the perceived effects of those negative political ads. Citizens in this “battleground” state had a very high level of awareness of campaign advertising, characterizing it as more negative than in the past. Self-reported attention to the campaign and measured use of local and national television news were related to perceived campaign negativity. Evidence of a third-person effect regarding a specific type of negative advertising was found. However, the effect was moderated by candidate choice. 相似文献
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Matthew P. McAllister 《The Communication Review》2013,16(4):403-428
The Super Bowl symbolizes the increasing acceptance and prevalence of advertising in society. The essay analyzes the discourse around Super Bowl advertising. After first examining the reasons why national advertisers are attracted to the Super Bowl, the essay then examines pre‐event discourse about Super Bowl advertising, discourse that elevates advertising during the event, and post‐event discourse about Super Bowl advertising. Ultimately, the paper argues that because Super Bowl advertising has been granted such social attention and legitimacy, it encourages the celebration of advertising as a beloved form of mediated entertainment. 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.
人工智能技术颠覆了传统广告运作中的创作逻辑。研究者以动觉智能图式理论为研究框架,以中国广告市场上的智能创作项目为个案研究对象,分析了文字、图像、视频三类广告的智能创作系统,提炼出广告智能创作的学习、生成与反馈模型,以及贯穿其中的机器创作逻辑。未来广告智能创作有三个重要的发展方向:一是创作内容从传统基础性表达转向人机协同的智能创作;二是创作策略从短期产品创作型转向长期品牌创作型;三是广告公司跨越智能化鸿沟向垂直化或行业化发展。 相似文献
12.
Katherine Sender 《The Communication Review》2013,16(4):407-432
This article addresses gay marketers’ tardy and ambivalent attempts to imagine and organize lesbians as a viable target marketing niche. Practical considerations make lesbians less attractive as a market: They have a lower average household income than gay male and heterosexual couples and they are hard to reach for market research purposes and with advertising. But the lesbian market is also dogged by the popular image of lesbians as lacking both erotic and acquisitive desire, embodied in the stereotype of anti-consumption, parsimonious, unsexy feminists who resist marketers’ interest in them as consumers. 相似文献
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《Mass Communication and Society》2013,16(4):351-372
The 5-year period between 1933 and 1938 represents a critical juncture in the history of advertising. It was during this period, and only during this period, that Congress formally considered exactly what should be the role of advertising in our society and how it should be regulated. In this article, I chronicle some of the main issues and developments behind the struggle over the crafting and passing of legislation for the regulation of advertising that took place in the 1930s. I discuss how the Tugwell bill (S. 1944, 1934), a radical measure drafted with consumer protection in mind, evolved into the Wheeler-Lea Act of 1938, a law that rendered such protection virtually painless from advertisers' perspective. Noting that the Wheeler-Lea Act, after more than 6 decades, is still the major law on advertising regulation, the article points to some of its modern implications and evaluates its current value. 相似文献
15.
《Journal of Media Economics》2013,26(4):29-45
A survey of 131 advertisers in the markets of six small daily newspapers revealed that the majority of advertisers were unknowledgeable about advertising conditions in their markets and that the majority of advertisers believed small dailies compete with other media for their advertising dollars. Unlike run-of-press (ROP) and local advertisers, insert and national advertisers tended to be knowledgeable about advertising. ROP advertisers cited both broadcast and other forms of print as competitors to dailies. Insert advertisers cited only other delivery vehicles as competitors. 相似文献
16.
作为国家战略的国家形象广告——解读商务部《中国制造,世界合作》国家形象广告 总被引：1，自引：0，他引：1
本文通过对商务部《中国制造,世界合作》篇形象广告的传播内容、传播主体、传播渠道、传播受众和传播效果分析,揭示了广告宣传与国家形象之间的关系;并在对广告宣传与新闻宣传对比分析的基础上,提出国家形象是国家软实力的重要组成部分,而广告宣传与新闻宣传一样,也是新时期国家外宣战略的重要实现方式。 相似文献
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ABSTRACTDeclining advertising revenue and print copy sales have propelled extensive paywall experiments in local newspapers to generate new revenue and fund local journalism. The success of these experiments is ultimately depending on whether or not they deliver the value that customers require. This article studies local newspapers’ potential to build successful paywalls by conducting a two-sided analysis of paywall value propositions and local news audiences’ responses to these value propositions. Drawing on mixed methods – in-depth interviews with 20 newspaper managers and a national survey (N = 1586) among local newspaper audiences – our study identifies a major gap between intended value of paywalls and customer value perception and behavior. These are misalignments between the intended attractiveness of paywalled content and audience attitude toward this content, and misalignments between access to paywalled content and use. Local newspapers’ offerings are particularly misaligned with younger, lower income and lower news interest customers. When these groups hit a paywall, they most likely bounce off. 相似文献
19.
《Journalism Practice》2013,7(2):208-226
This study uses qualitative research interviews and a survey to quantify and analyse business models at online newspapers in the UK. Senior editors and executives reported that news websites rely on advertising income to a greater extent than their print counterparts. Despite this, British news sites continue to charge users for some content, although to a varying degree. The fact that online editions still contribute barely a tenth of total revenues explains this experimental approach towards business strategy. Although paid-for content has mostly failed as a mechanism for the online news business in the past, changes in technology and net culture may mean that it is becoming an option again. The authors examine what content is being charged for and why, and investigate: how the 12 newspapers studied are balancing the need to develop additional revenue streams with the demand for traffic in a buoyant advertising market; the extent to which cannibalisation of the print parent is still a concern; the complementary benefits of developing digital products; strategies towards archived content; the value of columnist content to online users; the success of digital editions and email alerts; the potential of mobile services; and the rapidly developing number of online services and commercial partnerships hosted by newspapers on the Web. 相似文献
20.
我国公共图书馆的产权制度形式及其供给机制分析 总被引：4，自引：1，他引：4
根据西方产权理论分析，国家图书馆是一种公有产权的制度安排，各级地方公共图书馆是一种社团产权制度安排。基于我国公共图书馆是一种准公有产品，是通过财政支出来提供的，所以在收费上不应以市场为原则，而应以弥补日常办公经费为基准。 相似文献