共查询到20条相似文献，搜索用时 31 毫秒
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Margret Beditz 《Publishing Research Quarterly》2018,34(2):157-169
There are a number of challenges unique to the children’s book sector faced by publishers in today’s digitally-dominant business market, making it more crucial than ever for children’s book marketers to create multifaceted marketing plans that include differing but complementary approaches. Among the common marketing challenges specific to children’s books are overabundance of content, competition, access to the library market, the digital versus print dichotomy, difficulty of marketing directly to young readers on the Internet, and the dual (child and adult) target audience. While some marketing tactics must effectively attract the attention of the child reader, it is of fundamental importance (with some exceptions) for publishers, authors, and marketers of children’s books to also ensure their marketing techniques target the adult gatekeepers who are likely to purchase those books. Depending upon various factors, including age range of the reader and subject matter, marketers of children’s books are most successful when applying a mix of traditional and digital marketing techniques. 相似文献
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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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随着大数据和搜索引擎的发展,信息主导权逐渐从营销商转向消费者,传统的以产品为驱动、以生产为导向的供应链模式已逐步让位于以消费者为驱动、以服务为导向的需求链模式.数字营销变革悄然发生.本文基于SIVA范式,从解决方案(Solution)、信息(Information)、价值(Value)和途径(Access)四个维度,探讨高等教育出版社的数字营销方式,并提出方案多样化、信息社交化、价值最大化、路径缩短化的教育出版营销转型策略. 相似文献
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ABSTRACTAs people’s willingness to pay for digital news remains low, this article investigates whether people would be willing to share personal data as a new currency for accessing news. Increasingly, news organizations collect personal data and track cross-media consumption to build detailed knowledge about and (re)connect with digital news consumers. This article presents the results of an industry-driven big data project that allows news organizations to engage with their audience more deeply by suggesting personalized content recommendations, serving targeted advertising and/or improving the user experience. It presents the concept of the datawall, where the user pays with their data, and delivers new insights into the challenges facing data-driven business models. 相似文献
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ABSTRACT Consumers have described retargeted ads as “creepy,” possibly because these ads cue consumers that marketers are collecting personal data. Participants (N = 280) were either exposed to an ad that was targeted to past online behaviors or a general product ad. Behavioral targeting had a positive direct effect on purchase intent, but it also set off a negative indirect effect. Those exposed to behavioral targeting experienced increased perceived marketing surveillance, which led to increased threat, increased psychological reactance, negative attitudes toward the ad, and negative purchase intention. The indirect cost of perceived marketing surveillance on purchase intent was 4.5 percent. 相似文献
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Bridges J 《Medical reference services quarterly》2005,24(3):81-92
Many librarians do not see themselves as marketers, but marketing is an essential role for hospital librarians. Library work involves education, and there are parallels between marketing and education as described in this article. It is incumbent upon hospital librarians actively to pursue ways of reminding their customers about library services. This article reinforces the idea that marketing is an element in many of the things that librarians already do, and includes a list of suggested marketing strategies intended to remind administrators, physicians, and other customers that they have libraries in their organizations. 相似文献
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Behavioral economics, a blend of cognitive psychology and economics, is a new field that has attracted much attention, both from economists and from the general public. Behavioral economists have won Nobel Prizes and written books that became New York Times bestsellers. Unlike traditional economists, whose models are based on a perfect “rational man,” behavioral economists study ways that people actually make decisions and incorporate those findings into economic theory. This article presents an overview and history of the development of behavioral economics and a selective annotated bibliography of books in the field. 相似文献
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This theoretical article explores the idea of small, per-article payments for the newspaper industry. The article examines existing academic and industry literature on micropayments, as well as explores underlying theories in media management and economics, marketing, behavioral economics, sociology, computer information systems, and mass communication. The authors propose a “Modified News Micropayment Model” that contains 4 primary drivers that make the idea of micropayments a feasible and attractive idea for news industries in the Social Web environment—socialization/sharing, a microearn component, local focus, and a centralized banking system. The model is presented and discussed, and future directions for research are offered. 相似文献
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介绍4种国外数字学术出版模式,分别是虚拟图书馆模式、数字仓库模式、学术文集模式、学术社区模式,并分析各种模式的优点和弊端。指出数字学术出版模式处于发展变迁状态,其发展经验与前景为：数字学术出版市场主要集中于院校机构,而非个体消费者;数字学术出版物的发行并不会分流纸版书的销量;数字内容版权的不确定性、不透明性严重影响该领域的发展进程;学术期刊出版和学术专著出版有重叠领域,值得开发;出版商的生存和发展取决于所出版图书的价值和数字化系统开发。 相似文献
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Michelle Rodino-Colocino 《Critical Studies in Media Communication》2013,30(5):375-390
This essay investigates key moments in the history of personal digital assistant (PDA) marketing to women. Analyzing promotional texts for three PDAs that received considerable press coverage from 1999 to 2001, this essay explores the cultural significance of the convergence of anxieties about women's place in the gendered division of labor with the computer industry's changing marketing imperatives. Drawing on an array of promotional texts, including news articles, press releases, promotional Web sites, and ads appearing in newspapers and magazines, this paper tells the story of how the computer industry aimed to sell smaller, faster computing devices to women while promising to mediate and thus reproduce women's overwork as paid and familial laborers. After experimenting with the PDA as a sexy fashionable gadget for working women, marketers approached women as mothers with “Audrey,” an Internet appliance designed for the kitchen. 相似文献
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[目的/意义]数字图书消费已成为必然趋势,对数字图书消费决策过程阶段重新进行路径规划和厘清,并对关键环节开展可控的干预,可为出版商引导消费者消费决策提供路径,指导数字图书的生产及营销。[方法/过程]从数字图书消费特征出发,利用社会心理学中认知失调、决策后失调、从众、接触假说等理论对数字图书消费决策过程进行分析,最终构建数字图书消费购买决策过程新模式。[结果/结论]该模式具有符合社会心理学的认知失衡理论、涵盖现有购买模式、明晰各个决策环节间的相互联系、刻画现实生活中的从众现象、使数字出版商对消费者心理可进行有效干预等优点。 相似文献
13.
消费者对网站缺乏信任已经成为网上购物发展的一个主要障碍,如何采取有效措施建立消费者信任是当前亟需解决的问题。针对有网上购物经验消费者的实证数据分析,结果表明：消费者主观知识和建立在诚实、可预测与善意信息上的选择性注意对信任建立有显著效应;尽管能力对信任没有明显影响,但它对消费者的行为倾向有直接正效应。基于这些结论为购物网站实际运营提出建议。 相似文献
14.
This article first looks at the relationship between museums and art galleries and their potential audiences and, in particular, the under-represented sector of young visitors. It examines the main findings from the limited research available on young visitors, and goes on to discuss theories delineating the differences between the cultures, identities and values of culture consumers and culture providers. The second part of the article looks at what specific museums have done towards being more inclusive in their appeal, and then reports the findings of a survey of young people in relation to New Zealand's Auckland Art Gallery. The survey found that young people's ideas of what constitutes modern, relevant art do not match standard art criteria, and that most exhibitions and marketing methods do not mesh with their worldview. The article concludes by using data from the survey to suggest ways of engaging more young people with public art galleries. 相似文献
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《The Reference Librarian》2013,54(79-80):101-112
Summary This article explores digital reference and offers practical advice to those interested in implementing a digital reference desk in their library. Digital/chat/online reference services are defined and practical guidelines on staffing, selecting and troubleshooting hardware and software, training, and marketing are offered for those establishing such a service. 相似文献
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Saleem Alhabash Anna R. McAlister Elizabeth Taylor Quilliam Jef I. Richards Chen Lou 《Mass Communication and Society》2013,16(3):350-375
This study investigates the effects of social media marketing of alcoholic beverages using a 2 (likes: low vs. high) × 2 (shares: low vs. high) × 3 (display ad type: alcohol ad vs. antibinge drinking PSA vs. local bank) × 6 (status update repetitions) experimental design. The study examines how evaluations of alcohol marketing status updates and display advertisements predict social media users’ intentions to consume alcohol, as a function of message virality and display ad type. Participants’ viral behavioral intentions (intentions to like, share, and comment on) for status updates were strongest in predicting intentions to consume alcohol, and this relationship was strongest when the Facebook status update had high likes and shares. The article argues that alcohol marketing on social media reflects a social norm of alcohol consumption, which leads users to consume more alcoholic drinks. Findings are discussed within the framework of persuasion theories and policy changes regarding regulation of alcohol marketing on social media. 相似文献
18.
Joe Pulizzi 《Publishing Research Quarterly》2012,28(2):116-123
More and more large and small brands are engaging in a marketing activity called content marketing: the idea that storytelling is key to attract and retain customers. Content marketing expert Joe Pulizzi details the history of content marketing, the opportunities, and six differences that separate good to great content marketers for publishers. 相似文献
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This article advocates the development of a sustainable, structured, and open data model for periodical research. Considering the recent digital turn in periodical studies, it argues that a data model embracing Linked Open Data practices will not only facilitate collaboration among periodical scholars across language boundaries but also contribute to a better understanding of what periodicals are and how the relationships among periodicals may evolve over time. By way of illustration, the article presents the data model developed in the context of an ongoing five-year research project on women editors and their periodicals in early-eighteenth- to early-twentieth-century Europe. 相似文献
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This article examines Spanish newspapers’ means of digital distribution and their adoption of paid content strategies. To that end, the article employs a quantitative, explorative approach with data collected from 88 Spanish newspapers in November 2012. Using a hierarchical cluster analysis four types of newspapers can be differentiated by their utilization of specific means of digital distribution of content. The four distinct clusters differ in their organizational background and their average net circulation. The results of the article highlight the increasing role of digital kiosks for digital distribution in Spain and indicate a high influence of publishing groups on paid content strategies. 相似文献