月度聚焦

实力传播：2011年全球广告支出将恢复到经济衰退前的峰值水平 实力传播发布最新的报告称：预计2011年全球广告支出将增加4．1％,仅比4月份的预测低0．1％。支出总额将达到710亿美元,恢复到2008年经济衰退前的峰值水平。广告市场自2009年经济衰退后逐步恢复元气,但其增幅因受到经济压力、自然灾害和政治动乱的影响而小幅放低。     

变革时代

<正>中国有可能是受全球经济危机影响最小的国家,这归因于相对独立的金融体系和不健全的信用体系。然而,中国也正感受着经济衰退的冲击。差不多有半数的中国企业在2008年的第四季度削减了广告预算,与此同时,只有20%的企业声称他们将在2009年增加广告支出。     

利用媒体策划,令销量最大化

到底广告的第一任务是做品牌还是销量?在我看来,广告的首要任务是做销量,归根到底,做生意的最终目的是要有利润,而销量就是达到利润的最基本元素。深入消费者接触点广告性质可被分为产品的附加形象、产     

要闻

全球2010年广告支出预测 ZenithOptimedia于4月7日的报告中,再次修正了4个月前对全球2010年广告支出的预测,即增长从0.9％升为2．2％。“广告支出正在看涨的市场中猛增。发展中世界经济衰退的结束,比预期要来得快。”     

突围战略：“威汉”传播的蓝海战略的启示

广告行业与经济息息相关，蓬勃发展之势锐不可挡，在世界整体广告支出增加5％的情况下，2005年中国的广告支出增幅已达到18％。是在市场前景的一片大好的表面下，掩盖着无法克服的发展困境：广告公司数量的急剧增加。中国市场上可数的就有8万家之多；众多的小规模公司带来了恶性价格竞争，使得利润空间减至极低的位置；     

经济衰退环境下零售企业营销策略探讨

中国经济与世界经济紧密相关,金融风暴引发的全球金融危机,对我国市场产生了巨大影响,同时也影响着消费者的消费信心。企业的市场营销活动无时无刻不在受着环境的制约,在经济衰退期间消费者的收入减少,购买行为发生了变化,对零售企业的营销活动及利润带来很大的冲击,因此面对经济衰退环境零售企业的营销策略必须做出相应的调整。     

2010全球广告展望

2009年我们经历了自20世纪30年代经济大萧条时期以来最严重的一次经济衰退,它给广告行业带来了前所未遇的重创,实力传播估计2009年全球广告支出将会下降102％。随着金融危机慢慢触底,全球经济进入复苏期,全球广告市场开始趋于稳定。     

基于系统动力学的促销效果评估

在营销组合理论的基础上,通过分析与识别企业促销相关影响因素,构建促销系统动力学模型进行仿真分析。仿真结果表明:在一定范围内,促销有利于企业长期利润的稳健增长;促销会影响顾客的预期价格,从而影响其购买意愿,且促销力度越大,回调所需要的时间越长;在销售高峰期,相比于增加广告投入,提升广告转化率对于企业长期利润和顾客满意度的提高更为有效;提升服务质量和降低顾客期望能在一定程度上提高顾客满意度,促进企业利润的增长。     

媒体代理公司的明天

媒体公司迫切需要转型,只有这样才能够应对中国这样动态十足的市场。目前,有两个方面影响全球广告支出的趋势,第一个是中国因素,中国的广告支出增速在2011年会达到14%,2012年中国的广告支出将仅次于美国、日本,在全球广告花费的排名上升使中国成为全球第三大的广告支出国。     

浅析广告营销作用

从古至今,广告无处不在。在现代社会,广告在营销中的作用有利有弊。运用的好,广告会大大帮助企业增加产品销量,更加可以帮助产品提高知名度和美誉度,帮助企业塑造知名品牌,增加企业的无形资产;运用不好,广告反而会阻碍产品销售,甚至给企业带来巨大的灾难。因此,在广告营销中,不仅要考虑广告带来的效应和影响,同时还要运用其他营销手段帮助广告打开市场,更好地为企业服务。     

Export performance of emerging market firms

I investigate the export performance of firms from emerging economies based on resource based view (RBV) of a firm. Based on review of extant literature, I identify firm size, research and development expenditure, advertising expenditure and business group affiliation to be important antecedents of level of exporting activities of a firm. I utilize a two-stage least square estimation (G2SLS) on a sample of 47,140 firm-year observations over a period of sixteen years from 1990–2005. The findings suggest that export sales and domestic sales are interdependent and affect each other. R&D expenditure and business group affiliation positively affect export sales, however advertising expenditure negatively affects export sales.     

The Competitive Effects of Advertising in the US Automobile Industry, 1970‐94

Is advertising anticompetitive? One school of thought in industrial economics holds that advertising increases profits and reduces consumer welfare by creating spurious product differentiation and barriers to entry. Another school focuses on the informative character of advertising, claiming that advertising makes markets more competitive and reduces profits by supplying consumers with information about price and quality. We distinguish these views by examining the effect of advertising on competition in the US automobile industry. Our data include advertising, sales, profit, and market-share figures for General Motors, Ford, and Chrysler over a 25-year period from 1970 to 1994.We ask if advertising increases or decreases profitability, controlling for market structure and other factors affecting demand.Wefind that these firms cannot increase their profits above normal levels by increasing their advertising expenditures. This evidence supports the view that advertising serves primarily to transmit information, not to create entry barriers.     

Two Studies on Using Specialty Advertising in Retail Sales Contests

Two studies were conducted to assess the impact of specialty advertising as a promotional tool in retail sales contests. In both cases, specialty advertising was directed toward the retail sales force rather than the consumer. It was felt that s~ecialtv advertisine could perform a reinforcement and reminder role as well as a mot: vating role for encouraging retail salespeople to participate in a contest. In the first study with Chick-fil-A, specialty advertising had an overall positive impact on employee performance. Total sales vol- ume increased in three of the four stores studied, while it increased in only two of the four stores that did not receive specialty advertis- ing. And while sales volume as a whole increased during the contest period, the largest percentage of increase occurred in those stores where specialty advertising was used. In the second study, the FanFair study, the effectiveness of spe- cialty advertising was very apparent. In both markets where special- ty advertising was used, Dallas and Phoenix, sales increases in graphics-the contest'objective-far exceeded total store sales. In the market where specialty advertising was not used, Milwaukee, sales of graphics were down much more than total store sales. Specialty advertising was found to be particularly cost effective in the Dallas market, where profitability far exceeded the cost of the specialties.     

The impact of the lost decade on advertising in Japan

This study describes the perceptions of Japanese advertising professionals regarding the evolution of advertising planning and execution over a three-decade period. Senior management and creatives from 18 of Japan’s top agencies participated in extensive in-person interviews to compare the traditional nature of Japanese advertising with that of the US, and to explore factors that may have caused a shift in the style of Japanese advertising since the 1980s ‘bubble economy’. A grounded theory approach was utilised as an interpretive methodology. The study finds that the dramatic recession experienced during Japan’s ‘lost decade’ indeed had a strong influence on the nature of Japanese advertising. Along with additional factors such as changes in the media landscape and the adoption of American-born audience measures, economic uncertainty during the 1990s pushed adverting agencies towards a more direct and persuasive selling approach. This trend contrasts sharply with a general societal shift from materialist to post-materialist values in Japan during this period.     

The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value

This research examines the impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value. Using proprietary data on annualized advertising expenditures for 1651 firms spanning seven years, we document that both display advertising and paid search advertising exhibit positive effects on firm performance (measured by sales) and firm value (measured by Tobin's q). Paid search advertising has a more positive effect on sales than offline advertising, consistent with paid search being closest to the actual purchase decision and having enhanced targeting abilities. Display advertising exhibits a relatively more positive effect on Tobin's q than offline advertising, consistent with its long-term effects. The findings suggest heterogeneous economic benefits across different types of advertising, with direct implications for managers in analyzing advertising effectiveness and external stakeholders in assessing firm performance.     

Advertising/Sales Ratios in the UK, 1969–1980

For more than 30 years The Advertising Association has produced statistics of advertising expenditure in the United Kingdom. The figures are produced by means of an annual survey in which data are collected from the media, advertising agencies and advertisers. The advertising/sales ratios shown below are the last section of the figures to be released each year, since it is necessary to wait for the CSO compiled ‘sales’ data before the calculations can be made.     

动态最优控制模型在广告业的应用综述(中)

本文介绍了动态最优控制模型在广告领域的研究进展,主要包括Sethi在1977年总结之后的模型发展。这些模型要回答的基本问题是,如何确定一个或一组相互竞争的企业的最优广告支出和其他可能随时间变化的利益相关因素。模型的最优化描述了这些变量如何转化为销售额,进而转化为利润。本文有两个主要目的。一方面,整理了早期综述文献中已经提到过的领域中产生的新贡献。另一方面,探讨了1977年以来广告学领域出现的新的研究方向。考虑到文章长度,本文将分成上中下三篇刊载。本篇主要介绍了销售—广告响应模型;耐用品的累积销售额模型;广告过程中具有多个状态变量的广告模型。     

Managing advertising investments in marketing channels

This paper investigates how should manufacturers optimally allocate resources to retailer-initiated (retailer) advertising through cooperative advertising programs and own (manufacturer) advertising in a bilateral monopoly. Retailer advertising stimulates immediate sales but may also harm long-term (post-advertising) demand, whereas manufacturer advertising aims at building brand equity and stimulates both immediate and long-term sales. A game-theoretic model in which a manufacturer and a retailer set pricing and advertising decisions over a two-period planning horizon is developed to account for the differences between manufacturer and retailer advertising. We characterize equilibrium solutions for four advertising scenarios for the manufacturer, ranging from no investment in any advertising activity to undertaking own advertising and supporting retailer advertising simultaneously. Comparing the two players’ equilibrium strategies and profits across these scenarios, we find that manufacturers should avoid offering exclusively cooperative advertising programs to retailers. When retailer advertising positively influences long-term sales, manufacturers should offer cooperative advertising supports to retailers in addition to undertaking their own advertising. When retailer advertising negatively affects long-term sales, manufacturers can still undertake own advertising and offer cooperative advertising under certain conditions. However, if these conditions are not met, focusing exclusively on own advertising is their best advertising strategy. Retailers also prefer scenarios in which manufacturers advertise, but may choose not to participate in manufacturers’ cooperative advertising programs. This leads to suboptimal outcomes if cooperative advertising programs are not enhanced by additional incentives (e.g., side payments or other services).     

Consistency and commonality in advertising content: Helping or Hurting?

Scholars and practitioners widely argue that strong, successful brands are built on consistent and unique positioning, which should be reflected in the brands’ advertising. Surprisingly, however, little empirical evidence supports this claim, especially with regard to advertising content. The authors investigate whether and to what extent brands’ advertising content consistency—the similarity in the firm’s own advertising content over time—and commonality—the similarity between the firm’s and competitors’ advertising content—affect brands’ sales. Insights emerge from the analysis of the impact on sales of the content of 247 television ads aired by 33 brands in six consumer packaged goods categories over a four-year period. Results indicate that more than advertising spending, both consistency and commonality in advertising content affect sales, especially with respect to long-term cumulative sales. However, brands differ considerably regarding the direction of the effects. While small brands tend to benefit from increased consistency and commonality in advertising content, large brands tend to suffer from increased consistency. Thus, whether consistency and commonality in advertising content will help or hurt depends on the size of the brand.