搜索结果: 61-75 共查到“知识库 广告学”相关记录396条 . 查询时间(1.998 秒)
Diffusion of Broadband and Online Advertising in Korea
Broadband and Online Advertising Korea
2009/12/2
The paper reviews various factors that helped and facilitated fast diffusion of broadband in Korea as it describes what made Korea a number one case for broadband Internet diffusion. It also discusses...
Emotional Appeal and Incentive Offering in Banner Advertisements
Emotional Appeal Incentive Offering Banner Advertisements
2009/12/2
This study proposes a contingency framework on the role of emotions and incentives in affecting banner ads effectiveness. More specifically, how emotional appeals affect banner ad click-through rates ...
Experiencing Interactive Advertising beyond Rich Media: Impacts of Ad Type and Presence on Brand Effectiveness in 3D Gaming Immersive Virtual Environments
Experiencing Interactive Advertising Rich Media Ad Type and Presence Brand Effectiveness 3D Gaming Immersive Virtual Environments
2009/12/2
Theories from social psychology, consumer psychology, and Human Computer Interaction suggest that 3D gaming Virtual Environments increase users affective engagement with the stimuli/environment conten...
How Consumers Generate Clickstreams through Web Sites:An Empirical Investigation of Hypertext, Schema, and Mapping Theoretical Explanations
Hypertext Schema Mapping Theoretical Explanations
2009/12/2
When consumers navigate Web sites, they are said to generate a clickstream, i.e., engage in clicking from Web page to Web page. With respect to these clickstreams, hypertext, schema, and mapping theor...
Interactive Advertising Concentration: A First Attempt
Interactive Advertising Concentration A First Attempt
2009/12/2
The University of Texas Advertising Department introduced its first Internet advertising class in 1995. That class quickly became quite popular with students, and it helped them to find jobs in the qu...
This article describes the current and possible future impact of technology on the practice of advertising. Advertisers have traditionally divided media into two groups according to the way that the a...
This paper examines the development of broadband adoption in Singapore and to draw lessons that may be applicable to similar developments elsewhere. The pioneering experience of Singapore is also usef...
Longevity of Websites and Interactive Advertising Communication
Websites and Interactive Advertising Communication
2009/12/2
This study traces survival of advertising-related Web sites for a five-year period from 1997-2002. Client organizations had the best survival rate, about 70%, while less than 50% of advertising agency...
Online Research Methodology: Reflections and Speculations
Online Research Methodology Reflections Speculations
2009/12/2
The Internet's potential for quantitative data collection has been debated by researchers for many years. For advertising academics and practitioners, the Internet allows for the assessment of consume...
The Adoption of Persuasive Internet Communication in Advertising and Public Relations Curricula
Persuasive Internet Communication Advertising Public Relations Curricula
2009/12/2
The purpose of this study was to investigate the diffusion of Internet communication into the curricula of advertising and public relations programs. While the establishment of any new medium is a pro...
The Interactive Advertising Model Tested:The Role of Internet Motives in Ad Processing
The Interactive Advertising Model Tested Internet Motives Ad Processing
2009/12/2
Two, one-factor, within-subjects experiments were conducted to examine the role of Internet motives on responses to four types of banners (communicate, research, shop, and surf). Participants were eac...
The Interactive Advertising Model:How Users Perceive and Process Online Ads
Interactive Advertising Model Online Ads
2009/12/2
The authors provide an integrative processing model of Internet advertising, which incorporates the functional and structural schools of thought. The model begins with the functional perspective, whic...
网络广告的现状与未来
网络广告 弹出式广告 COM公司 点击率
2009/12/1
近几年来，中国网络广告(Web广告)的支出呈现几何级数增长，网络广告的发展势头仍然强劲。但是，中国网络目前的普及率较低，同时网络人群的主体又不是购买力的主体，这就影响了网络广告的效果。随着时间的推移，随着网络广告的优势的发挥，人们会逐渐习惯网络广告，网络广告具有光明的前景。
中华民族传统文化在现代广告创意中的应用
文化 民族文化 广告创意
2009/11/30
在广告竞争日趋激烈的今天，广告创意更需要思想的激荡，我们既要保持民族文化的根基，又要感知文化随着时代前进而发生的变化，与时俱进，使广告创意不断更新，才能更好的为客户和消费者服务。因此，我们要善于从源远流长、积淀深厚的民族文化中寻求前进的力量，寻找中华民族传统文化与广告创意的最佳契合点。
基于渠道不对称的多品牌代理零售商的应对策略研究
供应链 广告促销 品牌 Stackelberg博弈
2009/11/24
从零售商角度出发,针对1个零售商及2个处于竞争的知名品牌、一般品牌制造商组成的供应链系统,运用Stackelberg博弈模型,研究了当渠道势力不对称时,渠道势力居中的零售商的应对策略问题。指出在一定条件下,以利润最大化为目标的零售商采取对高质低价的一般品牌进行广告促销策略,不仅可以增加零售商销售利润,而且更为重要的是,广告促销策略还可以增强零售商的渠道议价能力,成为迫使知名品牌制造商妥协退让,进而...