Optimizing Radio Advertising in North Queensland,Australia: A Mathematical Programming Approach

Decision making could be described using 2 steps: (a) understanding the effects of a particular course of action and (b) selecting an action given this knowledge of effects. It is my contention that businesses wanting to advertise in radio have only partial information about the marketplace. There are approximately 500 commercial and community radio stations in Australia. However, only commercial radio stations, which make up 47% of the total radio stations in the country, systematically conduct radio surveys. In this article, I profile radio audiences in North Queensland, Australia using the list of values measure (LOV; Kahle & Kennedy, 1989). Also, I present the combinations of commercial and community radio stations that could deliver the maximum possible impact on the pertinent target market.     

2003:透视中国电影产业投资

投资问题成为目前中国电影产业发展的关键问题。文中首先分析电影投资的市场时机 ,然后分析了电影投资环境中的主导因素 ,试图勾勒出现有产业中的投资机会 ,最后探讨投资回报的发展模式。按照本文的研究 ,中国电影产业正处于从计划向市场的转型期 ,产业新兴创造了新的产业市场机会 ,需要启动资金开拓市场。电影产业投资需要面对产业链现有环境和政府的管理尺度两方面作用。电影产业中规模大的投资领域主要有五个方向 ,小资金的商业机会呈多元发展。中国电影投资回报宏观结构应该从单一票房向多元模式发展     

Advertising Practitioner Perceptions of HDTV Advertising: A Diffusion of Innovations Perspective

Abstract

A nationwide online survey of advertising agency executives was conducted to investigate attitudes toward high-definition television (HDTV) diffusion. The survey was completed by 70 practitioners. The majority of respondents (85.9%) had viewed HDTV, but only 18.6% owned an HDTV set. Among non-owners of HDTV sets, 50% said they would not be acquiring 1 for at least 24 months. More than one half of the respondents believed that HDTV would not become the norm for 5 or more years. Respondents recognized the benefits of HDTV, but were not yet comfortable recommending HD advertising to clients. Factors inhibiting greater support of HDTV advertising include perceptions of insufficient HDTV programming, low HDTV diffusion among viewers, and greater cost of producing HD ads. Agency executives feel under-informed about HDTV, and would like to learn more about it. Industry groups interested in promoting greater acceptance of HDTV among advertising practitioners need to educate executives about the actual rate of HDTV diffusion to convince them that the medium is capable of attaining critical mass.     

Movie Magic: A Gateway to Higher Classroom Immediacy

Courses: Basic and Advanced Public Speaking courses

Objective: Students will set their own goals for the semester based on a concrete example of teacher expectations     

多重人生呈现:一个独特的艺术传播范例

本文通过对电影作品的实例分析,阐述了在电影创作中,一部原创性的作品出现后,在后续的跟进式的既有模仿又有创造的作品的艺术传播过程中,所展现出的一种多重人生呈现,所形成的一种具有一定稳定性和生命力的创作模式,从而探索一种独特的艺术传播范例.     

Measuring Exposure to Direct-to-Consumer Advertising: A Validation Study in the Context of Cancer-Related Treatment Advertising

This research examines two recurrent conceptual issues of measuring media exposure in survey research—content specificity of survey items and whether exemplars should be provided to aid recall. In two population-based surveys, we evaluated three candidate measures of cancer patients’ self-reported exposure to cancer-related direct-to-consumer advertising (CR-DTCA); these measures varied in content specificity and provision of ad exemplars. All three measures performed equally well in terms of internal consistency, convergent, nomological, and discriminant validity. Increased content specificity or ad exemplars did not improve performance of the exposure measures. Participants were able to extrapolate from ad exemplars to report their exposure to broad categories of CR-DTCA. The briefest of the three measures posed the lowest level of survey costs and was deployed successfully for mailed and internet-based survey administration. We discussed future directions for application of these findings in DTCA research for other illness and for media exposure research more generally.     

Myth and Photography in Advertising: A Semiotic Analysis

For 18 years, Kohler's "As I See It" ad campaign has delivered romanticized and fantasized portraits of high-end kitchen and bath fixtures. Drawing from semiotic and psychoanalytic theories and critical frameworks, this article examines 4 advertisements created by surrealist photographer Hugh Kretschmer. The visuals embody symbols, metaphors, and mythic allusions as signs of a transformative relationship between female models and products, connoting referents of human commodification, self-alienation, sexual activity, and desire. The study calls for public relations stewardship to act as a gatekeeper for ambiguous or unintended visual messages in corporate advertising.     

Movies in Public Libraries: A Checklist Comparison with Internet Movie Database Recommendations

This research compares the fifty top-rated movies for 2000–2009 recommended by the Internet Movie Database (IMDb) with the holdings of ten medium-sized public libraries. The study shows that there was no relation between a movie's rank in the IMDb listing and the number of copies held. Relationships appeared between number of library holdings and country of production (U.S. productions favored), genre (family, sci-fi, animation, adventure favored), and Motion Picture Association of America (MPAA) rating (G, PG, PG-13 preferred). Library holdings seem to reflect preferences of IMDb raters aged 30 and older, not popular movie tastes.     

Representations of Race in Television Commercials: A Content Analysis of Prime-Time Advertising

Given the paucity of contemporary examinations of racial/ethnic minority portrayals in television advertisements, this study analyzed the frequency, context, and quality of 2,3 15 speaking characters in a one-week sample of prime-time television commercials. Results reveal different patterns of portrayals when African American, Asian American, Latino, Native American, and White characters are featured in television advertisements. The implications of these images are examined from the perspective of social cognitive theory to provide insights into their possible impact on audience members' self-perceptions.     

信息集成的领域分析研究

本文利用领域分析方法对信息集成两个层次中出现的问题进行分析,在集成的第一层次中指出了资源集成中的问题,在集成的第二层次中阐述了主题观及主题检索点集成中的问题,并提出了基于领域的社会认知范式和增强知识组织工具面向领域的情景适应性两条主要建议。     

Teaching Impromptu Speaking: A Pictorial Approach

Objective: To teach a visual approach to impromptu speaking

Course: Introduction to public speaking     

Selling the Niche: A Qualitative Content Analysis of Cable Network Business-to-Business Advertising

Aside from battling for the hearts and minds of audiences, cable networks also must compete for the attention of cable system operators and national advertisers. The purpose of this study was to ascertain how cable networks attempt to achieve these objectives using various niche branding strategies revealed through their business-to-business (B2B) advertising. Adopting a merged conceptual framework of niche theory and brand differentiation, a 10-month qualitative content analysis of over 200 B2B advertisements representing 62 national cable networks revealed several recurring strategies for selling the niche.     

广告透视:劝说性商业话语背后的宏大叙事

现代广告伴随着资本主义自由经济一路走来,今天不仅成了经济体系的重要组成部分,更成为一种社会机制.许多学者把广告看做一种劝说性商业话语,其实劝说性和商业性只是广告话语表象,透过广告话语表象,我们可以发现其背后支撑着的宏大叙事--自由主义,包含关于"人"的自利性本质的假设和自由市场的"丛林法则"逻辑.正因为如此,广告受到了自由主义思想体系的保护.     

Integrating and Advertising Government Publications Internally and Externally: A Guide for Documents Librarians

ABSTRACT

Government publications contain a wealth of information. In an effort to increase the usage of these important publications, the staff at Bierce Library, University of Akron, use the following strategies to integrate and advertise government publications into the library activities and the community: (1) cataloging the publications so they appear on the local online catalog as well as the statewide catalog, (2) integrating them into the bibliographic instruction program, (3) listing them in pathfinders as sources on various topics, (4) making them a focus of “hot topics” such as health care reform, (5) presenting and promoting special workshops on specialized government databases such as the National Trade Data Bank and GPO Access (using the flyer approach), (6) visiting your Congressional Representative's Office to increase awareness of the information available in Depository Libraries to his/her constituents, (7) discussing these avenues at state groups, (8) including these methods in conferences, and (9) joining forces with other Documents Librarians in the area to create a depository brochure announcing hours, services, and highlights of each depository collection, and making this information available on a web page. The above strategies are generic enough that libraries can easily implement them into their programs.

The effect of these strategies is measured by an increased use of government publications. This can be monitored with circulation statistics and use of electronic products. The results are inconclusive if only circulation statistics are used.     

A New Approach to Thesis Subject Analysis: A Collaborative Success

ABSTRACT

The challenge of assigning subject headings to academic theses and dissertations in a timely and cost-effective manner is discussed. The paper describes a collaborative effort between cataloger and subject bibliographer at the University of Nevada, Reno. The project has proven effective in getting theses processed in a shorter amount of time, with less total time spent cataloging and analyzing the items. The authors believe that utilizing the knowledge of the subject specialist has also provided improved subject access, particularly in highly specialized theses and dissertations. The authors describe the steps taken and the resources utilized.