What Influences Advertising Price in Television Channels?: An Empirical Analysis on the Spanish Market

Advertising has an important role in the media industry. In a context where advertising generates a negative externality for viewers, this article analyzes the factors explaining ad prices in free TV empirically. This article also considers the participation of government-owned broadcasters in the Spanish market. This study finds that private ownership is associated with higher advertising prices. The results show a positive relation between audience size and ad price and a negative relation between ad price and advertising time. In addition, this study finds that higher prices are associated with the percentage of the population between 14 and 29 years old and the regional gross domestic product per capita in the broadcast area.     

Cable's economic impact on over‐the‐air broadcasting

The author argues that cable industry is having increasingly negative impact on broadcast television as its power in both the programing and advertising markets increase. Cable system operaters are having increasing incentives to drop or refuse to add broadcast stations or to relocate them to less desirable channel locations as a means of improving their performance in the markets. The author warns that current trends could be harmful to many broadcast stations, but he is especially pessimistic about the future of independent UHF stations.     

Consumer Protection in Historical Perspective: The Five-Year Battle Over Federal Regulation of Advertising, 1933 to 1938

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.     

Between Discourse and Being The Commodification of Pharmaceuticals in Late Capitalism

A critical exploration of the history and present dynamics of drug advertising in the United States reveals how advertising practices exemplify the extent to which late capitalist market rationality impacts on popular understandings of medicine, well being, and disease. An historical overview of drug advertising and regulation thereof contextualizes a closer analysis of the ways in which the pharmaceutical industry acts to maximize profits through marketing efforts and the creation of diseases as platforms for the expansion of drug product markets. In this way U.S. drug manufacturers operate on a variety of communicative levels to ensure that their promotional messages are among the most widely disseminated. As medical and pharmaceutical technology develops and plays an increasingly pronounced role in everyday life from casual to more profound levels via the mass media, a critical and historical understanding of how and for whom it acts may become a vital focus of future inquiry on social and communicative phenomena and processes.     

Teaching publishing in the United Kingdom

In an industry where technological change is rapid and where decisions have political, social, and cultural implications, it is unwise—and perhaps impossible—to separate practice from theory. By viewing publishing as the practice of a profession, educators can provide students with both the skills and the understanding they will need as publishers.     

基于广告的竞争情报初探

本文从理论和实践两个方面对基于广告的竞争情报作了初步研究.文章首先指出广告信息源对于竞争情报研究的意义,然后回顾了目前学术界和产业界关于基于广告的竞争情报的相关研究和实务的现状,接着论述了广告信息源与竞争情报的关系,并阐述了主要广告内容的竞争情报特征,在这基础上提出了和竞争理论、博弈论、信息不对称理论结合的研究思路,最后对基于广告信息源竞争情报工作和研究的难点作了探讨.     

Children's expectations for television entertainment vs. television news events

Young children's limited ability to recognize and defend against commercial messages has led to numerous concerns about advertising that targets child‐viewers. Industry self‐regulation of child‐oriented advertising content is one response to those concerns. With the demise of the National Association of Broadcasters Code in 1982, guidelines maintained by the Children's Advertising Review Unit (CARU) of the National Council of Better Business Bureaus comprise the only industry‐wide self‐regulation. This study evaluates the extent of compliance with the CARU standards across a sample of over 10,000 ads directed to children. The results indicate a high overall rate of adherence to the guidelines. Two problem areas emerged which accounted for most of the violations observed: ads that featured premium offers, and ads for recorded telephone message services. The findings are discussed in terms of their implications for the child audience.     

Books and Digital Technology: A New Industry Model

Adoption theory analysis of the e-publishing industry indicates that consumer acceptance of current technology is the greatest barrier to attaining a critical consumer mass. New electronic paper technologies will soon offer a superior consumer alternative. Publishers will be faced with new opportunities and nagging issues related to new competition, content control, and protection of revenue streams requiring strategies that stress rationalization of distribution systems, cross-promotion, strategic pricing, and leveraging of new revenue sources-particularly advertising.     

Apples and Oranges—Duplicating Existing FM Coverage with DAB

This article explores recent developments in the technical regulation and licensing of digital radio services.. It examines issues of coverage, focusing particularly on emergent low-power “small-scale” DAB services as currently being evaluated by Ofcom, the UK broadcast radio regulator. Beginning with an explanation of the technical differences between analogue FM compared to DAB and considering the implications of the differing frequencies used by the two standards, the article concentrates on recently developed approaches to the provision DAB transmission facilities suitable for use by small-scale broadcasters.     

Rethinking a Curricular Icon: The Institutional and Ideological Foundations of Walter Lippmann

This essay explores the use of Walter Lippmann’s ideas in three areas of mass communications research: message-driven media effects research and related studies of agenda setting, priming, and framing; social histories of U.S. journalism, advertising, and public relations; and interpretive accounts of the field’s genesis. It offers a new understanding of the role Lippmann played in yoking together a range of communication-related issues under a single problematic. In the process it exposes a critical lacunae stretching across (and beyond) scholarship in communications research: a lack of attention to the rhetorical deployment of Lippmann, characterized by an inclination to endow this figure’s political philosophy with the power to stand in for a range of developments occurring across an emerging communications field. This essay addresses the implications of being positioned to speak not only for a field of research but for history as well, being able to so perfectly mirror shifts in cultural attitudes and emerging institutional practices.     

Free Newspapers in the United States: Alive and Kicking

Free newspapers are a substantial segment of the U.S. newspaper industry, as well as an under-studied topic within media research. This study considers the economic health of free newspapers in the United States and whether they face a dire future given their heavy reliance on advertising, a source of revenue that has been in decline for newspapers. One question guiding this research is whether free newspapers face two options: continue producing free content by relying on advertising (in addition to other revenue sources), or abandon the advertising-based business model. Seven research questions address a number of issues, such as whether free newspapers are profitable, if decision-makers are considering changing their business model, whether they are seeking alternative sources of revenue, whether reader engagement is connected to the price, or a lack of one, of a newspaper, and whether decision-makers are optimistic or pessimistic about the future of their industry. A Web-based survey asked decision-makers at free newspapers in the United States to respond to questions related to the health and future of their newspaper or newspapers. This survey was complemented by in-depth interviews with publishers of four different types of free newspapers in Texas. The study concludes by suggesting free newspapers are not only viable but in many markets they are thriving. Sweeping generalizations (often seen in industry discourse) about the future of print newspapers can be misleading. This study contributes a reality check and calls for further research on the economics of print media in the digital era.     

中国广告学术研究的三大主流语境

广告文明与和谐社会构建、新媒体与新广告、广告创新与产业升级共同汇聚了当前中国广告学术研究的三大主流语境。广告文明与和谐社会构建这一主流话题所关注的是广告伦理的失范与重构等显性问题,网络媒介的主流化和手机功能的泛媒介化是推动中国广告业发展的新兴动力,广告创新和产业升级是实现中国广告可持续发展的新支点。     

英国传媒产业发展现状、问题及趋势分析

英国在脱欧后经济发展的不确定性增强,波及传媒产业,尤其是电影业.相对于传统媒体,移动互联网快速发展,智能手机超越笔记本成为主要的上网工具,移动广告支出年增长率超过50％;英国脱欧后传媒产业面临欧盟资助锐减、产业链重构和人才流失等问题;对于英国传媒产业的未来发展,数字化成为传媒产业发展最重要的驱动力、媒介规制程度将会加深、智能手机作为最重要的上网工具占比将达到50％、媒介使用的代际和性别差异会更显著、用户总媒介使用时间会继续增长、数字媒体商业模式从广告转变到用户支付、用户数据管理成为新媒体时代的财富储备、人工智能日益受到传媒业界关注.     

New scheme of communication: an exploratory study of interactivity and multimedia use in Chinese j-blogs and the implications

Major cultural values in Chinese and Indian TV commercials were identified in this content analysis. Commercials in both countries were found emphasizing modernity over tradition as a dominant value. Chinese commercials used more traditional values while Indian commercials reflected a more Western value orientation. Foreign brands used modernity more frequently than domestic brands. Foreign brands of Eastern origin used modernity even more often than those of Western origin. Product category emerged as the most important variable affecting cultural values in both countries' commercials. While contributing to international advertising research, this study provides implications for international advertising practice.     

Can You Repeat That? Patterns of Media Ownership and the “Repurposing” Trend

The article examines shifting patterns of ownership for cable programming services from 1994 to 2003. In these years, vertical integration in the cable industry declined, as cable's multi-system operators divested equity in programming services. Meanwhile, broadcast network-owning media conglomerates invested heavily in cable, tripling their holdings among the top 20 most fully distributed cable channels, as well as launching and acquiring dozens of additional, less widely distributed channels. In light of the Federal Communications Commissions' recent attempts to revise rules regarding television ownership, the author argues that while vertical integration has declined, the market power of the broadcast networks has grown by means of a new kind of horizontal integration that reaches across broadcast and cable channels. This shift is reshaping cable as a market which, despite growing product differentiation, is trending toward less competitive conditions that are akin to the broadcast oligopoly. This article shows that these broadcast-cable alliances contributed to the development of the new synergistic practice of repurposing.     

Competition between the cable and broadcast industries: A niche analysis

The authors show that although there is increasing competition between cable television, broadcast television, and radio, broadcast television remains a strong competitor and has not yet been displaced by cable television in the advertising market. Radio still remains competitive, but not to the degree of broadcast television. The authors suggest that cable television will not rapidly overwhelm and push broadcast industries out of the market.     

大数据精准广告的伦理问题和路径分析——基于消费者感知的实证研究

在大数据时代,网购越来越成为人们生活中的一部分,网购中出现的精准广告在给消费者提供便利的同时,也存在着许多伦理问题。本研究通过问卷调查,发现消费者对精准广告中的伦理问题具有较高认知度、低敏感度和较高认可度,总体感知较高,并通过深度访问进一步得出消费者会从安全(Safety)、自愿(Voluntary)、诚信(Integrity)、有益(Beneficial)、多样(Diversity)五个维度进行精准广告伦理感知,并建立消费者伦理感知SVIBD模型。为保护消费者隐私以及解决精准广告的伦理问题,在国家法律、行业自律和消费者三个角度对精准广告的未来发展提出建设性意见。     

The peer‐review process in English‐language advertising journals: a survey of US academics

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.     

Intermedia Competition for Advertising in Small Daily Markets

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.