The diversity of advertising formats and the need to revisit the empirical bases of IMC

Philip J. Kitchen

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The diversity of advertising formats and the need to revisit the empirical bases of IMC

机译：广告格式的多样性以及需要重新审视IMC的经验基础

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This issue publishes six papers practically all relating to advertising in some way or another, with a very dimensionality of subject matter and the geographical location of researchers. The first paper by Black and Morton focuses on sexual appeals in advertising to mixed gender audiences, and how appeals can be made more rather than less appropriate. Recommendations show preference for clothed models demonstrating intimacy, relationships and equality rather than simply presenting sexy bodies.

机译：本期发表了六篇论文，几乎全部涉及某种程度上的广告，涉及的主题非常广泛，研究人员的地理位置也很广泛。布莱克和莫顿（Black and Morton）的第一篇论文着重于向混合性别受众进行广告宣传中的性诉求，以及如何使诉求更加恰当而不是不那么恰当。建议显示偏爱穿衣模特展示亲密感，关系和平等感，而不是仅仅展示性感的身体。

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《Journal of marketing communications》 |2017年第4期|329-330|共2页
作者
Philip J. Kitchen;
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University of Salford, UK and ESC Rennes School of Business, France;

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机译：解决基于文件的工作流中的问题：文件格式和媒体互操作性以及广告界联合工作组
2. Addressing Issues in File-Based Workflows: The Joint Task Force on File Formats and Media Interoperability and the World of Advertising [J] . Chris Lennon, Harold Geller, Clyde Smith Jr. SMPTE motion imaging journal . 2016,第1期

机译：解决基于文件的工作流中的问题：文件格式和媒体互操作性以及广告界联合工作组
3. Plate-Based Diversity Selection Based on Empirical HTS Data to Enhance the Number of Hits and Their Chemical Diversity [J] . Sukuru Sai Chetan K., Jenkins Jeremy L., Beckwith Rohan E. J., Journal of biomolecular screening: The official journal of the Society for Biomolecular Screening . 2009,第6期

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4. An Empirical Analysis of Revisit Behaviors of Monthly Subscription-Based Mobile Video Services [C] . Toshihiko Yamakami Advances in grid and pervasive computing . 2010

机译：基于月度订阅的移动视频服务重访行为的实证分析
5. An empirical examination of the evolving advertising and media markets: Using a triadic perspective to assess the relative importance of services diversity, network position, and the client portfolio. [D] . Chandler, Jennifer Dailo. 2007

机译：对不断发展的广告和媒体市场进行的实证研究：使用三合一的观点来评估服务多样性，网络位置和客户群的相对重要性。
6. An Empirical Evaluation of the US Beer Institute’s Self-Regulation Code Governing the Content of Beer Advertising [O] . Thomas F. Babor, Ziming Xuan, Donna Damon, 2013

机译：对美国啤酒学会的啤酒广告内容自律守则的实证评估
7. Teenagers and young adults are increasingly using social networks as a means to interact and participate in constructing a multiple speech. Companies take direct options with followers in networks and use these virtual structures to approach their target. The purpose of this paper is to study, using empirical and observational methodology, how to build «Coca-Cola» brand image in «Tuenti», followed by the network over the public sector. Among other things, we will see how involved the brand and how followers, what are the issues that are introduced on the inputs and through what kind of formats. In conclusion, we noted that the interest in the brand of free speech to let the followers is just a strategy, the actual entries of «Coca-Cola» are very rare but they all have a high effect, a language that challenges the user to activate and resume his speech so directed. Moreover, there is no mechanism differentiating between information, entertainment and advertising, which combined with continued exposure to advertising impacts across different formats, leads us to propose the need for media education to encourage responsible use critic and social networks by young people. [O] . Carmen Lazo, Marta, Martínez Rodrigo, Estrella, Sánchez Martín, Lourdes 2013

机译：青少年和年轻人越来越多地使用社交网络作为交互和参与构建的手段多个演讲。公司直接选择网络中的关注者并使用这些虚拟结构接近他们的目标。本文的目的是使用经验和观察方法研究如何在«Tuenti»建立«可口可乐»品牌形象，随后是公共部门的网络。除其他外，我们将看到品牌及其追随者的参与程度，以及在投入和投入上引入的问题通过什么样的格式。总之，我们注意到对自由言论品牌的兴趣让追随者只是一个策略，«可口可乐»的实际条目是非常罕见的，但它们都有很高的效果，一种语言，挑战用户如此指示激活和恢复他的演讲。而且，没有机制区分信息，娱乐和广告之间，以及持续接触广告不同形式的影响，使我们建议需要媒体教育来鼓励负责任的使用评论家和年轻人的社交网络。

The diversity of advertising formats and the need to revisit the empirical bases of IMC

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