西方广告理论的发展与“占位”思想的演变
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外国经济与管理 2007 年 第 29 卷第 12 期, 页码：23 - 29
摘要
参考文献
摘要
"占位"是贯穿西方广告理论发展史的一条重要思想线索。本文借助"广告受众的三阶信息传播空间"概念模型对"占位"的内涵进行了阐释,并在此基础上讨论了各个历史时期西方广告理论中的"占位"思想及其表现形式和特征。
[1](美)朱丽安.西沃卡.肥皂剧、性和香烟——美国广告200年经典范例[M].(周向民,田力男译).北京:光明日报出版社,1999.
[2]Reeves,Rosser.Reality in advertising[M].New York:Villard Books,1961.
[3]Lasker,Albert.The Lasker story:As he told it[M].Chicago:Crain Publications,1963.
[4]Hopkins,Claude C.Scientific advertising[M].New York:H.B.Moore,1923.
[5](美)汤姆.狄龙等.怎样创作广告[M].(刘毅志译).北京:中国友谊出版公司,2002.
[6](美)大卫.奥格威.一个广告人的自白[M].(林桦译).北京:中国物价出版社,2003.
[7](美)戴维.阿克.创建强势品牌[M].(吕一林译).北京:中国劳动社会保障出版社,2004.
[8](美)艾.里斯,杰克.特劳特.定位[M].(王恩冕,于少蔚译).北京:中国财政经济出版社,2002.
[9](美)唐.舒尔茨,海蒂.舒尔茨.整合营销传播:创造企业价值的五大关键步骤[M].(何西军,黄鹂等译).北京:中国财政经济出版社,2005.
[10]Thoughts about the future of advertising:A white paper by the faculty department of advertising[EB/OL].www.ciadvertising.org/studies/reports/future/whitepap.html,Spring of 1995.
[11]J Thomas Russell,and W Ronald Lane.Kleppner’s advertising procedure[M].13th ed.Englewood Cliffs:Prentice Hall,1996.
[12]Webster,Frederick E.Marketing management in changing ti mes[J].Marketing Management,2002,(Jan.-Feb.):18-23.
[13]Grace J Johnson,Gordon C Bruner II,and Anand Kumar.Interactivity andits facts revisited[J].Journal of Advertising,2006,35(4):35-52.
[14]Dennis A Pitta,and Danielle Fowler.Internet communityforums:An untapped resource for consumer marketers[J].The Journal ofConsumer Marketing,2005,22(4/5):265-274.
[15]Chun-Yao Huang,and Chen-Shun Lin.Modeling the audience’s banner ad exposure for internet advertising planning[J].Journal ofAdvertising,2006,35(2):123-135.
[16]Gary L Geissler,George MZinkhan,and Richard T Watson.The influence of home page complexity on consumer attention,atti-tudes,and purchase intent[J].Journal of Advertising,2006,35(2):69-80.
[17]Hanjun Ko,Chang-Hoan Cho,and Marilyn S Roberts.Internet uses and gratification:Astructural equation model of interactive ad-vertising[J].Journal of Advertising,2005,34(2):57-70.
[18]Yuhmiin Chang,and Esther Thorson.Television and web advertising synergies[J].Journal of Advertising,2004,33(2):75-84.
[19]Stefan Lagrosen.Effects of the internet on the marketing communication of service companies[J].The Journal of Services Market-ing,2005,19(2):63-69.
[20]Marie-Claude Boudreau,and Richard T Watson.Internet advertising strategy alignment[J].Internet Research,2006,16(1):23-37.
[2]Reeves,Rosser.Reality in advertising[M].New York:Villard Books,1961.
[3]Lasker,Albert.The Lasker story:As he told it[M].Chicago:Crain Publications,1963.
[4]Hopkins,Claude C.Scientific advertising[M].New York:H.B.Moore,1923.
[5](美)汤姆.狄龙等.怎样创作广告[M].(刘毅志译).北京:中国友谊出版公司,2002.
[6](美)大卫.奥格威.一个广告人的自白[M].(林桦译).北京:中国物价出版社,2003.
[7](美)戴维.阿克.创建强势品牌[M].(吕一林译).北京:中国劳动社会保障出版社,2004.
[8](美)艾.里斯,杰克.特劳特.定位[M].(王恩冕,于少蔚译).北京:中国财政经济出版社,2002.
[9](美)唐.舒尔茨,海蒂.舒尔茨.整合营销传播:创造企业价值的五大关键步骤[M].(何西军,黄鹂等译).北京:中国财政经济出版社,2005.
[10]Thoughts about the future of advertising:A white paper by the faculty department of advertising[EB/OL].www.ciadvertising.org/studies/reports/future/whitepap.html,Spring of 1995.
[11]J Thomas Russell,and W Ronald Lane.Kleppner’s advertising procedure[M].13th ed.Englewood Cliffs:Prentice Hall,1996.
[12]Webster,Frederick E.Marketing management in changing ti mes[J].Marketing Management,2002,(Jan.-Feb.):18-23.
[13]Grace J Johnson,Gordon C Bruner II,and Anand Kumar.Interactivity andits facts revisited[J].Journal of Advertising,2006,35(4):35-52.
[14]Dennis A Pitta,and Danielle Fowler.Internet communityforums:An untapped resource for consumer marketers[J].The Journal ofConsumer Marketing,2005,22(4/5):265-274.
[15]Chun-Yao Huang,and Chen-Shun Lin.Modeling the audience’s banner ad exposure for internet advertising planning[J].Journal ofAdvertising,2006,35(2):123-135.
[16]Gary L Geissler,George MZinkhan,and Richard T Watson.The influence of home page complexity on consumer attention,atti-tudes,and purchase intent[J].Journal of Advertising,2006,35(2):69-80.
[17]Hanjun Ko,Chang-Hoan Cho,and Marilyn S Roberts.Internet uses and gratification:Astructural equation model of interactive ad-vertising[J].Journal of Advertising,2005,34(2):57-70.
[18]Yuhmiin Chang,and Esther Thorson.Television and web advertising synergies[J].Journal of Advertising,2004,33(2):75-84.
[19]Stefan Lagrosen.Effects of the internet on the marketing communication of service companies[J].The Journal of Services Market-ing,2005,19(2):63-69.
[20]Marie-Claude Boudreau,and Richard T Watson.Internet advertising strategy alignment[J].Internet Research,2006,16(1):23-37.
引用本文
胡维平, 曾晓洋. 西方广告理论的发展与“占位”思想的演变[J]. 外国经济与管理, 2007, 29(12): 23–29.
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