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从“大创意”到“微创意” 被引量:2
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作者 钱磊 《现代广告》 2011年第17期91-96,100,共7页
本文旨在对被广告业界和学界奉为圭臬的“大创意”概念进行反思,指出“大创意”的创作方法体现了大市场、大众传媒体制下对广告的典型要求,但也日益不适应当下的媒介、市场和受众的需要,暴露出一些问题;需要转向关注以消费者自身、... 本文旨在对被广告业界和学界奉为圭臬的“大创意”概念进行反思,指出“大创意”的创作方法体现了大市场、大众传媒体制下对广告的典型要求,但也日益不适应当下的媒介、市场和受众的需要,暴露出一些问题;需要转向关注以消费者自身、情境、网络等为特征的“微创意”之广告创作新思路,阐述广告创意的思维方法和模式正在进行“微小”的革命这一趋势。 展开更多
关键词 大创意 创意 广告创意
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共赴一场头脑创意的饕餮盛宴——乔治·路易斯和他的大创意
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作者 刘晓丹 《改革与开放》 2009年第7X期116-116,共1页
该文以乔治·路易斯的大创意为例,分析大创意的精髓与理念,以期抛砖引玉,为我国广告业的发展道路带来启示。
关键词 大创意 头脑风暴 颠覆广告 乔治·路易斯
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论广告创意在广告活动中的作用 被引量:5
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作者 孙晨晓 吕伟 《中小企业管理与科技》 2011年第15期111-111,共1页
广告的目标受众是消费者,在人们的社会心理和市场竞争日新月异的今天,它的表现形式更应该向艺术化的方向发展。所以,没有强撼的艺术感染力的广告是很难与消费者产生情感共鸣的。本文从广告创意和广告创意的作用两方面阐述了广告创意在... 广告的目标受众是消费者,在人们的社会心理和市场竞争日新月异的今天,它的表现形式更应该向艺术化的方向发展。所以,没有强撼的艺术感染力的广告是很难与消费者产生情感共鸣的。本文从广告创意和广告创意的作用两方面阐述了广告创意在当今商业社会活动中的作用。 展开更多
关键词 广告创意 大创意 创意的作用
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“大美术、大设计、大创意”对文化创意园产业的影响研究——以温州文化创意园的产业规划为例 被引量:1
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作者 黄国想 《才智》 2014年第8期314-315,共2页
通过对国内文化复杂特征的探究,提出适应国内文化产业发展的"大美术""大设计""大创意"的文化创意园产业发展规划。针对温州文化创意园的产业规划为实例,提出温州独特文化与旅游、休闲、经济等各方面相互... 通过对国内文化复杂特征的探究,提出适应国内文化产业发展的"大美术""大设计""大创意"的文化创意园产业发展规划。针对温州文化创意园的产业规划为实例,提出温州独特文化与旅游、休闲、经济等各方面相互结合的宏观规划方式,不仅为温州文化创意园的产业的发展提供新的思路,同时对国内文化产业的规划与建设起到一定的基础作用。 展开更多
关键词 文化创意产业 大美术 大设计 大创意
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广告大创意之五大“素质”
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作者 宗和 《名人传记(下半月)》 2013年第3期93-94,共2页
从中国制造到中国创造再到创意产业,最关键的一点是满足个性化的需求。人的价值观都是多元化的,每个人都会对个性化的产品、个性化的品牌进行选择,所以,创意是广告的灵魂。那么广告大创意应具备什么"素质"呢?一、简单性的确,... 从中国制造到中国创造再到创意产业,最关键的一点是满足个性化的需求。人的价值观都是多元化的,每个人都会对个性化的产品、个性化的品牌进行选择,所以,创意是广告的灵魂。那么广告大创意应具备什么"素质"呢?一、简单性的确,消费者一见广告,就敬而远之,他根本不会琢磨你的广告说的是什么意思。因此,广告这个针对消费者记忆的营销活动必须简单,让他在接触的一瞬间就有感知。 展开更多
关键词 广告大创意 创意 国际广告节 戛纳 麦肯光明 广告诉求 广告效果 奥格威 广告公司 系列广告
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浅析广告里的时代文化
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作者 常秋池 《价值工程》 2017年第26期258-259,共2页
广告作为文化的载体,从某种角度上可以反映其所处时代的文化特征。本文通过对比分析青岛啤酒于几个不同历史时期在中国大陆所作广告的特点,结合其所处社会的文化背景,印证出广告不仅是社会经济的助推器,更是时代文化的精髓与缩影。
关键词 青岛啤酒广告 文化功能 大创意
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Familial and Territorial Values for Sustainable Entrepreneurship in Italy: Some Reflections in Theory and Practice] 被引量:2
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作者 Mara Del Baldo 《Journal of Modern Accounting and Auditing》 2012年第8期1185-1203,共19页
This study reflects the specificities of family small- and medium-sized enterprises (SMEs) which are related to values, culture, and relationships with the territory (local context). In the following sustainable a... This study reflects the specificities of family small- and medium-sized enterprises (SMEs) which are related to values, culture, and relationships with the territory (local context). In the following sustainable and corporate social responsibility (CSR)-oriented strategies, family businesses are "assisted" by the presence of entrepreneurial values which are tied to and derived from the social system in the territory in which they are located. The aim of this study is to demonstrate that the consolidation of stable and durable relations between the family business and the local context depends on the presence of shared values between the members of the family and the stakeholders, all components of civil society are within the same territory. Such values are the fruit of a given territory's civic traditions. They are the result of an anthropological culture which is typical of the socioeconomic environment in which the entrepreneur, the family, and the business are all rooted, thus, they are expressions of a culture "of the place". 展开更多
关键词 corporate social responsibility (CSR) family businesses familiness small- and medium-sized enterprises (SMEs) social capital TERRITORY VALUES sustainability
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The Post-Merger Performance: Evidence From Italy
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作者 Fabrizio Rossi 《Chinese Business Review》 2012年第11期931-945,共15页
The objective of this paper is to investigate whether mergers create value for shareholders in both the short and long term. For this purpose, 120 announcements of mergers that were registered in Italy during the peri... The objective of this paper is to investigate whether mergers create value for shareholders in both the short and long term. For this purpose, 120 announcements of mergers that were registered in Italy during the period 1994-2006 among listed companies were examined. The short-term analysis was conducted using the event study methodology in order to estimate the cumulative abnormal returns (CARs) in the time window around the announcement date (-10, +10). In this work, the sample of 120 mergers was divided into two sub-samples: the first considers the mergers that were carried out in all sectors of the economy, and the second focuses only on bank mergers. From the results obtained it would appear that, while the sub-sample of all mergers registered a statistically significant value creation for the shareholders of both the bidder and target companies, values also confirmed by combined analysis, the second sub-sample registered negative values for bidder companies and positive values for target companies. Negative values also seem to be confirmed by the results of the combined analysis both at the date of announcement and throughout the entire period of observation. For the long-term analysis, the Buy and Hold Abnormal Returns (BHARs) methodology was used, with which it was possible to observe the returns for three years. In the 36 months following the merger, the portfolios showed a significant destruction of value 展开更多
关键词 post-merger performance Buy and Hold Abnormal Returns (BHARs) Cumulative Abnormal Returns(CARs) BANKS Italian stock market event study
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Processes of Adaptation and Creation of a Territorial Governance: The Experience of the Cities of Benevento and Salerno (Campania Region, Italy)~
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作者 Massimiliano Bencardino Ilaria Greco 《Sociology Study》 2012年第11期819-833,共15页
This paper presents some considerations about the definition and role of "medium-sized cities" in the processes of urban governance of the Italian regional systems, in line with the objectives of European programmin... This paper presents some considerations about the definition and role of "medium-sized cities" in the processes of urban governance of the Italian regional systems, in line with the objectives of European programming 2007-2013. Beginning from some theoretical considerations, the research objective is to delineate the features of the "new urban geography" of Campania region as it has been formed on the base of the social and economic processes that in the last 30 years have modified the regional urban system in the widest context of Mezzogiorno. To such aim, the paper is articulated in two parts: the first one in which the fundamental passages are re-called in the processes of development of Italian urban areas that have carried to new paradigms object of theoretical approaches still in course of definition, and the second one in which such processes are considered regarding the model of urban development of Campania, on which the research is concentrated. Specifically, the paper presents the case of two "middle cities" in the Campania region: Benevento and Salerno, which play a particularly important role in the design and development of a "regional network of medium-sized cities". 展开更多
关键词 Urban areas polycentrism territorial governance regional development
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Relational Capital and Open Innovation: Two Cases of Successful Italian Companies
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作者 Attilio Mucelli Carlo Marinoni 《Journal of Modern Accounting and Auditing》 2011年第5期474-486,共13页
Praxis and doctrine agree on the importance of innovation for the competitiveness and profitability of the firm. Innovation is considered as a leverage to start a virtuous circle that improves company performance and,... Praxis and doctrine agree on the importance of innovation for the competitiveness and profitability of the firm. Innovation is considered as a leverage to start a virtuous circle that improves company performance and, consequently, reduce financial constraints for its development. Being creative is definitely the first mechanism that leads to innovation. Creativity spreads from both the individuals that work in the firm and from the social processes and contextual factors that characterize individual relationships within the company. Relational capital is the second mechanism that brings innovation. Relationships with clients, suppliers, competitors, producers of complementary products, public and private research institutions provide creative elements that, once screened, give rise to innovation. The first mechanism requires the firm to be creative on its own as innovations come directly from within the organization ("closed innovation" model). In the second, the firm must get in touch with potentially innovative idea~ coming from outside ("open innovation" model). Doctrine and praxis point out that firms, which do not stop at the first mechanism of innovation, turn out to be more innovative. The paper is structured as follows. In the first part, a theoretical framework is provided, describing the main findings, in the literature, in terms of relationships among innovation, creativity and relational capital. The second part is based on the analysis of two case studies. The first case (Coswell), the very different degree of success (in terms of generated income) of its products seems to be tightly related on how much "relational capital" is "inside" the innovation. In the second case (Pastificio Rana) shows that innovation resulting from relational capital allows the company to excel against its far bigger and financially superior competitors. 展开更多
关键词 intangible assets relational capital INNOVATION case study analysis
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The Brand Made in Italy: A Critical Analysis
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作者 Valerio Temperini Gian Luca Gregori Paola Palanga 《Management Studies》 2016年第3期93-103,共11页
Several studies about the brand "made in Italy" have illustrated the real significance of this brand, placing it in the top position for brand awareness in most countries. The words "made in Italy" evoke in consum... Several studies about the brand "made in Italy" have illustrated the real significance of this brand, placing it in the top position for brand awareness in most countries. The words "made in Italy" evoke in consumers' minds attributes that positively characterize the image of Italy as a country--in particular, the attributes of creativity, aesthetics, quality, and sophistication--facilitating the perception of a differential value through the effect of the product-country association. Italians are proud of this, but what really composes the brand "made in Italy"? Above all, is there any truth behind this expression? The paper aims to propose a critical analysis about the "made in Italy" value appropriation and the future development of this brand. 展开更多
关键词 made in Italy BRAND counterfeiting hybrid products
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Defining the Entrepreneurial Capital Construct
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作者 Paola Demartini Paola Paoloni 《Chinese Business Review》 2014年第11期668-680,共13页
The purpose of this paper is to show preliminary results from an international research project on intellectual capital and value creation led by Lappeenranta University of Technology (Finland). In the case of this ... The purpose of this paper is to show preliminary results from an international research project on intellectual capital and value creation led by Lappeenranta University of Technology (Finland). In the case of this paper, results from Italy will be reported and specifically. The Italian analysis focuses on the entrepreneurial capital (EC) and it analyses how large Italian companies develop and enhance this intangible element. The main research question is: What is the current level of EC in Italian organizations and how does it affect value creation.'? To this end, the research addressed the different definitions of EC that literature offers. As a secondary step, this paper analysed the variables suggested by previous literature and proposed an original definition for the research project. The definition is that EC is a stock of competences and the personnels' attributes related to proactive, risky, and aggressive decision-making and behaviour. This research provides researchers and managers with unique insights into the evolutionary nature of the relationships between distinct 1C variables and draws a picture on the state of art of corporate EC in the selected sample. This research highlights and improves companies' abilities to manage their EC. Furthermore, this research will set the agenda for improving the EC practices of Italian companies and will allow future comparison with firms from other countries that are participating in the same project identifying different pathways to success. 展开更多
关键词 entrepreneurial capital (EC) risk-taking proactiveness and autonomy AGGRESSIVENESS
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Widespread Hotel: An Innovative Made in Italy Model for Cultural Tourism and Local Sustainable Development The Umbria's Case
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作者 Bernardino Quattrociocchi Marta Maria Montella 《Chinese Business Review》 2014年第7期450-465,共16页
Widespread hotels represent a new Italian phenomenon still not much investigated, both on theoretical and empirical side, which cannot be ignored anymore. Indeed they meet the need to implement techniques and manageme... Widespread hotels represent a new Italian phenomenon still not much investigated, both on theoretical and empirical side, which cannot be ignored anymore. Indeed they meet the need to implement techniques and management tools which are able to improve the culture-tourism binomial. This would permit to transform into valid instruments of national economical development, the shared declaration of intents for which culture and tourism, especially in Italy and in this particular fragile period, represent even more the main strategic levers for the sustainable development. This article intends to describe the potentiality of these widespread hotels as innovations particularly suitable with trends recently emerged in tourism sector and outline the phenomenon pattern in ltaly with particular attention on Umbria region, in order to identify his main strength and weakness and some innovation to improve performance. To this end, it starts from the analysis of the national and international economic-managerial literature concerning in particular cultural and experienced trends shown in tourism. Then it introduces the main acquisitions about widespread hotels in Italy, updating and extending them through a desk survey based on indirect sources of various natures. Lastly, it describes the case of Umbria, analyzing more in depth making use of interviews with entrepreneurs/managers of hotels and based on a semi-structured questionnaire. The aspects of indeterminateness which were found, starting from the normative one, testify how the potentiality of the widespread hotels as far as regards the value creation for the enterprise itself and the territorial stakeholder, are still not properly understood and therefore used. It is clear that, therefore, new behaviors are needed for entrepreneurs and, most importantly, for local policy makers in order to create the conditions for the full success of these hospitality models. 展开更多
关键词 TOURISM culture SUSTAINABILITY ITALY innovation widespread hotels
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五朵金花 绽放异彩 珍视明《小时代》五屏递进式整合营销案例点评
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作者 周文娟 《声屏世界(广告人)》 2013年第10期132-132,共1页
在数字媒体营销大战看似混乱、复杂的局面下,有一点是清楚的、不变的——消费者洞察。不管是传播的内容还是传播的媒介,其所有的传播都是针对消费者设计的随着移动终端技术的更新变革、新媒体的迅速崛起,单凭传统媒体而获得营销传播的... 在数字媒体营销大战看似混乱、复杂的局面下,有一点是清楚的、不变的——消费者洞察。不管是传播的内容还是传播的媒介,其所有的传播都是针对消费者设计的随着移动终端技术的更新变革、新媒体的迅速崛起,单凭传统媒体而获得营销传播的成功已经失去肥沃的土壤。就连向来大手笔投放电视广告的宝洁公司,近期也动作频频开始加大在数字媒体营销方面的投入。数字媒体营销已经成为各大品牌广告投放选择的竞技场。其在品牌整合度、媒体选择和组合、媒体行程设定及排期等方面的复杂度、竞争激烈度,都远远超越了传统媒体范畴。在数字媒体营销大战看似混乱、复杂的局面下,有一点是清楚的、不变的——消费者洞察。不管是传播的内容,还是传播的媒介,其所有的传播都是针对消费者设计的。 展开更多
关键词 消费者洞察 营销案例 媒体营销 媒体选择 品牌广告 电视广告 营销大战 整合度 数字媒体 广告大创意
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以“倒溯研究法”为中心的广告设计专业教学探讨与实验——以奶茶品牌香飘飘与优乐美影视广告为例
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作者 李想 《艺术与设计(理论版)》 2011年第3期142-144,共3页
广告业的快速发展,对广告作品拉动消费需求方面的影响力的要求越来越高。本文运用"倒溯研究法",通过引导广告设计专业的学生对同一品类的广告进行比较,从理论和实践的不同视角进行观察分析,剖析广告作品背后的策略内核、创意... 广告业的快速发展,对广告作品拉动消费需求方面的影响力的要求越来越高。本文运用"倒溯研究法",通过引导广告设计专业的学生对同一品类的广告进行比较,从理论和实践的不同视角进行观察分析,剖析广告作品背后的策略内核、创意思维。 展开更多
关键词 倒溯研究法 大创意
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