“Thumb up advertising”is a new and effective way to spread shared advertising in social media.How the retailer adapts“thumb up advertising”in marketing with a game theory model is analyzed.The results show that wh...“Thumb up advertising”is a new and effective way to spread shared advertising in social media.How the retailer adapts“thumb up advertising”in marketing with a game theory model is analyzed.The results show that when the retailer chooses to thumb up the advertising in Moments,a higher reward will increase the equilibrium price but hurt the retailer s expected profit;if the consumers can more easily reach the thumb up amount,the retailer will charge a higher price,and possibly gain more profit.When the retailer chooses thumb up at the end of the advertising context,a higher reward will increase the equilibrium price and the retailers expected profit will increase/decrease.If the consumers are easier to reach the thumb up amount,the retailer will charge a higher price,and may get more profit.If a consumer s click cost of clicking the sharing advertising is higher,the retailer charges a lower price;and if the consumer s additional perceived value from the advertising is higher,the retailer charges a higher price and reaps more profit.展开更多
Driven by the rapid development of agricultural science and technology, many techniques have been developed rapidly, especially the development of broadcasting technology which earth-shaking changes have taken place. ...Driven by the rapid development of agricultural science and technology, many techniques have been developed rapidly, especially the development of broadcasting technology which earth-shaking changes have taken place. The advent of digital broadcasting technology makes the broadcast technology enter a new stage. With its low energy consumption and large coverage area, digital broadcasting technology was widely welcomed by the broadcast television industry. This paper analyzes digital audio broadcasting, multimedia digital broadcasting and digital AM broadcasting, and further concretely elaborates the application prospects of digital broadcasting technology.展开更多
Because most people consider advertising as an irritant and a distraction and would avoid it, should there be an alternative, advertising agencies strive to utilize the interactive, demassifying, and asynchronous qual...Because most people consider advertising as an irritant and a distraction and would avoid it, should there be an alternative, advertising agencies strive to utilize the interactive, demassifying, and asynchronous qualities of newer technologies to create an appealing advertisement. The current study investigates whether college students＇ attitudes toward advertising on traditional media are different when online advertising is used, especially on Social Media Networking Sites （SMNSs）. Employing the concept of reciprocity （of replicating offline attitudes online） and the flow theory that relates one＇s concentration on an activity and its impact on other occurrences happening around him/her, 287 college students responded to a questionnaire on their perceptions of online advertising, their preferred SMNS, and the SMNS on which they would consider viewing an advertising message. The results showed that 57.8% of the participants avoid online advertising at all costs, which is similar to their offline perception of advertising. Some 42.2% reported that they may consider viewing online advertising if the attributes of relevance, interest, creativity, and interactivity are present, as in viral advertisement. In addition, among the four SMNSs reviewed--Facebook, MySpace, Twitter, and Linkedln--a majority of students indicated that Facebook is their preferred site for online advertising because it allows for creativity and they consider those messages credible, especially if their Facebook friends tagged, liked, or shared the advertisement.展开更多
This paper discusses the idea that the industry can have a differentiator of program quality by encouraging the activities of the Broadcasting Ethics ＆ Program Improvement Organization （BPO） in Japan. The BPO, a wo...This paper discusses the idea that the industry can have a differentiator of program quality by encouraging the activities of the Broadcasting Ethics ＆ Program Improvement Organization （BPO） in Japan. The BPO, a worldwide independent organization, has a mission of a breakwater against state power, and thus can be regarded as a kind of media accountability system, as proposed by Claude-Jean Bertrand. We review some controversial affairs in the TV industry and discuss BPO＇s activities aimed preventing ＂yellow journalism＂ and improving the quality of programming. High-quality content may be a differentiator for viewers faced with a choice of media, and thus, we focus on BPO and its role as a differentiator of the Japanese TV industry among the other, especially, Internet media. We also propose four ideas in response of critiques of BPO. Those are to strengthen transparency of governance of BPO, to improve the conformity of the TV industry to BPO＇s assessments of it, to establish a new committee to examine the whole concept of journalism, and to introduce a new certification institution to guarantee quality.展开更多
In this paper, we conduct research on the development direction of traditional broadcast television movie media under background of new media and lnternet. In recent years, with the computer technology network communi...In this paper, we conduct research on the development direction of traditional broadcast television movie media under background of new media and lnternet. In recent years, with the computer technology network communication technology and constant innovation rapid development of digital technology, digital new media got rapid development. Under the digital new media industry has gradually become the core industry of 21 st century knowledge economy and the new economic growth point. But there are still some problems in the digital of new media development. How to treat these problems to take effective countermeasures is vital to healthy development of the new media. Our research proposes corresponding guidance and the perspective on the development orientation which acts as the paradigm and the guideline.展开更多
基金The National Natural Science Foundation of China(No.71371050),the National Social Science Fund of China(No.17BGL196).
文摘“Thumb up advertising”is a new and effective way to spread shared advertising in social media.How the retailer adapts“thumb up advertising”in marketing with a game theory model is analyzed.The results show that when the retailer chooses to thumb up the advertising in Moments,a higher reward will increase the equilibrium price but hurt the retailer s expected profit;if the consumers can more easily reach the thumb up amount,the retailer will charge a higher price,and possibly gain more profit.When the retailer chooses thumb up at the end of the advertising context,a higher reward will increase the equilibrium price and the retailers expected profit will increase/decrease.If the consumers are easier to reach the thumb up amount,the retailer will charge a higher price,and may get more profit.If a consumer s click cost of clicking the sharing advertising is higher,the retailer charges a lower price;and if the consumer s additional perceived value from the advertising is higher,the retailer charges a higher price and reaps more profit.
文摘Driven by the rapid development of agricultural science and technology, many techniques have been developed rapidly, especially the development of broadcasting technology which earth-shaking changes have taken place. The advent of digital broadcasting technology makes the broadcast technology enter a new stage. With its low energy consumption and large coverage area, digital broadcasting technology was widely welcomed by the broadcast television industry. This paper analyzes digital audio broadcasting, multimedia digital broadcasting and digital AM broadcasting, and further concretely elaborates the application prospects of digital broadcasting technology.
文摘Because most people consider advertising as an irritant and a distraction and would avoid it, should there be an alternative, advertising agencies strive to utilize the interactive, demassifying, and asynchronous qualities of newer technologies to create an appealing advertisement. The current study investigates whether college students＇ attitudes toward advertising on traditional media are different when online advertising is used, especially on Social Media Networking Sites （SMNSs）. Employing the concept of reciprocity （of replicating offline attitudes online） and the flow theory that relates one＇s concentration on an activity and its impact on other occurrences happening around him/her, 287 college students responded to a questionnaire on their perceptions of online advertising, their preferred SMNS, and the SMNS on which they would consider viewing an advertising message. The results showed that 57.8% of the participants avoid online advertising at all costs, which is similar to their offline perception of advertising. Some 42.2% reported that they may consider viewing online advertising if the attributes of relevance, interest, creativity, and interactivity are present, as in viral advertisement. In addition, among the four SMNSs reviewed--Facebook, MySpace, Twitter, and Linkedln--a majority of students indicated that Facebook is their preferred site for online advertising because it allows for creativity and they consider those messages credible, especially if their Facebook friends tagged, liked, or shared the advertisement.
文摘This paper discusses the idea that the industry can have a differentiator of program quality by encouraging the activities of the Broadcasting Ethics ＆ Program Improvement Organization （BPO） in Japan. The BPO, a worldwide independent organization, has a mission of a breakwater against state power, and thus can be regarded as a kind of media accountability system, as proposed by Claude-Jean Bertrand. We review some controversial affairs in the TV industry and discuss BPO＇s activities aimed preventing ＂yellow journalism＂ and improving the quality of programming. High-quality content may be a differentiator for viewers faced with a choice of media, and thus, we focus on BPO and its role as a differentiator of the Japanese TV industry among the other, especially, Internet media. We also propose four ideas in response of critiques of BPO. Those are to strengthen transparency of governance of BPO, to improve the conformity of the TV industry to BPO＇s assessments of it, to establish a new committee to examine the whole concept of journalism, and to introduce a new certification institution to guarantee quality.
文摘In this paper, we conduct research on the development direction of traditional broadcast television movie media under background of new media and lnternet. In recent years, with the computer technology network communication technology and constant innovation rapid development of digital technology, digital new media got rapid development. Under the digital new media industry has gradually become the core industry of 21 st century knowledge economy and the new economic growth point. But there are still some problems in the digital of new media development. How to treat these problems to take effective countermeasures is vital to healthy development of the new media. Our research proposes corresponding guidance and the perspective on the development orientation which acts as the paradigm and the guideline.
