Rich historical and humanistic resources and local characteristic culture provides a wealth of material for creation of comic and animation.In recent years,animation industry of our country has achieved rapid developm...Rich historical and humanistic resources and local characteristic culture provides a wealth of material for creation of comic and animation.In recent years,animation industry of our country has achieved rapid development.However,the limitations of the traditional concept and the external environment make the development of derivative products of local characteristic culture comic and animation advertising video still exists many problems.It need to strengthen efforts of derivatives development of this field,clear animation market positioning,pay attention to intellectual property protection,make animation industry of our country in a state of benign development.展开更多
The aim is to analyse the present and the possible future of the concept of advertising.The present concept is more related to the fact that marketers moved from a product focus to a sales focus,and now to eventually ...The aim is to analyse the present and the possible future of the concept of advertising.The present concept is more related to the fact that marketers moved from a product focus to a sales focus,and now to eventually a relationship focus.The future concept is related to the growing customization of strategies based on the nature of the product category and the life-cycle stage of the product and the customers in the context of the development of the convergence culture,the experience economy and the new technologies connected to the Fourth Industrial Revolution.展开更多
The current research elucidates the advertising scheme of automotive innovation by incorporating the various stages of the product life cycle.The study proposes an empirical model for the automotive industry to evalua...The current research elucidates the advertising scheme of automotive innovation by incorporating the various stages of the product life cycle.The study proposes an empirical model for the automotive industry to evaluate a time-point known as a switch-point or a take-off point at which firms should modify the advertising and sales promotion strategies to boost sales volume.The problem applies a time-series innovation diffusion model wherein adoption rate changes when a product enters a growth stage and then again when the company stops the advertising campaign in the maturity stage.The present paper develops a profit maximization problem,which optimizes the overall advertising duration and advertising take-off point.A numerical illustration is provided using the actual sales data of automobile industries,and sensitivity analysis is further performed to validate the effect of critical parameters on the optimization problem.展开更多
文摘Rich historical and humanistic resources and local characteristic culture provides a wealth of material for creation of comic and animation.In recent years,animation industry of our country has achieved rapid development.However,the limitations of the traditional concept and the external environment make the development of derivative products of local characteristic culture comic and animation advertising video still exists many problems.It need to strengthen efforts of derivatives development of this field,clear animation market positioning,pay attention to intellectual property protection,make animation industry of our country in a state of benign development.
文摘The aim is to analyse the present and the possible future of the concept of advertising.The present concept is more related to the fact that marketers moved from a product focus to a sales focus,and now to eventually a relationship focus.The future concept is related to the growing customization of strategies based on the nature of the product category and the life-cycle stage of the product and the customers in the context of the development of the convergence culture,the experience economy and the new technologies connected to the Fourth Industrial Revolution.
基金The research work presented in this paper is supported by the grants to the first and third authors from DST,via DST PURSE phase II,India.
文摘The current research elucidates the advertising scheme of automotive innovation by incorporating the various stages of the product life cycle.The study proposes an empirical model for the automotive industry to evaluate a time-point known as a switch-point or a take-off point at which firms should modify the advertising and sales promotion strategies to boost sales volume.The problem applies a time-series innovation diffusion model wherein adoption rate changes when a product enters a growth stage and then again when the company stops the advertising campaign in the maturity stage.The present paper develops a profit maximization problem,which optimizes the overall advertising duration and advertising take-off point.A numerical illustration is provided using the actual sales data of automobile industries,and sensitivity analysis is further performed to validate the effect of critical parameters on the optimization problem.
