How to Use Technical Terms in Ads? An FCB Grid Perspective

Research on the optimal use of technical terms in advertising can help sponsors effectively communicate complex technical concepts to consumers. This study therefore examined how technical terms, and the extent to which they are explained, influence advertising effectiveness for four product types in the FCB grid. The sample comprised 436 college students. The analytical results of this study indicate that using two technical terms together with detailed explanation of the terms improves consumer attitudes towards the ad and consumer evaluation of the advertised product for thinking (products meeting consumer utilitarian needs) and high involvement products. For thinking and low involvement products, using two technical terms together with detailed/rough explanation improves consumer attitudes towards the ad and consumer evaluation of the advertised product. Moreover, using two unexplained technical terms improves consumer attitudes towards the ad for feeling (those providing consumer gratification, social acceptance and sensory satisfaction) and high involvement products. Using no technical terms improves consumer attitudes towards the ad for feeling and low involvement products. Finally, theoretical and managerial implications and future research directions are discussed.     

结盟地方、应对中央:动因、类型及成功机理

在我国中央政府和地方政府共同对企业实施治理的特定情境中,当企业遇到中央规制的强大压力时,可以针对地方政府"双向代理"的特征,通过加强与地方政府的经济关系,利用地方政府对中央政府的影响力,促使中央规制环境向有利于自己的方向转变.本文对企业加强与地方政府经济关系的方式进行了分析,发现了企业与地方政府结盟的四种类型:地方政府默许、地方政府援助、地方政府引诱和地方政府主导.在对四种类型进行分析和解释的基础上,就企业与地方政府结盟突破中央规制限制的成功机理进行了深入分析.     

线切割电参数对加工质量影响及试验研究

分析了波形、脉冲宽度、脉冲间隔等主要电参数对加工质量的影响。以一具体工件为例,分析了在四种不同参数条件下的加工效率和表面质量,说明只要能恰当地选择电参数的最佳组合,就可以获得良好的加工效果。     

企业战略行动成败与行动进程安排之间的关系——合法性视角下的多案例研究

从合法性的视角出发,基于对7个案例的分析,考察了企业战略行动成败与行动进程安排之间的关系.研究发现: ①在初始合法性不完备,或者因政策变化导致战略行动面临合法性危机时,战略行动进程安排对战略行动成败有至关重要的影响;②战略行动的横向拆分和纵向拆分都有可能降低合法性要求,甚至改变合法性要求的性质,但是2种拆分方式应对合法性危机的效果是不同的;③对民营企业来说,为了应对合法性风险,应尽量选择横向拆分;④对国有企业来说,尽管横向拆分能够降低风险,但是却可能使项目萎缩,不能达到战略目标,而纵向拆分更有可能与政府利益进行捆绑,可以调动更多的力量支持自己的行为.     

论先秦儒法融通思想——以“转关人物”为中心

儒法思想之融通,在历史渊源上呈现为＂儒法同宗＂的命题。管仲的思想是其实质依据,后来稷下学宫的《管子》将其文本化。李悝、吴起师儒而任法,开＂儒家＂向＂法家＂转变之先河。＂杂家＂尸佼曾为商鞅之师,其思想以儒家思想为主体,杂以法家思想,亦体现了儒法思想的融通。＂转关人物＂的思想不但从学术源流上印证了法家出于儒家的命题,且揭示了法家的＂政治家＂本质,蕴涵了对传统政治法律文化中人物思想矛盾性的解释。     

日本战后经济高速发展的原因及对我国的启示

战后改革是日本从战败的废墟中崛起的原因,日本当局通过规制干预经济和创新出的企业经营管理理念,平息了经济混乱,营造了市场机制得以发挥作用的宏观经济环境,稳定了民心和局势.尽管中日两国社会制度不同,但日本改革的有益经验对处于经济转轨时期的我国来说,仍具有重要的借鉴意义.     

浅析埃米莉·狄更森诗歌的自然主题

埃米莉·狄更森喜欢孤独,其潜意识中充满了记忆和感情,象一口深深的井.她孩童时代所需的慰藉,家庭未能给予,母亲的细心照料未能满足她内心强烈的求知欲望;成功之后,她对世界感到失望并厌倦了它,她总是被胡思乱想所折磨,内心冲突最终变成了危机.所以她最终将自然作为她诗歌的永恒主题,自然成了她唯一可去的地方,在自然中她找到了和谐,她所崇拜的自然体现.     

DDMA-charts: Nonparametric multivariate moving average control charts based on data depth

Summary: This paper studies the DDMA–chart, a data depth based moving–average control chart for monitoring multivariate data. This chart is nonparametric and it can detect simultaneously location and scale changes in the process. It improves upon the existing r– and Q–chart in the efficiency of detecting location changes. Both theoretical justifications and simulation studies are provided. Comparisons with some existing multivariate control charts via simulation results are also provided. Some applications of the DDMA–chart to the analysis of airline performance data (collected by the FAA) are demonstrated. The results indicate that the DDMA–chart is an effective nonparametric multivariate control chart.*Research supported in part by grants from the National Science Foundation, the National Security Agency, and the Federal Aviation Administration. The discussion on aviation safety in this paper reects the views of the authors, who are solely responsible for the accuracy of the analysis results presented herein, and does not necessarily reect the official view or policy of the FAA. The dataset used in this paper has been partially masked in order to protect confidentiality.     

数字分数微分器系数的快速算法

提出了一种理想数字分数微分器系数的快速算法。从理想数字分数微分器系数计算公式的特点考虑,利用变量代换把积分函数中的振荡因子转换成积分上限,避免高阶振荡函数积分计算,给出了计算分数微分器系数的递推公式。分析了快速算法的计算复杂度、稳定性和收敛性等问题。实验结果表明新算法具有运算量少,运算速度快并具有较好的稳定性和收敛性。