知识经济时代市场营销策略中的广告定位

在飞速发展的21世纪,企业经营的环境发生着巨大变化。企业如何在稍纵即逝的市场竞争中,把握消费者的需求变化,把自己的产品迅速打入市场,在强手如林的企业中取胜,广告定位是营销策略中的重要环节。分析广告定位积极作用和消极因素,对企业最终实现经营目标有着重要意义。     

Economic performance under different monetary policy frameworks

We examine the economic performance (inflation and growth) associated with different monetary policy frameworks, presenting unconditional and conditional analyses, and using predictions of countries’ monetary policy framework choices to address the issue of endogeneity. We find some differences in performance associated with the different monetary policy frameworks, together with a general improvement over time which is explained in part by the trends towards inflation targeting and more precise monetary control, that is from changes in the choice of framework, but in part, and perhaps more strongly, reflects a more general trend towards better economic performance related to changes in decision-making within the frameworks. Our results suggest that the choice of MPF is an important, but by no means the only, determinant of economic performance, and therefore not the only consideration for policymakers looking to improve economic performance.     

Who kills whom? The micro-dynamics of civilian targeting in civil war

Prior research on civilian targeting in civil war has focused on characteristics of either the government or rebel group that make them more or less likely to target civilians. However, no government or rebel group targets a population, but rather individuals within it. To date, no study has explored the issue of why particular civilians would be chosen by one actor versus the other. This study examines the divergent civilian-targeting strategies of governments and rebel groups. We argue that unique identification problems facing each political actor in civil war leads the parties to resort to social stereotypes based on data derived from known enemy subjects killed in combat. We specify and then test a model that accounts for time and space and the demographic characteristics of each victim utilizing a new dataset on the personal, political, and demographic characteristics of individual civilians targeted by the state and rebels in the civil war in Nepal (1996–2006). The findings demonstrate for the first time that governments (and rebels) tend to kill the same types of individuals in non-combat settings as they kill in combat exchanges, and the civilians targeted by each actor differ significantly in the extent that they share certain social traits.     

睡眠者效应与插播广告的传播效果

插播广告的传播优势是强迫性注意,其传播效果中有睡眠者效应的存在。睡眠者效应产生的原因有三种理论解释：线索分离假说、差别衰退假说和有用性—有效性假说。插播广告的睡眠者效应可以解释为：广告内容的劝说信息和广告媒体形式的折扣线索之分离;广告情绪反应和认知反应两类记忆系统的差别衰退,时间间隔导致信息有用性和有效性的改变等。     

论跨文化交际中的主体文化意识

随着中国加入WTO,跨文化交际活动日益频繁,但跨文化交际的编码与解码过程、常规关系中差异性的克服、跨文化交际能力的培养无不受到主体文化的影响。因此,强化主体文化意识,对跨文化交际的成功实现具有重要的意义。     

朝鲜初期对明朝表笺问题探析

表笺作为处理朝鲜与明朝政治外交关系的重要工具,承载着两国政治、经济、文化等丰富的内容。朝鲜太祖年间与明朝发生的三次表笺问题,实质为朝鲜和明朝的外交纷争,是多种因素综合作用的结果,如明朝的文字狱、明朝对朝鲜的不信任、朝鲜对儒家文化的理解差异等。表笺问题也是朝鲜与明朝两个新兴政权在政治利益关系的调整与适应过程中的体现。     

Recent Developments in Aged Care Policy in Australia

Summary

A series of major reforms implemented through the mid 1980s sought to contain residential care and expand community care in Australia's long-term care system. While this goal has been maintained, a number of new policy initiatives followed the change of federal government in 1996. This article presents a systematic account of current policy objectives, implementation measures, and outcomes in three major policy areas: changing the balance between residential and community care, targeting in community care, and support for family caregivers. This analysis shows that while there have been shifts in emphasis from time to time, concerted policy efforts over the last 20 years have contained the growth of expenditure on long-term care and realized significant change in the service system.     

Attachment Style and Tolerance for Ambiguity Effects on Relational Repair Message Interpretation Among Remarrieds

This study examined the role of the dispositional variables of attachment style and tolerance for ambiguity on the interpretation of relational repair messages. Respondents completed questionnaires that measured attachment style and tolerance for ambiguity and made interpretations of hypothetical repair messages from their spouses with varying levels of equivocation. The resulting interpretations were measured along the dimensions of honesty, competence, and politeness using Likert-type scales. Regression and multivariate analyses of variance (MANOVAs) demonstrated that both of the traits influenced the interpretation of repair messages, although in somewhat different ways and along different dimensions.     

The Effects of Discriminate Message Interventions on Behavioral Intentions to Engage in Physical Activities

Objective: The authors attempt to show the usefulness of discriminate messages designed to increase college students' intentions to engage in physical activities. Participants: The authors selected a sample of undergraduate students enrolled in communication courses at a university in the southeastern United States for a baseline online survey (n = 683) and an experiment (n = 99). Methods: The authors selected discriminate beliefs with highest regression weights and sizable effect size with behavioral intention to build messages for classroom intervention. The authors used an analysis of covariance to test the intervention effect of discriminate messages on intention to do physical activities. Results: Students exposed to the discriminate messages were more likely to report positive changes in their self-efficacy and behavioral intentions related to physical activity. Conclusions: Further research on communication theories is required to help design the selected beliefs so that they will be comprehended and ultimately lead to behavioral changes.