Free Essay

Doc, Pdf

In:

Submitted By linqielai
Words 2316
Pages 10


宣 ・6
17・

浅 析 音 乐 在 广 告 传 播 中效 果影 响
陈 实

四川 省社 会 科 学 院 新 闻传 播 学 所 四川 成 都 6 0 7 ) 10 1
摘 要 :本 文拟 证 明 背景 音 乐对 电视 广 告 具 体 影 响 提 出 了观 众 对 广 告 的 消极 态度 、音 乐在 广 告 中的 必要 性 和对 广 告 的 记 忆 度 三 个 假设
通 过 问 卷调 查 的形 式对 结 果 研 究 ,得 出广 告 策 划 者 应 恰 当选 择 广 告 音 乐提 高受 众 对 产 品认 知度 的 结论 。

关键词 :音 乐;广告 ;效果分析
中 图分 类 号 :J2 .3
54

文 献 标 识 码 :A

苹果公 司近期为它的 3个新 产品投放了一 系列 电视广告 ,其 中的广
告歌虽是 由3个 不 出名 的乐 团 演唱 ,却 非常好 听 。美 国市 场研 究 中心
C m ee o p t捕捉 了从 2 0
07年 8月到 2 0
0 8年 1月 ,5个 月时间 ,搜索 引擎关
于这 3支广告歌 的关键字 ,加起 来共有 10万 次以上 的搜索 。

事实 上 , 许 多脍炙人 口的广告歌经 过传 唱 ,已经成为流行音乐 中不 可缺少 的一部
分 ,所宣传 的产 品也 随之深入人心 ,消费者潜意识 中已将 品牌形象 和音
乐 紧密联 系在一起 。然 而 ,随着 市场经济 的发展 ,企业投入 于电视广告
中的费用越来越 多 ,单位 时间中播放 的广告数量越来越 多 ,这使 电视观
众不得不接触越来越多 的广告 。所 以我们不得不思考几个 问题 ,电视广
告对观众真 的起 到了一定 的传播效果吗?受众会有厌倦心理 吗?而受众
对广告音乐 的感知认识是否敏感? 关于背景音乐效果分析的文献综述





、什 么是 背景 音 乐

对于背景音乐 ( akru d Mui) 的界定 ,P r
B cgon s c ak和 Y u g等认 为 on 和歌词的存在与否无关 ,只要是为了渲染气氛而使用的音乐都可 以认为
是广告背景音乐 。 ag和 S agn eg根据是 否现场表 演和歌词 的有无 Y n p nebr
等因素分 为前 景音乐 ( oerud Mui)和背 景音 乐。
Frgo n s c 另外 ,C ee hbt 和 M f 等认为为渲 染广 告气 氛而使 用没 有歌 词 的音乐 才算 作 背景 音 on i
乐。
但根据查 阅文献 ,我还是认为背景音乐 基于 P r Yon ak和 u g等观点 , 即无论有无歌词 ,凡是为了渲染气氛而使用的音乐都 统称背景音乐 ,主
要分为伴奏乐和广告歌曲 ( M Sn )两种类 型。
C og 2 音 乐 对 广 告 效 果 的 影 响


( )音乐的情绪效果

从情绪 反应理论方 面来 看 ,音乐 是与心 情 ( o mod)和情 绪 ( mo e — t n 同时相关 的。MalnsadP r 19 )将音乐 引发的情绪反应分 i) o cni n ak(9 1 为积极 的 ( o t e psi )情绪 反应 ( 括高兴 ,幸福 ,兴 奋 ,感 动 ,舒适 iv 包
等)和消极 的 ( ear )情绪反应 ( ngt e i 包括悲伤 ,焦躁 ,厌烦等)两种 。 Hanad H a g ( 9 9 通 过 因 子 分 析 提 出 了 “令 人 乐 观 的 ( p h n w n 19 ) u— ba) 、“ et ” 消极 ( eai ) ngt e ”, “ v 温暖 的 ( a l ” 等三 种音乐所 引发 的
W l1
T)
情绪反应 。 ( )音乐的信息记忆效果

音乐本身 的属性 如速度 和节奏 ,熟悉程度 ,合适程度等都 会直接影
响信息记忆 。HanadH ag认为音乐速度与节奏同记忆间存在着 倒 u h n w n 字型关系 ,即节奏和速度太快或太慢的音乐都不能最好地促进 消费者对

广告信息 的记忆 。部分学者认为与不太熟悉的音乐相 比,消费 者比较熟
悉的音乐对记忆和理解广告信息更为有效。H n 1 8 u t( 98)的实证研 究结
果表 明:使用音乐 的广告 比没有使用 音乐 的广 告更容易 被消费 者记忆 、 理 解 和 回想 。 ( ) 音 乐 的 态 度效 果

音乐可 以通过情绪反应这个媒介来影响消费者对广告 的态 度 ,也可
以直接影响广告态度 。Malnsn ak (9 1 cn i dP a r
19 )的研究发现 了音乐与广
告信息的合适程度对广告效果有直接的影响。另一方 面 ,关于音乐 和品

牌态度问的关系 ,大部分研究都认为音乐通过广告态度和信息记忆 这两
个媒介对品牌态度产生间接的影响 。 二 、音乐对电视广告的影响效果分析
1、 理 论 假 设

( )消费者对 电视广告的消极抵抗态度

面对大量的广告 ,而电视广告 的受众 常常会觉得厌 烦。每到广告 出 现时 ,许多人立刻转换频道 ,美国广告界称这种现象 “ A PN G 。因
Z PI ”
此 ,首先假设消费者对电视广告具有明显的消极 抵抗 态度。 ( )背景音乐在 电视广告 中的必要性

从心理学的角度来说 ,一种感觉引起另一种感觉 的心理活动被 称为
联觉 ,它是人的感觉的相互沟通 。 广告 中联觉 的运用能够 在有 限的时

万方数据

文 章 编 号 :1 0
0 6—0 6 ( 0 2)0
2X 21
1—0 0
0 0—0

间 里 充 分 调 动 观 众 的 各 种感 觉 器 官 ,扩展 画 面 内容 ,强 化 视 觉 冲 击 。 音

乐与音响具有高度的概括性 ,是广告 中不可缺少的声音元素 ,有 时甚 至
是唯一的声音元 素 ,在烘托背景 、勾勒意境上起着重要 的作用 。由此 可
见 ,音 乐 必然 成 为广 告 中不 可 或 缺 的组 成 部 分 。 ( )背景音乐与广告的记忆度关 系

人 的记 忆 中存 在 着 大 量 的 内隐 知 识 和 经 验 ,广 告 可 以 将 无 意 识 记 忆
的内容 调动起来 ,产生更多 的联想感受 ,加深消费者对广告品牌 的理解
和偏 好 ,它 的核 心 是 启 动 线 索 和 启 动 环 境 。 为 了 激 活 消 费 者 大 脑 中长 期
储存 的表象 ,广告创意应该确定启动线索 ,使消费者无意识记忆 。 2
、调 研 设 计

调研时间为 2 1
0 1年 7月 2 2
5~ 9日每 日傍晚 ,调查对象为年龄介于
1 8
8~ O岁问的成都市 区居 民,地点在成都浣花溪公 园内 ,共进行 了 10

份 问卷调查 ,获得有效 问卷 8
1份 ,然后对 调研结果研 究。问卷 内容共
分两个板块 ,分别涉及市民收看电视广告及对 广告背景音 乐感知的行为
基本特征 ,对南方黑芝麻糊 、孔府家酒 、百事 可乐这三个 广告的记忆特
征分析 ,一般被调查者 自己有明确的选择 。 3、结 果 分 析

( )消费者收看 电视广告的行为

在 被 调 查 的 8 位 消 费 者 中 ,8 % 会 收 看 电 视 广 告 。广 告 时 间 转 台


情况 ,有 4 % 的人转 台,有 4 % 的消 费者依 据广 告而决 定是 否转 台 ,

2 不转台的人仅有 9
%。由此 可以证实 本文 的理 论假设 1
,即消费者对 广
告 具有很 强的抵 抗心理 ,转 台 和根据广 告而决 定是 否转 台 的人 共 占了
9 % ,这个结果是非常显著的 。然而 ,当问及有吸引力的广告 的收看情

况 时 ,8 % 的被 调 查 者 回答 会 收 看 广 告 。


( )背景音乐对广告的影响

这个 问题 可 通 过 两 个 方 面 来 验 证 。首 先 很 多 消 费 者 会 由于 广 告 的插
播 而转 台 ,那么在转 台过程 中,广告音乐会对消费者是否愿意收看广告
有一定影 响,因此询 问 “
是否会因为一则广告的音乐 吸引人而收看该广
告 ” 的 数 据 表 明 ,6 .6 的人 回答 “ ”, 即会 因 为 一 则 广 告 的 音 乐
5 %

吸引人而收看广告 。另外 ,消费者在收看广告时 ,是否会 注意广告 的背
景 音 乐 呢 ?背 景 音 乐 对 广 告 的 产 品 是 否 有 影 响 呢 ? 6 % 的 被 调 查 者 认

为 ,没有音乐 的广告是不完整的 ;另外 ,5 %的被调查者 承认会 因广告

音乐而注意广告 的产品信息。 ( )记忆效果 的分析南方黑芝麻糊 :在被调 查者 中,有 6 .8

9 %的
人记得很久 以前播 出的南方黑芝麻糊 的广告 ,而其 中能 回忆起该 广告音
乐的人有 4 .6 。可见 ,南方黑芝麻糊 的广 告在消 费者的记忆 中还有
4 %
比较深 的印象 。更值得关注的是 ,有 2 %的消费者曾经购买过南方黑
.2
芝麻糊 ,其 中3 .9
5 %的人 在购买过程 中能想起该 广告音乐 。这也 说明
该广告音乐的使用效果非常好。

孔府家酒 :在调查 中 ,有 4 .1
9 %的消 费者记得孑 府家酒 的广 告音

乐—— 《 京人在纽约》 的主题曲 《

千万 次的问》
,其 中因为喜爱 其广
告 歌 曲 而 记 住该 广 告 的人 占 4 .2 。可 见 ,孔 府 家 酒 的广 告 歌 曲 为该
4 %
广告增色 不 少 。百 事 可 乐 :百 事 可 乐 的广 告 几 乎 人 人 都 看 过 ,有
8 . %。对它广告 的评价是这样 的:有 3 .3 的人认为音乐配合得好 ,
55
2 % 另 有 2 .7 的人 认 为 广 告 歌 曲好 听 。
4 % 三 、 结 语
虽然 经验 和数据都说 明了观众对于 电视广告的抵 触心理 ,但是一个
好 的广告还是可 以留住观众 的注意力的 。对于背景音 乐 ,已经成为 电视
广告中不可或缺的一部分 。在 为一个广告挑选背景音乐之前 ,策划者应
考虑选择恰 当的背景音乐 ,背景音乐不仅为电视广告营造了一个 良好 的
意境或氛围 ,恰 当使用背 景音乐可 以引发消费者对电视广告的关注 ,还
可以增进 对视觉 内容、广告乃至 品牌 的记忆。 ( 转 第 16页 )



16.文 史研 究

文中 “
以文明道” 之作基本 编选人 内,但像 “
不平则 鸣” 的代表 之作

康熙年 间,程朱理学所传盛广。出生传统儒学世家的张伯行亦 深受


送孟东野序》 则未入选 。再如有一些 “
鸣不平 ” 意味的作 品 ,如 《


程朱理学 的影 响。程朱理学是儒家学说发展 的极端 ,在文学上 的表现是

穷文》 毛颖 传》 柳 子厚墓志铭》 等亦未人选 。韩愈 的文章 中多应
、《
、《

淡化文学的艺术性 , 张文以传道 。在这 种极端 的道学思想 的控制下 ,


用体 ,如与友人 书信往来 、上表 、祭文碑志等。不 同与他人之作 ,韩愈

张伯行所编的韩文 自然会 以传达儒学和道统的作品为主。

的应用文往往融 入一定地艺术性 ,并以情感人 ,
把循循善诱 的说理与娓


.社会背景 ,受当时教 育制度 的驱 动。明清教 育,特别是 启蒙教

娓而谈相渗透 ,使 得文章理 中带情 ,亦极具儒家温柔 敦厚之 旨。如其被

育 ,基本上是以举业为中心的教育 。“
以古文为时文”
,就表现出有裨举

编入 《
文钞》 中的 《 于襄 阳书》 这封普通 的求荐信 ,韩愈并 不是 简


业是八大家选本在明清教 育中的核心功能 ,也是其文学教育作用得 以发

单 的请求被引荐 ,而是 从引荐者 与被引荐者相辅相成来谈 的。其文说 理

挥 的有效 中介 。因此八大家选 本在衍生过程 中的读本化是与这一角 色相

练达 ,言辞情深 ,足以让 人信 服。故吴楚材 等称此 书 “
通篇措词立 意 ,

适配 的必然结果 。固张伯行提 出, “
巧言丽辞 以为工者 ,非大 家也 ;钩

不 亢 不 卑 ,文 情 绝 妙 ”


章 棘句 以为奥者 ,非 大家也 ;取青妃 白 、骈 四俪六 以为华 者,非大 家

综上所述 ,张伯行在 选编 时 ,带有 一定 的个人 文学 理念 和审美倾

也;
繁称远引 、搜奇抉怪 以为博 者,非大家也 。 1他 眼里真正 的大家
”l

向 。他 的 主要 文 学 理 念 表 现在 重 道 、文 为道 辅 ,并 主 张 文 气 应 有 温 柔 敦

应该是 ,“
六经 四子而下 ,惟有周 、程 、张、朱五夫 子之 书可 以上 接尧

厚之风。他 的文学思想是对传统的儒家文论 的继承 ,体现一 定的儒家文

舜 、禹 、汤、文 、武 、周公 、孔 、曾、思 、孟之 心传 ,兼立德 、立言 、

论 思想 。

立功 ,以不朽 于万世者 ,夫 岂唐宋文人之所及也 哉? 1 晚明人看来
” 2在
极具程朱理学 思想 的茅钞本在张伯行的眼里看来还觉 得不 够正统 。在这

不同的文学理念是推动 文学发展繁 荣的重要原 因 ,
。倘若没有 不 同

种极端道学思想 的支 配下 ,张伯行所编的文选 就与此前 的八 大家选本大

的欣赏角度 ,清朝就不会 出现如此之多的八 大家文选 。前文通过 《
唐宋

异其趣。茅钞本 认为曾巩的成就最小 ,欧阳修的成就 最大。据万历七年

八大家文钞》 中对韩文编选所表现出的特 点而探析 出张伯行本人 的文学

初刻本所收的八大家篇数可知 ,曾文倒数第二 ,不足总篇 数的 7 ,欧


思想观念 ,而张伯行 的文学思想理念亦是与个体所处的时代背景 、人生

阳文最多 ,超出了总篇 数的2 %。而张伯行则完全背道而驰 :张选共 收


境 遇 、所 受 的 思 想教 育 息息 相 关 。

2 1篇 ,其 中曾文 18篇 ,占 4 % ,欧阳文 1 ,不 足7



9篇
%。两种选 本


.思想上 ,儒学 “
立言” 和程朱理学 的影 响。张伯行 的思想深受

对 比可 以看出 ,前者在晚明时期 以文学相 尚的历史语境 中,有意 突出八

传统儒家思想的熏陶 ,主张为 文应 该 “
立言 ”
。张 伯远所 选编 选韩 文,

大家选本 的文学性 ; 者在康乾时期 以载道 为主的历史语境 中,有意抵


大约皆为韩愈表达 自己的恢 复道统 ,宣扬儒家思想的作品。如其 在 《


消八大 家选本 的文学性 。

序》 中所言 ,“
夫惟古之圣 贤,本其 德而垂诸肓 ,以为 功于万世 。 张


综上所述 ,通过对张伯行编选韩愈散文所体现 出的选编特 点进行分

伯 远认 为,古代 的圣贤之人 ,把 自己的德行思想写 出言语流传 开来 ,是

析和研究 ,了解到张伯行在深受儒 家思想 和程 朱理学 的思想 的影 响下 ,

有功于千秋万代 。所 以张伯远在选韩文时 ,也有意识地把韩愈宣扬 道统

受当时教 育制度 的驱动 ,选编的 《
唐宋八大家文钞》体现 了重道 ,文为

的 作 品 编人 集 中 。

道辅 ,主张文气应温柔敦厚等文学思想。

( 接 第 17页)





李南.
影视声音艺术 [ ].
M 北京:
中国广播电视出版社 , 0 1: 4
20 1


注 解



{P d广告歌 曲好 听背后的品牌启示》 h p / w w e i h


, t : / w .m d c . t a

参考文献 :



P r a akCWhn,SM Y ug osm r epnet eeio o e- o n.C nu e so s T l s nC mm r

o vi []


P r a akC Whn,SM on .C nu rR sos oT lv inC m Y u g osme epnet e io o — es

ca s :th mp c fI v l e n n c go n sc o a d At — il e I a to n ov me ta d Ba k r u d Mu i n Br n t i me ca s :th mp c fI v le n n a k o n sc O r n ri l e I a to n o v me ta d B c g u d Mu i n B a d r td ommo J u eFr in[ ].Jun l fM reigR sac ora o ak t ee h,1 8 ,2 :1 n r 96



Atu eFr  ̄i [ ttd om o J]. o ra o rkt gR sac ,1 8 i n
Ju l f n Ma en ee h 9 6,2 i r
3:

2 .Pre tn J
4 ecpi s[ ].Ju a o Makt gR sa h,20 8 3 3 o o r l f rei eer n n c 05( ): 3
3 5
4 .



】 4.
12

[ ] Y lhR F ,E R S agneg f c So tr Mui o hp ig

a c pneb r.Ef t fSoe s nS opn e c

Y l ER S agn e .E e o S r M s nS op g e a hR F, pneb r f c S f t e ui o hp i - c g f t o c nB B hv r[ e ai J]. h u a o C nu r rkt g 9 0 o T e o r l o sme Ma e n ,19 ,7 ( ):
J n f i 2

hvo [ ].T eJu a o C nu e ren ,1 9 ,7 ( ) : 5 ai J r h or l f osm r kt g n Ma i
90



5 3.
56

6 .




[ ] 李南.

影视声音 艺术 [
M].北京:中国广播 电视 出版社 ,20 :
01

C ea Jen,C a e C h bt t 1 n in et akr n hb t a hr s G C ea ,e a .E v o m n l cg u d l r aB o
Mui n 2tr Sln J s adI s e e ig[ ].Junl uiesR sac c n o l ora o B s s eer f n h,2 0
0 1,

1 8.


[ ] 杨英新 ,鲁忠义 ,姜敏 .内隐记忆原理对 广告活动的启示 [

J].
商 业 经 济 ,2 0 ( ) :1516
04 1
2 2 .

5 ( ) :1 5 1 4
4 2
1 2 .


下接第 13页)同志就 不 了解或 者说 不很 了解 中 国社 会 ,中国民族 ,


主义 ,必须坚 持和发展 《
反对本本 主义》 中阐述的基本观点 。

中国革命。对于中国这个客观世界 ,我们 自己在很 长时 间内都 认识不清
楚 ,何 况 外 国 同 志 呢 ? p
” 8 独立 自主原则 ,是以毛泽东为代表的中国共产党人在 长期 的革命斗

注 释

争 中积累起来 一条极其重要 的经验 ,一个 使无产 阶级在革命 斗争中永远



毛泽 东文集 ( 1 ,人 民出版社 ,19 .
第 卷)
93

立于不败之地的法宝。



建 国以来重要 文献选编 ( 1 册 )
第 4
,中央文献出版社 ,1 9
97

现今我们运用有 中国特色 的社会主义理论去指 导我们 社会 主义初级



建 国以来毛泽东文稿 ( 9册)

,中央文献 出版社 .19 .
96

阶段建设 ,而有中国特色社会主义理论是马克思 主义基本 原理与中 国具



毛泽 东选集 ( 1 ,人 民出版社 ,19 .
第 卷)
91

体实际相结合的产物 ,是在 新的历史 条件下 对马 克思 主义 的继承 和发



毛泽 东著作选读 (
上册)
,北京人 民出版社 .18 .
96

展 ,其精髓是解放思 想、实事求是 、与时俱 进。建设有 中国特 色的社会



毛泽东著作选读 (
下册 )
,北京人 民出版社 .18 .
96

万方数据

浅析音乐在广告传播中效果影响
作者:
作者单位:
刊名:
英文刊名:
年,卷(期):

陈实
四川省社会科学院新闻传播学所,四川成都,610071
剑南文学:经典阅读
2012(1)

参考文献(4条)
1.Park C Whan;S M Young Consumer Response to Television Commercials:t he Impact of Involvement and Background
Music on Brand Attitude Formation 1986
2.Yalch R F;E R Spangenberg Effect s of Store Music on Shopping Behavior 1990(02)
3.李南 影视声音艺术 2001
4.杨英新;鲁忠义;姜敏 内隐记忆原理对广告活动的启示 2004(01)

引用本文格式:陈实 浅析音乐在广告传播中效果影响[期刊论文]-剑南文学:经典阅读 2012(1)

Similar Documents

Free Essay

Doc, Pdf

...Applied to whole Bangladesh. • An Act to consolidate and amend the law relating to steam-boilers. • Applied to owners of boilers and steam pipe and in the law there was mention that there should appoint an inspector in this sector for monitoring. (section27A) Retrieved on (2015, May 26) from (www.boiler.gov.bd) 2. The Mines Act, 1923 • Applied to whole Bangladesh. • It shall come into force on the first day of July, 1924. • An Act to amend and consolidate the law relating to the regulation and inspection of mines. • This act applied to all the workers who work in mines. Retrieved on (2015, May 26) from (faolex.fao.org/docs/pdf/pak64462.pdf) 3. The Cotton Industry (Statistics) Act, 1926 • Applied to whole Bangladesh. • An Act to provide for the regular submission of returns of quantities of cotton goods manufactured and cotton yarn spun in Bangladesh. • This act describe about cotton goods, areas for productions and regulation of supply. Retrieved on (2015, May 26) from (www.lexadin.nl/wlg/legis/nofr/oeur/lxweban.htm) 4. The Dock Workers’ Act, 1934 • It extends to the whole of Pakistan. • An Act to give effect in Pakistan to the Convention concerning the protection against accidents of workers employed in loading and unloading ships. • It applies to laborer who loads...

Words: 1567 - Pages: 7

Premium Essay

Doc, Pdf , Docs

...It was a month of june , and weather in the north of india was hot like anything , my kids were free from school for their summer vacations and we deceived to take a leave from our hectic schedule . We and one of my friend decided to visit Some hill station . Since it was a peak summer and vacations were on almost all Hotels and guest houses of hill were full to their capacity . As we were working on different options one of the destinations we were considering was Palampur . A quite and less commercial destination in foothills of dholadhar range . On discussing with one of my clients I got reference of Norwood greens a residential stay next to tea estate . We contacted there and we got a accommodation reserved . Next day early morning we started for our destination . By 9 am we reached chintpurni . There we had our breakfast and visited the temple shrine and by 10:30 we left for Palampur As we crossed chintpurni weather start changing as there was sudden change in temperature . Roads was full of sharp turns with hills on one side and valleys on others . There were lots of monkeys on the road. At 1:30 pm when we reached Palampur . As we entered Norwood greens We were tired of the long hectic journey but the moment we crossed living area and reached in rear lawn all our fatigue vanished . It was beautiful view of a tea estate and trees were full of parrots , suddenly cool breeze start blowing and as Palampur is famous for having highest rainfall...

Words: 358 - Pages: 2

Free Essay

Doc, Docs, Pdf,

...Revenge in Julius Caesar Revenge. Revenge causes one to act blindly without reason. It is based on the principle of an eye for an eye, however this principle is not always a justified one to follow. In Julius Caesar, Antony seeks to avenge the death of Caesar. Antony acts on emotion which leads to the demise of Brutus, who is a noble man that does not deserve to be killed. Revenge is a central theme within Julius Caesar. Revenge In Julius Caesar Revenge in Julius Caesar Revenge. Revenge causes one to act blindly without reason. It is based on the principle of an eye for an eye, however this principle is not ... This is demonstrated through Antony s desire to avenge Caesar s death, and also the return of Julius Caesar s ghost. Revenge is again exemplified through the violent course of action, which is taken by the Plebeians in an attempt to seek justice for the assassination of their Roman superior. The theme of revenge is evident when Antony demonstrates a desire to avenge Caesar s death. After Caesar s death, Antony swears to take revenge on those who Revenge In Julius Caesar Revenge in Julius Caesar Revenge. Revenge causes one to act blindly without reason. It is based on the principle of an eye for an eye, however this principle is not ... murdered Caesar, And Caesar s spirit, ranging for revenge, With ate by his side come hot from hell, Shall in these confines with a monarch s voice Cry havoc and let slip the dogs of war, That this foul deed shall smell above the earth...

Words: 916 - Pages: 4

Premium Essay

Doc, Pdf

...Chapter 1 Introduction Internet is changing the way consumers shop and buys goods and services, and has rapidly evolved into a global phenomenon. Many companies have started using the Internet with the aim of cutting marketing costs, thereby reducing the price of their products and services in order to stay ahead in highly competitive markets. Companies also use the Internet to convey, communicate and disseminate information, to sell the product, to take feedback and also to conduct satisfaction surveys with customers. Customers use the Internet not only to buy the product online, but also to compare prices, product features and after sale service facilities they will receive if they purchase the product from a particular store. Many experts are optimistic about the prospect of online business. In addition to the tremendous potential of the E-commerce market, the Internet provides a unique opportunity for companies to more efficiently reach existing and potential customers. Although most of the revenue of online transactions comes from business-to-business commerce, the practitioners of business-to-consumer commerce should not lose confidence. It has been more than a decade since business-to-consumer E-commerce first evolved. Scholars and practitioners of electronic commerce constantly strive to gain an improved insight into consumer behavior in cyberspace. Along with the development of E-retailing, researchers continue to explain E-consumers’ behavior from...

Words: 11357 - Pages: 46

Premium Essay

Doc, Docs, Pdf

...Jase Stubbs Chapter 2 discussion question 1/31/2016 1. Desired values are values about a persons self! Values that he or she want to reach as a person! Desired values are values that you want or “desire” as a person. It is a self achieving goals that we want for ourselves. A great example of a desired value to me would be that I value to save money to go on a vacation this year. So my desired outcome would be for me to save fifty dollars every week until my saving goal is achieved. Desirable on the other hand are things we want the world or society to achieve! To me a great example of desirable to me would be “World Peace.” It is a something that is ethical and standard classified by social norms. Everybody wants world peace, but it more or likely will not happen! 2. Hofstedes four original dimensions of culture are, •Power distance, the power distance is the distance of power within an organization etc. a place with a high power distance is like a communist country! The except who is in power and listen to what they say. A organization or place with a low power distance usually try to spread the power out amongst everybody, so there is no one absolute ruler. Everybody then has a say in what happens. • Collectivism vs. individualism, collectivism is like me counting on my best friend to be there for me when I need him and visa versa. Individualism would be like me depending on no one but myself! My fate rest in my hands! •masculinity vs femininity...

Words: 810 - Pages: 4

Free Essay

Docs, Pdfs,

...Center for Demography and Ecology University of Wisconsin-Madison The Effects of Changing Family Structures on Higher Education for Black and White American Cohorts: 1908-1969 Wendy Y. Carter CDE Working Paper No. 96-22 The Effects of Changing Family Structures on Higher Education for Black and White American Cohorts: 1908-1969 CDE Working Paper No. 96-22 Wendy Y. Carter, Ph.D. Assistant Professor of Sociology Department of Social and Behavioral Sciences Arizona State University West 4701 West Thunderbird Road P.O. Box 37100 Phoenix, AZ 85069-7100 Submission for Population Association of America 1999 Annual Meeting Abstract Social scientists have been concerned with the effect of social origins on educational attainment since the early days of the discipline. One important aspect of social origins that continues to occupy the interest of researchers and the public is the family. The issue of race has also been central to this concern. Recent demographic changes in mortality and marriage behavior have had a profound impact on the increasing proportion of children who will reach age eighteen without both biological parents. This research investigates the effects of trends in family and household structures on the educational attainment for recent black and white cohorts in the United States. We know from previous cross-sectional reports that those who grow up with both biological parents are more likely to attain higher levels of education than those...

Words: 15023 - Pages: 61

Premium Essay

Doc, Pdf

...Strategy and Tactics of Distributive Bargaining in Roy J. Lewicki et al., Essentials of Negotiation, 3rd ed., McGraw-Hill/Irwin, pp.59-93. 一、簡述 談判是一種良好的衝突管理過程,透過談判的進行,人與人之間的衝突才有 機會求得最妥適地解決方法。什麼時候會用到談判?想跟老闆要求加薪時;與朋 友決定要看那部電影時;生活中處處可見。在談判的策略應用上,有許多方法, 而這一章節主要在介紹分配式談判(Strategy and Tactics of Distributive Bargaining) 的基本架構、策略與戰略。 1.1 分配式談判 分配式談判(Strategy and Tactics of Distributive Bargaining),也稱之為競爭型 或輸贏(win-lose)談判,而雙方的目標基本上是直接衝突的,資源有限,而雙方 基本上是在競爭,都想在有限資源中分到最多,故會運用策略來贏得其極大值。 以賽局理論的角度來看,這為零和遊戲(zero-sum game)。因此需謹慎地掌握資 訊,僅透露對我方有利的資訊,並期望盡可能地獲得對方資訊以利於我方處於最 佳情勢。分配式談判的意思為:在不暴露自己可以接受的最低價的前提下,找出 對方願意付出的最高價(Kennedy, 1998)。適用場合如下: 1. 雙方的目的是短期的,無意建立或培養一長期關係。 2. 雙方假設他們的目的是不相容的,討論的議題被視為一塊份量固定的大餅, 一方得,另一方則必失,且瓜分大餅的方法有限。目標在於獲得最大塊的餅, 如果得的多,那對方便得的少,反之亦然,因此談判的目標便是盡可能的獲 取最大份的餅。 3. 最重要的是實體或更能數量化的客觀利益,諸如像價格、利率、件數和合約 上的措辭等要素,在對立談判中,價格是最常見的實體利益;非實體或心理 層面的要素,如尊重、原則或是雙方的福利,雖然也需列入考慮,但是較不 受到重視的要素。 而另外要注意的是,由於雙方想在關鍵資源的有限下(或關鍵資源受到控 制),亦即在餅是固定的情況下,都希望成為贏家,以取得更大的利益。在這種 情境下,雙方的目標是彼此互斥的,並因此而引發矛盾(或衝突對立)。 1.2 買方的基本策略 買方的基本策略主要在於:尋找對方抗拒值,擴大定案範圍及探究對方對於 成果的價值觀、抗拒值、信心來源及動機;一方面探究對方的機密,另一方面防 止我方機密外洩。可運用的方法如下: 1. 影響對方抗拒值,擴大協商範圍 影響抗拒值的因素。 對方針對特定結果所額外增加的價值。 對方於談判延後必須額外增加付出的代價。 2. 對方於談判失敗會額外增加的成本。 影響分配式談判的過程 對方的抗拒值將視其對談判的延遲或失敗,所預估的額外成本不同而 有所差異,需使對方認為談判延遲或失敗對我方影響不大,以降低對 方的抗拒值。 對方的抗拒值會因談判延遲或失敗額外增加的成本而有所調整。基於 此,需說服對方談判延遲或失敗將對其造成很大的損失,使對方降低 抗拒值。 對方的抗拒值會依其結果所額外增加的價值有所不同,應說服對方目 前的狀態無法獲得他期望的結果,或提供我方在他處更有吸引力的條 件。 對方的抗拒值會因我方對結果所額外增加價值之認定不同而有不同。 越能說服對方接受協商範圍外的特定結果,則我方就越能施壓以迫使 對方向下修訂其抗拒值。 1.3 分配式談判的戰略性策略 1. 主導對方對我方所欲達成結果的看法...

Words: 480 - Pages: 2

Premium Essay

Pdf , Doc

...STUDENT APPLICATION (MINORITY WELFARE SCHOLARSHIP SYSTEM) Fresh For official use only Sl No of application Student ID: Year Course T2012FasM02931 Whether approved Affix a self attested passport size photograph 1.Full name(in block letters) : SHAHIN JAMAN AHMED 2.Father's name/Husband's name : RAHIM UDDIN AHMED 3.Mother's name : MUNJILA KHATUN 4. Domicile State/UT (State/UT which the student belongs to) : Assam 5. Address for correspondence: House No. & Street Detail Vill.- Bamunirvita P.O.- Medortari City/Town/ Village & P.O. P.S.- Fakirganj District Dhubri State Assam Pincode 783330 6. Permanent address(please enclose residential certificate from concerned state government authority): House No. & Street Detail Vill.- Bamunirvita P.O.- Medortari City/Town/ Village & P.O. P.S.- Fakirganj District Dhubri State Assam Pincode 783330 7. Date of birth (Please enclose certificate) : 13-Apr-1993 8. Whether male or female : Male 9. Religion : Muslim 10. Nationality : Indian 11. Aadhaar Number Printed Date: 24-Sep-12 : Page 1 of 8 12. Details of educational qualifications from matriculation/SSLC/SSC onwards (Please enclose certificates attested by a gazetted officer): Examination University/Board/Institution/Council of passed Examination Main Subjects Year of Passing Division Percenta /Class/ ge marks Grade HSC 2012 55.4000 13. Details of course for which scholarship is being sought: Name of the technical/professional course: B.Tech...

Words: 1627 - Pages: 7

Premium Essay

Pdf, Doc

...FUNDAMENTALS OF FINANCE AND INTERNATIONAL FINANCIAL MANAGEMENT COURSE CONTENTS 1. Fundamentals of Finance 1.1. What is Corporate Finance? 1.2. The Financial Manager 1.3. Financial Management Decisions 1.4. The Goal of Financial Management 2. Basic Tools of Financial Analysis: Accounting Statements and Ratio Analysis 2.1. The Balance Sheet 2.2. The Income Statement 2.3. Cash Flow 2.4. Ratio Analysis 2.5. The Du Pont Identity 2.6. Using Financial Statement Information 2 COURSE CONTENTS 3. Financial Equilibrium 3.1. Current Asset Management 3.2. Short Term Financing 3.3. Working Capital Management 4. Financial Forecasting 4.1. Pro Forma Statements and Financial Planning 4.2. Cash Flow Forecasts 4.3. Cash Budgets 4.4. Cost of Capital 4.5. Capital Structure 4.6. Financial Planning 3 COURSE CONTENTS 5. Identification of Financial markets 5.1. Money Market 5.2. Capital Market 5.3. Foreign Exchange Market 5.4. Derivatives Market 6. Management of stocks, bonds, derivatives and other assets 6.1. Potfolio Theory and Asset Pricing 6.2. Common Stock Analysis and Equity Pricing Models 6.3. Fixed Income Analysis and Bond Pricing 6.4. Futures, Options and Other Derivatives 4 COURSE CONTENTS 7. Foreign exchange markets, currency derivative markets and Euromarkets 7.1. Function and structure of foreign exchange markets 7.2. Forecasting foreign exchange rates 7.3. Currency Futures and Options Markets 7.4. Eurodollar Interest Rate Futures Contracts 7.5. International...

Words: 549 - Pages: 3

Premium Essay

Pdf, Doc

...Introduction This guide has been created to assist my graduate students in thinking through the many aspects of crafting, implementing and defending a thesis or dissertation. It is my attempt to share some of the many ideas that have surfaced over the past few years that definitely make the task of finishing a graduate degree so much easier. (This Guide is a companion to the Guide for Writing a Funding Proposal.) Usually a guide of this nature focuses on the actual implementation of the research. This is not the focus of this guide. Instead of examining such aspects as identifying appropriate sample size, field testing the instrument and selecting appropriate statistical tests, this guide looks at many of the quasi-political aspects of the process. Such topics as how to select a supportive committee, making a compelling presentation of your research outcomes and strategies for actually getting the paper written are discussed. Of course, many of the ideas that are presented can be used successfully by other graduate students studying under the guidance of other advisers and from many different disciplines. However, the use of this guide carries no guarantee - implied or otherwise. When in doubt check with your adviser. Probably the best advice to start with is the idea of not trying to do your research entirely by yourself. Do it in conjunction with your adviser. Seek out his/her input and assistance. Stay in touch with your adviser so that both of you know what's happening...

Words: 6928 - Pages: 28

Premium Essay

Doc and Pdf

...Partial Review of the Literature Managers cannot ignore Information Systems because they play a critical role in contemporary organisation. The application of information and communication technology concepts, techniques, policies and implementation strategies to banking services has become a subject of fundamental importance and concerns to all banks and indeed a prerequisite for local and global competitiveness. ICT directly affects how managers decide, how they plan and what products and services are offered in the banking industry. It has continued to change the way banks and their corporate relationships are organized worldwide and the variety of innovative devices available to enhance the speed and quality of service delivery. Harold and Jeff (1995) contend that financial service providers should modify their traditional operating practices to remain viable in the 1990s and beyond, they claim that the most significant shortcoming in the banking industry today is a wide spread failure on the part of senior management in banks to grasp the importance of technology and incorporate it into their strategic plans accordingly, Woherem (2000) claimed that only banks that overhaul the whole of their payment and delivery systems and apply ICT to their operations are likely to survive and prosper in the new millennium. He advices banks to re-examine their service and delivery systems in order to properly position them within the framework of the dictates of the dynamism of information...

Words: 2337 - Pages: 10

Free Essay

Pdf, Doc

...May 4, 2007 Art Lightstone, HTS School of Economics Types of Goods Types of Goods - Related to Income: inferior good: goods for which demand decreases as consumer income rises. Thus, it’s “income elasticity” will be negative. Example: Inter-city bus service and inexpensive foods such as bologna, hamburger, and frozen dinners. normal good: goods for which demand increases as consumer income rises. Thus, it’s “income elasticity” will be positive. Most goods are normal goods, hence the name “normal.” superior good: goods that will tend to make up a larger proportion of consumption as income rises. As such, they are an extreme form of normal good. Thus, a superior good’s “income elasticity” will be both positive and greater than 1. A superior good might be a luxury good that is not purchased at all below a certain level of income, such as a luxury car. luxury good: a more colloquial term that is synonymous with “superior good.” Types of Goods - Related to Price: ordinary good: goods for which quantity demanded increases as the price for the good drops; conversely, quantity demanded decreases as the price for the good increases, ceteris paribus (all other things being equal). Giffen good: a good that will experience an increase in quantity demanded in response to an increase in price. In order to be a true Giffen good, price must be the only thing that changes to prompt a change in quantity demand. Conspicuous consumption (such as found with Veblen goods) is not a factor. The classic...

Words: 788 - Pages: 4

Premium Essay

Doc, Pdf

.... Introduction Good Supply Chain Management practices and properly designed Supply Chain Strategy plays a very crucial role in the success of any organization. Supply Chain Managements concept is formed around two nucleus ideas. According to the first idea, nearly all products that make to an end user signify the collective effort of several organizations. Cumulatively, these organizations are referred to as the supply chain. Based on second idea, though supply chains have been in existence for quite a long time now, the majority of the organizations closely monitored to what was taking place in the supply chain within their four walls. A small number of companies understood and managed the entire chain of activities in their supply chain that finally delivered goods to the ending stage of supply chain that is the customer. This resulted in disorganized and repeatedly ineffective supply chains (R. Handfield, 2011). Supply chain management now can be defined as an active management of supply chain activities to maximize consumer value and attain a sustainable competitive advantage. It characterizes a cognizant endeavor by the supply chain companies to build up and run supply chains in the most effective & efficient ways possible. Like any other organization, supply chain also plays a very important role in the airline industry. Currently in the airline industry, various links in the supply chain are in tension leading to minimized profits, heavy losses and in some cases even...

Words: 311 - Pages: 2

Premium Essay

Doc, Pdf

...Panera Bread is a chain of bakery-café fast casual restaurants in the United States and Canada. Its headquarters are in Missouri, a suburb of St. Louis, and operates as Saint Louis Bread Company in the St. Louis metropolitan area.Offerings include soups, salads, pasta, sandwiches, and bakery items.The store of St. Louis Bread was founded in 1987 when the first location was opened in Kirkwood, Missouri. Panera bread is the newer name for St. Louis Bread Company outside of the St. Louis area. In 1993, Au Bon Pain Co. purchased the St. Louis Bread Company, which was founded by Ken Rosenthal in 1987. At the same time, the St. Louis Bread Company was renovating its 20 bakery-cafés in the St. Louis area. Between 1993 and 1997,average unit volumes at the revamped Saint Louis Bread units increased by 75%, and over 100 additional Saint Louis Bread units were established. One of founders of au Bon Pain, Ron Shaich, believed that Panera Bread had the potential to become one of leading fast-casual restaurants chains in the nation. Between January 1999 and December 2006, close to 850 additional Panera Bread bakery-cafes were opened, some company owned and some franchised. The driving concept behind Panera Bread is to provide crave-able food that people trust, served in a warm, community gathering place by associates. Panera bread's distinctive menu, signature cafe design,inviting ambience, operating systems and unit locations tragedy allowed it to complete successfully in five submarkets...

Words: 1520 - Pages: 7

Premium Essay

Pdf Doc

...i FACTORS LIMITING EFFECTIVE IMPLEMENTATION OF TRAINING PROGRAMMES IN PARASTATAL ORGANIZATIONS IN TANZANIA: A CASE STUDY OF TANZANIA ELECTRIC SUPPLY COMPANY LIMITED, DAR-ES-SALAAM AND COAST ZONE IGNATIUS SHENGENA MNDEME A DISSERTATION SUBMITED IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION (HUMAN RESOURCES MANAGEMENT) OF THE OPEN UNIVERSITY OF TANZANIA 2011 CERTIFICATION I, the undersigned certify that I have read and hereby recommend for acceptance by the Open University of Tanzania a dissertation entitled, “Factors limiting implementation of Training Programmes in Parastatal Organizations in Tanzania: A case study of Tanzania Electric Supply Company Limited, Dar-es-salaam and Coastal Zone”. In partial fulfillment for the requirements for the Degree of Master of Business Administration (Human Resource Management). Supervisor…………………………………… Dr. Chacha Matoka Date………………………………………….. iii COPYRIGHT No part of this dissertation may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without the prior permission of the author or the Open University of Tanzania in that behalf. iv DECLARATION I, Ignatius Shengena Mndeme, declare that this dissertation is my own original work and has not been submitted for a similar degree at any other University. Signature ……………………………. Date ………………………… v ...

Words: 12912 - Pages: 52