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The purpose of this paper is to monitor the changes of delivery of city branding advertisements in China and to try to find a tendency of city branding ads in the delivery for the future.

The quantitative research methods used in this paper study the advertisements with city image messages in 13 China Central Television (CCTV) channels that appeared between the year of 2007 to 2010 – a total of 320,653 advertisements. This paper is based on several data sets: advertisement producers, regional distribution of producers, advertisement time slots, types of advertisings, and other such categories. In addition, they have also studied city branding advertisings from international producers in terms of channel selections, program choices, and media outlet choices and so forth.

Through an analysis of quantity and total duration of city image advertisements, it can be concluded that first‐tier cities have been reducing the broadcasting of city image ads domestically yearly, and third‐tier cities are proving to be a significant power in producing city branding advertisements. Significantly, the eastern littoral region has surpassed the central and west region both in the duration and in growth rate of city branding advertisements. Moreover, between 2007 and 2010, a total of nine foreign cities have produced city branding advertisements on CCTV channels. Unlike cities in China, international cities have scattered their ads widely across different periods of one day.

Finally, based on analysis of advantages and disadvantages in city image advertisements strategies applied by those advanced cities at home and abroad, this author hopes this study can offer some scientifically based reference point for other cities.

Based on analysis of advantages and disadvantages in city image advertisements strategies applied by those advanced cities at home and abroad, this study tries to offer some scientifically based reference point for other cities.

The purpose of this study is to examine the effectiveness of advertisements with different female role portrayals in a second-tier city with “first-class opportunities.” Chinese girls and women represent a huge market for personal as well as household goods.

An experimental study was conducted using a convenience sample of 216 male and female participants aged 17-21 years in Changchun, China. Participants were asked to respond to print advertisements using traditional and modern female images including housewife, cute female, female with classical beauty, sporty, career-minded and neutral (tomboy).

Results revealed that female participants responded more favorably toward advertisements using female images than male participants. There was no difference in the responses to the six different female images among both male and female participants.

Young consumers in China are not sensitive to the different female images used in the print advertisements. Advertisers can, therefore, enjoy flexibility in the selection of female gender roles for advertisements.

Little is known about how marketers and advertisements can best communicate with young consumers in China using advertisements with different female images. This study fills this literature gap.

The purpose of this paper is to investigate the extent that marketers are using place-based images to promote their brands within the host city of the Olympic Games. It is thought that non-sponsors may use place imagery as an alternate way to affiliate with the event or sponsors may use place to enrich their sponsorship activity.

The study uses an observation-based approach to collect a sample of place-based promotional activity that is accessible to pedestrians during the 2012 Olympic Games.

Results reveal that official sponsors and non-official sponsors are both using place-based imagery in their promotions within the host city of the Olympic Games. However, non-sponsors use place images more frequently than sponsors of the event. Place images were invoked by promoters using country flags most frequently followed by icons and explicit mention of place. The leading dimensions of place images employed by marketers include country character, the built environment and people competence. Place-based promotional activity was frequently observed in shopping areas, transportation, sports venues and in free media.

Results provide justification for future research in the area. Specifically, the need for empirical work based on surveys of consumers and interviews with practitioners are noted.

In an era of highly protected event marketing rights, the existence of promotions based on place images can be a useful application for official sponsors to leverage their investments and protect their exclusivity. Similarly, results are beneficial to non-official sponsors who may seek to market in the vicinity of these events without infringing on the rights of official sponsors.

While previous research on place, mega-events, the Olympic Games and sponsors has found the images of the three to be related, it is not known to what extent sponsors and non-sponsors utilize place images in their promotional activities throughout the Olympic host city.

This paper aims to use the advertisements of three major brands – Chymol, Formamint and Lifebuoy Soap – to examine how advertisers responded to the 1918–1919 influenza pandemic in Great Britain influenza pandemic. It looks particularly at the ways in which marketing strategies changed and how these strategies were enacted in the lexical and semiotic choices (e.g. language, image, colour, typography, texture, materiality, composition and layout) of advertisements.

A total of 120 advertisements for the three brands were collected from the British Newspaper Archive and analysed using the theory and analytical tools of multimodal critical discourse analysis. The general themes and semiotic structures of the advertisements were identified, with the aim of deconstructing the meaning potentials of verbal and visual resources used to convey ideas about the pandemic, and how they work to shape public understanding of the products and make them appear as effective and credible.

Each brand rapidly changed their marketing strategy in response to the influenza pandemic, using such techniques as testimonials, hyperbole, scaremongering and pseudoscientific claims to persuade consumers that their products offered protection. Whilst these strategies may appear manipulative, they also had the function of fostering reassurance and sympathy amongst the general public in a moment of turmoil, indicating the important role of brands in building consumer trust and promoting a sense of authority in early twentieth-century Britain.

Exploring the way in which advertisers responded to the 1918‐1919 influenza pandemic reminds us of the challenges of distinguishing legitimate and illegitimate medical advice in a fast-moving pandemic and highlights the need to cast a critical eye to the public health information, particularly when it comes from unofficial sources with vested interests.

Photographs are primary source documents that, like manuscripts and printed documents, carry layers of embedded information. As an example of a research strategy that can be used to study the time, place, and context of the development of early photographic businesses in America, a project to research and geo-reference the early photographic studios in New York City using information culled from imprints, census records, city directories, and other period sources is described. This case study example will focus on analyzing photographs and photographers operating in New York City and Brooklyn from the birth of popular photography in the 1840s to ca 1870s, and what researchers can learn about the development of the urban environments during this era. The study will provide an example of a research trajectory, brief background on the processes and early photographic business development, and note some of the research challenges that arise using historic photographs to study urban environments.

The aim of this paper is to examine the nature of newspaper advertisements published in the Irish newspaper The Freeman's Journal. This is approached by examining the construction of a selection of printed advertisements, including the strategies used in each, which appeared in The Freeman's Journal between 1763 and 1924.

The central primary source used is The Freeman's Journal and the selected advertisements. A number of primary and secondary sources are employed in the analysis of the featured advertisements in respect to the format, language and marketing strategies used in each.

The case study finds that there were a number of constants in the advertisements examined, as well as a number of advertising strategies employed from the eighteenth century onward, that have more commonly been associated with the 1918 to 1939 interwar period. It also found that the use of illustrations did not solely depend on twentieth century printing advances, but that printing developments did much to expand and progress advertising in Ireland.

This case study explores a little researched area in Irish advertising history.

This chapter considers the ways in which city images “travel” and are consumed at a distance. A significant body of existing research has examined UMPs in terms of attempts to produce particular images of cities for global circulation. Much less attention has been paid to assessing the “success” of imaging strategies – the means by (and extent to) which city images actually circulate and are consumed. Focusing on the travel of UMPs constructed in and around the Malaysian capital, Kuala Lumpur (KL) in the 1990s, the chapter seeks to provide a corrective to the production-centeredness of existing scholarship. Extending fieldwork-based research carried out in Malaysia in the 1990s, the chapter focuses on a series of accidental “encounters” with KL's UMPs outside Malaysia. Part of the aim of the chapter is precisely to begin to think about how the “consumption” side of UMPs, and associated effects, could be examined in more systematic ways in the future. Extra-Malaysian encounters with KL-sited UMPs such as the Kuala Lumpur City Center (KLCC) project are examined in terms of a range of means through which city images circulate: in film and TV performances, as tourist souvenirs and planning models, in building height charts and commercial advertising, and even through academic practices. Most instances in which UMPs are “consumed” at a distance might be banal and seemingly unworthy of study but, collectively, they can serve to forge new imaginings which, in turn, can have profound material implications for the cities concerned.

This paper aims to highlight the political influences that account for the destination image of a tourist city: Campos do Jordão, São Paulo State, Brazil. The study took into consideration the collective imagination and its influence on the formation of touristic destinations.

Descriptive study based on literature and document review, accompanied by an analysis of texts and photos available on non-official websites – about Campos do Jordão – from November to December 2018 and by visits to selected location.

“Charm”, “refinement” and “sophistication” are the most frequently used words to describe Campos do Jordão, which remains a symbol of exclusiveness and refuge for the highest social classes. These images are shaped by political and economic influences.

The investigation focussed on a single city. Also, as it is an analytical study aimed at showing the permanence of preconceived values used to build the image of a destination it is not possible to talk about extrapolating the present study to other cities. In addition, the research was done by using the reproduction of physical and cultural aspects in addition to the use of European landscapes structures and values in a locality with an exceptional environmental context.

Many of the images connected to Campos do Jordão are replicated by local citizens, a fact that evidences the importance of associative memory, which concerns memories citizens have of their living space. The social implications presented herein seek to recover the formative memories of the assessed city, although it is not the focus of the current study. Assumingly, becoming an active segment of the tourism sector is the only way for local citizens to appropriate the city.

The influence of local government and public actions in tourism construction and in the image linked to the city is used as a case study. Building a touristic imagination demands a wide range of businesses, but this process takes time and effort, as highlighted by the applied documental review; it would not happen without the straight interference of the public sector through the local government.

It is generally recognised that companies spend approximately 50% of their marketing budget on promotional activities. Advertising belongs to the most visible areas of a company’s activity. Therefore, it should not be surprising that the average recipient associates marketing with advertising, competitions and leaflets about new promotions delivered to houses or offices. Advertising, especially Internet advertising, is one of the most effective forms of marketing and one of the fastest developing areas of business. New channels of communication are emerging all the time – the Internet, digital television, mobile telephony; accompanied by new forms, such as the so-called ambient media. Advertising benefits from the achievements of many fields of science, that is, psychology, sociology, statistics, medicine and economics. At the same time, it combines science and the arts – it requires both knowledge and intuition. Contemporary advertising has different forms and areas of activity; yet it is always closely linked with the operations of a company – it is a form of marketing communication.

The indices of marketing communication presented in this chapter are generally known and used not only by advertising agencies but also by the marketing departments of many organisations. Brand awareness, advertising scope and frequency, the penetration index or the response rate belong to the most widely used indices; others, like the conversion rate or the affinity index, will get increasingly more significant along with the process of professionalisation of the environment of marketing specialists in Poland and with increased pressure on measuring marketing activities. Marketing indices are used for not only planning activities, but also their evaluation; some of them, such as telemarketing, mailing and coupons, provide an extensive array of possibilities of performance evaluation.