Assessing advertising content in a hospital advertising campaign: An application of Puto and Wells (1984) measure of informational and transformational advertising content

The following is a report of a study designed to measure advertising content based on the cognitive and affective elements of informational (i.e., information processing) and transformational (i.e., experiential) content using the measure of advertising informational and transformational content developed by Puto and Wells (1984). A university hospital advertising campaign designed to be high in transformational content did not appear to affect perceived quality of local university hospitals relative to private hospitals or increase the likelihood of choosing a university hospital in the future. Further, experiences with university hospitals that seemed to be in direct contrast to the content of the advertisements based on subject perceptions affected how university hospital advertisements were perceived in terms of content. Conclusions and implications for hospital advertising campaigns are discussed.     

Natural growth goals and short- term training: a boomerang effect

The purpose of this research project was to determine the effect of a training session about achieving natural growth goals on perceptions of a university classroom as a learning organisation. The results indicated that a short training session on how to achieve natural growth goals in an organisation appeared to have a boomerang effect on perceptions of a university classroom as a learning organisation. This study should alert us to the inevitable consequence of having our best training efforts backfire when they conflict with powerful, though latent, beliefs or cultural values.     

Can we send her there? Maximizing the success of western women on global assignments

This paper examines factors affecting the performance of Western women on global assignments. Four categories of causal agents that affect female expatriates' success are: their individual characteristics, their organizations, their families, and the host nationals with whom they work. Along with these factors, the paper offers 15 strategies for multinational organizations to maximize the likelihood of success of their female expatriates.     

A Note on the Earnings of Real Estate Salespersons and others in the Financial Services Industry

The earnings of females in various sales professions are less than their male counterparts. By expanding on the set of variables used by Jud and Winkler we were able to explain a large portion of this differential for most professions. Child rearing and marriage explain much of the differential in income in business sales outside of real estate. These variables fail to explain the remaining large gap in real estate sales, however.     

Have the tax benefits of debt been overestimated?

We re-examine the claim that many corporations are underleveraged in that they fail to take full advantage of debt tax shields. We show prior results suggesting underleverage stems from biased estimates of tax benefits from interest deductions. We develop improved estimates of marginal tax rates using a non-parametric procedure that produces more accurate estimates of the distribution of future taxable income. We show that additional debt would provide firms with much smaller tax benefits than previously thought, and when expected distress costs and difficult-to-measure non-debt tax shields are also considered, it appears plausible that most firms have tax-efficient capital structures.