Divita,S. F. ed. Advertising and the Public Interest. America Marketing Association, 1974

Abstract

Advocacy advertising has become an often-used means for corporations to express their viewpoints on a variety of controversial issues. Recent events make it unclear whether advocacy advertising may be viewed as political (editorial) speech and, therefore, outside the regulatory controls of the Federal Trade Commission. This article discusses the current state of advocacy advertising by reviewing the criteria proposed (and/or used) by the courts, regulatory agencies, and advertising/marketing scholars in determining the regulatory boundaries of this form of advertising. In addition, the article proposes additional criteria that may be helpful in making such a determination.     

If You Can’t See the Forest for the Trees, You Might Just Cut Down the Forest: The Perils of Forced Choice on “Seemingly” Unethical Decision-Making

Why do otherwise well-intentioned managers make decisions that have negative social or environmental consequences? To answer this question, the authors combine the literature on construal level theory with the compromise effect to explore the circumstances that lead to seemingly unethical decision-making. The results of two studies suggest that the degree to which managers make high-risk tradeoffs is highly influenced by how they mentally represent the decision context. The authors find that managers are more likely to make seemingly unethical tradeoffs when psychological distance is high (rather than low) and when they are forced to choose between competing alternatives. However, when given the option not to choose, managers better reflect on the consequences of each alternative, and thus become more likely to choose options with less risk of negative consequences. The results suggest that simply offering managers the option not to choose may reduce psychological distance and help organizations avoid seemingly unethical decision-making.     

Organisational rigidities and marketing theory: examining the US department store c.1910–1965

By analysing the US department store during the period c.1910–1965, this article deepens our understanding of the nature of the transition to phases of ‘maturity’ and ‘decline’ that are fundamental to models of retail change (retail wheel, retail life cycle). By employing a close reading of key marketing and management writing of the period, it finds that ‘lock-in’ to an organisational structure associated with a single downtown store posed significant obstacles to suburban branched expansion. Only partial organisational centralisation occurred with the formation of holding companies in the 1920s, which contrasted with chains of general-merchandise and some department store retailers that were efficiently structured and better able to exploit suburban growth. When major department store companies finally embraced branched expansion, they were forced to significantly revise their operational structures.     

An empirical examination of public attitudes towards advertising in a transitional economy

This paper examines public attitudes towards advertising within the context of transition in central and eastern Europe. Drawing on a consumer survey conducted in three cities within Romania, the study conceptualises Pollay and Mittal’s (1993) model of beliefs and attitudes towards advertising. This study introduces a novel differentiation between image and the social integration role of advertising, extending in this way the concept of the personal uses of advertising. It highlights variations in public opinion towards advertising between socio-cultural areas in Romania. Attitudes towards the institution of advertising, attitude–instrument, product information and hedonic/pleasure have a positive effect on general attitude to advertising as expected. Consumers who perceive an informational and entertaining value of advertising, those holding positive attitudes towards advertising as an institution in a free market economy and the instruments used to further it, are more likely to hold positive general attitudes towards advertising. The role of advertising exhibits a positive effect on general attitude. Image has a surprisingly negative effect on general attitude towards advertising, which contrasts with expectations based upon developed countries. Finally, the managerial implications are discussed.     

Project management in retailing: integrating the behavioral dimension

The retail environment is globalizing, requiring high levels of consistent experimentation. Project management can be used to help retailers test new ideas and implement the most successful ones. Unfortunately, project management in the retail setting often delivers unsatisfactory results. Project management has traditionally focused on conventional planning tasks. The people dimension is often overlooked as a key to project management success. However, human behavior is particularly important in the retail setting, where projects are generally focused on testing new concepts, increasing collaboration, and implementing new technologies. This research examines the role of the behavioral dimension in retail project management and supports the view that the behavioral dimension is central to retail project management success.     

Divisional Cost of Capital: A Study of Its Use by Major U.S. Firms

The study examines the use of divisional cost of capital by Fortune 1000 companies. Two hundred and ninety eight firms (29.8 percent) responded to the survey. While the concept of weighted average cost of capital is utilized by 85.2 percent of the respondents, less than 50 percent use divisional cost of capital. By using a single firm cut-off criterion for all projects, there is the potential for intrafirm misallocation of capital since projects initiated by high risk divisions are more likely to be accepted because of high returns. Lower return divisions with less risk may be starved for capital when only a single weighted average cost of capital is used. The author also suggests some normative approaches to solve the problem.     

Explaining value chain differences in MRIO databases through structural path decomposition

Many multiregional input–output (MRIO) databases are used to calculate consumption-based accounts. Results feature in climate policy discussion on emissions reduction responsibilities; yet studies show that outcomes produced by each database differ. This paper compares the emissions associated with value chains from Eora, EXIOBASE, GTAP and WIOD. Structural path analysis identifies the largest paths in each database and the differences in common paths are calculated. For the top 100 value chain paths that contain the largest difference, structural path decomposition is used to identify the contribution each part of the value chain makes towards the difference. The results identify and quantify key flows that are the cause of difference in the databases. From these, we can conclude that key MRIO database construction decisions, such as using the residence or territorial principle for emissions allocation and whether energy spends are reallocated based on physical data, are the major causes of differences.     

Confounded,augmented and constrained replicator dynamics

The quantitative methodology derived from replicator dynamics for empirical studies of economic evolution is becoming increasingly well developed in theory but is rarely applied in practice. One reason is the relatively naïve nature of current methods, which focus on the evolution of a single characteristic in a single environment. This assumption constrains the analysis of real selection processes in which firms operate in several markets and their products have several characteristics that interact to determine fitness. This entails that measurement of economic selection becomes confounded: characteristics that are associated with firm growth are not becoming more frequent in the population. The reason for confounded selection is that characteristics interact to augment or constrain the rate and direction of evolution and one-dimensional, single trait replicator dynamics cannot cope with confounded selection. The contribution of this paper is to develop an approach that serves to explicitly analyse confounded selection. The primary elements of the method are the selection gradients of the characteristics and the covariance matrix of the characteristics. Based on these, the method motivates a taxonomy of selection based on the interaction of characteristics. Applying the method to a population of firms will shed light on potentially confounded selection. It will reveal the indirect effects of characteristics on selection and the augmentation and constraints created thereby.     

Market Illiquidity and Conditional Equity Premium

We examine the time‐series relation between aggregate bid‐ask spreads and conditional equity premium. We document that average marketwide relative effective bid‐ask spreads forecast aggregate market returns only when controlling for average idiosyncratic variance. This control allows us to document the otherwise elusive relation between illiquidity and returns. The reason is that idiosyncratic variance correlates positively with spreads but has a negative effect on conditional equity premium, causing an omitted variable bias. Our results are robust to standard return predictors, alternative illiquidity measures, and out‐of‐sample tests. These findings are important because they provide strong support for the literature's conjecture that marketwide liquidity is an important asset pricing risk factor.