Consumer Believability of Information in Direct-to-Consumer (DTC) Advertising of Prescription Drugs

Direct to consumer (DTC) advertising has attracted significant research attention, yet none has focused on empirical assessments of its overall impact on U.S. consumers nationally, and tying assessment to relevant behavioral outcomes. This paper addresses the ethical issue of DTC advertising providing a balance of product and risk information that is both understandable and believable, and contributes direction to those exploring this phenomenon. Richard F. Beltramini is currently Professor of Marketing in the School of Business Administration at Wayne State University. He received his Ph.D. from the University of Texas at Austin, and served on the faculty of Arizona State University for fifteen years. His teaching interests include advertising and marketing management, research, and strategy. His primary research focus is on the believability of marketing communications information, and he has published in the Journal of Advertising, Journal of Advertising Research, Journal of Consumer Research, Journal of Marketing, and a variety of other journals, conference proceedings, and books as well as co-editing Gift Giving: A Research Anthology. Dr. Beltramini has served on the Editorial Review Boards of a number of academic journals, as guest editor of special issues of the Journal of Business Ethics and the International Journal of Internet Marketing and Advertising, as international president of the American Academy of Advertising, as a member of the American Advertising Federation's National Academic Committee and several other professional and business organizations, and is active as a consultant to several international organizations. He is the recipient of several national competitive grants and awards for his teaching and research, including the National Science Foundation, is the only faculty recipient of both his school’s Excellence in Research and Excellence in Teaching awards, and is currently the first Board of Visitors Faculty Fellow. Prior to academe, Dr. Beltramini worked for Texas Instruments, Inc. and The Drawing Board, Inc., both in Dallas, and he has also worked as a Visiting Research Professor for J. Walter Thompson Advertising in Chicago, Honeywell Information Systems in Phoenix, and the Federal Trade Commission in Washington, D.C.     

Commitment to a friend,a service provider,or a service company—are they distinctions worth making?

In two studies, the authors examine three targets of commitment in service provider–consumer relationships and their effects on customer loyalty. The results indicate that service consumers distinguish between commitment to a service company, commitment to an individual in the role of service employee, and commitment to an individual outside of the role of service employee (e.g., a personal commitment such as a friendship). In addition, these three targets of commitment are hierarchically related and have differential effects on various customer responses. The results have implications for both customer relationship managers and researchers studying such relationships.

浅谈素质教育对公共关系实务课程教学的新要求

高职院校实施素质教育既是高职教育培养目标的要求,也是时代发展的必然要求。公共关系教育是素质教育的组成部分,公共关系实务是高职院校实施素质教育的重要课程。本文主要结合本人的教学经验,从培养学生能力方面阐述了素质教育对公共关系实务教学的新要求。     

上市公司最高决策者与盈余质量的相关性

在调整基于盈余反应系数的盈余质量评价模型的基础上,加入与最高决策者相关的研究变量,利用我国上市公司2005~2007年的经验数据,分析了上市公司最高决策者与盈余质量的关系。研究结果表明,上市公司董事长和总经理二职合一与盈余质量负相关;董事长或总经理在本公司领取报酬与公司盈余质量呈现不显著的正相关性,且有行业差别;董事长或总经理在控股股东单位任职与公司盈余质量显著正相关,但有行业差别。     

探求电子商务时代的客户关系管理

电子商务和网络时代的到来使企业营销活动面临新的挑战。该文从客户关系管理的内涵引入,论证客户关系管理作为一种旨在改善企业与客户之间的新型管理机制,如何从客户关系管理的角度发挥呼叫中心、个性化服务在电子商务中的应用;在全方位推动企业电子商务管理方案中,客户关系管理系统应如何实施,以促使企业在客户服务、市场竞争、销售以及支持方面形成彼此协调的全新关系实体,为企业带来长久的竞争优势。     

网络交往心理初探

网络为人类构筑了一种全新交往方式的平台。处于网络虚拟环境中的人们正是为了某种需要,以及兴趣、爱好,或是借助网络以逃避社会现实等方面的心理来进行网络交往的。     

英语专业汉译英教学应处理的六个关系

高校英语专业汉译英是一门培养学生英语应用能力和交际能力的重要课程。处理好汉译英课和其他课、翻译教学与教学翻译、翻译理论与实践、课堂教学与课后练习、实用文体与文学文体、句子作为翻译单位与语篇作为翻译单位等六个关系对于提高汉译英教学质量有重要意义。     

人民币升值对两岸经贸关系影响的实证研究

本文利用1999年7月至2008年4月的月度数据,运用协整检验以及基于VECM的Granger因果检验等计量方法,封人民币升值封两岸经贸关系的影响进行探讨。结果表明,人民币汇率与两岸经贸关系的三个核心指标都存在长期稳定的均衡关系。从长期来看,两岸经贸关系的三个核心指标都是人民币名义汇率的单向Granger原因;而从短期来看,不存在Granger因果关系。至于人民币升值封大陆封台出口、大陆自台进口以及台商对大陆投资的影响,无论是长期还是短期,都不明显。简言之,人民币升值封两岸经贸发展的负面影响不明显,而且从长远来看,两岸经贸关系的发展将有利于人民币汇率的稳定。     

跨文化交际对应用型本科英语口语教学的影响

跨文化交际是指不同文化背景的人们之间的交际.外语教学的根本目的是实现跨文化交际,因此,应重视跨文化交际在口语能力教育上的重要作用,使学生了解语言与文化之间的关系,注重培养跨文化的意识,熟知中外文化异同与语言表达的形式特点,避免交际中出现语法应用正确却产生文化冲突的现象.     

顾客价值在客户关系管理中的应用策略研究

随着市场竞争的日益激烈,市场由原来的供方主导转变为顾客主导。客户关系管理(CRM)的出现正是适应了"以客户为中心"的管理理念。客户关系管理的核心是为顾客创造价值。顾客价值驱动着顾客的消费行为,优异的顾客价值能够对顾客满意和顾客忠诚产生明显的提升作用,从而增强了客户关系绩效。同时,企业在建立和维持与特定顾客的关系过程中,获得了关系价值收益,从而实现了顾客价值。在此基础上,构建了基于顾客价值的客户关系管理策略框架,并且对其实施流程作了分析。