Television advertising television: measuring the ability of television promos to deliver ratings for new programs using single-source data

The entertainment industry relies heavily on advertising to attract audiences. This article demonstrates a method to measure the effect of on-air television promotions, or promos, on viewing behaviour, based on a well-established single-source method for determining the causal impact of advertising on sales. We illustrate this method on 18 new prime-time programs, showing that promos have a positive impact on viewing behaviour. Exposed viewers are substantially more likely to view the premiere episode of a new series, across a wide range of different television-viewing weights, frequency of promo exposures and program types. The research also shows evidence of reach-based scheduling strategies being generally more efficacious than frequency-based strategies. These findings provide guidance to help networks implement their promo strategy more effectively, as well as a method for future research into the effectiveness of television promos as this approach can be utilized in any country with a television ratings panel.     

Brand equity of defectors and never boughts in a business financial market

Buyer acquisition is important for any supplier looking to maintain or expand its customer base. This study uses a brand equity perspective to compare the future customer potential of those who used the brand in the past but stopped (defectors), with the potential of those who have never bought the brand. On the surface, both groups possess the same propensity to consider the brand for future purchase. However, the underlying reasons for these propensities differ. Defectors hold both positive and negative information about the former brand. In contrast, those who have never bought the brand possess largely neutral opinions. The results imply that managers should consider treating these two groups separately because they require different acquisition strategies.     

Taking part in technology education: elements in students’ motivation

The purpose of this study was to determine the elements motivating comprehensive school students to study technology education. In addition, we tried to discover how students' motivation towards technology education developed over the period leading up to their school experience and the effect this might have on their future involvement with technology. The research was carried out as a qualitative case study and the material was collected through individual theme interviews. The study group consisted of four 15 to 16-year-old students, each representing a totally different case of motivation towards technology education. In choosing individuals for the study the main criteria were gender and negative or positive motivation towards technology education. This study found that the artefact to be made in school and the student’s freedom of choice had the most significant effect on motivation. Although, we must be careful with final conclusions as the research group was relatively small.     

The impact of a necessity-based start-up on subsequent entrepreneurial satisfaction

Necessity entrepreneurship has been much debated in research and policy. This paper examines the impact of necessity as a start-up motive on subsequent entrepreneurial satisfaction. Empirically, the paper is based on a sample of 777 recently established Finnish micro enterprises. The results show that necessity entrepreneurs are somewhat more likely to want to switch back to paid employment later in their entrepreneurial careers. However, if the individual earns a satisfactory livelihood through self-employment, the negative effect of a necessity-based start-up on subsequent entrepreneurial satisfaction diminishes. Training in business skills that helps necessity entrepreneurs to run an economically viable business might thus increase their satisfaction with being self-employed.     

Pension fund taxation and risk-taking: should we switch from the EET to the TEE regime?

Most countries tax retirement savings according to the EET (exempt contributions, exempt accumulations, taxable withdrawals) regime. Relevant literature recommends the use of TEE (taxable contributions, exempt accumulations, exempt withdrawals) or EET systems and emphasizes their near equivalence. We show that this near equivalence breaks down when considering the tax effects on risk-taking. This paper proves that the TEE regime is risk-taking neutral, while the EET regime does not, in general, respect this property. The argument of risk-taking neutrality thus calls for broadening the use of the TEE configuration.     

Fundamental and technical analysis: substitutes or complements?

Although the fundamental and technical analysis literatures invest considerable effort in assessing their respective ability to explain share prices, they invariably do so without reference to each other. In this context, we propose an equity valuation model integrating both fundamental and technical analysis and, in doing so, recognize their potential as complements rather than as substitutes. Testing confirms the complementary nature of fundamental and technical analysis by showing that, although each performs well in isolation, models integrating both have superior explanatory power. While our findings relate to the valuation of shares, they also have implications for other valuation exercises.     

REAL EXCHANGE RATES WHAT CAN THEY TELL US?

This is the first two articles which focus on the behaviour and determinants of real exchange rates. JenniGreenslade discusses the recent movements in real rates and the usefulness of 'equilibrium' exchange rates. The case of France is used as an example of an alternative approach which may be adopted, using time series methods which will be explored in the next article.     

Building the Destination Brand: An Empirical Comparison of Two Approaches

Destination brand strategies have in the main assumed that consumers actively seek and process information about potential destinations with their choice determined on the basis of a favorable attitude toward the destination. This article examines an alternative approach to destination branding, which relates to building the salience of the destination to increase the likelihood that the destination will be considered in purchase situations. The study examines the predictive validity of brand salience measures for a set of travel destinations compared with the predictive validity of traditional attitude-based measures. The results of the research provide empirical support for a salience approach to destination marketing for domestic tourism in Australia.     

Economic freedom as driver of growth in transition

This paper reviews the political economy of economic growth in post-communist economies making the transition to free markets, focusing on the role of economic policy and institutions. We test the hypothesis that better institutions, measured in terms of economic freedom, contribute to growth. To begin with, the empirical results from the cross-section of transition economies confirm this hypothesis. Yet the question is deeper than that since there is an interactive effect between economic freedom and investment. The paper concludes that non-linearities are present in the growth model.     

Do the catholic and protestant countries differ by their tax morale?

Does the tax morale differ between various countries? The paper introduces a model of tax evasion. The equilibrium shadow production is determined by consumers’ and entrepreneurs’ tax morale, affected by the inherited culture or religion. The model suggests that in the conditions of the prisoners’ dilemma, shadow economies tend to be large once a moral code is violated. The implications of the model are tested in the OECD data on groups of countries with different religious denominations in two regimes, 1979–1992 and 1992–2003. We find evidence on a link between tax morale and shadow market activities, but none to support the view that tax morale differs between the catholic south and protestant north in Europe.