Direct Response Marketing: An Entrepreneurial Approach. Cohen,William A. New York: John Wiley and Sons,Inc., 1984. 496 Pp. $33.95

This paper explores the question of how ad creativity can be characterized from an emotional point of view. We first identify a tight linear relation between pleasure and arousal reactions as a structural characteristic of emotional reactions to print advertising. We demonstrate the reliability and robustness of this linear relation for varied samples of print ads in two studies. Relying on the bioinformational theory of emotion, we illustrate that this linear relation reflects activation of the appetitive motivational system. Further investigation of an ad's position on the line revealed that the degree of deviation from this line in both directions is positively related to creative content. Creative content was determined objectively by means of content analysis detecting extraordinary message features and subjectively by means of perceived extraordinariness measures.     

The Interplay of Mood and Regulatory Focus in Influencing Altruistic Behavior

Using the context of print advertising, this research examines how the effects of mood on altruistic behavior vary as a function of whether a promotion or prevention focus is involved in messaging for child sponsorship. The findings reveal that when an ad message is framed in promotion focus, a happy mood fosters more favorable attitude toward child sponsorship and willingness to sponsor than a sad mood. In contrast, the effects of mood on attitude toward child sponsorship and willingness to sponsor are attenuated when an ad message is framed in prevention focus. Further, the results shed light on the process underlying the interactive impact of mood and regulatory focus by demonstrating the mediating role of perceived elaboration and goal commitment in advertising persuasion.     

Financial implications of outdoor recreation planning practices: A case study from Virginia

Abstract

A financial analysis of Virginia's outdoor recreation program is presented. The conclusions of the paper may be applicable to many state recreation programs. First, state recreation planning procedures are not realistic; that is, projected requirements for recreational facility development cannot be satisfied within expected budget constraints. Second, increases in user fees and/or increases in general funds allocated to recreation will be necessary to support only modest recreation development for the future.     

Out-of-sample tests of forecasting accuracy: an analysis and review

In evaluations of forecasting accuracy, including forecasting competitions, researchers have paid attention to the selection of time series and to the appropriateness of forecast-error measures. However, they have not formally analyzed choices in the implementation of out-of-sample tests, making it difficult to replicate and compare forecasting accuracy studies. In this paper, I (1) explain the structure of out-of-sample tests, (2) provide guidelines for implementing these tests, and (3) evaluate the adequacy of out-of-sample tests in forecasting software. The issues examined include series-splitting rules, fixed versus rolling origins, updating versus recalibration of model coefficients, fixed versus rolling windows, single versus multiple test periods, diversification through multiple time series, and design characteristics of forecasting competitions. For individual time series, the efficiency and reliability of out-of-sample tests can be improved by employing rolling-origin evaluations, recalibrating coefficients, and using multiple test periods. The results of forecasting competitions would be more generalizable if based upon precisely described groups of time series, in which the series are homogeneous within group and heterogeneous between groups. Few forecasting software programs adequately implement out-of-sample evaluations, especially general statistical packages and spreadsheet add-ins.     

The Liberalisation of Telecommunications in the EU: Managing the Transition

This second article in our two-part feature on the inaugural report of a programme to monitor the progress of European deregulation summarises the report's policy recommendations. The programme is designed to be a "report card" on the process of liberalisation, starting here with telecommunications where new technology is leading to dramatic changes in the basic economics of the industry.     

The national security argument for protection of domestic industries

ABSTRACT

Tracing the origin of the national security argument for protection of domestic industries to Adam Smith, Alexander Hamilton, and Friedrich List, we study its post-GATT applications with reference to Article XXI of the WTO and highlight some recent abuses. We compare the use of tariff, production/input subsidy, and government procurement as alternative instruments of protection from the perspective of economic efficiency and study the disapproval of inward FDI to gain insights into the underlying national security concerns. The case studies of a) the US tariffs on aluminum and steel, b) German disapproval of the acquisition of a technology firm Leifeld Metal Spinning by a Chinese firm, and c) US’ all out global effort to cripple China’s telecom equipment giant Huawei are presented for illustration.     

3G Mobile: The Push to Wireless Data across Europe

As governments and firms rush to third generation '3G' mobile telecommunications, this article considers three key problems: the conflict over 3G standards, which pits European GSM equipment against a US group; the patchwork of 3G regulation across Europe; and the mechanism for awarding licences. The authors argue that the auction mechanism is far preferable for consumers to 'beauty contests' but that other countries still to award licences could improve on the UK design.