Classifying a customer as a national account

A recent article [Stevenson and Page, Industrial Marketing Management 8, 94–100 (1979)] addressed the issue of how industrial marketers determine if their firms can use national account marketing. Once that decision is made, a next logical step is to determine which customers should be classified as national accounts. This article discusses appropriate classification criteria that industrial marketers can use to make such decisions. The information presented here is based on a study of national account marketing.     

Predicting industrial ad readership

This study examined the effect of visual and psycholinguistic elements (such as picture size and the number of adjectives in the headline) on industrial advertisement readership. Multiple regression techniques were used to analyze the data, which were obtained from AD-CHART. AD-CHART is a research firm which specializes in the measurement of industrial ad readership. The analyses showed that visual and psycholinguistic elements are better predictors of industrial advertising readership than more complicated models.     

Developing better industrial advertising

This paper reports on various factors that should be applied by industrial advertisers in order to improve their advertising effort. Topics on setting objectives, developing copy, designing the layout, and selecting media are covered in an applications-oriented way. The result is a concise approach of how industrial advertising can be more effective.     

Women in industrial advertisements

This is one of the first studies to analyze the way in which women are portrayed in industrial advertising. It concludes that the use of sex is not a major selling strategy and that, with one exception, women's role in industrial life is accurately reflected.     

Do special issues offer something special? An overview of research trends in Telecommunications Policy special issues

This study explores the value of special issues by analyzing the characteristics of special issues of Telecommunications Policy (TP). Specifically, this study examines the status of special issue publications, the characteristics of their articles compared with those of general issues, and the factors affecting article citations. For the analysis, all information on TP articles published from 1976 to 2018 was collected from the Scopus database. A comparative analysis as well as a negative binomial regression were conducted on papers published after 1994, when the first special issue was published. The results show that special issues are distinguished from general issues by various characteristics, such as multinational author collaboration, number of references, keywords, and funding. While general issue papers are more frequently cited in academia, special issue papers show better performance in terms of online captures and social media sharing. Moreover, the smaller number of variables affects the frequency of citations in the case of special issues, revealing that content and format are more influential than author factors.     

Firm and industry characteristics influencing publications of scientists in large American companies

This study examines the relationship between the volume of scientific and technical publications (papers) produced by industrial scientists, and the characteristics of the corporations in which they work. Specifically, the study examines 1. the relationship between several key financial characteristics of U. S. industrial firms and the production of scientific papers; 2. the relationship between the amount of scientific papers published by industrial scientists and the publication of patents; 3. the relationship between the quality of the scientists employed by U. S. industrial firms and the firms' output of papers and patents. Data from 225 U. S. corporations were collected for the years 1975 through 1983. The corporations chosen for the study all have a history of consistent R and D expenditure. There is a substantial correlation between patenting and the publication of scientific papers although controlling for the size of the corporation reduces the correlation. Large firms, as measured by their annual sales, produce proportionately fewer scientific papers than do small firms. The number of elite scientists in a corporation is more highly correlated with the publication of scientific papers than with patenting.     

Pretesting the effectiveness of industrial advertising

This article addresses the pretesting of industrial advertising messages diffused through (mass) communications media such as professional and trade journals. It is based on case-study experience and presents a normative framework for pretesting industrial advertising.     

Exposing organizational buyers to consumer magazine advertisements

The feasibility of using consumer magazines in support of more traditional industrial media in marketing programs designed to create awareness and goodwill among industrial buyers and purchasing influentials is examined. Specifically, magazines delivering at least 10 percent of those individuals influencing organizational purchases of $1000 or more are compared with trade publications. Exposure patterns are examined in total and by segments based on company size. Consumer magazines are found more cost efficient than industry-trade publications and should be considered for exposing purchasing influentials to institutional advertisement containing general appeals designed to build firm awareness among industrial buyers and influentials in different industries.     

Outdoor advertising for business markets

A review of the history and current prevalence of outdoor advertising suggests that although the medium is very effective it is not widely used in business-to-business markets. A case for using outdoor advertising is deductively made based on the unique characteristics of business markets such as: geographic concentration of buyers, need to target buying center members, advantages of having integrated communication, possibility of creating derived demand, and targeting trade shows. This paper offers recommendations on when and how to use outdoor advertising based on unique business market characteristics, industrial promotional objectives and business product classification. Research propositions and directions for future research are offered.     

Bargaining Effects of the Mandatory-Permissive Distinction

This study uses a laboratory experiment to examine empirically the effect of the mandatory permissive distinction on the negotiation of wages, employment guarantees, and advertising expenditures. Results suggest that negotiators spend more time bargaining over a smaller settlement range when an issue is mandatory than when it is permissive. Further, tentative findings provide no evidence that negotiators can circumvent the distinction through the use of tradeoffs across issues or bargaining power.     

Interests, Institutions and Industrial Relations

In the comparative politics literature there are two main approaches to the impact of international economic change on national policy patterns. The first — new institutionalism — has been very influential in comparative industrial relations scholarship. The second, which focuses on the role of interests, has been less prominent. Comparing industrial relations reform in Australia and New Zealand during the 1980s and 1990s, this paper argues that there are a number of limitations to an institutionalist approach and outlines a framework for the comparative study of the impact of international economic change on national patterns of industrial relations which integrates both institutionalist and interest‐based approaches.     

A sales mix model for effective industrial selling

The purpose of this article is to focus on one aspect of the marketing mix for industrial firms. Specifically, the control of promotion centers on the promotional mix, which includes personal selling, advertising, and sales promotion. The personal sales mix model (Figure 1) highlights those factors that are controllable by the industrial sales representative. Also, the uncontrollables involved in industrial selling are discussed. An understanding of the personal sales mix model should aid industrial marketers in satisfying buyer's needs through effective selling.     

R&D Patterns in the Video Display Terminal Industry

A long-standing question asks whether small firms or large firms are more successful in product innovation, and the answer seems to be coming up, "It depends." Professors Link and Zmud reveal some of the things it depends on when they describe the results of their research on the VDT industry. They see the VDT industry as a possible prototype of the several technologically progressive industries now growing toward the early stages of maturity. What we see here today may be a forerunner of what we'll see elsewhere in the near future.     

Visual representations of gender and computing in consumer and professional magazines

Studies in the 1980s showed that advertising images of computers were gendered, with women relatively less represented, and shown with less empowered roles, problems or presented as sexual objects. This paper uses a mix of content and interpretative analysis to analyse current imagery in consumerist and professional society publications. It reveals the present variation and complexity of the iconography of computers and people across different domains of representation, with the continuation of gender bias in subtle forms.     

COSTLY BUYER SEARCH IN LABORATORY MARKETS WITH SELLER ADVERTISING*

In this experiment, sellers simultaneously choose prices and advertising strategies. Buyers either purchase at an advertised price or search sequentially for other prices. In the unique symmetric equilibrium, sellers charge a high unadvertised price or advertise a price chosen from a lower interval. Increases in search or advertising costs raise equilibrium prices and affect equilibrium advertising intensity. Empirical results are consistent with most comparative static predictions. Sellers, however, price much lower and advertise more intensely than predicted. Consequently, market outcomes more closely resemble a perfect information, Bertrand‐like equilibrium than the imperfect information, mixed strategy equilibrium with significant seller market power.     

The diffusion of television advertising

This study is an empirical examination of the diffusion of the use of network television advertising by manufacturing firms. The results indicate that manufacturers of consumer goods were likely to make use of television advertising sooner than manufacturers of producer goods and that, among producers of consumer goods, those producing more easily differentiable products were likely to adopt sooner than those producing more standardized products. Manufacturers of products sold in larger geographic markets were found to adopt sooner than those producing products sold in smaller markets. Larger market share was also found to induce earlier adoption of television advertising.     

Using humor in the industrial selling process

Humor is an oft used promotional tool in advertising, and the question naturally arises as to whether humor can also be designed to accomplish specific goals in the industrial selling process. In this article, principles of humor are applied to the buyer/seller process, with particular reference to the steps of the sale. The judicious use of humor by the industrial salesperson can enhance the sales presentation and favorably influence the overall buyer/seller relationship, provided the salesperson has adequate knowledge of the capabilities and limitations of humor.     

An empirical note from case documents on the economies of network television advertising

Economists have argued for many years about the extent of economies of geographic scope in television advertising. This paper maintains that previous studies could not correctly resolve this issue because they employed list prices, rather than transactions price data. In contrast to previous research, this paper reports transaction based prices from internal company documents. These transaction based data indicate that network advertising was substantially less costly per viewer than equivalent coverage using local spot television advertising. Local firms, unable to use network advertising as did their national competitors, faced high per viewer advertising costs as a result.     

Successful industrial advertising campaigns

This study investigated the correlation of seven hypothesized factors to outcomes of industrial advertising campaigns. It is based on a survey of advertising agency executives and advertising executives of corporations. The results indicate that the correlates of successful industrial advertising campaigns vary according to the intended objectives of a campaign: awareness, attitude, and sales.     

Decentralization of Collective Agreements and Rising Wage Inequality in Israel

This paper presents a systematic analysis of the decentralization of the Israeli system of collective bargaining and its contribution to the rise in earnings inequality. We quantitatively analyze all collective agreements that were signed between 1957 and 2003, and present the scale, scope, and timing of five dimensions of decentralization. The findings suggest that decentralization started in the mid‐1970s when national agreements were less likely to be extended to nonunion employees; it was intensified in 1975–1980 when nationwide industrial agreements were supplanted by occupational and local agreements. Decentralization became fully consolidated by 1987 when peak‐level agreements covering the entire private sector were no longer signed. We then present evidence (including time‐series analyses that control for union density and macroeconomic indicators) that the process of decentralization, especially the decline in the use of extension orders and the proliferation of local agreements, explains a significant part of the sharp rise in earnings inequality in Israel during 1970–2003.