Investigating social marketing sponsorships: Terminology, stakeholders, and objectives

In spite of rapidly increasing professional interest and involvement, the extant literature concerning social marketing sponsorships remains scant. In order to begin to address this gap, the purpose of the current research is to investigate the concept of the social marketing sponsorship. The research in this paper (a) reviews the sponsorship literature and theory - specifically focusing on what is meant by sponsorship when used in social marketing; and (b) reports the results of empirical case research on the formation and implementation of a sponsorship designed to support a social marketing program aimed a reducing stigma and changing behaviors around mental health. The paper reports on how social marketing sponsorships compare to commercial sponsorships in terms of (a) the identification of key stakeholders and their roles, (b) the objectives of the stakeholders involved, and (c) how sponsorships are formed, developed, and implemented.     

Cross-channel free-riding consumer behavior in a multichannel environment: An investigation of shopping motives,sociodemographics and product categories

Cross-channel free-riding, in which consumers use one retailer′s channel to prepare a purchase and then switch to another retailer′s channel to purchase, can substantially erode profit margins. This research aims to understand such free-riding from a consumer empowerment perspective, investigating shopping motives and sociodemographic covariates, as well as how this behavior might differ across product categories. A survey study of decision-making behavior shows that cross-channel free-riders mainly seek to fulfill price comparison, convenience and flexibility needs. The likelihood of free-riding is higher when consumers adopt cross-channel rather than single-channel behavior, which highlights a negative outcome of multichannel retailing. The likelihood of cross-channel free-riding differs across products but not sociodemographic covariates. The findings can be used to develop recommendations for managing retention strategies.     

基金业：熊市环境下的媒体营销

2008年以来,由于股市暴跌,基金业绩急剧下滑,基金公司高管、基金经理变动频繁。基金公司内外交困,2007年的基民排队抢购基金的好景不再,媒体对基金公司的批评声不绝于耳,新基金发行困难重重。     

Web Site spill over to email campaigns: The role of privacy,trust and shoppers' attitudes

Email campaign effectiveness is a real challenge for the web industry. According to the literature, privacy concerns, trust and attitude toward a company web site influence consumers' intentions to return to a web site (Chelappa and Pavlou, 2002; Belanger et al., 2002; Eastlick et al., 2006). The objective of this paper is to investigate whether those variables spill over to the email campaign response process. The research framework is an opt-in marketing campaign, with email planned as a loyalty-generating tool and based on a quantitative survey on 330 shoppers of a web retailer. The study results indicated a positive effect of intention to return to the web site on attitudes toward the email campaign; however, consumers' attitude toward a web site had no influence on attitude toward the email campaign in this study. Finally, attitude toward the email campaign had a positive influence on the response process.     

Improving marketing success: The role of tacit knowledge exchange between sales and marketing

Successful organizations adapt their marketing strategies to marketplace changes. Boundary spanners, such as salespeople, because they are able to embed themselves in social networks outside the organization, play a key role in developing marketplace knowledge. However, if this knowledge remains solely with the boundary spanners, it cannot be used effectively to improve firm performance. This study investigates tacit knowledge exchange between sales and marketing and its ability to enhance marketing success (i.e., marketing program innovativeness, relative efficiency, and relative effectiveness). In addition, by examining five antecedents hypothesized to influence tacit knowledge exchange, it provides guidance to sales and marketing managers, who desire to improve tacit knowledge exchange, and, in turn, marketing success.     

The effects of television advertising execution on recall,comprehension, and persuasion

The present study fills a gap in the advertising effects literature for a large-sample comprehensive study of the impact of general message factors on recall and persuasion measures of advertising performance. An analysis of executional factors in 1059 television commercials revealed that the presence of a brand differentiating message accounted for more variance in persuasion than other executional factors. Recall and persuasion performance were more closely related for new products than for established products. A brand differentiating claim in the commercial was the most important single executional factor affecting advertising effectiveness.     

Navigating through China's new advertising law: the role of marketing research

The recent enactment of new advertising laws in the People's Republic of China created an atmosphere of confusion among advertisers and agencies concerning what the new law meant operationally, and which types of advertisements would be accepted and which rejected. This article is an attempt to understand the law and to provide user-friendly guidelines for operating within its letter and spirit. Implications and opportunities regarding the role of marketing researchers in this environment of uncertainty are also discussed.     

The role of multinational production in a risky environment

This paper explores the aggregate consequences of Foreign Direct Investment (FDI) on the opportunities for risk diversification available to consumers. The crucial difference between FDI and other international financial flows is that the former involves technology flows across countries. We present a model where firm-embedded productivity can be transferred costly across countries through the activity of multinational firms. We find that risk patterns affect multinationals' location decisions and, in turn, these decisions change the scope for international risk diversification even in a world with complete financial markets.     

Interactive integrated marketing communication: combining the power of IMC,the new media and database marketing

The interactivity of the new electronic media requires that a database-driven segmentation approach to communication strategy be employed to take advantage of its uniqueness. To accomplish this, firms must develop ways of collecting information at the individual level by traditional and/or electronic means, and of using that data to create informationintensive customer communication strategies. These strategies should then employ the new media to generate interaction with customers. We term this approach ‘Interactive IMC’. In this article we propose and illustrate an interactive IMC process model.     

Toward a deeper understanding of service marketing: The past, the present, and the future

The authors investigate the intellectual pillars of service marketing and its evolution through key subareas during 1992-2009 using a citation-based approach. They derive insights for the most promising research directions. The results reveal the dynamic influences of different research topics on service marketing. In a graphical representation, the authors further show that the main topics have changed their research orientations over time. For example, the literature on online service & technology infusion reveals an increasingly operational and customer-focused orientation. A citation-based measure of the significance of research opportunities and a comparison with the topics found in recent literature reviews indicate that research on managing business-to-business services & service infusion, complaint handling & service recovery, and enhancing and managing the service value chain are promising topics. These results assist academics and practitioners by revealing what we know about service research and what we need to know in the future.     

A note on the role of cause type in cause-related marketing

This note examines an unexplored area of cause-related marketing: the influence of the cause category on consumer perceptions. The experiment shows that the four cause categories which represent the domain of charitable causes can have a differential effect on attitudes and purchase intention. The health cause category and human services cause category have a greater effect on attitude toward the cause than the animal or environmental cause categories when brand familiarity and cause importance were high. Only the human services category has a greater effect on attitude toward the alliance when brand familiarity and cause importance were high as well as when both were low. For attitude toward the brand and purchase intentions, there were no differences among the cause categories.     

Maximising performance gains from cooperative marketing: understanding the role of environmental contexts

Understanding the situational relevance of strategy is vital given that strategies have varying utilities under different environmental settings which result in performance variations. Research remains silent regarding the situational relevance of cooperative marketing strategy implementation whereby performance outcomes are maximised. Through quantitative survey results, we explore the relationship between cooperative marketing and performance outcomes across varying environmental contexts (internal and external environments). While past studies acknowledge the importance of an open systems' perspective and the influence of the environment on strategic outcomes, they fall prey to key shortcomings such as a reductionist perspective and inadequate measurement. We provide an insight into the environment-strategy-performance relationship by using a holistic environmental approach and detailing the environments conducive to co-marketing strategy implementation. Managerial implications and future directions for research are also provided in the paper.     

Broadcasts for a billion: the growth of commercial television in China

At present, Chinese television reaches 35% of the population (80-90% in urban areas) and is used by the government as a source of education and information. In recognition of the potential market represented by 1.1 billions consumers, Western advertisers have commissioned elaborate market research studies. Drama, sports, news, and movies are consistently identified as the favorite type of programming among Chinese television viewers. About 75% of Beijing adults watch television daily, making the medium both an important target for advertising campaigns and a way for Westerners to influence Chinese business and government leaders. Western advertisers have tended to concentrate their investments in the more urban, affluent regions where products have the greatest likelihood of being sold. There has been a recent trend, however, toward industrial commercials, with British and French companies buying television time to promote their image as partners in China's modernization. Key to the future of commercial advertising on Chinese Television. In many provinces, local television stations have developed a unique character and portray different sociocultural values than the national channel. Outside advertisers have sometimes experienced problems with local networks that substitute local advertising without informing the network. To correct this situation, the government is enacting pro-sponsor regulations that forbid the preemption of the national channel and its advertisements. At the same time, efforts are being made to improve relationships with local television stations by either paying them a fee or airing local commercials on the national network.     

Intergenerational spaces: citizens,political marketing and conceptualising trust in a transitional democracy

Abstract

As the third largest democracy in the world, Indonesia’s relatively peaceful transition from authoritarian rule to democracy deserves academic attention. This study explored the notion of trust and how it could influence electoral behaviour. An intergenerational perspective was used to compare the differences between parents who were familiar with the previous political system and their children who have only been exposed to a new democratic system. Through the extension of the Dermody and Hanmer-Lloyd model of electoral behaviour, this study identifies the antecedents of trust/distrust in a transitional democracy and shows how these are different when citizens’ consider the political system and the political candidate. The work can benefit policy makers and political candidates who can develop political marketing strategies to engage citizens in the electoral process.     

China's regulated marketing mix: The role of the state administration Bureau for industry and commerce

China is the most populous and the fastest growing major economy in the world. Although still a centralized economy, free enterprise and foreign investment is now encouraged. Many regulations have recently been introduced to control the new trade based economy. These are policed by the State Administration Bureau for Industry and Commerce, a huge bureaucracy with thousands of local offices. This paper reviews how it manages trade and particularly the marketing mix in China. The power of the local offices is discussed and a distinction drawn between “the rule of men” and “the rule of law”. It provides recommendations for trading in China.     

Investigating the effects of a line extension or new brand introduction on market structure

Market structure has been characterized by the locations of brands in the perceptual space of households (perceptual map) and the importance weights associated with the attributes of this map. It is hypothesized that a line extension or a new brand introduced into this market could potentially affect the brand locations or the importance weights. We show how a simple extension of a recent approach to market structure analysis enables us to empirically identify which, if any, of these two aspects of market structure is affected by the line extension or new brand. An empirical application to the detergent product market is provided.