The Impact of Social Marketing on Social Engineering in Economic Restructuring

SUMMARY

Social Marketing is a rapidly growing marketing sub-discipline based on the premise that bringing successful commercial marketing technologies to bear on problems of individual and social welfare can generate positive outcomes. This paper gives an overview of recent developments in Social Marketing in a global context and discusses the relationship of these developments to those in commercial, not-for-profit or third sector and public sector marketing, and public relations. The paper then relates the global context back to developments in Australasian and Asian nations, with particular reference to social engineering during economic restructuring.     

Same But Different—Perceptions of Integrated Marketing Communication Among Marketing Communication Partners in Australia

This article examines whether two key partners in the marketing communication process, advertising and public relations’ practitioners, perceive Integrated Marketing Communication (IMC) in the same way. It compares perceptions across a wide range of implementation, organizational, and strategic issues in IMC to test if perceptions have moved past Stage 1 of IMC development (Kitchen & Schultz, 1999 Low, G. 2000. Correlates of integrated marketing communications. Journal of Advertising Research, 40(3): 27–39. [Crossref], [Web of Science ®] , [Google Scholar]). Although both advertising and PR practitioners concur with each other and the literature on a wide range of perceptions of IMC, they still believe that advertising and public relations practitioners have dissimilar views about IMC. The PR practitioners position themselves as a separate breed of marketing communicator, requiring divergent skills from advertising practitioners and thinking differently about IMC.     

Marketing and public relations: the relationship revisited

This paper reviews the debate within both the marketing and public relations literatures concerning the relationship between the disciplines of marketing and public relations. The paper considers the arguments advanced in the marketing literature, in particular, for a growing convergence between these two disciplines and examines the recent emergence of the concept of'marketing public relations'. Here the paper takes as one starting point an article which identified a number of possible schematic representations of the relationship between the marketing and public relations functions and argues the case for a model of increasing convergence between them.The paper goes on to consider the more recent development of ‘marketing public relations', examining the arguments advanced. The paper argues that from a public relations perspective, the concept of marketing public relations can be seen as an attempt by marketers to ‘hijack’ public relations, incorporating it as an extra element within the promotional mix in order to inform, persuade or remind existing and prospective customers of product or company benefits. It is argued that what some marketers have termed marketing public relations may be no more than the publicity element of public relations practice under a new guise — one perhaps more acceptable than publicity in the societally orientated firms of today. The paper explores two distinct schools of thought — re-examining the relationship between marketing and public relations from both perspectives. The paper suggests that the uneasy symbiosis between these two functions in practice, reflects to a large degree the ambiguity surrounding the relationship between these concepts within much of the literature.     

Advertising for New and Existing Brands: The Impact of Media Context and Type of Advertisement

The effects of advertisement and context type on the responses to advertisements for different brands of new and existing products were tested. In the first experiment (243 graduate students) a positive emotional advertisement and a non‐emotional advertisement for a well‐known and a new brand of printer were tested in a positive emotional context and a non‐emotional media context. In the second experiment (206 graduate students) positive emotional and non‐emotional advertisements for new brands of watches and healthy drinks were tested in an emotional and a non‐emotional context. The type of context moderated the responses to advertisements for the well‐known and new products: a positive emotional context led to a more positive attitude towards the advertisement and the brand and purchase intention for the well‐known brand than for the new brand. A non‐emotional context led to more positive responses for the new brand than for the well‐known brand. In general, emotional advertisements led to more positive affective reactions and non‐emotional advertisements led to more positive cognitive reactions. However, the type of advertisement did not have a moderating effect on the responses to advertising for the new or well‐known brands or different product types. The studies illustrated the relevance of media context for advertising new versus existing products.     

The Impact of Brand Equity and the Company's Reputation on Revenues

Abstract

This paper intends to establish the relationships among variables in corporate communications, especially between advertising and public relations, and to form an evaluation model for integrating the effects of brand equity and the company's reputation in the context of integrated marketing communications (IMC). A new approach for integrating the effects of brand equity and the company's reputation was introduced and the IMC evaluation model was specified for testing. The proposed model was tested with existing secondary data. The outcomes indicated that both brand equity and the company's reputation have significant impact on revenues and showed the positive relationship between brand equity and the company's reputation in the proposed model to justify the need of IMC in overall corporate communications.     

Allocating a Promotion Budget between Advertising and Sales Contest Prizes: An Integrated Marketing Communications Perspective

This paper develops and analyzes a normative model for allocating a fixed, short-term promotion budget between product advertising and prizes of a rank-order sales contest for a homogeneous sales force when sales are driven by both personal selling effort and advertising. The model provides insights into how the optimal budget allocations vary with the synergy between advertising and selling effort, sales force size, salesperson risk-tolerance, perceived cost of effort, selling effectiveness and sales response uncertainty. The analysis highlights the need for and value of close coordination between marketing and sales management in designing a promotion program involving both advertising and sales force incentives.     

Relationship Between Companies and the Public on Facebook: The Portuguese and the Brazilian Context

ABSTRACT

This study analyzes how companies use Facebook to facilitate discussions with the public in two countries, Portugal and Brazil, through an exploratory content analysis of corporate Facebook pages. Overall, companies in both countries tend to recognize the relevance of Facebook in relationship development and therefore they use online strategies. Nevertheless, Portuguese companies are ahead of the Brazilian in providing calendars of events and partnerships with blogs/giveaways. They also tend to include more links to media reports. Compared to the Portuguese, the Brazilian public enjoys posting publications that express their feelings and/or emotions more. The article also discusses the implications of corporate relationship management practice.     

Exploring the link between obesity and advertising in New Zealand

This paper reviews the debate on the causes and potential solutions to growing obesity and whether there is a proven correlation with advertising, particularly among children. The paper first considers this debate from the context of the burgeoning literature on this topic. The findings from an empirical study with parents of primary‐age children in New Zealand are then presented. However, any kind of proposed relationship between obesity and advertising tends to be as much emotive as evidential, with for‐and‐against camps lined up to defend entrenched positions. However, it does seem fair to argue that, while advertising does present a problem in relation to food selection choice, many other issues, such as peer pressure, quality of life, in‐school food services, nearby retail outlets and social class criteria, exacerbate the problem. Thus, easy solutions based on insufficient evidence that have failed to substantiate causal effects between advertising (ostensibly) directed at children and nutrition can be seen as inequitable and, thus, ineffective in their intended aims. Although here the paper considers the problem from a New Zealand perspective, the findings may have implications for research elsewhere in the world.     

中美贸易摩擦对两岸经贸关系的影响

长期以来,"台湾接单-大陆生产-出口美欧"这一典型的三角贸易模式是两岸经贸合作的主要形式。经过多年的发展,两岸之间已经形成了密切的经贸联系。然而,在中美贸易摩擦持续发酵的背景下,尤其是在台湾当局"去中国化"经贸政策的影响下,两岸经贸合作面临的不确定性和困难有所增加。为规避中美贸易摩擦的消极影响,两岸经贸合作态势也出现相应调整。一是两岸贸易出现了明显的替代和转移效应;二是部分台商加快调整全球产业布局;三是两岸高科技产业合作步伐放缓。鉴于中美贸易摩擦前景尚不明朗,对两岸经贸关系的影响也值得持续关注。     

How Seller and Product Characteristics Impact Promotion on eBay

This study draws on signaling theory to test whether seller and product characteristics impact the use of display-type versus informational-type promotion on eBay. The authors predict that display-type promotion is used by less-experienced sellers who cannot promote on the basis of their own seller ratings. The authors predict that experienced sellers, on the other hand, prefer informational promotion since their high ratings make seller-provided statements more credible. In addition to seller characteristics, the authors predict that product characteristics, such as price and product condition, also impact promotion. It is expected that higher prices drive greater investments in display-type promotions overall, even if such promotion is less effective. Finally, it is hypothesized that the better the condition of the product, the greater the use of informational promotion since this kind of disclosure is especially influential. The hypotheses were tested using a large data set of auction data from eBay and received excellent support. Implications and directions for future research are discussed.     

全球金融危机下的中韩经贸关系调整及对策

中韩建交16年来,两国互为重要的贸易伙伴。"次贷危机"的爆发对中韩两国经济与贸易形成重大冲击。包括贸易逆差在内的中韩双边经贸关系中的固有问题发生了一定变化。面对全球金融风暴,中韩两国应该加强金融合作、改善贸易环境,同舟共济、勇闯难关。     

Barriers to the Formalization of Economic Activity and Marketing Solutions for Developing Economies

ABSTRACT

This research investigated barriers to the formalization of economic activity that was generally untaxed and unmeasured, referred to as informal economic activity, in an emerging economy. Nepal was selected as the country for study because it presents a case of a market undergoing economic and political liberalization. The paper presents background information on the economy of Nepal, the conduct of the fieldwork in Nepal, perspectives on informal economic activity, and the necessity of harnessing this activity. This is followed by research dealing with the informal economy and perceptions of the barriers to integration based on fieldwork in Nepal. Suggestions to harness this activity are offered. The results of this study may provide insights into the formulation of public policy and social marketing initiatives for addressing informal sector development in emerging markets.     

新时期加速发展中俄大经贸的战略思考

进入 2 1世纪 ,中俄加强经贸合作不仅有利于中国经济实现可持续增长和俄经济的复苏 ,而且还可以进一步巩固和发展两国的政治关系。当前 ,为把中俄经贸合作水平推向新高潮 ,应采取一些新的思路和对策     

再论经济活动中的公民道德建设

《公民道德建设实施纲要》颁布以来,我国的公民道德建设取得了可喜的成绩。但是,在汹涌澎湃的全球化浪潮和西方文化思想,价值观等因素的影响下,由于经济利益的驱动,现实生活中公民道德建设仍然存在不少问题。以胡锦涛为总书记的中共中央提出以人为本、构建和谐社会,需要全体公民的道德水平来支撑。作为道德要素的诚信问题,应当成为所有公民在经济活动中共同遵守的准则。只有政府诚信、企业诚信、行业诚信、公民诚信,整个社会才能诚信。经济活动中的各种不道德行为和现象才会减少,全社会公民的道德水平才能有一个飞跃,社会才会和谐。     

供求不对称性质的新解释与当今世界经济危机

当今世界经济危机根源于市场经济中的供求不对称性质,而市场经济中长期普遍存在的供大于求不对称现象。其内因是需求动力弱而供给动力强。这可用两种新论点来解释：一是在货币“价格”不变的条件下．物品专用性边际效用递减较快,同货币通用性边际效用递减较慢之间产生矛盾所致;二是将历来分开研究的供求关系和公私产权性质结合起来研究发现,不同的产权性质由于产生不同的交易价格而同供求动力的强弱存在密切关联。只有不断地产业创新。才能克服上述不断出现的供求不对称矛盾以及专用性物品边际效用递减的趋势。     

Media amplification of a brand crisis and its affect on brand trust

Abstract

This paper explores the ways in which consumers' brand trust during a brand crisis is affected through direct experience versus when it is amplified through mass media. By using case-study methodology, our findings reveal that generalised public images of a product crisis initiate a public perception of risk, which provides more negative effects on brand trust than the actual consumers' experience does. We introduce the media as a third partner influencing the trust relationship between consumers and brands, and offer suggestions for restoring and preserving customers' brand trust.     

希腊债务危机及其对世界经济复苏的冲击

2010年2月初以来,希腊等国的债务危机开始进入人们的视野,并引发欧盟金融市场震荡。希腊等国的债务危机具有重要的历史原因和传染效应,它不仅源于财政赤字过高,而且缺乏独立的货币政策,但最根本的原因是希腊的经济失去了"生产性"。我国应未雨绸缪,提早做好准备,主动积极应对希腊等国的主权债务危机。     

世界经济危机对广东加工贸易及经济增长的影响分析

加工贸易是广东经济的重要部分,美国次贷危机引致世界经济危机和外需减弱,对广东对外贸易和经济增长带来了巨大冲击。本文运用加工贸易增值率及计量分析方法,探讨1987-2008年加工贸易对广东经济增长的作用。结果表明,加工贸易对广东经济具有较强的拉动作用,加工贸易出口对广东经济增长的贡献要大于加工贸易进口的贡献。在此基础上,分析了世界经济危机对广东经济的影响,并提出广东加工贸易如何在危中求机和进一步加快发展的建议。     

经济危机与会计信息披露监管演进分析

本文回顾了会计信息披露监管演进路径,指出信息披露监管具有伴随金融危机或公司财务丑闻之后呈现跳跃式扩张的特征,从政治家集团的"亲经济周期性"监管、信息供需双方利益集团在规制过程中的博弈力量对比以及市场不断创新导致的监管环境的日益复杂化角度作了分析和解释,并认为解决信息披露监管中的滞后性和被动性,应提高监管行为透明度,培育和发展有效信息使用者集团,通过司法救济强化投资者维权力量等对策.     

对2002年我国国际会展业经济影响的分析

以2002年我国国际会展业的参访者人数与参访者的花费及其构成为例,对我国国际会展业经济影响的相关乘数进行测定;并对2002年我国国际会展业的区域经济产出影响、收入影响及就业影响进行评价。该成果对合理认识与评价会展业的经济影响具有一定的参考价值。