Britt,Steuart Henderson. Psychological Principles of Marketing and Consumer Behavior. Lexington,Mass.: Lexington Books, 1978

Abstract

Conventionally, an advertiser's spending on the creative component of an advertising campaign is small in relation to the media budget and is channeled exclusively to a single advertising agency. Gross challenged those conventions more than 20 years ago, using a mathematical model of advertising effectiveness. His model suggested spending more on the creative component and doing so in a competition among several independent sources. The model assumed a normal distribution of effectiveness of advertisements. Data on response to consumer product ads show that the distribution of effectiveness is not normal, but quite skewed. Using Monté Carlo simulations and Gross's framework, the authors find that the skewness strengthens the case for competition. Shifting a sizable percentage of a campaign budget away from media spending and into competitive generation of creative renderings apparently can be very profitable.     

Kennedy,Sherril H., and David R. Corkindale. Managing the Advertising Process. Lexington,Mass.: Lexington,Books, 1976

Abstract

A mail survey was conducted among a sample of account and creative services personnel working in advertising agencies nationwide to determine areas of conflict in working relationships between these two groups. Additionally, respondents were asked to perform the same critical analysis of their colleagues within their own departments. Analysis of responses from 256 agency employees indicate that some disagreement between account management and creative services exists. Creative services personnel tended to be more critical of account management than account managers were of creative people. Results are explained by the differing perspectives of the generalist (i.e., account managers) and specialist (i.e., creative services) that must be brought together in an agency to produce effective advertising.     

Fundamentals of Copy and Layout. Book,Albert C. and C. Dennis Schick. Chicago: Crain Books, 1984. $14.95

Abstract

The Federal Communications Commission relaxed commercial television licensee obligations regarding deceptive advertising in 1985. Local broadcasters may now decide which clearance policies to use to determine if advertisements are deceptive. A national mail survey of commercial television station sales managers was conducted to determine whether advertising clearance policies vary by station profitability or organization size. The proposition that clearance policies may be used to make a station's airtime more attractive to viewers was also given a preliminary test. Results suggest that clearance policies are affected by profitability level and organization size. The implications of study findings are discussed.     

Thomas C. Owen. Dilemmas of Russian Capitalism: Fedor Chizhov and Corporate Enterprise in the Railroad Age. Cambridge, Mass.: Harvard University Press, 2005. xiv + 275 pp. ISBN 0-674-01549-5, $49.95.

Fedor Chizhov (1811–1877) has long been undervalued inthe history of Imperial Russia, despite his manifest importancein journalism, Slavophile ideology, the development of industry,railroads, banking, and economic thought. The reasons for thisneglect are twofold. From a practical point of view, the sourcethat most illuminates Chizhov and his context—the candidand detailed diary he kept from the age of fourteen—hasnot been available to western researchers until recently, andSoviet (and later Russian) researchers made little use of it.The reason     

易建联专区，把“小众”聚成大众——网易如何打造优势体育平台

正如著名哲学家海格尔所说，绝对的光明和绝对的黑暗一样，人类同样看不清任何事物，面对爆炸般的大量信息．人们已处于一种信息富有与信息贫穷的矛盾中：一方面被迫接受大量信息，另一方面却要去寻找对自己有用的信息。[第一段]     

C. Edward Weber,Stories of Virtue in Business

Teaching Business Ethics -