OMD的消费者反馈策划——Response Planning

4A公司的魅力,主要来自程序与工具。每个公司都有一个装备精良的"工具箱",让我们打开看看——媒介在品牌传播中能对消费者起多大的作用?目前业界对媒介策划方法,几乎完全基于"频次到达率R&F"、"预算成本Cost"和"收视点成本CPRP"这几个纯媒体衡量指标。它们只能反映广告传播的部分效果,却无法对品牌效果进行更深入的评估。也会有一些企业会通过销售回报率模型来进行评估,但这一方式同样无法准确反映出媒体的     

Is the Annual Earnings Response Coefficient Statistically Significant in Brazil?

The aim of this paper is to analyze the significance of firm-specific and pooled earnings response coefficients in the Brazilian market. The lag structure of earnings-return relations is also analyzed. The sample consists of 61 Brazilian public firms that represent all firms with a minimum of seven continual data from 1995 to 2008. The analysis is based on linear regressions of two different proxies of earnings and two different proxies of return. The results show that, for firm-regressions, few companies presented a significant relationship between earnings and stock returns, and for some firms a negative coefficient was found. In the pooled regressions a positive and statistically significant coefficient was found, and the tests suggest that variance in cross-sectional observation is more relevant in explaining the earnings response coefficient than the time-series variance.     

Do Certified Mail Third-Wave Follow-ups Really Boost Response Rates and Quality?

The Total Design Method (TDM) of designing and implementing mail surveys has been shown to achieve high response rates. One key step in the TDM is sending a third-wave of surveys by certified mail. However, little research exists to verify the effectiveness of this step in improving response rates and quality relative to its increased expense, although this is the 50th anniversary of certified mail in the U.S. Perhaps as a result, scholars rarely use certified mail third-waves or omit third-wave mailings altogether. This article presents the results of two experiments that we embedded in two large-scale organizational mail surveys. Both studies reveal that sending a third-wave of questionnaires significantly increases the rate of response over the first two waves of mailings. Also, the results of Study 1 show that sending a certified mail third-wave has no appreciable effect on response quality. Study 2 shows that a certified mail third-wave does not significantly increase response rate or quality compared to sending the third-wave by regular, 1st-class mail.     

Consumers’ Response When Regulators Are Uncertain About the Source of Foodborne Illness

Health and safety officials are sometimes placed in an awkward position: knowing that a foodborne disease outbreak is occurring but not knowing which food is responsible. They have to advise consumers, but relying on ambiguous and evolving information raises the question, how do consumers respond to changing advice? Here, we estimate a model of the retail demand for tomatoes in the USA, accounting for the 2008 events in the USA in which consumers were advised that some types of tomatoes were contaminated with Salmonella bacteria, and later were advised that tomatoes were safe and peppers were not. Using the quantity of news media attention given to the Salmonella issue, we show that consumers generally responded to the advice that tomatoes were contaminated, but did not respond to the declaration that tomatoes were safe. The magnitude of response to contemporaneous news depended on the extent of coverage in previous weeks.     

“Apple: Good Business,Poor Citizen”: A Practitioner’s Response

This paper was written in response to Etzioni’s “Apple: Good Business Poor Citizen” (J Bus Ethics, 2016, doi: 10.1007/s10551-016-3233-4). It argues that Etzioni is correct in seeing the recent conflict between Apple and the FBI over cracking the San Bernardino shooter’s iPhone as requiring that considerations of national security be balanced against the rights of those it might impact. There are nonetheless critical questions about one must still ask: whose rights are curbed, to what degree, and how does a society decide which side to favor? More attention needs to be paid to the privacy of other iPhone users and, importantly, the burden that hacking the phone might impose on Apple, either impairing its brand value or compromising its business potential. Finally, by asking ‘who judges the balance?’, it questions whether labeling Apple a poor citizen is premature, as they had only begun challenging the FBI’s judgment through the judicial process.     

Does the Market Value Corporate Philanthropy? Evidence from the Response to the 2004 Tsunami Relief Effort

This study investigates the market reaction to corporate press releases announcing donations to the relief effort following the December, 2004 tsunami in Southeast Asia. Based on a sample of 79 U.S. companies, results indicate a statistically significant positive 5-day cumulative abnormal return. While differences in the timing of the press releases do not appear to have influenced market reactions, the amount of the donations did. Overall, the results appear to support Godfrey’s (Academy of Management Review 30, 777–798; 2005) assertion that philanthropic giving must be perceived as being a genuine manifestation of the firm’s underlying social responsiveness in order to increase firm value.     

How Does Corporate Social Responsibility Affect Consumer Response to Service Failure in Buyer–Seller Relationships?

The researchers investigate how corporate social responsibility (CSR) affects customer response following service failure within the context of buyer–seller relationships. A series of three experiments demonstrate that CSR is more effective under communal (vs. exchange) relationship norms, consistent with the alignment of CSR with the communal norm of concern for the needs of others. The effectiveness of CSR is also shown to vary as a function of company motives and CSR framing, serving as theoretically and managerially relevant boundary conditions. Together, these findings increase our understanding of how and when CSR will have a positive impact on consumers and, in turn, companies via customer satisfaction and loyalty.     

Challengers from Within Economic Institutions: A Second-Class Social Movement? A Response to Déjean,Giamporcaro, Gond,Leca and Penalva-Icher’s Comment on French SRI

In a recent comment made about my paper “A Social Movement Perspective on Finance: How Socially Responsible Investment Mattered” (J Bus Ethics 92:57–78, 2010), published in this journal, Déjean, Giamporcaro, Gond, Leca and Penalva-Icher (J Bus Ethics 112:205–212, 2013) strongly criticize the social movement perspective adopted on French SRI. They both contest the empirical analysis of the movement and the possibility for insiders to trigger institutional change towards sustainability. This answer aims to address the different concerns raised throughout their comment and illuminate the differences between both approaches. It first explains why SRI in France can be considered as a social movement, despite not being protest-oriented. It then reflects on the dangers of systematically associating societal change with radical activism. It concludes by elaborating on the importance of acknowledging the potential contribution of reformist movements from within the economic institutions to the enhancement of the social good.