Taking Advertising Risks: The Case of Clerical Medical

This paper examines the process and issues involved in the management of advertising risk by advertisers with a focus on the case of a leading UK financial company, Clerical Medical Investment Group. The idea of an advertising risk cycle is proposed given that managers are likely to adapt their risk-taking according to past successes or failures. The factors influencing the propensity of advertising risk-taking are analysed focusing on budgetary slack, media scheduling, stakeholder perspective, management practices, environment, campaign planning process and knowledge and experience. Clerical Medical's advertising experience since 1990 largely supports the hypotheses for the risk cycle and propensity to take advertising risks. It is recommended that advertisers utilise appropriate pretesting techniques along with effective and rigorous planning and advertising risk audits.     

国家核心技术竞争力评价指标体系

国家科技的发展对于大国之间的博弈和对抗起着至关重要的作用,尤其是具有决定作用的核心技术或关键技术。本文在回顾宏观层面竞争力评价已有研究的基础上,从博弈能力和竞争力实现过程的角度,分析了影响国家核心技术竞争力的多种因素,进而构建了国家核心技术竞争力评价指标体系。     

The Utility of Employment Testing for Clerical/Administrative Trades in the Canadian Military

This study examines the utility of employment testing for a major trade group (clerical/ administrative) in the Canadian Forces. Utility analyses based on archival data, combined with a validity generalization procedure, demonstrate that use of an ability test composite for this trade group yields net returns of $51,395,7 60 for a single year of testing. Other utility indices are presented and demonstrate correspondingly high returns to employment testing. These results show that the employment testing currently conducted in the military produces very large productivity gains for society. Utility analysis is recommended as an important tool for communicating the benefits of personnel interventions, better allocating human resources and improving organizational productivity. Résumé Cette étude examine l'utilité d'examens d'aptitudes pour un large groupe d'employés (employés de bureau et employés administratifs) au sein des forces armées canadiennes. L'analyse de leur utilité, basée sur des données d'archives, combinées à un procédé de généralisation de validité, démontre que l'utilisqtion d'un test d'aptitudes pour ce groupe a produit des profits nets de 51 395 760 $ pour une seule année de tests. D'autres indices d'utilité sont présentés et démontrent le rendement élevé de ces tests. Ces résultats prouvent que les tests qui sont présentement utilisés dans les Forces armées permettent une augmentation importante de la productivité pour la société. L'analyse de l'utilitép est recommandée à titre d'outil important pour expliquer les bienfaits de l'intervention auprès du prsonnel, d'une meilleure allocation des ressources et l'amélioration de la productivité.     

Trends in the Clerical Labour Market, 1971–81: A Statistical Review

For an area of the economy which currently employs one in six of the GB workforce, remarkably little is known of detailed employment trends in the clerical labour market. This article attempts a statistical review of labour demand trends supplemented by information from in-company case studies recently conducted by the author. A review of changes in the level and pattern of employment in clerical and related skills is preceded by discussion on the definitional issue and on sources of appropriate information. The article concludes that our image of the clerical labour market is in need of an overhaul.