Advertising agency operating efficiency

This study uses data envelopment analysis to evaluate the operating efficiency of a sample of 41 US advertising agencies, based on their profits and expenditures in six key areas (i.e., payroll to employees, other payroll-related expenses, administrative expenses, space and facilities expenses, corporate expenses, and professional fees). The analyses reveal that, on average, 5% of an agency's budget is wasted, incurring the greatest amount of waste in the administrative and corporate expenses. The tobit model also indicates that professional fees contributed the most agency inefficiency overall.     

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.     

我国寿险公司DEA效率分析

借助数据包络分析法,先通过LINDO软件对近年我国寿险公司的超效率、技术效率、纯技术效率和规模效率进行测算,然后利用计量方法分析影响保险公司经营效率的基本因素,最后通过SAS软件进行回归分析,得出影响效率的因素主要有赔付率、人力资本、人均保费收入、个险占比和公司经营时间等。在国外保险公司纷纷加入我国保险市场,竞争不断加剧的情况下,国内保险公司应提高保险公司承保质量,正确处理规模与效率的关系;适当提高赔付率,大力提高保险服务质量;优化保险业务结构,加快产品开发;提高保险公司的投资管理能力,提高投资收益率,从而为保险公司的发展、竞争提供支撑。     

Magazine Advertising: Factors Influencing the Effectiveness of Celebrity Advertising

This study analyzes the differences in celebrity effectiveness in advertisements of different styles as well as the impact of source credibility. This study uses an experimental magazine to test nine fictional advertisements for three products with unreal brands and three advertising styles. The findings show that the advertising styles that generate the greatest effectiveness differ according to the product; the celebrities do not increase effectiveness, but when the respondents recognize the celebrity, effectiveness increases; and credibility influences affective and conative measures. The work also considers how celebrity-product pairings, the existence of negative celebrity information, and the familiarity with the celebrity affect the effectiveness.     

An Analysis of Advertising Payments in Franchise Contracts

ABSTRACT

National advertising is an important ongoing marketing activity in a franchise arrangement. A majority of franchisors require franchisees to pay an advertising royalty as a percentage of gross revenues while some require franchisees to pay a fixed advertising fee. These payments are earmarked for national advertising. We investigate the relationship between the franchisor's profits and the different types of advertising payments in franchise contracts. Our model incorporates the idea that the franchisor and franchisee are in an ongoing relationship where there is demand uncertainty. We show that specification of an advertising payment in the form of a fixed fee or a royalty is better than no specification since it commits the franchisor to invest the payments in advertising. We demonstrate that the advertising royalty specification is more flexible since it permits the advertising expenditure to be adjusted based on information that is not available at the time the contract is written.     

Informational/Transformational Appeals in Political Advertising: An Analysis of the Advertising Strategies of 2010 U.S. Gubernatorial Campaigns

This study addressed four gaps in political advertising research: (a) a better framework to replace the issue–image dichotomy, (b) differences in advertising strategies between incumbents and challengers, (c) influence of party positioning on candidate positioning in advertising, and (d) political advertising in state elections. Through a content analysis of 210 advertisements from the 2010 U.S. gubernatorial elections, it was revealed that (a) the concept of information/transformation was similar to the notion of issue/image, and the typology of informational/transformational advertising, after modification, adequately captured the complexity of political advertising; (b) the use of advertising appeals did differ between incumbents and challengers—incumbents used more transformational appeals and positive advertisements, whereas challengers used more informational appeals and negative advertisements; and (c) while the informational advertisements of the Republican candidates appeared to be substantially impacted by issues owned by their party, the influence of party positioning on candidate positioning was quite limited.     

中国商业银行运行效率和获利效率的实证分析

运用数据包络分析(DEA)方法对中国商业银行的运行和获利效率进行了研究,指出国有商业银行在提供金融服务效率上要高于股份制商业银行,但在获利效率上不如股份制商业银行,同时指出中国商业银行运行效率和获利效率不存在相关性。     

中国农村乡镇卫生院服务效率的实证分析——基于省际面板数据的DEA-Tobit估计

使用2002-2009年我国31个省份的面板数据,对不同地区乡镇卫生院服务效率进行比较和分析.采用投入导向的数据包络分析(BCC模型)方法计算各省份乡镇卫生院的技术效率和规模效率,并根据效率和投入情况将全国不同地区划分为六种类型,针对不同类型的地区提出提高效率的路径.使用Tobit回归对效率低下的影响因素进行回归分析.我国农村地区乡镇卫生院服务效率很大程度上受到新型农村医疗制度的实施效果,以及农村居民的文盲率和总抚养比的影响.     

Culture,Perceived Value,and Advertising Acceptance: A Cross-Cultural Study on Mobile Advertising

Abstract

Adverting standardization has been widely discussed since 1990s. Recently, this discussion has been extended to mobile advertising. When it comes to adopt a standardization or localization strategy, it is important that marketers understand how mobile advertising is perceived in different markets. This study examines the impacts of four perceived values of mobile advertising on young Australian and Chinese consumers’ acceptance of mobile advertising. The findings suggest that perceived functional value have the most positive effect on mobile advertising acceptance, followed by credibility and interactivity value. Further analyses reveal that culture moderates the relationships between perceived values and advertising acceptance.     

An Investigation of the Success of Targeting Newspapers and Efficiency of Advertising in Ireland

ABSTRACT

Segmentation and targeting have been considered a central component of marketing strategy for any organization for decades. This study considers the ability to utilize Irish print media to successfully target a high value segment. The aim of this study is twofold: first, to examine reader profiles of Irish daily papers and, second, to consider the accuracy of claimed target readers. Data from the Joint National Readership Survey was utilized to profile readers of the major newspapers available in Ireland. Results suggest once actual circulation size is taken into account there is unlikely to be any advantage in buying advertising space in a publication that claims to target a specific target reader with a smaller circulation, rather than buying advertising in a large circulation mainstream tabloid.     

The Impact of the Great Recession on Financial Services Advertising: An Exploratory Study

We explore how advertising managers of financial services organizations have responded to the repercussions of the Great Recession in their advertising strategies. To this end, we compare print ads for financial services that appeared in six magazines at two periods in time: 2005, prior to the Great Recession and 2010, after the end of the Great Recession. We content analyzed 755 prints ads and found major differences in the advertising strategies from prerecession to postrecession, particularly in the type of appeals. We further examined these strategic shifts by audience focus (business-to-business and business-to-consumer) and gender focus (male, female, or both).     

Efficiency and quality in health services: a crucial link

The relationship between quality and efficiency in the health sector is influenced by various conditions. The objective of this paper is to analyse the evolution of efficiency and quality in the Andalusian Hospitals during the years 1997–2004 and to study the association between efficiency and quality indicators. Hospital performance is analysed using data envelopment analysis and the Malmquist productivity index. Technical efficiency as well as healthcare quality increased during the analysed period. A weak association between efficiency and quality indicators exists. The results obtained rule out the existence of an efficiency–quality trade-off.     

An Empirical Model of Advertising Dynamics

This paper develops a model of dynamic advertising competition, and applies it to the problem of optimal advertising scheduling through time. In many industries we observe advertising “pulsing”, whereby firms systematically switch advertising on and off at a high-frequency. Hence, we observe periods of zero and non-zero advertising, as opposed to a steady level of positive advertising. Previous research has rationalized pulsing through two features of the sale response function: an S-shaped response to advertising, and long-run effects of current advertising on demand. Despite considerable evidence for advertising carry-over, existing evidence for non-convexities in the shape of the sales-response to advertising has been limited and, often, mixed. We show how both features can be included in a discrete choice based demand system and estimated using a simple partial maximum likelihood estimator. The demand estimates are then taken to the supply side, where we simulate the outcome of a dynamic game using the Markov perfect equilibrium (MPE) concept. Our objective is not to test for the specific game generating observed advertising levels. Rather, we wish to verify whether the use of pulsing (on and off) can be justified as an equilibrium advertising practice. We solve for the equilibrium using numerical dynamic programming methods. The flexibility provided by the numerical solution method allows us to improve on the existing literature, which typically considers only two competitors, and places strong restrictions on the demand models for which the supply side policies can be obtained. We estimate the demand model using data from the Frozen Entree product category. We find evidence for a threshold effect, which is qualitatively similar to the aforementioned S-shaped advertising response. We also show that the threshold is robust to functional form assumptions for the marginal impact of advertising on demand. Our estimates, which are obtained without imposing any supply side restrictions, imply that firms should indeed pulse in equilibrium. Predicted advertising in the MPE is higher, on average, than observed advertising. On average, the optimal advertising policies yield a moderate profit improvement over the profits under observed advertising.JEL Classification: L11, L66, M30 M37 R12     

基于DEA模型的酒店经营效率分析

运用DEA方法对酒店在运营中效益及成本之间的相对有效性进行了分析,通过对酒店投入-产出比的C2R模型的定量计算,有效辨别出酒店不同月份运营的DEA有效及非DEA状态,并据此分别给出了酒店未来投入-产出的调整方向,为酒店管理者的决策提供理论依据。     

广告产业的内涵及研究意义

广告从作为一种重要的营销手段发展成为一个相对独立的产业并没有引起广告学者和产业经济学家的足够重视。广告产业研究是广告产业实践提出的新要求,是广告学和产业经济学研究的具体化和深化,拓宽了产业经济学的研究领域,完善了广告学科体系,对指导中国广告产业发展具有重要的理论和现实意义。     

The Effectiveness of a Buzz Marketing Approach Compared to Traditional Advertising: An Exploration

Marketers are now willing to go anyplace they can find a captive audience to espouse the virtues of their products. The success of the “buzz” marketing approach is linked to the consumer being lured into doing the advertising by spreading the message to others. This study compares students’ responses to a traditional advertising and a buzz approach. Using a factor analysis to identify variables, the results show that subjects perceive a buzz approach to be more influential than a traditional advertising. However, they do not perceive a buzz approach to be authentic. This finding is consistent with practitioners’ argument that, although a buzz approach may be effective in the short-term, once consumers recognize its selling intent, the program may have a “boomerang effect.”     

An Involvement Explanation for Nostalgia Advertising Effects

This study seeks to offer additional insights regarding why positive “nostalgia effects” in advertising may be observed, that is, why nostalgic ads tend to elicit more favorable consumer responses than do non-nostalgic ads. Using the personal relevance component of advertising involvement as a theoretical foundation, the study supports hypothesized expectations that nostalgic ads are capable of inducing greater levels of self-reflection and advertising involvement. Furthermore, hypothesized effects were shown to be more pronounced when a “personal” nostalgia-themed ad (eliciting “a yearning for a realized, lived past”) was used, as opposed to when an “historical” nostalgia-themed ad (eliciting “a yearning for a distant past, never experienced”) was used. Theoretical and practical implications of the findings are discussed and directions for future research are offered.     

Consumer Attitudes toward Online Advertising: The Moderating Role of Personality

This study investigates how consumer attitudes toward advertising in general affect their attitudes toward online advertising. It also investigates the moderating role of the personality traits of introversion and extroversion in explaining this relationship. An online survey is used to collect data from a convenience sample of 244 respondents living in Canada. Results show that attitude toward advertising in general has a positive and significant impact on attitude toward online advertising. Introversion is found to have no moderating impact on the relationship between both attitudes. However, extroversion moderates this relationship.     

我国物流上市公司运营效率的实证研究

文章运用三阶段DEA方法,实证评估了2001-2008年我国28家物流上市公司的运营效率。实证结果显示:如果对外生环境变量和随机冲击的影响不加以控制,物流企业的纯技术效率值往往被低估,规模效率值往往被高估,且高估程度大于纯技术效率被低估的程度;三阶段DEA的计算结果表明,我国物流企业的综合技术效率值较低,平均为0.668,而出现低效率主要原因是规模效率低下;物流企业规模与物流企业的效率具有显著的正相关关系,不同类型物流企业的效率存在较大差异,仓储企业的综合技术效率值最高。     

我国高技术产业技术创新效率评价

采用数据包络分析法（DEA）,以《中国高技术产业统计年鉴—2009》为数据来源,对我国各地区高技术产业的技术创新效率进行实证分析。区分了北京、山西、上海、陕西等地DEA达到创新相对有效,河北、黑龙江、浙江等地为技术创新总体无效地区,天津、辽宁、吉林等地为DEA无效地区,根据结果,提出了我国存在技术创新不平衡的问题,为解决这一问题,应加大落后地区投资,加强指导监督,从产业和税收政策上适度倾斜,引导和刺激这些地区高技术的跨越式发展。保持发达地区优势,并引导先进地区和落后地区在高新技术领域合作。