Advertising Management: Its Role in Marketing. Sachs,William S. Tulsa,Oklahoma: PennWell Books, 1983

Abstract

The advertising literature contains some evidence that offensive advertising is multidimensional in nature, but little is known about the character of these dimensions. In an exploratory study of TV advertising, two different dimensions of “offensive” were identified. These dimensions were labeled Offensive Products and Offensive Execution. This distinction is important both for the study of the construct as well as for advertisers who are faced with decisions on advertising execution. The Offensive Products dimension contains those products related to consumer problems which social norms dictate should not be discussed in public. The Offensive Execution dimension, the dimension over which the advertiser has more control, consists of those ads which are perceived to be offensive by the nature of the execution or themes and/or topics of the ad and not the product itself.     

Formal Employment and Informal Work in Household Services

This article discusses whether employment increases are likely in household services. The conclusion is that until recently, employment increased due to a shift of service work from households to the formal economy (especially the public sector). The growing number of childless or single parent households means a growing demand for services from the formal economy. Still, it seems likely that the service employment growth will slow down and be substituted by work in the informal economy, due to the cost increases in the formal economy connected with low productivity growth in service activities.     

Works from Other Disciplines

This section includes articles and presentations from noneconomics journals and meetings that may be of interest and use to economic educators.     

Heterogeneity in Values of Morbidity Risks from Drinking Water

This paper reports the stated preference values for reducing the morbidity risks from drinking water estimated using a nationally representative U.S. sample of 3,585 households. Based on the average annual gastrointestinal (GI) illness risk in the U.S. from drinking water of about 5 illnesses per 100 population, eliminating the GI risk has a median annual value per household of $219. The considerable heterogeneity in the values arises largely from differences in attitudes towards risk and price sensitivity. Using interval regressions, we find that valuations are greater for those who perceive a high personal risk, consume a large quantity of tap water, or are environmentalists. The paper explores several methodological issues pertaining to the iterative choice format involving a choice between two policies characterized by their cost and GI risk. The analysis adjusts for starting point effects by basing valuations on the tradeoffs that are estimated to prevail at the ??equitable tradeoff rate,?? which is the starting cost-water quality tradeoff rate that produces a 50?C50 split in the initial policy choice between policies with greater tradeoff rates and policies with lower tradeoff rates. The heterogeneity in valuations is also explored by examining quantile regression results and the determinants of the unbounded valuation amounts at the low and high extremes.     

Interest rates and efficiency in medieval wool forward contracts

While it is commonly believed that derivative instruments are a recent invention, we document the existence of forward contracts for the sale of wool in medieval England around 700 years ago. The contracts were generally entered into by English monasteries, who frequently sold their wool for up to 20 years in advance to mostly foreign and particularly Italian merchants. Employing a unique source of data collected by hand from the historical records, we determine the interest rates implied in these transactions and we also examine the efficiency of the forward and spot markets. The calculated interest rates average around 20%, in accordance with available information concerning the interest rates used in other types of transactions at that time. Perhaps surprisingly, we also find little evidence of informational inefficiencies in these markets.     

Trust Deterioration in an International Buyer-Supplier Relationship

Despite an abundance of research on inter-organizational trust, researchers are only beginning to understand the process of trust deterioration as an inter-organizational phenomenon. This paper presents a case study examining the deteriorating relationship between two international high-tech firms. We surveyed respondents from the supplier firm to identify major elements that reduced the supplier's trust in its customer, using the dimensions of trust identified by Mayer et al. (1995). While violations of ability, integrity, and benevolence all contributed to trust reduction, early violations of trustee benevolence contributed importantly to trust deterioration. Over time, the relationship became "sensitive," and respondents reported many incidents of trust violation. Managers reported primarily integrity- and benevolence-related incidents, while no pattern emerged among operations personnel. We examine the results in light of Hosmer's (1995) ethically-based trust principles. The supplier and customer would likely differ in their opinion of whether the customer was acting "ethically." This suggests that scholars need to examine how many principles can be violated before trust is eliminated, and whether any of the principles are particularly salient in business relationships.