Humorous Illustration and Cartooning — A Guide for Editors,Advertisers, and Artists. Nelson,Roy Paul. Englewood Cliffs,NJ: Prentice-Hall,Inc., 1984. 243 Pp. $12.96

Abstract

Previous research on negative political advertising has found both intended and backlash effects, indicating that the impact of these ads is likely to be contingent on other factors. The current study examines some potentially important contingent variables — level of involvement and attention to both newspapers and television for political information. Regression analyses indicate that both enduring and situational involvement and attention to television news increase the impact of negative political ads on voting decisions. Although it initially appears that attention to newspaper is unrelated to the impact of negative ads, analysis of covariance shows that newspaper reading actually reduces the impact of negative ads after controlling for other variables.     

Measuring the Contributions of Brand to Shareholder Value (and How to Maintain or Increase Them)

Since 1993 Young & Rubicam has invested over $130 million in collecting and interpreting data on consumers' perceptions of some 44,000 product and service brands in over 50 countries. At the core of Y&R's research effort is the Brand‐Asset® Valuator (or “BAV”), a model that converts the firm's hoard of data on global consumer perceptions and behavior patterns into assessments of brand strength and value. When combined with the findings of independent research by academics in marketing and finance (using Compustat data on corporate operating and stock‐price performance), the BAV's assessments of brand values can be used to quantify the contributions of brands to both corporate earnings and market values. One of the main findings of this research is that brands contribute to the market value of companies by increasing not only current earnings, but the price‐to‐earnings (P/E) multiples that investors assign to current earnings. Such increases in P/E multiples in turn reflect investors' expectations for lower risk, higher growth or both. At the same time, more recent consumer surveys (conducted in 2005‐2007) provided indications of brand “erosion” even as the markets were pushing up share prices, presumably with the expectation that intangibles like brand would continue to drive operating earnings in the future. For the leaders of consumer‐related corporations, the resulting “disconnect” between stock prices and brand values points to a continuing challenge for brand management. Building brand value is important for both finance professionals trying to increase shareholder value and marketers trying to build brand strength and increase sales and margin. The aim of the authors' research is to bring these two groups—finance and marketing— closer together by demonstrating the role of marketing strategy and brand equity in driving shareholder value.     

Enhancing the application of experiential marketing in the arts

While experiential marketing has become a cornerstone of recent advances in retailing, branding and events marketing, there is potential for its application in arts marketing to be extended and improved. The two main goals of this paper are to introduce and explain the Pine and Gilmore experiential marketing framework[Pine, II, B. J. and Gilmore, J. H. (1999) ‘The Experience Economy’, Harvard Business School Press, Boston.] and its relevance to arts marketing; and to discuss the implications of Pine and Gilmore's work for two specific areas of arts marketing: the unique dimensions of the arts experience, and the strategic and tactical steps involved in staging an experience. Copyright © 2004 Henry Stewart Publications     

The Economics of Erosion and Sediment Control in Southwestern Ontario

This paper compares the costs of off-farm damage from sediment displaced through erosion from southern Ontario cropland with the costs of erosion control to farmers using available conservation tillage techniques. The SOILEC model is used to simulate the long-run on-farm profitability of alternative tillage systems. The Guelph model for evaluating the effects of Agricultural Management systems on Erosion and Sedimentation (GAMES) is used to estimate changes in sediment delivery rates under different production systems. The results of the analysis indicate that the off-farm gains from the use of conservation tillage generally exceed the on-farm costs of erosion control for southwestern Ontario growing conditions. Le présent document compare les coûts des dommages causés à l'extérieur des régions agricoles par le déplacement des sédiments sous l'effet de l'érosion des terres agricoles du sud de l'Ontario aux coûts des techiques de conservation du sol devant être utilisées par les agriculteurs pour lutter contre l'érosion. Le modèle SOILEC est utilisé pour simuler la rentabilitéà long terme, pour les agriculteurs, d'autres techniques de travail du sol. Le modèle Guelph pour évaluer les effets des systèmes de gestion agricole sur l'érosion et la sédimentation (GAMES) a également été utilisé pour estimer la variation du taux d'écoulement des sédiments en fonction de différents systèmes de production. Les résultats de l'analyse indiquent que les gains à l'extérieur de la ferme résultant de l'application de techniques de conservation sont en général supérieurs aux coûts des mesures de lutte contre l'érosion devant être utilisées à la ferme, dans les conditions de culture s'appliquant au sudouest de l'Ontario.     

Hungary: A decade of economic reform :

Over the last twenty years evidence has been accumulating in favour of targeting innovative early-stage entrepreneurs for new forms of assistance. Experimental programming has been underway to find new ways to effectively support technologically innovative entrepreneurs. Further experimentation is needed to overcome remaining uncertainties and continuing objections.     

New Ventures and Small Business Innovation for Economic Growth

Over the last twenty years evidence has been accumulating in favour of targeting innovative early-stage entrepreneurs for new forms of assistance. Experimental programming has been underway to find new ways to effectively support technologically innovative entrepreneurs. Further experimentation is needed to overcome remaining uncertainties and continuing objections.     

Lessons from a low-budget innovation centre

In the two years from November 1983 to September 1985, an experimental innovation centre was set up at the University of Calgary to offer services to community ventures by using the existing resources to serve those people developing new ventures in the community. A conservative estimate of $250, 000 worth of resources was leveraged out of an initial operating grant of $20, 000. Outcomes from the first year's operations included $ 1.75 million value added to 50 of 65 community businesses receiving support.
This article places the strategy used at the University of Calgary's Low Budget Innovation Centre with the context of related strategies for supporting new innovative ventures. The history of the centre is reviewed, some lessons drawn, and an operational model formulated.     

A causal analysis of environment-reward-satisfaction linkages for the sales representative

A causal model that postulated linkages of organizational environmental variables, reward variables, and satisfaction for sales representatives was investigated. Findings indicated that the usual assumptions concerning an organization's inability to contribution to intrinsic rewards may not hold.