Processing and Retrieval of Inferences and Descriptive Advertising Information: The Effects of Message Elaboration

Abstract

Two issues make advertising effectiveness difficult to assess: (1) advertising effects occur both during ad processing and when ad information is retrieved, and (2) the information that consumers derive from advertisements is likely to be some combination of explicit information and inferences. The study reported in this paper addresses these issues, examining the effects of encoding and time delay on advertising processing. Results indicate that while some types of inferences (product features) are more likely to be made under strong than weak encoding conditions, other types of inferences (consumption situation) are not affected by encoding. In addition, at the time of a decision (after a time delay), memory information use depends both upon individual brand accessibility and the relative accessibility of alternative brands in the memory set. Implications for both advertising researchers and managers are offered.     

Public Professional Accountability: A Conditional Approach

In the past decades, profession(al)s have increasingly been called to account. Several authors have reported that this increased public professional accountability, in the form of showing that professional conduct meets predefined standards or rules, has had severe negative consequences for professionals, their clients and society, and call for ‘intelligent’ forms of accountability; forms of accountability that may inform a wider public about professional conduct but do not harm it. In this paper, we propose a form of ‘intelligent’ public professional accountability. Taking Freidson’s (Professionalism. The third logic, Polity Press, Cambridge, 2001) notion of institutional ethics as a point of departure, we develop a form of accountability that seeks to account for the conditions required for professional conduct. The paper first discusses the current ‘dilemma of professional accountability,’ describes ‘ideal-type professional conduct’ and goes into the conditions it requires. Next, it shows what accounting for these conditions entails and that this form of accountability fits the criteria for intelligent accountability, as set by O’Neill (in: Morris and Vines (eds.) Capital failure: rebuilding trust in financial services, Oxford University Press, Oxford, 2014).     

The Adoption of the Multi-divisional Form in Large Czech Enterprises: The Role of Economic, Institutional and Strategic Factors

In the Czech Republic and elsewhere in the region, researchers have noted the widespread adoption of the multi-divisional form (MDF) by the former state-owned enterprises. In contrast to the accepted explanations in western capitalist societies, the spread of the MDF in post-Communist economies has had little or nothing to do with growth strategies such as diversification. Developing ideas from the existing western literature, the paper examines the role of economic, institutional and strategic choice factors in three large, former state enterprises within the Czech post-Communist context. The findings suggest that all three factors are theoretically important, but neither equally nor independently so. In particular, economic factors acted as a major constraint on structural choice only under extreme conditions, while institutional factors and strategic choice are best understood as interdependent moments in a recursive process of structural enactment.     

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.     

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.