Sponsorship effect metric: assessing the financial value of sponsoring by comparisons to television advertising

Since sponsoring is an increasingly important marketing communication medium, it is important for managers to know whether their sponsorships are giving a good financial return relative to other communication alternatives. Although several “rules of thumb” are commonly used in the industry for converting sponsorship exposure time into television advertising equivalent values, this research is the first to empirically test them by means of two experiments employing realistic stimuli and representative samples. Across 6 stimuli brands, study 1 finds that an average of 127 s of sponsor logo exposure achieves the same effects as a 30 s TV ad, but variance around this figure is high and depends on a variety of factors such as communication goal, sponsor fit, type of exposure, and whether the sponsor is a known brand. Study 2 finds that combining sponsoring with television advertising does increase the effects of sponsoring, although effects vary widely depending on the context, but even in the best case the increase is not supportive of the high levels of advertising suggested by many industry experts. Overall, the findings will allow managers to more confidently assess the financial value of their sponsorship investments.     

CDM 20 years after

ABSTRACT

In year 1998, the seminal paper Research Innovation and Productivity: An Econometric Analysis at the Firm Level was published in this journal. The empirical framework, following on ideas in the research of Zvi Griliches at the NBER and commonly labeled CDM (the acronym of the three authors’ names, Crépon, Duguet and Mairesse) is one of the most influential contributions in recent literature on economics of innovation. The original CDM paper and papers inspired by its framework have received hundreds of citations in the empirical innovation literature. Whether directly linked or not to the CDM framework, the flow of studies improving on and enlarging the scope and methods of the empirical literature on R&D, innovation and productivity is continuing. Some of them, for example, focus on financing innovation, innovation and employment, innovation and trade, competition, or intellectual property; some adopt a managerial perspective, while others prefer an innovation system approach in a Schumpeterian tradition, etc. This introduction to the special issue of EINT surveys a collection of 12 papers on the CDM model by 25 authors from eight countries. The papers take stock of the evolution of research based on the original CDM model launched 20 years ago, linking it to the previous literature, and proposing developments and generalizations of it in various dimensions.     

(Non-)existence and Scope of Nash Networks

For the connections model of strategic network formation, with two-way flow of information and without information decay, specific parameter configurations are given for which Nash networks do not exist. Moreover, existence and the scope of Nash network architectures are briefly discussed. We would like to thank two referees for helpful comments.     

A Global Ex-vessel Fish Price Database: Construction and Applications

Synopsis We describe the first effort at creating a global ex-vessel fish price database, which is required for understanding the economic behavior of participants in the world’s fisheries. We demonstrate potential applications of the database by linking it to a spatially defined catch database, which makes it possible to attach landed values to species in both time and space. This is the first database available publicly where interested members of the public, researchers and managers can easily find and access ex-vessel prices of the world’s major commercial fish species. Preliminary results indicate that the average real price of a number of species have declined between 1950 and 2002. The estimated landed value of fish globally, in year 2000 dollars, was about US$24 billion in 1950. It increased steadily to about US$90 billion in the early 1970s, reached a peak of US$100 billion at the end of the 1980s, and declined to about US$80 billion in 2000. The top 15 fishing countries cumulatively account for 79% of total real landed value, with Japan leading, even though the value of its landings has been declining.      

Conditional utility

Summary The motivation for this paper starts out with a decision situation under risk where the decision-maker has to choose among various lottery tickets. We will ask what happens to a person's lottery choice if he is given additional information in terms of probabilities on some states of nature which might affect his choice among lottery tickets. In other words, in evaluating his decision situation, a person should not only consider the probability of a certain prospect to be realized but also the problem how and to which extent some state(s) of nature modify the utility of this prospect. This problem has not been dealt with in Bernoullian utility theory.We state several conditions which are necessary and sufficient to treat conditional utility as Bernoullian utility. Then we show as a main result that it is possible to represent expected utility of decision acts (in Savage's terminology) by conditional expected utility of prospects which preserves well-known properties of expected utility with the exception of linearity.We give a potential application of the notion of conditional utility to the estimation of the value of information as a residual value of prior and posterior utility.     

Einzelbesprechungen

Ohne ZusammenfassungAus dem Italienischen übersetzt von M. St. Braun, WienAus dem Italienischen übersetzt von E. Allina, WienAus dem Russischen übersetzt von A. GerschenkronÜbersetzt von Paul Brüll, Wien.     

Shrouding Add‐On Information: An Experimental Study*

We explore how increased competition affects firms’ obfuscation strategies in a laboratory experiment. Firms sell a base good and an add‐on product. Besides choosing the base‐good price, sellers take an action that mimics the effects of shrouding the add‐on product. Shrouding is an equilibrium but an unshrouding equilibrium coexists. In our experiment, more competition matters, in that only duopolistic markets are frequently shrouded whereas four‐firm markets are not. With repeated interaction, shrouding rates do not increase. However, the opportunities to shroud facilitate tacit collusion on the base‐good price for the duopolies: the unshrouding equilibrium serves as a credible punishment if deviations occur.     

Club theory and household formation

The relationship between our general equilibrium model with multi-member households and club models with multiple private goods is investigated. The main distinction in the definitions consists in the equilibrium concepts. As a rule, competitive equilibria among households where no group of consumers can benefit from forming a new household and valuation equilibria prove equivalent in the absence of consumption externalities, but not in their presence.     

Strategy-Proof Probabilistic Decision Schemes for One-Dimensional Single-Peaked Preferences

Collective decision problems are considered with a finite number of agents who have single-peaked preferences on the real line. A probabilistic decision scheme assigns a probability distribution over the real line to every profile of reported preferences. The main result of the paper is a characterization of the class of unanimous and strategy-proof probabilistic schemes with the aid of fixed probability distributions that play a role similar to that of the phantom voters in H. Moulin (Public Choice35 (1980), 437-455). Thereby, the work of Moulin (1980) is extended to the probabilistic framework. Journal of Economic Literature Classification Numbers: D71, D81.