A Hierarchical Marketing Communications Model of Online and Offline Media Synergies

We propose a new hierarchical model of online and offline advertising. This model incorporates within-media synergies and cross-media synergies and allows higher-order interactions among various media. We derive the optimal spending on each medium and the optimal total budget. We also develop three hypotheses on the effects of within- and across-media synergies on both the total budget and its allocation. We estimate media effectiveness as well as the within- and cross-media synergies of offline (television, print, and radio) and online (banners and search) ads using market data for a car brand. We show that both types of synergies —within-media (i.e., intra-offline) and cross-media (online-offline)— exist. We show how within- and cross-media synergies boost the total media budget and online spending due to synergies of the online media with various offline media.     

A Methodology for Farm-Level Economic Analysis of Soil Erosion Effects Under Alternative Crop Rotational Systems in Ontario

Multiperiod linear programming techniques are used to evaluate comparative profitabilities and soil erosion rates for corn grown monoculturally and in rotation with a) soybeans, b) soybeans and oats, c) barley, and d) alfalfa on moderately sloping land with medium loam soils in southern Ontario. Attention is focussed on the case of a highly leveraged recent entrant to farming with heavy debt servicing needs and potential cash flow constraints. Monocultural corn was found to be more profitable than any of the rotational systems, with corn-soybeans rotations the next most profitable and corn-barley rotations the least profitable. Corn-soybeans caused the highest soil erosion, followed by continuous corn, with corn-alfalfa rotations causing the least. Les techniques de programmation linéaire multipériode sont utilisées pour évaluer et comparer les niveaux de profit et les taux d' érosion de sols agricoles moyennement argileux pour des systèmes de production de grandees cultyres localiées dans le sud de l' ontario et produisant, soit du mais en régime de monoculture, soit du mais en rotation avec: a) du soja, b) soja et avoine, c) orge. et d) de la luzerne plantée sur des terrains à pentes modérées. L' analyse developpée dans cet article met l' accent sur des agriculteurs récemment installés, disposant de beaucoup d' actifs, mais également, ayant des besoins énormes d' emprunts et, par conséquent, soumis à des contraintes potentielles sur leurs cash-flows. Les résultats obtenus montrent que le système de production, mais-monoculture, est le plus viable de tous les systèmes etudies. Parmi les systemes de production reposant sur une rotation culturale, il s' avère que celui combinant maïs et soja vienne en seconde position, tandis que un régime cultural fondé sur une rotation maïs et orge donne les pires resultats. Pour ce qui concerne des taux d' erosion des sols, la rotation maïs-soja cause les plus gros dommages. ensuite suivie par le système de production, maïs-monoculture. Finalement, les taux d' erosion les plus faibles ont été obtenus pour la rotation culturale, maïs-luzerne.     

Chile's Neoliberal Agrarian Transformation and the Peasantry

In the mid–1970s, following the early shift to neoliberalism, the Chilean rural sector was restructured dramatically, becoming one of the most successful cases of non–traditional agricultural export (NTAE) growth. However, many analysts fail to discuss the problematic nature of Chile’s integration into the global market. Underpinning this rapid growth of NTAEs is the exploitation of cheap peasant labour, especially seasonal female wage workers. This article examines the elements of continuity and change in agrarian policy since the transition to democracy in 1990. In particular, it presents the policy debate on the future of the peasantry: capitalization or proletarianization? The dilemma that policy makers face over maintaining high rates of NTAE growth while at the same time attempting to reduce poverty and income inequalities are also highlighted. The Chilean case can be considered as paradigmatic insofar as it exhibits key characteristics of the classical capitalist transformation of agriculture: the emergence of a new class of dynamic agricultural entrepreneurs, renewed proletarianization and land concentration, and intensification of social differentiation.     

An Empirical Examination of the Stated Purposes of Issuer Tender Offers to Purchase Common Stock

This paper documents the purposes of issuer tender offers to repurchase stock, as stated in Securities and Exchange Commission (SEC) disclosures, over the period 1994‐2006. We explore whether stated purposes relate to announcement period returns and find returns are significantly lower when repurchases replace dividends, distribute cash from unspecified sources, or occur subsequent to third‐party tender offers. Announcement period returns are significantly higher when repurchases are viewed by management as the best investment opportunity available or when they occur subsequent to previous repurchase programs. Finally, we find evidence in support of signaling theory and Jensen's (1986) agency cost of free cash flow theory.     

Pricing a new product: Eurotunnel

Eurotunnel, due to open in 1993, will link Great Britain with mainland Europe. Massive cost overruns have cast some doubts on its future profitability, but this article shows how its cost structure gives it critical advantages in pricing against its competitors. The prospectus assumption is that Eurotunnel and the ferries will charge broadly similar fares. In this article, we show that substantially undercutting ferry charges is a far more profitable strategy. Moreover, this result holds even if consumers regard the tunnel as a superior service and is robust to any response by the ferries themselves. Their best strategy is to seek niche markets and avoid direct competition with the tunnel. The article draws parallels for other firms introducing new products by applying new technology in established markets.     

When worlds collide: The implications of panel data-based choice models for consumer behavior

Panel data, both diary and scanner, have been analyzed by marketing scientists for over thirty years. One of the important uses of panel data is to better understand consumer behavior by developing and testing hypotheses using the revealed preference data rather than experimental data that uses only self-reported behavior or behavior in a simulated choice environment. The purpose of this paper is to suggest areas of research where panel data can be used to better understand the underlying behavior of the panel members.     

Cointegration of price measures: Evidence from the G-7

This study addresses index-dependency of empirical results associated with the purchasing power parity (PPP) relationship. Using four key price indices involving the G-7 nations, empirical tests for long-run co-movement are conducted. A test for linear restrictions is imposed. The speeds of adjustment are calculated for statistically significant linear combinations. The speed of the short-run response to disequilibrium differs both within and across countries. The seven-country average reveals that the CPI has the quickest recovery response to a one-time disturbance. The findings suggest that PPP results are not dependent upon the choice of index when an explicit set of indices is cointegrated.(JEL F3)     

Downsizing outcomes: Better a victim than a survivor?

Is it better to be laid off when a downsizing initiative is announced? We analyze the outcomes experienced by both victims and survivors involved in a major downsizing program, and present a model of downsizing stress. Results indicate that displaced employees, or “victims,” who secure new employment fare better than survivors. The victims in our study perceive higher levels of control, less stress, and fewer negative job strains than continuing workers, or “survivors.” These results lend credence to suggestions that stress and control are critical factors in understanding employee reactions to downsizing. © 2003 Wiley Periodicals, Inc.