Electronic Marketing Communications: An Evolving Environment,but Similar Story Regarding the Perception of Unsolicited Commercial E-Mail and Postal Direct Mail

The internet is still a relatively new mass communication tool for advertisers and marketers. When weighing the potential benefits of electronic techniques against the financial investment, spam seems particularly attractive to marketers for either for-profit or non-profit objectives. Since it is unlikely that marketers will decrease their efforts related to spam and postal direct mail as a form of communicating to mass consumers, it is important to track consumer attitudes so that audiences are not subjected to the backlash predicted by psychological reactance. The results of this study found that spam is more irritating than postal direct mail at both T₁ (2004) and T₂ (2006), and participants in T₂ found both direct marketing communication methods more intrusive than those in T₁.     

The Role of the Internet in the Marketing of Independent Public Houses in the UK

The traditional public house has undergone significant change in the last three decades, making the transition from a male dominated drinking venue to a modern leisure provider. Many independent pubs now offer a variety of products and services to a range of market segments. In recent years there has been plenty of evidence of independent pubs embracing the concept of marketing in response to challenging competitive conditions and customer demands. Many have been very successful at implementing innovative marketing strategies for attracting and retaining customers. Promotional activity has also increased but appears to have been less innovative, concentrating mainly on word-of-mouth and sales promotions. The complex promotional mix used by many commercial organisations is beyond the budget of the majority of independent pubs. Advertising through the media of newspaper or radio is also too expensive and therefore independent pubs may have to seek alternative ways of making the consumer aware of their location and the hospitality that they offer. This paper seeks to explore the potential of the Internet as a marketing communications tool for independent pubs. A review of trade examples and a mini case study are presented to assess the extent to which independent pubs and customers have adopted this technology. The advantages of using this medium are discussed and examples of successful use of the Internet by independent pubs are presented. The problems of time, cost and IT expertise are considered as barriers to adoption.     

Pareto-superior trade policy

Current literature shows the welfare superiority of ad valorem over specific tariffs or domestic governments facing foreign monopolists. This note establishes the stronger result that, for any given specific tariff imposed on a foreign monopoly, there exists an ad valorem tariff that Pareto dominates it - that produces larger profit for the foreign firm as well as larger tariff revenue and consumer surplus for the domestic economy. This Pareto ranking can be extended to the case of foreign Cournot oligopoly under certain market conditions.     

The effect and moderation of gender identity congruity: Utilizing “real women” advertising images

The present article examines the predictive ability of gender identity congruity in explaining women's responses to advertising appeals. The contributions of the article are twofold: (1) to demonstrate whether advertisements that are congruent with female consumers' gender identities elicit strong positive responses and (2) to identify the factors that moderate/mediate the impact of gender identity congruity on consumer responses to advertisements. The research findings provide evidence of the ability of gender identity congruity to elicit positive responses to advertising appeals. The relationship between gender identity congruity and responses to the advertisement is mediated by advertising involvement. The moderating roles of national culture, physical concern, and physical view are also supported. Overall, the congruity theory provides a powerful framework to examine consumer responses to gender portrayals in advertising. ©2009 Wiley Periodicals, Inc.     

Real estate prices in Beijing, 1644 to 1840

This paper provides the first estimates of housing price movements for Beijing in late pre-modern China. We hand-collect from archival sources transaction prices and other house attribute information from the 498 surviving house sale contracts for Beijing during the first two centuries of the Qing Dynasty (1644–1840), a long period without major wars, political turmoil, or significant institutional change in the Chinese capital. We use hedonic methods to construct a real estate price index for Beijing for the period. The regression analysis explains a major proportion of the variance of housing prices. We find that house prices grew steadily for the first half-century of the Qing Dynasty and declined afterwards in both nominal and real terms through the late eighteenth century. Nominal prices grew starting in the late eighteenth century and declined from the early nineteenth century through 1840. But these price changes occurred with contemporaneous price changes in basic measures of the cost of living: there was little change in real terms to the end of our period.     

About the authors

The uncertain market conditions in Eastern Europe pose new challenges for marketing planning. Techniques such as risk analysis and matrices may not be applicable in assessing the attractiveness of markets, which are subject to discontinuous change. This paper analyses 15 cases of entry into Ukraine by western Multi‐national Corporations. The process whereby they assessed the risks and opportunities of operation in the market are studied. The implications of the findings of this study are discussed.     

On Choosing Among House Price Index Methodologies

This paper compares housing price indices estimated using three models with several sets of property transaction data. The commonly used hedonic price model suffers from potential specification bias and inefficiency, while the weighted repeat-sales model presents potentially more serious bias and inefficiency problems. A hybrid model combining hedonic and repeat-sales equations avoids most of these sources of bias and inefficiency. This paper evaluates the performance of each type of model using a particularly rich local housing market database. The results, though ambiguous, appear to confirm the problems with the repeat sales model but suggest that systematic differences between repeat-transacting and single-transacting properties lead to bias in the hedonic and hybrid models as well.     

Precautionary Saving by Young Immigrants and Young Natives

This paper uses data from the 1979 Youth Cohort of the National Longitudinal Surveys (NLSY79) to explore the wealth accumulation patterns of younger cohorts as well as immigrants' and natives' precautionary saving in response to income uncertainty. We use two measures of wealth and construct a time-varying, conditional measure of income uncertainty, instead of relying on a constant, unconditional, summary measure of income uncertainty. We use a buffer-stock model of savings, and find that immigrants accumulate less wealth than do natives. Additionally, young natives' wealth accumulation patterns appear more responsive than those of their immigrant counterparts to income uncertainty.