Typologies of Banner Advertisements’ Attributes: A Content Analysis

The web has received significant amount of attention from advertising and consumer researchers investigating the impact of banner advertisement on consumers’ psychological and behavioral responses. However, no typology of banner advertisement has been identified yet, and the selection of banner advertisements as advertising stimuli has been carried out on the premise of personal judgment rather than scientific methodology. The identification of typology is important because different banner advertisement, such as static and pop-up, elicit different consumers’ responses. In addition the identification of a typology constitutes an advance to mid-range theory in a research domain. Hence, the purpose of this research is to identify the typologies of banner advertisements’ attributes such as type, number, shape, location, and size using content analysis. Specifically, nine banner advertisement types are identified as well as the typology of number, shape, location, and size of banner advertisements. Contributions of the research are discussed.     

Marketing Performance and Business Risk in Acutecare Health Trusts - A New Comparative Approach

The introduction of an internal market to the NHS in April 1991 has created a vastly different structure for the delivery of healthcare throughout the UK. This paper investigates the relationship between the changing income structure of acute care Trusts and their use of marketing as a tool to manage an increasingly complex operating environment. Primary data from a postal questionnaire to Trust Chief Executives (or their representatives) has been used to classify the 51 responding Trusts according to their performance within an acute care market that accounts for some £3.57 billion of the annual NHS spend.This is the first time that this type of marketing risk analysis as been attempted within the UK Health Service.

An innovativepositional matrix has been developed, categorising all the acute healthcare Trusts into four categories according to theirMarketing Index (MI) and Perceived Future Income Instability (INS) scores. The study suggests that about 24 per cent of all the Trusts are excessively exposed to future business risk as evident by their rather high income instability scores and low useof marketing tools and therefore more attention to marketing has to be given by these Trusts. Closer analysis of the results ofthe data indicates that those Trusts with a high marketing index (i.e. those more likely to be able to handle income instability),place market analysis, marketing strategy, demand forecasting and personal contact with purchasers, as top priorities. ThoseTrusts with low marketing indexes give priority to pricing analysis and personal contact with purchasers only.     

New Labour and the Modernisation of British Local Government: A Critique

The modernisation agenda for local government is based on questionable political assumptions. It has the attributes of a theological concept. This paper examines the concept of modernisation of local government by focusing on three dimensions (1) governance, (2) management and (3) finance. This analysis suggests the modernisation agenda is limited in scope and vision.     

Urban structure,gas prices,and the demand for transportation

This paper investigates how the characteristics of demand for space help determine the response of aggregate automobile mileage to increased gasoline prices. A typical monocentric model is considered in which household heads commute to work at the center of city. Precise results are derived under the assumption that all households have the same income and that transportation is a small item in the typical budget. Finally, a numerical projection is made based on estimates of the relevant parameters.     

An ideal Kyoto protocol: emissions trading, redistributive transfers and global participation

We demonstrate that an interregional policy scheme featuringtrading of carbon dioxide emissions, redistributive resourcetransfers and global participation, a scheme which we call ‘IdealKyoto Protocol’, yields an efficient equilibrium allocationfor a global economy. An altruistic international agency—say,the Global Environment Facility—should operate the resourcetransfer mechanism. In addition, regional governments shouldbe able to make independent policy commitments regarding howto control regional emissions of carbon dioxide in anticipationof the redistributive transfers. Our efficiency result suggeststhat the USA should be ‘bribed’ to reverse its decisionof not participating in the Kyoto Protocol.     

Evaluating the effectiveness of monetary reforms

Using a monthly model of the economy, containing a detailed financial sector, various monetary reforms are evaluated in a stochastic setting. The setting is stochastic because parameters must be estimated from finite data sets and because unexplained residuals exist. The objective function is a single-period, simple quadratic function in income. The problem then reduces to finding the opportunity locus (mean-variance curve) corresponding to each reform; the more effective the reform the more favorable the mean-variance tradeoff. The general finding is that most of the reforms considered are effective, but their impact is not very significant.