The Role of Advertising Educators as Problem Solvers in the Field of Advertising

Abstract

Nationally syndicated product-media data services are very useful for analyzing the nature of target markets. They are not, however, generally considered useful for estimating television reach and frequency. This paper explains how selectivity indices derived from national product-media data can be combined with data from more specialized television-usage data services to yield an estimate of target market ratings. The paper describes a pilot study designed to test the plausibility of this approach.     

Cross-task validity comparisons of stated preference choice models

This paper uses a statistical test developed by Horowitz and Louviere (1993) to compare the parameters of several logit models estimated from different preference measures. This test shows that all models produce estimates of attribute effects that are equivalent up to a rescaling. Furthermore, models based on stated next purchase, the outcome of a purchase experiment, and a binary analysis of consideration set data produce equivalent estimates of all parameters.     

Product class involvement and purchase intent

While much has been written trying to define product-class involvement, little has been done to explore its impact on marketing tools or models. This study empirically examines the impact of product-class involvement on a cognitive-based model (the cognitive-consistency model). Results suggest that the predictive ability of cognitive-consistency type models will decrease under low product-class involvement.     

Direct Bankruptcy Costs: Evidence from the Trucking Industry

Direct costs of bankruptcy are measured for a sample of firms in the trucking industry that petitioned for bankruptcy protection from 1970 to 1985. Average direct bankruptcy costs represent 9.12 percent of the book value of total assets as of the year before filing. These costs are large compared with those reported in prior studies: 3.39 percent of book value of assets for retail firms, 4.31 percent for industrials, and .53 percent for railroads. We also find evidence of substantial economies of scale in bankruptcy costs in the trucking sample.     

Urban/rural shift and the evaluation of regional policy

This paper is concerned with assessing the effect of the urban/rural shift of manufacturing industry in the United Kingdom on the evaluations which have been made of United Kingdom regional economic policy. The first part of the paper investigates the methodological issues which are evoked by the urban/rural shift and the second part is concerned with its quantitative importance on published estimates.     

Forecasting futures returns in the presence of price limits

In a futures market with a daily price‐limit rule, trading occurs only at prices within limits determined by the previous day's settlement price. Price limits are set in dollars but can be expressed as return limits. When the daily return limit is triggered, the true equilibrium futures return (and price) is unobservable. In such a market, investors may suffer from information loss if the return “moves the limit.” Assuming normally distributed futures returns with unknown means but known volatilities, we develop a Bayesian forecasting model in the presence of return limits and provide some numerical predictions. Our innovation is the derivation of the predictive density for futures returns in the presence of return limits. © 2005 Wiley Periodicals, Inc. Jrl Fut Mark 25:199–210, 2005