Your loyalty program is betraying you

Even as loyalty programs are launched left and right, many are being scuttled. How can that be? These days, everyone knows that an old customer retained is worth more than a new customer won. What is so hard about making a simple loyalty program work? Quite a lot, the authors say. The biggest challenges include clarifying business goals, engineering the reward structure, and creating incentives powerful enough to change buying behavior but not so generous that they erode margins. Additionally, companies have to sort out the puzzles of consumer psychology, which can result, for example, in two rewards of equal economic value inspiring very different levels of purchasing. In their research, the authors have discovered patterns in what the successful loyalty programs get right and in how the others fail. Together, their findings constitute a tool kit for designing something rare indeed: a program that won't do you wrong. To begin with, it's important to know exactly what a loyalty program can do. It can keep customers from defecting, induce them to consolidate certain purchases with one seller (in other words, win a greater share of wallet), prompt customers to make additional purchases, yield insight into their behavior and preferences, and turn a profit. A program can meet these objectives in several ways--for instance, by offering rewards (points, say, or frequent-flier miles) divisible enough to provide many redemption opportunities but not so divisible that they fail to lock in customers. Companies striving to generate customer loyalty should avoid five common mistakes: Don't create a new commodity, which can result in price wars and other tit-for-tat competitive moves; don't cater to the disloyal by making rewards easy for just anyone to reap; don't reward purchasing volume over profitability; don't give away the store; and, finally, don't promise what can't be delivered.     

De grenzen der leiding

Rede, uitgesproken bij het afscheid van de Nederlandsche Economische Hoogeschool op 6 Juni 1946.     

Groeizaam financieel beleid

Summary Economic growth, and the level of savings required to finance it, have increased in the Netherlands since the second world war to a considerably larger extent than could reasonably have been expected. The Netherlands are among the countries which, after the period of recovery and economic revival, have become under the spell of the idea of economic growth. The country was able to realize this growth by using an amount in the order of magnitude of 20 per cent. of its national income (calculated at market prices) for the formation of capital.This percentage was attained thanks to the fact that savings of private individuals were largely supplemented by government savings, by business savings (effectuated through keeping appreciable portions of net profits in the business for the purpose of strengthening reserves), and by forming (or enlarging the amount of) funds, set aside for carrying out arrangements made for the payment of old age pensions, widows' pensions and the like. More than half of the above-mentioned total of 20 per cent. was due to savings of these three kinds. As such savings are often not felt by private individuals as sacrifices, they may be called disguised or veiled savings.The author pays special attention to government savings. They have been a permanent feature in the Netherlands since the end of the war; and they have contributed to no small extent towards financing economic growth. They emanated from surplusses of current central government income above current central government expenditure, and enabled the central government to finance important investments, also for the account of local authorities.For the year 1960 a savings quota of 23 per cent. of the national income was registered. Since then the percentage has gone back to 17 1/4 per cent. in 1963. In the meantime impulses towards economic growth have gained strength. With a view to this development the government recommends serious endeavours directed to re-establishing a savings quota of 23 per cent. of the national income. Given the strong tendency towards increased consumptive spending which has made itself felt during the last few years, the author realizes that this is a desideratum, by no means easy to be fulfilled. He does not, however, consider its fulfilment as a task which cannot be accomplished.Rede, uitgesproken bij de aanvaarding van het ambt van gewoon hoogleraar in de leer der openbare financiën aan de Rijksuniversiteit te Leiden op 2 december 1966.     

Versteckte Effekte

Effects of product placements on attitudes have rarely been the subject of scientific research so far. Furthermore, existing findings are partially contradictory??a fact that has been explained with the impact of intervening variables both on the side of the stimulus and of the recipient. Especially the design of the placement is said to have an influence on whether the intended effect shows up or not. In this context the prominence/salience of the placement is of importance. The following study is based on an experiment (n?=?221) testing how the prominence of placements affects the attitudes of recipients. For this, we measure attitudes not only by explicit questioning using a semantic differential, but also with the help of an implicit association test. In doing so we react to criticism of the methodological one-sidedness of past examinations of the effects of product placement, most of them solely relying on self-reports to measure attitudes. The experiment shows that the implicit measurement of attitudes uncovers effects that would have remained in the dark if only explicit questioning had occurred. The study also reveals that the presentation of subtle placements results in more positive brand attitudes; this relation is moderated by recipients?? programme assessment.     

Boulevardisierungstrend in deutschen Fernsehnachrichten

Changes in content and presentation styles of TV news are an indicator of the way the public today perceives the political process. ?Tabloidization‘, i. e. an adoption of presentation styles used by tabloid newspapers and magazines, has been introduced as an operational concept to measure these changes. In order to assess whether a long-term process of tabloidization occurred in German TV news, we content-analyzed the political coverage in the main news broadcasts of the four major TV channels four weeks before the German general elections in 1983, 1990, and 1998. The empirical basis of this analysis is 1,241 reports. We found strong tendencies towards tabloidization. They have occurred on all dimensions we investigated, i. e. in content (decrease of policy coverage), form (e. g. more personalization), and style (e. g. shorter sequences). As could be expected, indicators of tabloidization are generally stronger for the commercial than the public TV stations. However, one of the public stations (ZDF) has also shown a sharp increase of tabloidization features, in some cases even surpassing its two commercial competitors.     

Kulturradio in Deutschland 2010: Versuch einer Bestandsaufnahme

Cultural radio in Germany has undergone a radical change since the turn of the millennium. The public debate on cultural radio programmes is characterized by the voices of different agents and stakeholders. In this essay I try to reconstruct and connect the different perspectives and levels of change. The inspection focuses firstly on the public service cultural radio’s dilemma of legitimation between audience rating and educational mandate. Secondly the paper describes the symbolic fight for the power of definition of legitimate culture between the economy and cultural authorities. The analysis also addresses radio’s position in the contemporary media repertoire, cultural radio programmes in Germany in general, and the differentiation between public services and private cultural radio programmes. Finally the following factors of change will be identified: (a) the change of radio’s social function in the media repertoire, (b) the media system as general framework, (c) the power of legitimation, (d) the understanding of culture, (e) technological progress, and at last (f) the cultural radio programmes themselves.