Travel Arrangements and the Distribution Behaviour of New Zealand Outbound Travelers

This paper contributes to the literature on tourism distribution by examining the distribution behavior of 547 New Zealand outbound travelers segmented by the way in which they have made their travel arrangements: package tourists, independent travelers, and an intermediate group, package plus. The results reveal differences among the three segments in terms of travel characteristics, information search, booking, and purchase, but not profile attributes or the influence of distribution on destination or product choice. Variations are also found in channel behavior across the four different sectors examined: transport to and at the destination, accommodation, and attractions, and activities.     

Construct validation of an Arabic version of the Learning Transfer System Inventory for use in Jordan

The purpose of this study was to translate and validate an Arabic version of the Learning Transfer System Inventory (LTSI) for use in Jordan. The study also investigated the perceptions of transfer system characteristics across selected individual and situational variables. The LTSI was administered to 450 employees of 28 different public and private sector organizations operating in Jordan. Principal axis factoring with oblique rotation was used to uncover the underlying structure of the Arabic version of the LTSI. Results showed a latent factor structure that is highly consistent with the English version of the LTSI. Results also indicated that transfer system perceptions differed across levels of education, years of experience, types of training, choice of training, sector of the organization and task of the organization. Implications for the field of human resource development are also provided.     

IMC–performance relationship: further insight and evidence from the Australian marketplace

As markets become increasingly competitive and the associated brand-related marketing communications activity more frenetic, the need to understand how to gain better outcomes from marketing communications efforts is paramount, especially in terms of creating and leveraging market-based assets. This paper presents the results of research into the relationship between the management of marketing communications, from an integrated marketing communications (IMC) perspective, and brand-related performance in smaller and medium-sized service and consumer goods firms. The paper employs the mini-communications management audit devised by Duncan and Moriarty (1997) as a mechanism for examining key IMC issues. Analysis is presented on differences between high-, medium- and low-performing firms. The analysis suggests that firms with higher levels of integration in the management of marketing communications also have higher levels of brand-related performance.     

The academician–practitioner gap in advertising

The existence of the academician–practitioner gap is readily acknowledged and widely discussed in the marketing/advertising literature. This paper analyses key writings on the nature of the academician–practitioner rift and proposes a new approach complementing the literature. The review identifies five prevailing explanations why miscommunication between academicians and practitioners exists: (1) the failure of academic knowledge dissemination systems; (2) problems with the knowledge content and knowledge form academicians produce; (3) counterproductive academic organisational systems; (4) questions of philosophy of science; and (5) practitioners’ inability and unwillingness to process academic information. The study concludes that one potential explanation is entirely missed in these accounts: the possibility that practitioners’ knowledge about how advertising works is an autonomous construct, which has its own rules and deep structure, and resists simple assimilation attempted by academicians. The study also complements the existing literature by basing the review on firm theoretical grounds: the authors apply the influential sociological theory of professionalisation. Finally, future directions for research investigation are suggested, which moves the predominantly normative discourse into the empirical world.     

Pretesting TV Commercials: Methods,Measures, and Changing Agency Roles

Abstract

Research directors with the largest 200 agencies and advertising executives with the largest 200 advertisers were surveyed to examine their views on the current state of TV commercial pretesting. One-hundred and one agency researchers and 89 ad executives returned completed questionnaires (adjusted response rates of 52% and 49.7%), which asked them 23 closed-ended questions about (1) the methods and measures used to pretest TV commercial executions; (2) the perceived role of the agency versus the client in the selection of pretest methods; and (3) perceived changes in the role of the agency research department in TV commercial pretest research. Of those responding, 18 percent of the agency researchers and 19 percent of the advertising executives indicated that their agencies do not pretest TV commercials for assigned brands. Based on the responses of the 83 agency researchers and 72 advertising executives whose agencies pretest commercial executions, the findings suggest that the role of the agency research department has changed over the past 10 years. Most notably, there has been a proliferation in the use of qualitative methods and measures in TV commercial pretest research.