An Objective and Task Media Selection Decision Model and Advertising Cost Formula to Determine International Advertising Budgets

Abstract

A company needs to estimate the cost of media plans and advertising upon introducing a new or existing product into an unfamiliar environment such as a new international market. This article presents a conceptual framework for making media decisions and a method for estimating the cost of advertising in international markets. The objective and task method is used to build a working model in order to articulate the necessary steps leading to informed media decisions for budgeting an international advertising campaign. Methods of estimating product demand and a flow model for media selection are also presented.     

Shopping is truly a joy

Some groups of consumers derive great pleasure from shopping; we refer to this as hedonic shopping value. This study contributes to the current literature by establishing construct equivalence in a cross-culture study and testing the relationship of positive and negative price cues with hedonic shopping value. We investigated this concept using confirmatory factor analysis to test equivalence between the two cultures on six dimensions of price and hedonism. Results indicate that the two-group path equality provided acceptable results (chi-square?=?203.92 with 217 df, p?=?0.73; GFI?=?0.94). This indicated that the six dimensions of the price construct and hedonic shopping values are the same for the two countries. Therefore, we proceeded to test the hypotheses. As expected, neither of the two positive dimensions of price was significantly related to hedonic shopping value. Two of the four negative price cues, price mavenism and value consciousness, were positively related to hedonic shopping value.     

The Business of High Culture: Marketing the Performing Arts in Canada

Despite government funding and increasing support from corporations and private individuals, audiences for ‘high culture’ in Canada show signs of declining. Arts marketers are using increasingly sophisticated computer technology and expensive advertising channels to attract customers but are unable to stop the overall decline in either subscriber or single ticket sales. An analysis of the evolution of the Toronto arts market suggests that, contrary to the belief of most arts managers, competition between arts companies is intensifying and arts marketing must now move beyond advertising strategies suitable for a growth market and adopt competitive strategies designed to build market share at the expense of competitors.     

Successful U.S. Entrepreneurs: Identifying Ethical Decision-making and Social Responsibility Behaviors

This two-part study analyzed some of the ethical choices made by founding entrepreneurs during the creation and development of their ventures in order to identify the areas in which founding entrepreneurs must make decisions related to ethics or social responsibility during venture creation and development. Content analysis was used to identify decisions with ethical components and/or implications from in-depth interviews with 10 successful business founders. The research for part one of the study was guided by the following research question: In what areas must entrepreneurs make decisions with ethical and/or social responsibility implications during new venture creation and development? The authors identified four distinct categories of decisions where ethical or social responsibility components exist: (1) individual entrepreneurial values-related decisions, (2) organizational culture/employee well-being decisions, (3) customer satisfaction and quality decisions, and (4) external accountability decisions. In the second part of the study, the decisions identified in part one were analyzed using a framework derived from prior research in ethics. This framework was developed from the work of Kant (1964) who theorized about human morals and Rawls (1971) who developed theories about justice. Part two of the study was guided by the following research questions: Do entrepreneurs have values and ethics similar to those held by society in general? If they don’t, how do their values and ethics differ? The comparison revealed that the ethics and/or values that the entrepreneurs either explicitly or implicitly acknowledged were in fact similar to those of society in general.     

Retailer-buyer supplier relationships: The Japanese difference

The purpose of this study, which draws data from a national survey of Japanese retail buyers, is to provide insight into how culture influences channel relationships and to suggest how non-Japanese partners can facilitate long-term relationships. Results indicate that Japanese retailer long-term orientation with a supplier is an antecedent to trust, economic dependence and satisfaction with the supplier rather than an outcome of these constructs. This study implies that Japanese retailers are expected to look out for the best interests of their partners, rather than continuously seek new partners, and, further, partners learn to negotiate differences rather than seek dissolution of the relationship.     

Character-Infused Ethical Decision Making

Journal of Business Ethics - Despite a growing body of research by management scholars to understand and explain failures in ethical decision making (EDM), misconduct prevails. Scholars have...     

Ethical Leadership in Modern Employment Relationships: Lessons from St. Benedict

Business ethics and leadership play an increasingly important role for contemporary organizations as employers and employees search for new ways to cope with ongoing changes in organizational environments. Research attention to date has focused upon how to improve process and structural configurations, while there has been scant attention devoted to an examination of the ethical and leadership perspective. This article breaks new ground by exploring the applicability of the Rule of St. Benedict (RSB) to modern employment relationships. A significant proportion of the RSB is directly relevant for today’s leaders, as it contains crucial lessons dealing with leadership issues such as ethics, cultivating a consultative climate, encouraging the virtues of humility, obedience (“servant” leadership), justice, discretion, prudence, discernment, and personnel-related issues such as discipline and termination.     

Improving Perceptions of the Insurance Industry: The Influence of Insurance Professionals

The “talent crisis” in the insurance industry is well documented. Solutions to this crisis, however, are not plentiful. One of the major challenges faced by the industry is its reputation. We hypothesize that opinions of the industry can be changed through brief but specific education efforts. We test our hypothesis at a major university and find very strong support for our hypothesis.