Trends in Total Advertising Expenditure in 16 Countries, 1970–1981

Television advertisements deal with a host of human problems by identifying a problem or cultivating a perception that a problem exists, then demonstrating the capacity of a product to resolve that problem. This study examines the nature of problems and their resolutions on prime-time television. Findings reveal that the problem-presentation, problem-resolution format is extremely prevalent among television advertisements. Further, these advertisements deal with only a narrow range of human needs, and they often exaggerate the magnitude and urgency of problems in a way that makes them appear larger than life. Resolutions are depicted to be easy and quickly implemented, and are portrayed to resolve the problem with a high degree of certainty. These findings are discussed in terms of cultivation theories.     

Book Review

Media fragmentation and proliferation, in concert with declining television advertising efficacy, has engendered interest in developing more effective ways to reach consumers – particularly non-users of a brand. This study explores the effect of active product placement in computer games on both brand attitude (A_brand) and recall. Findings suggest that exposure to a particular brand in a computer game can increase A_brand among consumers whose pre-existing attitude towards the brand in question is fairly low. We conclude that product placement within computer games is an effective means of fostering high spontaneous brand recall and even of influencing consumers less positively predisposed towards a brand (analogous to non-users). These findings have promising managerial implications for firms looking to grow their customer base through acquisition and conversion.     

An exploratory study of the management of product replacement

The process of product replacement is a surprisingly neglected area of innovation. Its existence as an important corporate activity is known through prior research and anecdotal evidence. This study was designed to shed some light on the replacement activities which are conducted by large companies in Britain and America. The findings revealed a number of different approaches to product replacement and suggested that related activities can be understood (and measured) by seven distinct dimensions.     

Multilevel Information Presentation Strategy and Customer Reaction: An Empirical Investigation in an Online Setting

This study investigates the use of polyinstantiated information in management of customer relationships. Polyinstantiation can be used to present different information to different customers who are segmented according to some criterion, such as prior purchase behavior. An empirical study shows that presentation of multilevel benefits information affects customer satisfaction with the offer and information quality which, in turn, affect the overall Web satisfaction. This effect is independent of and comparable in size to the effect of customer prior attitude toward the Web and the Internet. Although the present study employs a Web-based retail setting, the relationships between this information presentation approach and measures of user/consumer satisfaction need not be limited to retail scenarios or to online interactions. We discuss the applicability of this technique of information control to different types of interactions between organizations and their constituents.     

Grocery shopping and an ageing population: research note

This study focuses on grocery shopping and an ageing population. It hypothesizes that as a population ages so there will be a change in preferences for certain service and product factors associated with grocery shopping. Survey responses were collected from 393 people and the results confirmed the expectations. To analyse the data, a multiplicative determinance model was used. The study concludes with a discussion of the implications of the findings for retailers.     

Executive GDSS: Behavioral considerations at individual,organizational, and environmental levels of analysis

This article emphasizes the importance of behavioral considerations at individual, organizational, and environmental levels of analysis when researching and evaluating the design, implementation, and use of group decision support systems (GDSS) within complex organizations. Discussion is based on interview and archival data collected on an executive level GDSS used within a corporate setting. Issues that are considered generalizable to organizational computing, coordination, and collaboration technologies concern (a) viewing organization participants as strategic, intuitive information processors, (b) understanding the importance of organizational power, politics, and situational constraints on decision making, and (c) appreciating the symbolic value of advanced information technologies to an organization's external environment.     

Marketing Organic Products: Exploring Some of the Pervasive Issues

ABSTRACT

This article explores the marketing of organic products. It identifies the issues that pervade the national, organisational, and individual differences within the global organic industry. These are discussed using the marketing mix framework of product, price, promotion, and place of distribution. It concludes that a large percentage of customers, who are spread throughout the community, purchase organic products, most of whom only purchase it occasionally. The most important attributes of organic products are health, quality, and environment. Promotion of these benefits has the potential to demonstrate that, even at the higher price, they still offer value for money.