Partial carryover of advertising

A model that combines advertising carryover with purchase reinforcement is presented. It accommodates the possibility that certain members of the consumer population rely only on their experience with the product, while others are also affected by past advertising. Empirical results with two product categories indicate that for bimonthly data advertising retention does not exist at all.     

Goodwill and dynamic advertising strategies

In this paper, we empirically analyze weekly advertising policies of manufacturing firms in consumer goods markets. We assume firms engage in persuasive advertising, thus policies of firms affect the goodwill of a brand. We introduce a demand and a goodwill production function. A simple transformation of the demand function allows us to identify not only the demand parameters but also the parameters of the goodwill production function. We reconstruct the unobserved goodwill levels using these parameters and past advertising levels. We restrict our attention to Markov Perfect Equilibrium (MPE) strategies which are functions of payoff relevant state variables. Without imposing further restrictions on the dynamic competitive environment, we investigate the relationship between observed advertising strategies—which are assumed to be MPE—and payoff relevant state variables by means of several reduced form specifications. The most important determinant of advertising intensity turns out to be goodwill. We demonstrate that controlling for an advertising campaign significantly improves the explanatory power of the model. JEL Classification L13 . C73 . M30 . M37 I would like to thank Volkswagen Stiftung for the generous financial support which made this research possible.     

Vertical Product Differentiation and Advertising

A duopoly model is developed in which firms' strategic variables include brand quality, the number of distinct market segments to enter and price. Informative advertising is used to overcome consumer ignorance about brands. In contrast to many existing models in which firms engage in price competition, the subgame perfect equilibria of the game are not characterised by the production of vertically differentiated products. Further, whilst the firms typically produce identical high quality products, in some circumstances the production of homogeneous low quality brands can be an equilibrium strategy.     

Adapted or standardized copy: Is non-cultural English the answer?

International advertisers often wonder whether to adapt their copy to each country they operate in or to globally standardize their message, especially in non-Anglophone markets. While the current business lingua franca is English, how easily can it be introduced into advertising without alienating consumers, and would a simpler English message work better? Does the culture of a brand also influence the impact of English use in non-Anglophone markets? This research examines the interaction between language choice and brand culture in a non-Anglophone market. Specifically, the studies review the value of Globish, a non-cultural form of English. The results suggest that using standardized English copy has relevance in non-Anglophone countries for global brands, but that Globish can also be useful for local brands seeking to upgrade their value in a local market. Globish is shown to be an interesting alternative option in adapting or standardizing advertising strategies. Managerial implications close the paper.     

Billboard and cinema advertising: Missed opportunity or spoiled arms?

Advertising remains one of the most popular marketing instruments, and many studies have studied its sales effectiveness. However, prior research has either looked at the total spending of a brand/firm, or has focused on the most popular media, especially TV advertising. Even though huge amounts are also spent on “smaller” media such as billboards and cinema, little is known on their effectiveness.     

双金属复合弯管及管件生产检验过程存在问题探讨

管线输送介质成分越来越复杂,对管线内壁抗腐蚀性能的要求也越来越高,一些管线被设计为双金属复合管线。由于双金属复合弯管和管件没有国家和行业标准可指导生产检验,造成了复合弯管和管件在生产检验过程中遇到的一系列问题,其中最为突出的问题是热处理工艺、超声波检测和内衬层浅表面裂纹问题。对内衬层浅表面裂纹缺陷问题提出了解决办法。     

浅析负压技术在一键式智能化阀门检验装置中的应用

一键式智能化阀门检验装置是在智能化阀门试验机基础上开发的二代产品,主要是解决了一代产品运行过程中的不足。而负压技术是一键式智能化阀门检验装置改进的主要技术创新点,有效地解决了阀门水压试验过程中腔体内空气无法排净,影响检验精度与检验效率的难题,体现了设备的先进性。     

“Q-RPIS-C”精细质量管理

以油田开发"有质量、有效益、可持续"的发展方针为测试技术服务导向,就油田测试质量管理,通过综合运用精细化管理理论和质量管理理念,首创油田测试精细质量管理(Q-RPIS-C)模式,同时,结合油田测试精细质量管理的实践及应用效果,阐述了油田测试实施精细质量管理的必要性及可行性。     

Sex and Shock Jocks: An Analysis of the Howard Stern and Bob & Tom Shows

SUMMARY

Studies of mass media show that sexual content has increased during the past three decades and is now commonplace. Research studies have examined the sexual content of many media, but not talk radio. A subcategory of talk radio, called “shock jock” radio, has been repeatedly accused of being indecent and sexually explicit. This study fills in this gap in the literature by presenting a short history and an exploratory content analysis of shock jock radio. The content analysis compares the sexual discussions of two radio talk shows: Infinity's Howard Stern Show and Clear Channel's Bob & Tom Show.