Modelling purchases as a function of advertising and promotion

This article describes the preliminary studies of the effect of advertising and promotion on purchases. The British single-source database Adlab has been the basis for this study of advertising and promotion effectiveness. The ST AS measure and logit modelling have been used to estimate the effect of advertising. The results from the two measures have been compared to determine the extent to which the two measures give occasion for the same conclusions. To indicate the accuracy of the two measures, their respective levels of significance have been studied. Two logit models have been estimated; one only includes the effect of TV exposure, while the other also includes the effect of promotions. The results from the two logit models are compared to determine which model gives the most accurate estimate of the effect of advertising. When comparing the results from the STAS measure with the parameter estimates from the second logit model, it is found that these two different measures largely lead to similar conclusions. Suggestions for further research and developments of the models are given.     

Monetary Policy; Questions of Adequacy, Design and Presentation

In this article John Flemming considers three possible modifications to the presentation and design of monetary policy. He argues first that it is odd to forecast the target variable – inflation – when it is policy to do what is necessary to deliver the target. What would be interesting would be a forecast of what interest rates might prove necessary. Secondly he considers the possibility that with monetary policy dedicated to price stability and fiscal policy to paying for public expenditure – and stabilising output – a third control might be appropriate to stabilise the financial system. Finally, and overlapping with the last, he explores ways in which asset price changes might be reflected in a broader measure of inflation – as recently suggested by Charles Goodhart and the IMF.     

Mortality due to injuries in Maputo City, Mozambique

Records of all registered deaths due to injuries maintained by the Legal Medicine Department in Maputo City for the period 1 January to 31 December 2000 were reviewed. Among the 1135 registered deaths, road traffic injuries accounted for the most common underlying cause of death (43.7%), followed by firearm discharge (8.7%) and burns (7.8%). For all deaths, skull fracture (21.9%), organ system injury (17.2%) and brain tissue injury (9.3%) were the most important intermediate causes of death and among the immediate causes of death acute anaemia (21.9%) was the most common followed by asphyxia (14.4%) and traumatic shock (12.0%). Overall, most cases were seen in the age group 20-29 years (27.0%) and comprising mainly males (male/female ratio 3.1). The most commonly reported cause for the victims to sustain injuries leading to death were accidents (59.4%), followed by homicides (19.8%), unknown causes (16.1%) and suicides (4.2%). Prevention of road traffic injuries and improved emergency care and health facility-based treatment is needed to reduce injury-related mortality.     

A comparison of Norwegian and United States accounting students' learning style preferences

Individual differences among humans are apparent in many environments and situations. Educators should be concerned about whether such differences are systematic to such an extent that they significantly affect the effectiveness of various pedagogical methods and training approaches. This paper investigates one type of individual difference-learning style-which may vary across cultures and which may be relevant for both accounting education and audit practice. Learning style is defined as an individual orientation to learning, utilizing four basic modes of learning to various degrees.

Learning style measures were obtained from Norwegian and United States accounting students with varying experience levels. The learning styles for the US students were compared to data obtained in prior research and were found to be generally consistent with these studies. The Norwegian sample was compared to both the current United States results and prior research and was found to be significantly different from the US learning style preferences. Implications of these differences for both education and practice are explored.     

From sponsorship to partnership in academy-industry relations

One practical result of the advent of the knowledge society has been an increased reliance on academic-industry partnerships as important sources for the creation of economic value. This paper argues that this renewed emphasis on knowledge has led to a shift in the nature of the relations between the academy and industry from sponsorship to partnership and the formation of new research institutions that allow researchers and practitioners to engage in continuous rather than problem based dialogue. These developments are illustrated by providing a case study based on the experience of one research team with its industrial partners. The paper presents results pertaining to some of the issues and challenges raised by continuous dialogue in partnerships, and emphasises the creative yet demanding implications of close collaboration between the two communities.     

Towards an alternative theory of the advertising communication process?

Several findings reported by researchers working in quite different areas suggest that individuals may be able to receive advertising in a way which is very different from the advertising communication process. Here, some of these findings are presented. They derive from studies of picture perception, of mere exposure, of brain lateralization, of emotion formation, of attention processes, and from new approaches to content analysis. Finally, the need for a revised view on how advertising works is emphasized.     

The uncompromising leader

Managing the tension between performance and people is at the heart of the CEO's job. But CEOs under fierce pressure from capital markets often focus solely on the shareholder, which can lead to employee disenchantment. Others put so much stock in their firms' heritage that they don't notice as their organizations slide into complacency. Some leaders, though, manage to avoid those traps and create high-commitment, high-performance (HCHP) companies. The authors' in-depth research of HCHP CEOs reveals several shared traits: These CEOs earn the trust of their organizations through their openness to the unvarnished truth. They are deeply engaged with their people, and their exchanges are direct and personal. They mobilize employees around a focused agenda, concentrating on only one or two initiatives. And they work to build collective leadership capabilities. These leaders also forge an emotionally resonant shared purpose across their companies. That consists of a three-part promise: The company will help employees build a better world and deliver performance they can be proud of, and will provide an environment in which they can grow. HCHP CEOs approach finding a firm's moral and strategic center in a competitive market as a calling, not an engineering problem. They drive their firms to be strongly market focused while at the same time reinforcing their firms' core values. They are committed to short-term performance while also investing in long-term leadership and organizational capabilities. By refusing to compromise on any of these terms, they build great companies.