Advertising Decision Makers' and Consumers' Perceptions of Media Substitutability

The purpose of this article is to assess the perceptions of advertising media substitutability among consumers, media planners, and media providers. Data were collected from three different samples using structured questionnaires and CATI interviewing. The results suggest that some degree of substitution does indeed exist in all three groups. This means that if first media choices are unavailable all groups are likely to consider others as possibly providing the best buying information. This study adds to the scarce literature that focuses on perceptions of media substitutability and provides results for both demand and supply side of the media market. It also suggests that such perceptual studies may be helpful in a re-examination of current policy and advertising management decisions.     

Multidimensional scaling of consumer preferences for a public transportation system: An application of two approaches

Consumer attitudes toward a proposed new public transportation system were assessed through the application of two multidimensional scaling models to data on preference choices for system attributes. Carroll's vector model and Kruskal and Carmone's nonmetric unfolding model were compared on theoretical and empirical levels to determine their utility for exposing the latent structure of attitudes for a public project. While the unfolding model was attractive because of a theoretical property, the vector model was able to uncover latent dimensions for the attitudes which could be related via discriminant analysis to socio-economic and demographic characteristics of the respondents. The vector model also produced an outcome which was more closely related to a unidimensional analysis of these data. Therefore, even though both the vector and unfolding models produced plausible geometric representations of the attitudes which arc expected to aid urban transportation planners in designing systems, the vector model produced the more acceptable outcome.     

Value orientations and consumer expectations of Corporate Social Responsibility

This paper explores how personal and situational factors impact consumer expectations of Corporate Social Responsibility (CSR). Consumer expectations are known to motivate marketers to incorporate social considerations into their marketing practices and to communicate about those actions. A study was conducted in order to examine the effect of values and issue involvement on consumer CSR expectations, categorised as economic, legal, ethical, and philanthropic. The study's findings demonstrated that consumers generally have high expectations of CSR, especially in the legal and ethical‐philanthropic domains. Expectations for the ethical‐philanthropic dimension of CSR are higher amongst consumers holding high self‐transcendent values and practicing high involvement. The main implications of the study are the potential for positioning companies as socially responsible and incorporating CSR in strategic marketing and communications decisions.     

Critical points of CSR‐related stakeholder dialogue in practice

This paper examines the roles of dialogue in the process of communication with stakeholders. The conceptual frameworks of corporate social responsibility (CSR) and stakeholder relationships frequently present the initiation of a dialogue with stakeholders as a way for an organization to respond to criticisms of its social and environmental policies and actions. The paper discusses dialogue in the stakeholder and CSR literature. This is followed by the analysis of in‐depth semi‐structured interviews in the empirical section. Theoretical discussion and empirical examples demonstrate that the role of stakeholder dialogue in implementing CSR strategy is crucial in many ways. The case examples taken from the interviews with the heads of two large companies and two non‐governmental organizations illustrate the practical difficulties that may be encountered in applying the principle and practice of dialogue to the implementation of CSR programs in the real world.     

Cereal marketing liberalization in Tanzania

There is considerable evidence that cereal market liberalization in Tanzania has been a success in spite of poor roads, shortage of capital and vehicles, and lack of market infrastructure and standardized measures. The legal status of the private sector is unclear, however, and public sector policies still favour a heavy official involvement in the marketing system. Farm-gate prices for maize fall off rapidly as one moves away from the primary marketing centres, but on-farm storage of maize poses farmers no insuperable difficulties. Successful implementation of liberalization calls for clarity and consistency in government policy, the reform of financial services, the sale of unused storage capacity to the private sector, the more active involvement of farmers in the liberalized system, the strengthening of extension services, and a policy for regulating interannual price variations.     

Searching for policy priorities in the formulation of a freight transport strategy: a canonical correlation analysis of freight industry attitudes

An efficient and effective freight transport strategy can be aided by early professional contributions from key stakeholders. One broad group who have historically been given limited opportunity to influence the drafting of a freight strategy, are commercial road users and shippers who manufacture and distribute goods. Utilising a data set collected in Australia in 1996 from a sample of organisations involved directly and indirectly in road freight transportation, views were sought on road infrastructure changes, new road infrastructure, non-road infrastructure needs and transport policies. An optimal scaling approach using non-linear canonical correlation is implemented to search for structural relationships between the underlying policy and infrastructure dimensions and the various industry categories. This framework provides a powerful mechanism for identifying differences among stakeholders in terms of their support for or opposition to specific policies. Results reveal the considerable differences in attitudes associated with the component parts of the freight industry.     

On the Discursive Construction of Corporate Social Responsibility in Advertising Agencies

As the interest in corporate social responsibility (CSR) within advertising industry is growing, this paper explores the discourse on CSR among employees in advertising agencies. Different sensemaking dimensions are taken into account to examine how employees, as one of the key stakeholders involved in the joint meaning construction, make sense of CSR. In addition, this paper studies the legitimation approaches that employees use to address CSR of advertising agencies. The empirical evidence of discursive examples also indicates that there is a linkage between sensemaking and legitimation perspective in CSR discourse analysis and supports the idea that both may be a potential route toward institutionalization of CSR inside organizations or sectors.