Gurprit S. Kindra, K.L. McGown, Devinder Gandhi and Georges Benay
The degree of interest in the subject of a survey has no effect on response rates from samples of the general public, and short questionnaires yield substantially higher response…
Abstract
The degree of interest in the subject of a survey has no effect on response rates from samples of the general public, and short questionnaires yield substantially higher response rates than lengthier ones. Two questionnaires of identical length but covering two different topics were used in a survey of 240 people drawn at random from a Montreal telephone directory; the results concluded that an offer of survey results to participants does not affect response rate significantly, but persistence alone represents the crucial factor in securing good returns.
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This chapter explores the development of advertising regulations governing food advertising to children in Australia since the 1940s. By introducing the advertising and marketing…
Abstract
This chapter explores the development of advertising regulations governing food advertising to children in Australia since the 1940s. By introducing the advertising and marketing self-regulatory system, the Australian Government is taking a neoliberal approach, advocating for the free market to initiate and sustain the country’s economic development, instead of greater government regulation. By examining the primary and secondary literature, such as government reports and research, and newspaper and academic articles, this chapter outlines different regulatory initiatives adopted by both the government and food industry to limit food and beverage advertising to children on television and online, in order to prevent obesity rates increasing in children. This chapter synthesizes and critically evaluates food industry and public health studies, government and non-government reviews, and other research studies to evaluate the influence of self-regulation on Australian television food advertising within the neoliberal context since the 1990s. It contributes to the literature on food advertising regulations for children in Australia by offering evidence of how the government, public health authorities and the food industry have attempted to keep pace with changes in the advertising, marketing and media industries by developing and reviewing advertising codes. It identifies the loopholes that exist in these self-regulatory codes and concludes that Australia’s current advertising regulatory arrangements are failing to protect our children from unhealthy food marketing on television, especially on relatively under-regulated online platforms such as social media and branded websites. The issues identified in this chapter could aid the food and beverage industry, as well as the self-regulatory system, to offer comprehensive and applicable solutions to combat Australia’s obesity crises by implementing new legislations that align with different marketing practices.
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Jamal Al‐Khatib and Robert Sutton
The recent Middle East war and the subsequent strengthening of political ties between the United States and Middle Eastern countries have opened the doors to attractive business…
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The recent Middle East war and the subsequent strengthening of political ties between the United States and Middle Eastern countries have opened the doors to attractive business opportunities and increased the chance for the transferability of Western business practices more than ever before. The objectives of this study were to examine marketing practices among Egyptian firms. The results from 51 firms operating in various sectors of the Egyptian economy indicate a massive neglect and absence of modern marketing practices among the surveyed firms. Foreign firms that adapt their strategies to cultural and structural impediments to marketing in that country will prove most profitable.
International development agencies claim that commercial applications of information and communication technology (ICT) have great potential to accelerate economic growth in…
Abstract
International development agencies claim that commercial applications of information and communication technology (ICT) have great potential to accelerate economic growth in developing nations. This paper investigates this idea and proposes that the Internet expands the potential of marketing activities to help developing countries pursue development goals along a dual path, one that includes activities that are “top‐down” in nature (e.g. infrastructure development), and another that involves “bottom‐up” activities (e.g. entrepreneurship). Both paths involve the expansion of marketing efforts and represent significant opportunities for business development and investment. Attention is given to the Asia‐Pacific region and to the processes and outcomes of development springing from bottom‐up or “grassroots” approaches, and how enhanced marketing activities can help nations reach key development goals. Finally, an interdisciplinary conceptual model is advanced regarding how a blend of top‐down and bottom‐up approaches may be used to encourage the diffusion of online marketing activities and to help foster economic and social development in the emerging economies in the Asia‐Pacific region.
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Nicolino Strizzi and G.S. Kindra
Assesses five trends that will be likely to affect the nature of trade and investment in Asia Pacific in the coming decade. These include infrastructure upgrading, public sector…
Abstract
Assesses five trends that will be likely to affect the nature of trade and investment in Asia Pacific in the coming decade. These include infrastructure upgrading, public sector reform, increased military procurements, massive capital inflows and foreign debt build‐up. States a better understanding of these trends will promote strategic entry into fast‐growing, hard‐to‐crack markets. Vastly improved corporate revenue and profits might result. Equally important, it presages long‐term gains in economic and political influence in Asia Pacific.
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Jill Kurp Maher, John B. Lord, Renée Shaw Hughner and Nancy M. Childs
This research investigates the changes in the types of advertised food products and the use of nutritional versus consumer appeals in children’s advertising from 2000 to 2005.
Abstract
Purpose
This research investigates the changes in the types of advertised food products and the use of nutritional versus consumer appeals in children’s advertising from 2000 to 2005.
Design/methodology/approach
Content Analysis.
Findings
Results indicate that food processors and restaurants have not changed their advertising messages to children in response to the multitude of pressures the industry is facing. Specifically, this pre‐post longitudinal comparison shows no significant change regarding types of food products advertised and type of appeals used in the ads directed to children.
Research limitations/implications
Limitations include the sample studied. While the ads recorded all came from television programming aimed specifically at children, there was no specification or ability to classify the consumers according to the age of the viewer. Additionally, duplicate exposures of the ads were not included in the study.
Practical implications
Obesity is a serious and expanding concern for our children’s health. As past advertising research and socialization theory suggest, children’s exposure to advertising has impact. It is important to monitor changes in food advertising to children in the future to ascertain whether and to what extent food companies are able to change both what they advertise and the appeals they use to gain consumers’, in this case, children’s attention.
Originality/value
This study provides a useful baseline (prior to 2001) and benchmark (post 2001) to longitudinally examine the food product and appeal usage in food advertising directed to children. This will be useful information for advertisers, for parents, for regulators and for special interest groups, all of whom have a common goal – healthy kids.
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Michael K. Hui, Michel Laroche and Chankon Kim
Examines consumption as a function of two ethnicity indicators. Ethnic origin, a reflective indicator, is not subject to the volition of a person and is hardly changed by…
Abstract
Examines consumption as a function of two ethnicity indicators. Ethnic origin, a reflective indicator, is not subject to the volition of a person and is hardly changed by continuous contact with the mainstream group. On the other hand, media usage is partly determined by the extent and duration of one’s contacts with the mainstream group, and is therefore considered as a formative indicator. Using a sample of French‐ and English‐Canadians drawn from the Toronto area, this study provides preliminary evidence showing that ethnic origin, media usage, and other ethnicity indicators vary in terms of the extent to which they are amenable to acculturative pressure. A new typology of consumption is also introduced based on the distinction between ethnic origin as a reflective indicator and media usage as a formative indicator.
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Recession and competitive pressure in the global arena, allied to the emergence of large, long‐term potential markets, have intensified both the incentives and the opportunities…
Abstract
Recession and competitive pressure in the global arena, allied to the emergence of large, long‐term potential markets, have intensified both the incentives and the opportunities for countertrade. Examines findings on the generic countertrade approaches of major British companies and analyses attitudes concerning proactivity towards countertrade. Unexpectedly, finds that proactivity varies inversely with the value of individual one‐off contracts and directly with the degree of repeat business. Explores the merits of a proactive approach to countertrade, contingent on business environment dynamics and reflecting organizational competences.
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Michel Laroche, Maria Kalamas and Mark Cleveland
To examine the impact of culture on customer service expectations, specifically, how individualists and collectivists use internal and external sources of information to formulate…
Abstract
Purpose
To examine the impact of culture on customer service expectations, specifically, how individualists and collectivists use internal and external sources of information to formulate their service expectations.
Design/methodology/approach
The context was the airline industry and the subject pool consisted of experienced consumers. A survey was employed to measure individualism/collectivism, various internal/external information sources, and the functional and technical dimensions of “should” and “will” service expectations. Hypothesized relationships were tested using a structural equations modeling approach.
Findings
Both individualists and collectivists relied more on external information sources in formulating their service expectations, gave variable weight to the functional and technical components, and used more realistic “will” expectations to judge service offerings. Internal (external) information sources were relatively more important in forming expectations for collectivists (individualists) than for individualists (collectivists), and “will” (“should”) expectations were more diagnostic for collectivists (individualists) than for individualists (collectivists).
Research limitations/implications
Generalizability of the findings is limited due to the specific industry under study (airlines), the sample (two geographically‐proximate sub‐cultures), and the scope of the cultural variables considered (individualism/collectivism).
Practical implications
Whether managers should leverage the functional and/or technical components of services depends in part on the cultural orientation of their customers. Managers should also recognize that customers’ usage of various information sources in forming service expectations is also, in part, culturally determined.
Originality/value
In this era of globalization, researchers and managers alike need to consider the subtle influences of culture on marketing theories and the formulation of service expectations respectively.