Examines the effectiveness of advertising in the light of the shiftof marketing budgets in favour of promotions. Discusses the reasons forthis shift and summarizes studies which…
Abstract
Examines the effectiveness of advertising in the light of the shift of marketing budgets in favour of promotions. Discusses the reasons for this shift and summarizes studies which show that advertising does work, especially during recessions. Concludes that advertising should not be neglected since, unlike promotions, it both raises sales in the short term and builds brands in the long term.
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Philip J. Kitchen, Sharifah Faridah Syed Alwi, Norbani Che-Ha and Pei Yee Lim
The purpose of this paper is to examine differing attitudinal characteristics (attitude and subjective norms) and perceptions of coupon characteristics (coupon value and coupon…
Abstract
Purpose
The purpose of this paper is to examine differing attitudinal characteristics (attitude and subjective norms) and perceptions of coupon characteristics (coupon value and coupon expiration date) towards coupon redemption based on psychological and demographic segments of consumers who may well differ in their purchase motivations and accompanying decision making.
Design/methodology/approach
Following a detailed literature review, the characteristics are examined by means of a structured questionnaire administered via “mall intercept” to a convenience sample in major shopping areas in Malaysia.
Findings
Following a variety of statistical tests, the findings support the use of coupon proneness, value consciousness, price consciousness and brand involvement as separate variables underpinning coupon usage propensity and indicated the value of coupons if used judiciously in relation to pre-identified segments.
Research limitations/implications
The limitations associated with convenience sampling apply here, that is the findings cannot be generalised.
Practical implications
The basis for sound parameters for the use of coupons are of value to marketing management.
Originality/value
The paper offers an unique insight into coupon propensity and usage from a little-known economy. Its value lies in the degrees of support offered to findings from more advanced economies and a basis for differentiation in the Malaysian context.
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Abstract
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Uric Dufrene, Frank H. Wadsworth, Chris Bjornson and Eldon Little
Criticizes the attitude of separatism used in evaluating management performance. Asserts that looking at narrow functional areas does not provide a holistic picture of an…
Abstract
Criticizes the attitude of separatism used in evaluating management performance. Asserts that looking at narrow functional areas does not provide a holistic picture of an organization, for example, production may reduce its costs by using inferior quality materials but marketing and sales may not be able to sell the product so their performance declines. Suggests that some organizations suffer from conflict between functional areas because they are evaluated on the outcomes from activities they control, affecting overall organizational performance. Indicates that asset investment decisions should be based on the interdependent relationship between accounting, finance and marketing departments, and that this can best be achieved if a cross‐functional team makes the asset investment decisions. Points out the inherent difficulties in evaluating intangible assets. Focuses on advertising and research and development (R&D) and how investments could be evaluated using functional and cross‐functional teams, based on financial data (on 126 firms) accessed from the Compustat PC Plus database. Takes a look at economic value‐added, which questions the differences between the accounting and economic models of a firm. Uses regression analysis to examine the impact of advertising, R&D and other explanatory variables on market value, accounting profitability and sales. Finds support for using cross‐functional teams in evaluating intangible asset investments. Recommends areas for further research.
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Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18;…
Abstract
Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.
Index by subjects, compiled by K.G.B. Bakewell covering the following journals: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management…
Abstract
Index by subjects, compiled by K.G.B. Bakewell covering the following journals: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.
Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18;…
Abstract
Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.
Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18;…
Abstract
Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.
Communications regarding this column should be addressed to Mrs. Cheney, Peabody Library School, Nashville, Term. 37203. Mrs. Cheney does not sell the books listed here. They are…
Abstract
Communications regarding this column should be addressed to Mrs. Cheney, Peabody Library School, Nashville, Term. 37203. Mrs. Cheney does not sell the books listed here. They are available through normal trade sources. Mrs. Cheney, being a member of the editorial board of Pierian Press, will not review Pierian Press reference books in this column. Descriptions of Pierian Press reference books will be included elsewhere in this publication.