Abstract
Details
Keywords
Abstract
Details
Keywords
The purpose of this study is to investigate the credibility of advertising vs publicity; to examine the credibility of advertising including a promotional endorser (APE) and…
Abstract
Purpose
The purpose of this study is to investigate the credibility of advertising vs publicity; to examine the credibility of advertising including a promotional endorser (APE) and publicity including a promotional endorser (PPE); to compare the credibility of advertising across the different demographic segments; and to explore the important factors affecting consumers' shopping considerations of new fast moving consumer goods (FMCGs) in Turkey.
Design/methodology/approach
The data was gathered by a telephone survey from a sample of 717 of which 348 respondents wanted to participate from three of Turkey's largest cities, İstanbul, Ankara, and İzmir. The systematic sampling was exercised to select the sample. χ2 and t‐tests were computed and the results of them were significant at 0.05 level.
Findings
For announcing new FMCGs in Turkey, advertising was found to be more credible by the participants with higher income. Respondents' shopping decisions of new FMCGs were affected by price and quality more than the other factors. Consumers tended to rely on publicity more than advertising; more than APE; and more than PPE. They also tended to count PPE more credible than APE.
Originality/value
The findings suggest that it would be appropriate for advertising managers, who wish to market to Turkey, to consider recipients' income levels in regard to the credibility of advertising for new FMCGs. It is also important to note for international companies that price and quality play a major role on Turkish consumers' shopping decisions of new FMCGs among the other factors including experiments, organizational trust, and word‐of‐mouth.
Details
Keywords
The primary purpose of this study is to identify how and where product managers in the pharmaceutical industry receive the training required to undertake their job tasks, and…
Abstract
Purpose
The primary purpose of this study is to identify how and where product managers in the pharmaceutical industry receive the training required to undertake their job tasks, and whether or not there is a relationship between the tasks they perform and the training they receive.
Design/methodology/approach
The methodology for this study was exploratory and descriptive in nature, and utilized a cross‐sectional survey design. Both descriptive and relational statistics are used to analyze the data.
Findings
The key findings reveal that product managers receive the majority of their training on the job, with the rest supported by company‐sponsored training and outside seminars. Product managers do not appear to receive company training in proportion to the frequency with which particular tasks are performed.
Research limitations/implications
The limitations to the study are that the findings are limited to one industry and that training needs are self‐reported.
Originality/value
Managers should not assume that on the job training adequately prepares product managers to do their jobs properly, and training should be an essential part of the product manager's experience. The paper identifies specific areas for future training.
Details
Keywords
Ashok Ranchhod, Cãlin Gurãu and Jonathan Lace
The Internet is rapidly changing the way in which information is displayed and accessed on a global level. Taking into consideration the new communication opportunities offered on…
Abstract
The Internet is rapidly changing the way in which information is displayed and accessed on a global level. Taking into consideration the new communication opportunities offered on line, businesses will be forced to alter both their internal and external communication strategies, and be prepared to flow with the changes. One of the sectors that can benefit from the global expansion of Internet communications is biotechnology. In order to understand the on‐line corporate communication model used by biotechnology companies, the Internet sites of 600 firms were accessed and analysed. The data presented highlight the type of on‐line messages, their function (marketing or PR oriented), the targeted audiences, and the level of on‐line interaction provided by the company’s site. Finally, the interpretation of results concludes with an integrated on‐line communication model for biotechnology companies.