Robert U. Ayres and Wilbur A. Steger
Traditionally, it has been thought that a product life cycle is as irreversible as a biological life cycle. That is, a product inevitably moves from birth to adolescence…
Abstract
Traditionally, it has been thought that a product life cycle is as irreversible as a biological life cycle. That is, a product inevitably moves from birth to adolescence, maturity, and death. Now there is mounting evidence that a turnabout in management thinking is under way. The new thinking is that it is actually possible to reverse the product life cycle. The key lies in introducing technological considerations into the planning process from the beginning.
This paper describes a collaborative curriculum project integrating 4 leadership programs at three academic levels. What emerged from this effort was a theoretical model…
Abstract
This paper describes a collaborative curriculum project integrating 4 leadership programs at three academic levels. What emerged from this effort was a theoretical model understood as a boundary object that allows our diverse perspectives a space within which we can communicate, collaborate, and learn from each other.
Onikia Brown, Virginia Quick, Sarah Colby, Geoffrey Greene, Tanya M. Horacek, Sharon Hoerr, Mallory Koenings, Tandalayo Kidd, Jesse Morrell, Melissa Olfert, Beatrice Phillips, Karla Shelnutt, Adrienne White and Kendra Kattelmann
Recruiting college students for research studies can be challenging. The purpose of this paper is to describe the lessons learned in the various recruitment strategies used for…
Abstract
Purpose
Recruiting college students for research studies can be challenging. The purpose of this paper is to describe the lessons learned in the various recruitment strategies used for enrolling college students in a theory-based, tailored, and web-delivered health intervention at 13 US universities.
Design/methodology/approach
The community-based participatory research (CBPR) model was used to develop a staged-tailored, web-based, randomized control trial, focussing on eating behavior, physical activity, and stress management. Participant feedback during baseline assessments was used to evaluate recruitment strategies.
Findings
Findings from this feedback suggest that traditional recruitment strategies, such as newspaper ads and flyers, may not be the best approach for recruiting college students; instead, web-based efforts proved to be a better recruitment strategy.
Research limitations/implications
This project included results from 13 US universities and thus may not be generalizable: more research is needed to determine successful recruitment methods for 18-24 years old college students.
Originality/value
This paper lessens the gap regarding successful recruitment strategies for 18-24 years old college students.
Details
Keywords
Chengping He, Jie Ren and Hao Huang
As the search engine platform, Baidu has already developed keyword advertising as one of its main business scopes, while in-feed advertising is emerging as another intelligent…
Abstract
Purpose
As the search engine platform, Baidu has already developed keyword advertising as one of its main business scopes, while in-feed advertising is emerging as another intelligent choice for the company. Our purpose is to validate the effectiveness of keyword and retargeted in-feed advertising on offline sales and whether the effectiveness of these two advertising strategies relies on keyword attributes work.
Design/methodology/approach
We utilize data from the ad campaigns of a prominent manufacturer within the machinery and equipment (hereinafter referred to as “the company”) on Baidu. To scrutinize the research hypotheses, we have employed linear regression models. Subsequently, we address potential endogeneity issues and use various techniques to ascertain the reliability of the results.
Findings
Empirical evidence indicates that both keyword and in-feed advertising enhance offline sales. Upon examining the moderating role of keyword attributes (specificity and length), we observe that specific keywords (price and word-of-mouth (WOM)) accelerate the boosting effect of advertising on sales; similarly, the longer the keywords, the more obvious the enhanced impact of advertising on sales. Moreover, the positive influence of specific keywords (price and WOM) on advertising effectiveness is more outstanding when the keywords are longer.
Originality/value
To our knowledge, no empirical investigation has yet to analyze keyword and retargeted in-feed advertising concurrently within the search engine context. Our research is the inaugural work to reveal that they serve as mutual substitutes regarding their impact on sales. Furthermore, this paper pioneers examining the moderating effects exerted by keyword attributes (specificity and length) on the effectiveness of these two ad types. The findings presented herein offer valuable insights into the harmonious coexistence and collaboration among companies, advertisers, users and search engine platforms.