Winning Media Strategies in the Time of the Economic Crisis

At the time of the economic crisis cutting marketing and media expenses is a common corporate reaction. While this reaction is rather obvious, this may not be the winning option. To find out more about successful media strategies authors conducted a broad, multiple method research, including interviews with industry experts (N=6, leading decision makers), scrutiny of consumer narratives (N=100), content analysis of forum and blog entries (N=7086 comments) and focus group interviews (N=4). Research findings point to realignment in media spending namely better-targeted communications programs and more fragmented media choice, and besides, show the increasing role of audience participation, too. Authors argue that careful managerial efforts for harmonizing consumer problems and advertising content may result in finding the path from problem level to desired level in marketing communication practices even in crisis periods.

Patterns in the lottery game

The present study is based on the analysis and results of a close to 5 years’ study in the frame which we used a “Lottery Game” in the "Decision Making Skills" subject taught at Corvinus Business School, Corvinus University of Budapest. In the frame of the "game", the students (Hungarians (n=231) and foreigners (n=267) alike) have to mark 6 numbers on a 7x7 lottery ticket. The winner is the student whose numbers differ the most from those of all the other students’. Upon analyzing the results (irrespectively of nationality) the authors have noted something notable: the winning combinations - rather than being located randomly on the ticket, characteristically resemble a geometric form. In our study we wanted to detect the relevance of geometry in this kind of choices. It is hypothesized that in such games (lottery type, related to numeric combination choice), where the players decide upon their strategy (choice of numbers) by also taking into consideration others’ expected choices, the winning strategy is characteristically some consciously chosen scheme or pattern as opposed to a random one. The study presents the results of the available samples (Hungarian students: n=231, foreign students: n=267), the winning combinations, the most often designated numbers, as well as the least “popular” numbers and their presentation on a "heat map". In the case of the majority of the winning tickets we found the use of conscious strategic choice to be more useful. These conscious strategic decisions were reflected in identifiable geometric forms. Based on the results, we hypothesize that in the "hidden lottery" game – in contrast with random choice – the most effective strategy of choice is the conscious ordered one in which the player marks the numbers on the lottery ticket in some modified geometric pattern. The goal of the paper is to propose further research on the field.

Alternative ways for private label manufacturing

Private labels are a growing phenomenon globaly. retatlers become stronger and stronger by offering their own quality private label product for customers in all segments. Certainly they do not open factories to produce these items but rather search for dedicated private label producers or pressure branded goods manufacturers to produce it for them. The article deals with the strategic choiches manufacturers can have and suggest the necessary factors that need to be evaluated to decide on the winning business model - in considering wether or not to enter in private label production - through literature and a case study on the ice cream market in Hungary

Strategic options of firms considering private label production

Private labels are a growing phenomenon globaly. Retailers become stronger and stronger by offering their own quality private label product for customers in all segments. Certainly they do not open factories to produce these items but rather search for dedicated private label producers or pressure branded goods manufacturers to produce it for them. The article deals with the strategic choices manufacturers can have and suggest the necessary factors that need to be evaluated to decide on the winning business model- in considering wether or not to enter in private label production- through literature and a case study on the ice cream market in Hungary.