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.

The Shapley value for shortest path games

In this paper shortest path games are considered. The transportation of a good in a network has costs and benet too. The problem is to divide the prot of the transportation among the players. Fragnelli et al (2000) introduce the class of shortest path games, which coincides with the class of monotone games. They also give a characterization of the Shapley value on this class of games. In this paper we consider further four characterizations of the Shapley value (Shapley (1953)'s, Young (1985)'s, Chun (1989)'s, and van den Brink (2001)'s axiomatizations), and conclude that all the mentioned axiomatizations are valid for shortest path games. Fragnelli et al (2000)'s axioms are based on the graph behind the problem, in this paper we do not consider graph specic axioms, we take TU axioms only, that is, we consider all shortest path problems and we take the view of abstract decision maker who focuses rather on the abstract problem than on the concrete situations.

The Shapley value for shortest path games

In this paper shortest path games are considered. The transportation of a good in a network has costs and benet too. The problem is to divide the prot of the transportation among the players. Fragnelli et al (2000) introduce the class of shortest path games, which coincides with the class of monotone games. They also give a characterization of the Shapley value on this class of games. In this paper we consider further four characterizations of the Shapley value (Shapley (1953)'s, Young (1985)'s, Chun (1989)'s, and van den Brink (2001)'s axiomatizations), and conclude that all the mentioned axiomatizations are valid for shortest path games. Fragnelli et al (2000)'s axioms are based on the graph behind the problem, in this paper we do not consider graph specic axioms, we take TU axioms only, that is, we consider all shortest path problems and we take the view of abstract decision maker who focuses rather on the abstract problem than on the concrete situations.