Opportunity Knocks: An Economic Analysis of Television Advertisements

Certain aspects of advertising–especially on television–are not easily explained with conventional economic models. In particular, much of the imagery and repetitive thematic content seen in advertisements suggests it is "psychological" in nature, as opposed to "informative". To understand the economic rationale for incorporating such material, we develop a theory of preferences in which information about threshold payoffs induces sudden shifts in demand. These threshold payoffs are best understood in the context of human evolutionary history. Furthermore, the presence of threshold payoffs in consumer preferences gives firms incentive for providing threshold-type information. To examine the use of threshold-related content in television advertisements, we look for this con- tent in a sample of 370 television advertisements. We find considerable evidence that advertisers make strategic use of threshold-type content in television advertisements. Specifically, threshold-related content occurred in 83% of food and beverage advertisements for children and in 71% of advertisements for general audiences. Furthermore, the threshold-related content in children’s food and beverage advertisements occurred with statistically greater frequency than factual content, which isn’t true for food and beverage advertisements for general audiences.

Az innovációterjedés lehetőségei egy technológiai piacon (Opportunity of the innovation on a technologic market)

Az innovációterjedés vizsgálatának számos módszere ismert a szakirodalomban, a leggyakoribb a szociológiai alapú közelítés, melynek marketingvonatkozásait alapvetően Rogers (1962) dolgozta fel. Rogers elmélete kettős – egyrészt elméleti szegmentációt nyújt az innováció elfogadásához, másrészt bemutatja a sikeres innovációelfogadás tényezőit. Az elmélet további alkalmazása során egy viszonylag egységes, de – mint ahogy a szerzők 2005-ben végzett kutatásából kiderült – nem feltétlen valós kép alakult ki az egyes fogyasztói csoportokról. A legtöbb innovációs kutatás kvantitatív jellegű, amily eleve feltételezi, hogy pontosan ismerjük a probléma szerkezetét. Radikálisan új megoldások esetében azonban nem feltétlenül rendelkezünk ilyen ismeretekkel, s szükséges lehet egy feltáró kutatás elvégzése. A szerzők vizsgálatukban alapvetően kvalitatív kutatási technikákat alkalmaztak: a résztvevők megfigyelését, a strukturálatlan interjút, mélyinterjút egyaránt használták, és a felhasználók, illetve az érdekelt vállalatok széles körét vonták be a kutatásba. _____________ In their paper the authors study the user acceptance of a new innovation, wifi applications in a technologically less developed market with qualitative research techniques. They used Rogers’ framework of aspects of the diffusion of innovation, to explore whether those factors are traceable and have influence in the spreading of hotspot. Their objective was to explore the factors of diffusion of innovation in a less developed market, what the major possible success factors of introducing wifi solutions for operating hotspots. They found that current users show two separate groups: one group is the technology freak, trend follower innovators. The other group is also technologically well-educated more conservative – security sensitive professional users, innovators in the sense of using the new technology at the earliest stage, but hold negative attitudes towards the new application in question. This raises the question whether companies are to approach these innovators with differentiated strategy.

Graled (Grapevine leaf digitalization) Software for the Detection and Graphic Reconstruction of Ampelometric Differences Between Vitis Leaves

Raster graphic ampelometric software was not exclusively developed for the estimation of leaf area, but also for the characterization of grapevine (Viti vinifera L.) leaves. The software was written in C-Hprogramming language, using the C-1-1- Builder 2007 for Windows 95-XP and Linux operation systems. It handles desktop-scanned images. On the image analysed with the GRA.LE.D., the user has to determine 11 points. These points are then connected and the distances between them calculated. The GRA.LE.D. software supports standard ampelometric measurements such as leaf area, angles between the veins and lengths of the veins. These measurements are recorded by the software and exported into plain ASCII text files for single or multiple samples. Twenty-two biometric data points of each leaf are identified by the GRA.LE.D. It presents the opportunity to statistically analyse experimental data, allows comparison of cultivars and enables graphic reconstruction of leaves using the Microsoft Excel Chart Wizard. The GRA. LE.D. was thoroughly calibrated and compared to other widely used instruments and methods such as photo-gravimetry, LiCor L0100, WinDIAS2.0 and ImageTool. By comparison, the GRA.LE.D. presented the most accurate measurements of leaf area, but the LiCor L0100 and the WinDIAS2.0 were faster, while the photo-gravimetric method proved to be the most time-consuming. The WinDIAS2.0 instrument was the least reliable. The GRA.LE.D. is uncomplicated, user-friendly, accurate, consistent, reliable and has wide practical application.