Assesing advertising efficiency: does the internet play a role?

This research focuses on a major concern for marketers addressing the claims of inefficiency of the spending on advertising. We examine whether the Internet can help increase overall advertising efficiency. Using a sample from the Spanish automobile industry, we combine a nonparametric method - Data Envelopment Analysis - with recent important insights from statistics and econometrics studies, and we find that online advertising improves the efficiency levels and this effect is more pronounced in the long-term temporal framework.

Limiting the Exposure of Young People to Alcohol Advertising: 4th Annual report of the Alcohol Marketing Communications Monitoring Body

Limiting the Exposure of Young People to Alcohol Advertising: 4th Annual report of the Alcohol Marketing Communications Monitoring Body Click here to download PDF 156KB

Limiting the Exposure of Young People to Alcohol Advertising: 5th Annual report of the Alcohol Marketing Communications Monitoring Body

Limiting the Exposure of Young People to Alcohol Advertising: 5th Annual report of the Alcohol Marketing Communications Monitoring Body Click here to download PDF 173KB

Limiting the Exposure of Young People to Alcohol Advertising - Annual Report 2011

Our task as a Monitoring Body is to oversee the implementation of and adherence to Voluntary Codes of Practice to limit the exposure of young people under the age of 18 years to alcohol advertising. As this Sixth Annual Report shows there was overall compliance in 2011 by television, radio, cinema, outdoor advertisers and newspapers and magazines with the obligations set down in the Codes. Click here to download PDF 2.03MB

Limiting the Exposure of Young People to Alcohol Advertising - Seventh Annual Report 2012

The task of the Monitoring Body is to oversee the implementation of and adherence to Voluntary Codes of Practice to limit the exposure of young people, under the age of 18 years, to alcohol advertising.  The Monitoring Body is chaired by Mr Peter Cassells  Download the seventh annual report here

Why did Swiss citizens refuse to ban tobacco advertising?

A ban on tobacco advertising is one of the major tools to promote tobacco control. Swiss citizens recently refused to modify the Swiss Constitution to ban tobacco advertising. This case study shows how a strong alliance among the tobacco industry, the state, the media, and sports and cultural activities planners made it difficult for people to make an informed decision. The promoters of the ban were unable to provide counter-arguments to the mostly fallacious claims made by the opponents regarding the likely health and economic impact of this ban. A comparison to successful campaigns in Canada and New Zealand provides insight regarding factors missing in the Swiss campaign which might have been useful in obtaining support from Swiss citizens.

Modelling and Prospects for Audience Measurement of Outdoor Advertising using GPS Devices

The paper describes how to integrate audience measurement and site visibility as the main research approaches in outdoor advertising research in a single concept. Details are portrayed on how GPS is used on a large scale in Switzerland for mobility analysis and audience measurement. Furthermore, the development of a software solution is introduced that allows the integration of all mobility data and poster location information. Finally a model and its results is presented for the calculation of coverage of individual poster campaigns and for the calculation of the number of contacts generated by each billboard.

The future of television : advertising, technology and the pursuit of audiences

La televisió està en crisi. Les noves tecnologies i els dispositius han fragmentat les audiències de televisió en segments més petits. En aquest informe, Marissa Gluck i Meritxell Roca Sales examinen l'explosió dels mitjans de comunicació que han impulsat aquesta fragmentació.

Female stereotypes in household appliances advertising and their social role in Spain: the perpetuation of a no- longer-existing female condition

The following dissertation proposes a qualitative approach on the matter ofadvertising, society and construction of identity, based on the effect of householdappliances commercials in constructing female identity of Spanish women today.Conclusions will be drawn based on a juxtaposition of social background andadvertising content and on how Spanish women of today perceive the evolution offemale imagery depicted in advertisements. The aim is to demonstrate how muchcommercials mirrors society and how far it reinforces paradigms no longer existing

Prevalence of alcohol-impaired drivers based on random breath tests in a roadside survey

Sobriety checkpoints are not usually randomly located by traffic authorities. As such, information provided by non-random alcohol tests cannot be used to infer the characteristics of the general driving population. In this paper a case study is presented in which the prevalence of alcohol-impaired driving is estimated for the general population of drivers. A stratified probabilistic sample was designed to represent vehicles circulating in non-urban areas of Catalonia (Spain), a region characterized by its complex transportation network and dense traffic around the metropolis of Barcelona. Random breath alcohol concentration tests were performed during spring 2012 on 7,596 drivers. The estimated prevalence of alcohol-impaired drivers was 1.29%, which is roughly a third of the rate obtained in non-random tests. Higher rates were found on weekends (1.90% on Saturdays, 4.29% on Sundays) and especially at night. The rate is higher for men (1.45%) than for women (0.64%) and the percentage of positive outcomes shows an increasing pattern with age. In vehicles with two occupants, the proportion of alcohol-impaired drivers is estimated at 2.62%, but when the driver was alone the rate drops to 0.84%, which might reflect the socialization of drinking habits. The results are compared with outcomes in previous surveys, showing a decreasing trend in the prevalence of alcohol-impaired drivers over time.

Advertising bans

I show that an advertising ban is more likely to increase -- ratherthan decrease -- total consumption when advertising does not bring abouta large expansion of market demand at given prices and when it increasesproduct differentiation (thus allowing firms to command higher prices). Inthis case, the main impact of a ban on advertising is to reduce equilibriumprices and thus increase demand. I argue that this is more likely tohappen in mature industries where consumer goods are ex--ante (i.e.without advertising) similar and advertising is of the `persuasive' type.The ban is the more likely to increase profits of the firms the weakerthe ability of advertising to expand total demand and the less advertisingserves to induce product differentiation.

Roadside Vegetation, April 15, 2004

The DOT is in the process of replanting all the roadsides on state primary highways to native grasses and wildflowers. While the existing vegetation may look nice, it is not functioning as well as needed for roadside purposes such as erosion control, water infiltration or weed competition. The DOT currently spends nearly $3 million each year to clean ditches, remove silt, and spray and mow weeds. The DOT believes the native vegetation, once established, will provide sufficient benefits and reduced maintenance costs to warrant replacing the existing vegetation.

The Influence of the media and advertising on eating disorders

This article describes a literature review of the influence of advertising and the media on Eating Disorders (ED). Research published in scientific journals in various fields of social sciences such as sychology, psychiatry and communication science has enabled us to conclude that the content displayed in the media, including advertising, are enhancers of disorders and contribute significantly to body issatisfaction in relation to the perceived idea of beauty, it also facilitates the development of weight loss strategies in women and gain of muscle mass in men.

A Research Report on Roadside Vegetation Management, December 1975

According to prevailing ecological theory one would expect the most stable vegetation on sites which are least disturbed (Odum 1971). According to theory one would also expect the most diversity of species on undisturbed sites (Odum 1971). This stable and diverse community would be produced over a period of many years through a process of plant succession where annual herbs are replaced by perennial herbs and finally woody plants would come to dominate and perpetuate the community. Another ecological theory holds that the complexity (structure and species diversity) of a plant community is dependent upon the amount of disturbance to which it is subjected (Woodwell, 1970). According to this theory the normal succession of a plant community through its various stages may be arrested at some point depending upon the nature and severity of the disturbance. In applying these theories to roadside vegetation it becomes apparent that mass herbicide spraying and extensive mowing of roadsides has produced a relatively simple and unstable vegetation. It follows that if disturbances were reduced not only would the roadside plant community increase in stability but maintenance costs and energy usage would be reduced. In this study we have investigated several aspects of reduced disturbances on roadside vegetation. Research has centered on the effectiveness of spot spraying techniques on noxious weed control, establishment of native grass cover where ditch cleaning and other disturbance has left the bare soil exposed and the response of roadside vegetation when released from annual mass spraying.