Antidepressant direct-to-consumer prescription drug advertising and public stigma of depression : the mediating role of perceived prevalence of depression

This study examines whether memory of antidepressant direct-to-consumer (DTC) prescription drug advertising is associated with the public stigma attached to depression. Results indicate that those who better remember antidepressant DTC ads tend to have a higher perceived prevalence of depression (i.e., more people suffer from depression). And, the perceived prevalence of depression is inversely associated with the public stigma toward depression. That is, those who have a higher perceived prevalence of depression report that they are more supportive of and comfortable with people who have depression. The results suggest that the perceived prevalence of depression is a mediating variable that accounts for the relationship between memory of antidepressant DTC ads and the public stigma toward depression. The implications and limitations of the study, as an exploratory investigation, are discussed.

Market segmentation : insights for changing children's physical activity behaviour

Market segmentation has received relatively limited attention in social marketing, particularly within the context of changing children’s physical activity behaviour. This is an important area of investigation given growing concern over childhood obesity globally. The present research aims to extend current understanding of the applicability of market segmentation within this context. The results of a two-step cluster analysis on data from 512 respondents of an online survey show three distinct segments of caregivers, each with unique beliefs about their primary school children walking to/from school. The results demonstrate the validity of employing the process of market segmentation within this social context and provide further insights for targeting the identified segments through tailored social marketing programs.

Destination image: identifying baseline perceptions of Brazil, Argentina and Chile in the nascent Australian long haul travel market

While the popularity of destination image research has increased exponentially in the literature, there has been relatively little published about perceptions held by international consumers of destinations in South America. The purpose of this paper is to report the findings of a research project that aimed to identify the baseline market perceptions of Brazil, Argentina and Chile amongst Australian residents, at the time of the emergence of this long haul market. Of interest was the extent to which Australians differentiate the three distinct countries versus perceiving the continent as a gestalt. These baseline perceptions enable the effectiveness of future marketing communications in Australia by the three national tourism offices to be monitored over time. Importance-Performance Analysis (IPA) is used as a practical analytical tool to guide decision makers. In terms of operationalising destination image, a key research finding was the very high ratio or participants using the ‘Don’t know’ (DK) option for each destination performance scale item. This finding has practical implications for the destination marketers, as well as for researchers engaged in destination image research in long haul and/or emerging markets.

Internet marketing capabilities and international market growth

The Internet has been shown to facilitate elements of internationalisation such as information accumulation and network opportunities. However, there is limited understanding of how the Internet combined with marketing capabilities drives international market growth. This study, based on a sample of 224 Australian firms, develops and tests, using structural equation modelling (SEM), a conceptual model of Internet marketing capabilities and international market growth. Results indicate that firms deploying Internet marketing capabilities will benefit due to the reduction of information uncertainty and increased capacity to develop international network capabilities. Moreover, Internet marketing capabilities indirectly lead to international market growth when the firm has a high level of international strategic orientation and international network capabilities. Overall, Internet marketing capabilities enhance the firm's ability to generate other internal capabilities within the firm, which in turn have a positive impact on the international market growth of the firm.

FactCheck: is our grocery market one of the most concentrated in the world?

With one of the most concentrated food retail sectors in the world dominated by the supermarket duopoly, the barriers to making it easy to buy local food in Australia are significant. It is time for Australia to learn from the example of other countries and provide assistance to rebuild local food systems.” – The Australian Greens. However, the percentage of market share controlled by the two major supermarkets, Coles and Woolworths, depends on which groceries you include.

Move over Aldi, Lidl may be next for Australian market

If speculation that German discount supermarket, Lidl, is preparing to launch into the Australian market is correct, it will be the biggest shake up in the grocery sector since Aldi’s arrival in 2001. With potentially five viable combatants in the mix, the way we shop and how supermarkets and suppliers compete, will fundamentally change.

Factors affecting attitudes and behavioural intention towards social networking advertising: A case of Facebook users in South Korea

This study examined factors (e.g., ad values and social networking advertising characteristics) influencing consumers' attitudes and behavioural intention towards three types of social networking advertising (SNA) on Facebook – home page ad, social impression ad, and organic impression ad. Findings demonstrate that peer influence had the most significant impacts on attitude and behavioural intention across all types of SNA. The significant interaction term of invasiveness and privacy concern indicates that both attitude and behavioural intention were diminished, particularly when perceived invasiveness and privacy concern were high simultaneously. In addition, results suggest that attitudes towards the ad played a mediating role between SNA characteristics and behavioural intention. Lastly, among the types of SNA, consumers preferred organic impression ads that featured friends' names on their newsfeed more than paid ads located on the sidebar of their Facebook pages.

Antecedents of SME export intensity in a Latin American market

Small and medium-sized enterprises (SMEs) from emerging markets in Latin America are increasingly engaging in export-related activities. Nevertheless, limited research exists into the export behavior of such firms. This study proposes and tests a conceptual model that includes the main drivers and inhibitors of export intensity for SMEs from Chile. The model uses confirmatory factor analysis (CFA) to develop the underlying multi-item constructs and structural equation modeling (SEM) to test the model. Results show that manager’s export commitment as well as managerial and organizational resources and capabilities are drivers of export intensity. In addition, the results show that managerial perceptions of internal barriers, such as a manager’s lack of international experience and knowledge, act as significant barriers to developing exports. However, unlike previous findings from developed countries no evidence exists of external cost barriers having a significant impact on export intensity, which is possibly an indication of a competitive business environment in Chile.

Swedish advertising language in Finland mirrored by the newspaper advertisements of the Stockmanns department store during the 20th century

The advertising business is often said to favour a modern, innovative language use. This is a statement not easily verified. Newspaper ads are in fact the genre of written language that linguists have paid the least attention to. People writing texts for newspaper ads are individuals representing contemporary language use. Advertisements representing different periods therefore diverge not only regarding the change of style and form advertising undergoes over time, but changes in the language itself also reflect the continuous process of alteration in a speech community. Advertisements and marketing material on the whole, are also read by many individuals who otherwise are not accustomed to reading at all. The marketing manager, the copywriter and the Art Director, in other words, produce texts that unconsciously function as language models. Changes are not created by, or urged on by linguistic expertise, but by ordinary users confronting other ordinary users. From a sociolinguistic perspective the widely diffused advertising language is therefore a most influential factor.

Reklamsvenska i Finland speglad genom varuhuset Stockmanns tidningsannonser under det 20e seklet - Swedish Advertising Language in Finland Mirrored by the Newspaper Advertisements of the Stockmanns Department Store during the 20th Century

Reklam sägs använda ett modernt, gärna ett nyskapande språk. Detta är ett påstående som inte så lätt kan verifieras. Tidningsannonsen är troligen den skriftspråksgenre som har fått minst uppmärksamhet av språkforskare. De som skriver texten i en tidningsannons är personer som representerar det samtida språkbruket. Annonser som representerar olika tidsepoker skiljer sig därför från varandra inte bara genom att annonsen förändras i fråga om stil och form. Annonsens språk avspeglar också den språkliga förändringsprocess som kontinuerligt pågår i varje språksamhälle. Annonser, och marknadsföringsmaterial över huvud taget, läses också av många människor som i övrigt läser mycket litet eller kanske inte alls. Marknadsföraren, reklamskribenten (copywriter) och AD:n producerar m.a.o. texter som på ett omedvetet sätt kommer att vara språkmodeller för sina läsare. Förändringar i språket kreeras inte och drivs inte på av språkforskare, utan av vanliga språkbrukare i interaktion med andra språkbrukare. Sett ur ett sociolingvistiskt perspektiv har det vitt spridda reklamspråket därför inflytande på språket i samhället. Syftet med det reklamspråksprojekt som presenteras i föreliggande rapport är att analysera hur och när förändringar i svenskan som uppträder i Sverige dyker upp i annonser som skrivs på svenska i Finland. Reklam på svenska Finland under 1900-talet står i fokus, och tidningsannonser för Stockmanns varuhus i Helsingfors utgör primärmaterialet. Tidningsannonser för varuhuset Nordiska Kompaniet (NK) i Stockholm under motsvarande tid tjänar som jämförelsematerial. I denna rapport presenteras projektets syfte, de uppställda forskningsfrågorna, och resonemanget illustreras med exempel ur projektmaterialet. Rapporten innehåller också en beskrivning av projektets reklamdatabas och basfakta om material och metoder. -

Computing abuse related damages in the case of new entry: An illustration for the Directory Enquiry Services market

A number of European countries, among which the UK and Spain, have opened up their Directory Enquiry Services (DQs, or 118AB) market to competition. We analyse the Spanish case, where both local and foreign firms challenged the incumbent as of April 2003. We argue that the incumbent had the ability to abuse its dominant position, and that it was a perfectly rational strategy. In short,the incumbent raised its rivals' costs directly by providing an inferior quality version of the (essential) input, namely the incumbent's subscribers' database. We illustrate how it is possible to quantify the effect of abuse in situation were the entrant has no previous history in the market. To do this, we use the UK experience to construct the relevant counterfactual, that is the "but for abuse" scenario. After controlling for relative prices and advertising intensity, we find that one of the foreign entrants achieved a Spanish market share of only half of what it would have been in the absence of abuse.

Ética publicitária em tempos hipermodernos: um estudo comparativo entre Brasil e Espanha

Esta tese tem como objetivo geral investigar conceitos, agentes e significações da ética publicitária que caracterizam os atuais tempos hipermodernos. Para tanto, os seguintes objetivos específicos foram traçados: levantar o que as organizações de auto-regulamentação do setor e os profissionais do mercado (não pertencentes a tais instituições) definem como ética publicitária; comparar tais olhares com princípios éticos hipermodernos ligados principalmente ao mercado e com reflexões de estudiosos sobre o tema, e realizar, ao final, um estudo comparativo entre os cenários brasileiro e espanhol de resultados obtidos. Os organismos estudados no Brasil e na Espanha (Madrid) foram, respectivamente, o CONAR Conselho Nacional de Auto-Regulamentação Publicitária, e a AUTOCONTROL Asociación para la Autorregulación de la Comunicación Comercial, e os profissionais abordados consistiram em publicitários e profissionais de marketing de empresas escolhidos segundo os critérios de acessibilidade, volume de anúncios veiculados sob sua criação/responsabilidade, e indicações de entrevistados. Os objetivos citados foram alcançados por meio de dois abrangentes conjuntos de iniciativas, a saber: 1) entrevistas com 63 pessoas (além dos diretores das organizações), estando entre elas, publicitários das áreas de criação e atendimento/planejamento de agências de propaganda, profissionais de marketing de empresas de setores diversos, e integrantes do Conselho de Ética do CONAR e órgão correlato na AUTOCONTROL. Como resultado geral desta pesquisa, pode-se dizer, entre outros, que, embora se apregoe atualmente que a ética hipermoderna está associada a um vazio ético ou a uma ética privada, a qual chega inclusive a distanciar-se do significado original do termo, ambos os organismos estudados demonstraram em vários momentos contrariar tais teorias, mesmo sendo eles concebidos e mantidos pelo próprio mercado. Apesar disso, nota-se, tanto nestas organizações, quanto entre os profissionais entrevistados, principalmente brasileiros, alguns indicadores que parecem refletir tais visões mais pessimistas ou que talvez dificultem o surgimento de uma postura mais ética, afastando-se, inclusive, de preceitos específicos de uma ética hipermoderna aplicada diretamente ao mercado. O cenário parece mais favorável no contexto espanhol, onde foram encontrados um maior número de instituições (além da AUTOCONTROL), documentos normativos e profissionais dedicados a defender a ética publicitária num sentido mais profundo do que somente combatendo a propaganda enganosa quanto a informações técnicas sobre os produtos ofertados.

Exibição de Propaganda Personalizada com o uso de Realidade Aumentada

É apresentado como problema atual na área de Publicidade e Propaganda a exibição de conteúdo personalizado para nichos específicos. A propaganda acaba se concentrando nos produtos de maior sucesso, tendo como foco alguns públicos-alvo previamente determinados. Assim, o estudo pretende avaliar um novo canal para exibição de propaganda em nível individual, através das perspectivas da Cauda Longa e da Realidade Aumentada (R.A.). O ponto principal desse trabalho é, portanto, mostrar a quantidade de nichos existentes e sugerir uma personalização da propaganda a um nível praticamente individual, como uma ligação direta entre produto e consumidor, usando como suporte tecnológico a R.A. A partir da análise de trabalhos de Romero Tori, Paul Milgram, Ronald Azuma, Cláudio Kirner, Robson Siscouto, Lúcia Santaella, entre outros autores, foi feita uma avaliação dos principais pontos de interesse da tecnologia de Realidade Aumentada para profissionais da área do Design. Discorrendo não só sobre suas características como também identificando problemas e questionamentos atuais, tanto para esses profissionais como para o consumidor final. A tese se enquadra na linha de pesquisa de Design e Tecnologia ao passo que os profissionais desta área de conhecimento são responsáveis diretos por pensar as formas de interação de modo que sejam mais orgânicas e intuitivas para os usuários. Existe muito trabalho a ser realizado, no tocante à Ergonomia e Usabilidade, nas soluções que usam a Realidade Aumentada, principalmente na forma como se dá a sobreposição da informação digital ao ambiente real capturado pela câmera e sua manipulação pelo indivíduo.

Understanding the Market for Charter and Headboat Fishing Services

Published and unpublished research findings regarding charter and headboat fishing customers from 11 studies were reviewed to provide a marketing data base for operators and to guide further research efforts. Generally, charter/headboat fishing is a male-oriented activity. Customers were between 30 and 55 years of age. Although both groups of anglers considered themselves to be experienced, charterboat anglers had fished for more years. Charter anglers fished more often with their families and headboat anglers more often with their friends. Charterboat anglers reported higher incomes than headboat anglers. Relaxation, having fun, and escaping from daily pressures were generally more important to both groups of anglers than motives relative to catching fish. Most anglers indicated that the skills and performance of the captain and crew contributed heavily to the overall evaluation of their fishing experience. Anglers were more heavily influenced to choose a particular captain or boat by informal advertising methods (i.e., word-of-mouth recommendations, reputation, and visits to the marina) than formal methods (i.e., advertisements, brochures, radio, and television). Charter anglers relied more on word-of-mouth recommendations and headboat customers were more influenced by previous experiences. Implications for further research are discussed.

Pricing Algorithms For a Two-sided Internet Advertisement Market

The Google AdSense Program is a successful internet advertisement program where Google places contextual adverts on third-party websites and shares the resulting revenue with each publisher. Advertisers have budgets and bid on ad slots while publishers set reserve prices for the ad slots on their websites. Following previous modelling efforts, we model the program as a two-sided market with advertisers on one side and publishers on the other. We show a reduction from the Generalised Assignment Problem (GAP) to the problem of computing the revenue maximising allocation and pricing of publisher slots under a first-price auction. GAP is APX-hard but a (1-1/e) approximation is known. We compute truthful and revenue-maximizing prices and allocation of ad slots to advertisers under a second-price auction. The auctioneer's revenue is within (1-1/e) second-price optimal.