The paper presents a two-dimensional value system centered around modern traditional and individual versus social orientation, and shows how the dimensions are derived and how they relate to other comprehensive value systems such as VALS, RISK, CCA, and the like. A simple Kompas value chart description of the findings is introduced and if is shown how different groups of consumers, media-users, and others vary markedly. That values discriminate better than traditional socio- demographic criteria is also illustrated, and the possible application of the findings across countries and over time is discussed.
A company communicates with its consumers in many different ways: media, the product itself, its packaging, its display material, personal communication, public relations, advertising and information about sponsoring. Although many of the methodologies discussed in the following may be useful in testing most of these different forms of communication, the chapter is primarily aimed at problems related to the testing of advertising and of the information distributed through mass media.
This paper briefly reviews the historical development of advertising testing, with particular emphasis on those above-mentioned measures that have survived and which are of practical use in contemporary testing. A model-based multivariable pretesting system, which works with variables at the brand as well as advertising level, is then introduced. The system building upon a number of different variables has also led to the formation of standardised measures that can be compared with average norms for the particular product categories. As part of the system an integrated accumulated advertising effect score is introduced. This combines liking, awareness and persuasion effect measures. Finally the use of Lisnel analyses on the data is shown.
With the increasing concern for customer satisfaction, loyalty has come increasingly into focus in marketing planning and marketing strategy. This also applies to retailing. However, as the present paper will show, in a retailing context, loyalty is a complex phenomenon. This is particularly ascribable to the very complex manner in which consumers combine stores on different shopping trips with different purposes and for different kinds of products. Obviously how consumers evaluate the goods offered in a particular store has major influence upon their store choice, store loyalty and store preferences. With data from a study particularly looking into this issue it is shown how people with different âpreferred storesâ, look differently upon the quality of the various assortment components of the stores.
Since the late 1970s, there has been a growing interest in using value dimensions for the explanation of consumer behaviour. The present paper discusses these applications. The communication of findings and problems of maintaining stability in the dimensions over time and across countries has led to simplifications. The main tendency has been to develop a two-dimensional space in which consumption, respondents and values are placed. In the present paper, the dimensions used in different value systems are compared. Basically, the conclusion that emerges is that when one forces a value system into a two-dimensional solution, almost regardless of the questions asked one ends up with two quite similar dimensions, the one ranging from modern to traditional, the other relating to individualism versus valuing social factors, i.e., egoism versus hedonism. The paper describes how the two-dimensional solution defines nine segments. The paper concludes with a discussion of the need for the development of a standardised two-dimensional system, much like the standardised measurements of sex, age, head of household, etc., developed by ESOMAR earlier.
At the Copenhagen Business School we have been running a research project concerned with sponsoring since the late eighties. In the present paper some conclusions and some late findings from this programme are presented.
This paper presents a comparison of the radio landscape and radio advertising in European countries. The commercial radio landscape in Europe varies considerably from country to country, ranging from Sweden where there is no commercial radio to Italy where there are around 2,5 commercial stations. In many countries, broadcasting is dominated by the state-run national networks and stations (eg. Austria, Switzerland, UK), others have a highly de-regulated set-up without the co-ordination of networks (eg. Italy, Finland). Radio advertising expenditure depends on many factors, most obviously the reach and audience size of commercial radio. Regulations play a large part in many countries and can make the medium inflexible. In some countries governments have ruled against the formation of networks by local stations, thereby making it difficult to provide the mass market penetration which is attractive to large advertisers. The paper looks at these and other factors, covering types and numbers of stations, audience reach, commercial stations' share of radio audience, average time of listening, the distribution of total advertising expenditure on national and local advertising, and media cost level for commercial time. A systematic comparison of these factors between countries is presented. Based on this, radio advertising expenditure in Denmark is forecasted, and its relationship to coverage demonstrated. Conclusions are presented on how these factors determine the radio advertising potential and radio share of total adspend.
This paper reports a research effort to increase our knowledge of how excellent marketing can be assessed and identification of factors leading to success in the market place. The concept of excellence and of excellent in marketing in particular is discussed. Various measures of excellence in marketing with their inherent advantages and disadvantages are emphasized. The chosen dual evaluation approach, i.e. evaluating marketing exellence from the perspective of consumers and business is described. Two related empirical studies conducted in Denmark, the one carried out with a sample of firms and the other, a large scale consumer study are reported. It was found that firms (marketers) and consumers partly differ in their use of criteria of excellent marketing performance, and that success criteria vary across product categories. However, factors attributing to excellent marketing were found to be in concordance with accepted marketing knowledge. Managerial and theoretical implications are highlighted.
The present paper presents findings and a status report regarding one of these projects. Namely, a study of the influence of West German commercial televisions. First, it is analysed what brands and products are advertised, which are available in Denmark also. All spots shown in most of 1983 and 1984 are included in this analysis. Secondly, the viewing of West German television in Denmark, and particularly of commercials broadcasted on West German television are explored. Finally, in the third step a number of possible effects are studied. Since West German television can only be seen in Southern Denmark, a region in this part of the country has been identified, which in terms of socio- economic and other factors is identical to a similar region in Northern Jutland, where West German television cannot be seen. In these two regions distributions and market shares are measured with Nielsen type data together with brand awareness, promotion and price activities, etc.
In the present paper, a behavioural measure is used to describe loyalty in different product areas. The measures derive from a large study comprising more than 600 branded consumer goods, for which information about purchasing, place of purchase, brand awareness, brand preference, relative importance of price and quality, is collected, also.
We review this work and identify what we feel is a reasonable stance in generalizing to normal people. Then we address a key issue underlying marketers' interpretations of hemispheric lateralization phenomena. Specifically, we are interested in whether people exhibit characteristic, stable hemispheric lateralization responses to certain stimuli in certain situational contexts. As an initial step in this research program, we examined the convergence of three purported measures of individual differences in brain lateralizationâ a self-administered questionnaire regarding a wide variety of attitudes and behaviors, a dichotic listening task, and EEG recordings of resting subjects' brain activity. The questionnaire measure and certain EEG measures were correlated together, but the dichotic listening task was not related to either. We conclude by making suggestions for interpreting hemispheric lateralization data and using such measures in future research.