This study was undertaken to gauge the efficacy of the methods of communication used by the German Information Center. The GIC, headquartered in Mew York City, is responsible for keeping key people in the U.S. apprised of events and developments in West Germany.
There are two broad approaches which a company may adopt in trying to evaluate the benefits gained from its advertising expenditure. These are either by analysis of sales or by some form of consumer research. In this paper the results obtained from one particular tracking study are analysed. Clear differences emerge between the achievements of brands with different media policies which should be sufficient to challenge the cost efficiency of one of the alternative strategies.
This paper highlights the principal findings from this multi-national research effort. Particular attention is focused on the need for such data; the differences and similarities between industrial association and corporation public relations activities; the tools of the association public relations professional; and creative or unusual uses of public relations to solve a particular association problem.
The degree of information contained in advertisements currently is a hot issue. Some consider it part of the social responsibility of marketing people not to publish only 'empty' advertisements, others have stated that more informative advertisements are preferred by the consumers. The research described in this paper was undertaken to determine the role of information in the perception and preference of advertisements.
Although we may have entered the era of the microchip, the bulk of communications initiated by corporations and government departments are still print communications. Billions of such communications are issued every year. They are often not as efficient as they should be. A number of corporate advertisements were analysed for reading difficulty. The measure used (described below) gives a text a score: the higher the score the more difficult the text is to read. The readability of the corporate advertisements was assessed by relating their scores to those of two newspapers - the Daily Mirror, the simplest of our mass circulation daily newspapers, and the Guardian, which is probably the most difficult.
The paper will trace a critical path commencing with the outcome of post employment interviews through a research programme where every employee was given the opportunity to participate in a survey covering communications, attitude to work, involvement in company decisions, judgement of the employer from an environmental and financial point of view, suggestions for improvement, comments on aids, hindrances, etc.
The present paper is a review of advertising research primarily using the language of brand advertising although the discussion has more general implications. The aim is to provide some brief statement of the state of the art followed by a critical examination of unresolved issues in each area to suggest the direction of future progress. The areas discussed are the nature of advertising processes, frequency effects, assessing the return for advertising money, area tests, pretesting, recall and campaign evaluation. The paper concludes with a summary of some of the questions raised.
This paper describes a model of consumer behavior using a combination of evoked brand sets and multi-attribute techniques that not only predict how considers make their decisions, but provide data that can be used by corporate decision makers.
This paper sets forth the results of a recent study of public, neighbour and worker attitudes toward chemical companies in general, and toward chemicals and cancer risk in particular. Some of the results of that study are summarised in this paper. In general, chemical workers were found to have attitudes more favourable toward their industry, and less concern over workplace risks, than did the general public. In contrast, the chemical industry's neighbours were substantially less favourable toward the chemical industry, and had greater apprehension over chemical risks, than the general public. Barely a quarter of each group studied considered themselves well informed about cancer and cancer risks.
The paper reports on the findings of a survey undertaken among a UK based sample of Dunlop employees with a view to evaluating internal communications within the company. The specific objectives of the survey were to discover: 1) Attitudes towards internal communications in general; 2) Actual and preferred sources of information about the company; 3) Subjects on which employees would like more information; 4) Readership and understanding of a report to employees; 5) Knowledge of Dunlop profits; 6) Readership of, and attitudes towards the house newspaper "Dunlop News". The survey revealed that employees were dissatisfied with the amount of information they received which was also felt to lack credibility. The paper reports on the conclusions reached from the survey and the action taken to remedy the weakness identified.
This paper explores a sector of the economy believed to be at the threshold of a fascinating emergence. The sector is constituted of those institutions sponsoring ideas and social issues concepts in contrast to organizations purveying goods and services. As yet unnamed, one could assign to it an appellation such as the idea industry or more eloquently, the concept sector. The concept sector cuts across traditional boundaries of sector distinction because its members include profit-making, nonprofit, public organizations, as well as the hybrid "quasis." To test the hypothetical presence of the concept sector, a survey was conducted among institutions sponsoring a broad spectrum of ideas and social issues. The aim of the survey was to learn about the processes by which concepts were being disseminated, and to examine those processes from a marketing viewpoint.
This paper examines American and British attitude data bases and compares American managers' and employees' attitudes to British managers' and employees' attitudes. Data for these comparisons are derived from: Hay Associates and ORC in the USA, and Market & Opinion Research International (MORI) in Britain.