In the present paper, we will attempt to achieve such a synthesis: having first redefined our interface with the academic and economic environments respectively, we will then indicate a number of possible future directions some concepts worth examining and some attitudes to be preferred.
This paper outlines the nature of public service videotex. It describes both the medium and progress, and notes the reasons for lack of market progress. Changes in the marketing and management of the system have been introduced. These are discussed in relation to the private viewdata services and likely improvements to Prestel. The consequences for publishing are then discussed. Prestel is the world's first videotex public service. It has been in operation for a year in the United Kingdom. This paper describes what it is and compares it to other rival media. It is essentially a publishing medium, unlike the conventional computerised information retrieval systems which supply specific units of data on command. Prestel pages are designed for general readership and their provision involves editorial skills.
This paper discusses the research applied to the development of the Scottish Health Education Unit's publicity material, and outlines the two major problems incurred. The first is that, unlike much of product advertising, most health publicity is negative. Although benefits are projected, they are to be obtained by avoiding something negative, which is enjoyable, instead of achieving something positive in addition to what is already done. As a result, much health publicity induces anxiety, which in turn creates defensiveness. This defensiveness can be observed methodologically, for example in behaviour in a group discussion situation, as well as in response to content, as in the perceptual defensiveness shown by smokers to a highly negative, deeply threatening advertisement.
The retailing sector because of its unique characteristics and its environment is in great need of information. This need is greater as the risk is greater. Small retailers are facing greater risks and, therefore, their need for information is also great. Retail Information Management Systems (RIMS) is an answer to information needs and risk management. RIMS has an internal and an external component. The internal component is composed of six separate information units. RIMS produces three different outputs, standard reports, answers to specific questions and special assessment and evaluation.
Only comparatively recently has informatics been accepted as a science in its own right and its content and boundaries are still unsettled. In effect, the definition of the term informatics is still being argued between experts both at national and international levels. Without going into a lengthy discussion on the semantic and other distinctions it should be made clear that in this paper, the term is understood as the electronic processing of data within information systems. And, in fact, this paper is concerned with those information systems which form the operative instrument for the organization, processing and retrieval of information itself.
A sample of 900 children (and their mothers), aged 6 to 13 and representative the Federal Republic of Germany was interviewed on a wide- spread selection of leisure-time activities, media consumption data as well as their opinions and attitudes television, TV-commercials and consuming habits. As independent variables sociodemographic features, characteristics of media consumption, attitudes of children and mother to television and advertising program , communication with parents and peers about TV were introduced. A series of mediating factors (e.g. parents educational level) were considered. It was found that the impact of television advertising on children cognition, attitudes and behavior was of a highly complex determination structure. Intensity (frequency) of TV consumption and contact with the medium were by far not sufficient to explain the variance of the dependent variables. The premises of the theoretical model and the technique of path analysis are discussed and suggestion are made to solve the 'impact problem' in further research concepts.
The present paper covers only a limited part of this research, but a part which we think may be of interest. We begin with a summary of the public opinions on the topic 'children and marketing', as they were explicitly formulated on a conference in Finland, April 1979. These opinions, dealing both with the choice of marketing methods and media when addressing children and youth and with the moral valuations of marketing measures directed towards young people, were sufficiently self-assured and hostile to business that we found it worth its while to search for a corresponding set of opinions (and knowledge) held by the business world.
This paper tries to demonstrate how a marketing research project aids decision makers to improve the validity and reliability of their decisions. A survey was undertaken to find out the present and future levels of market share, the appropriate ratio of returned, "unsold", copies and the readers profile of the largest selling newspaper "Hurriyet" in Turkey. A simple descriptive model was chosen by utilizing the relationship between attitudes and behavior and the First Order Markovian Model to predict the future level of market shares.