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The \"accepted wisdom\" in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact. \"When Ads Work\" argues the opposite - that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. Featuring numerous examples from recent ad campaigns, the new edition of this popular book is a model for any successful advertising research program. With a device he calls STAS (Short Term Advertising Strength) - a measure of the immediate effect of advertising on sales - the author demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. He exposes sales promotions as wasteful, especially when they are unsupported by advertising, and also demonstrates the strong synergy that can operate between advertising and promotion when they are planned and executed in an integrated fashion. \"When Ads Work\" offers eye-opening research and practical information that no one who studies advertising or spends advertising dollars can afford to ignore.

El presente libro tiene como objetivo ayudar a los jóvenes profesionales a entender los conceptos básicos acerca de cómo planificar y llevar a cabo campañas de comunicación en entornos digitales. Con este objetivo, recorre las áreas más básicas de la comunicación en línea, explicando de forma muy sencilla y práctica el uso profesional de las estrategias SEO, SEM o de relaciones públicas 2.0. El enfoque principal de esta obra es la aplicación práctica, de ahí que se incluya una gran variedad de ejercicios y casos de estudio. La base del libro está formada por el marco de la gestión y la planificación estratégica como eje central de la actividad de un especialista, ya sea en publicidad o relaciones públicas y marketing digital. Teniendo en cuenta la variedad de tendencias y necesidades del mercado, no nos olvidamos tampoco de hablar de conceptos como el marketing de influencers o la analítica web.

In this entertaining and informative book, Walter Friedman chronicles the remarkable metamorphosis of the American salesman from itinerant amateur to trained expert. From the mid-nineteenth century to the eve of World War II, the development of sales management transformed an economy populated by peddlers and canvassers to one driven by professional salesmen and executives. From book agents flogging Ulysses S. Grant's memoirs to John H. Patterson's famous pyramid strategy at National Cash Register to the determined efforts by Ford and Chevrolet to craft surefire sales pitches for their dealers, selling evolved from an art to a science. \"Salesmanship\" as a term and a concept arose around the turn of the century, paralleling the new science of mass production. Managers assembled professional forces of neat responsible salesmen who were presented as hardworking pillars of society, no longer the butt of endless \"traveling salesmen\" jokes. People became prospects; their homes became territories. As an NCR representative said, the modern salesman \"let the light of reason into dark places.\" The study of selling itself became an industry, producing academic disciplines devoted to marketing, consumer behavior, and industrial psychology. At Carnegie Mellon's Bureau of Salesmanship Research, Walter Dill Scott studied the characteristics of successful salesmen and ways to motivate consumers to buy. Full of engaging portraits and illuminating insights, Birth of a Salesman is a singular contribution that offers a clear understanding of the transformation of salesmanship in modern America.

This study examines consumers' response to retailers' price promotions. It shows that consumers discount the price discounts. It also suggests that the discounting of discounts and changes in purchase intention depend on the discount level, store image, and whether the product advertised is a name brand or a store brand. The study goes one step further to investigate the existence of promotion thresholds. We use experimental data and an econometric methodology to gather empirical evidence that consumers do not change their intentions to buy unless the promotional discount is above a threshold level. This threshold point differs for name brands and store brands. Specifically, we find that the threshold for a name brand is lower than that for a store brand. In other words, stores can attract consumers by offering a small discount on name brands while a larger discount is needed for a similar effect for a store brand. The study also indicates the existence of a promotion saturation point above which the effect of discounts on changes in consumers' purchase intention is minimal. These results confirm consumers' S-shaped response to promotions.

Temporary price reductions (sales) as a means of promotion have become an increasingly important tool in the marketing mix of food retailers around the world. This paper investigates the retailers' pricing strategy by explicitly accounting for the multi-product nature of retailing. We find that retailers systematically adjust the breadth and depth of sales over time and they respond aggressively to their rivals' promotional activities. Finally, the breadth and depth of sales are found to be substitutes in the set of the available strategies to increase the store traffic.

One of the national objectives in \"Healthy People 2000\" is for members of the public to increase their consumption of fruits and vegetables to five or more servings daily. The National Cancer Institute (NCI) began a nationwide campaign to achieve this objective in 1991. As part of this campaign, the NCI funded nine research studies in 1993. These projects are implementing and evaluating community-based programs designed to increase fruit and vegetable consumption among different segments of the population in Alabama, Arizona, Georgia, Louisiana, Maryland, Massachusetts, Minnesota, North Carolina, and Washington. The settings for these projects include the Special Supplement Food Program for Women, Infants, and Children (WIC Programs), churches, worksites, and schools. The projects are led by multidisciplinary teams and entail extensive collaboration among academic, governmental, private sector, and voluntary agencies within each State. The projects represent a model public health paradigm for conducting this type of research

Several models, all based on application of the theory of reasoned action, are examined. The standard Ajzen-Fishbein theory provides the framework for conceptualizing consumer behavior regarding coupon usage. The alternative models of coupon usage behavior described in this research both challenge and extend the standard Fishbein-Ajzen paradigm. All 8 models of self-reported couponing behavior and its antecedents support prior research on the Fishbein-Ajzen theory. It appears that even a mundane and relatively trivial act such as coupon usage can be partially accounted for by the theory of reasoned action. The role of both personal attitudes and subjective norms is discussed. The tentative nature of this research is acknowledged. (emc)

Rules are derived to indicate the optimal allocation of a fixed promotion budget between domestic and export markets when the commodity in question represents a significant portion of world trade and is protected in the domestic market by a deficiency-payment program. Optimal allocation decisions are governed by advertising elasticities in the domestic and export markets and the export market share. Promotion's ability to lower deficiency payments is inversely related to the absolute value of demand elasticities in the domestic and export markets and directly related to advertising elasticities and certain policy parameters. The empirical application suggests subsidies for nonprice export promotion may be efficiency increasing in a second-best sense. That is, the heightened subsidies associated with the Targeted Export Assistance program and the Market Promotion Program appear to have corrected allocative errors that favored domestic market promotion.

The objective of this paper is to enable a bank's view towards a credit obligor. Banks are subject to a lot of financial risks. Credit risk is the most important one. Banks also have to manage the objective of maximum profit on one hand, the prudential rules on the other hand. Recently, the Bank for International Settlements submitted a new concept of prudential rules (The New Basel Capital Accord) that should be accepted by national regulators and applied from 2006/7. This concept brings relatively strict conditions which should improve bank management of credit risk but which are unpleasant for loaning of small and medium enterprises including agricultural ones that are mostly part of this category. Very important role will be still played by non-market supporting instruments, especially guarantees provided by sovereigns. They can improve the competitiveness of agricultural enterprises in the credit market.

The purchase dynamics of a subset of food fats and oils are investigated using event-history analysis applied to a panel of U.S. households. The consumer behavior examined is the switching between purchases of butter, margarine, and butter/margarine blends across purchase occasions. We find that price, previous purchases, seasonality, and household size and composition affect product-switching probability.