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1
Mackay, Robert M., Roberto Minunno, and Gregory M. Morrison. "Strategic Decisions for Sustainable Management at Significant Tourist Sites." Sustainability 12, no. 21 (October 29, 2020): 8988. http://dx.doi.org/10.3390/su12218988.
Повний текст джерелаАнотація:
This research explores how tourist site management and human attitudes and behaviours can help decrease the pressure of tourism on the environment. Estimates show that, together with ancillary sectors, the tourism industry is expected to contribute approximately 6.5 gigatons of greenhouse gases by 2025. These emissions are primarily a result of tourists favouring air travel and luxury experiences that require more energy outputs. Additionally, tourism continues to grow and has become a routine activity for the middle class who travel more regularly on an annual basis. With growing middle classes in many developing countries, the number of tourists who will be able to afford recreational travel is estimated to increase exponentially. The pressures and demands of increasing tourist numbers can strain vulnerable natural sites. These predictions show that changes within the tourism industry fabric are necessary. Against this backdrop, this research employs a combined methodology. A survey methodology was employed to explore tourist attitudes towards tourism sites and their behaviours and decision making with a top-down and bottom-up approach. Additionally, an interview methodology of tourism field experts was employed to investigate the attitudes of the industry and how consumer behaviours may be influenced. Findings from the survey and interview discussions were employed to inform four managerial aspects. First, the ticket price of the tourist experience should be proportional to the value proposition of the experience. Second, a government-led framework could guide businesses towards sustainable management and educate their tourists on greener practices. Third, businesses could integrate sustainability issues into their marketing and advertising to create awareness and ensure the longevity of the site. Lastly, tourism bodies and businesses could increase their partnerships with local custodians to add cultural value and understand the visitor experience.
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Lutsenko, Oleksandra, and Kateryna Tsymbaliuk. "ANALYSIS OF THE USE OF PROJECT MANAGEMENT TOOLS BY UKRAINIAN COMPANIES." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 (December 3, 2021): 288–93. http://dx.doi.org/10.31891/2307-5740-2021-300-6-44.
Повний текст джерелаАнотація:
The article defines the essence of Internet advertising, analyzes the current state and volume of Internet advertising in comparison with other types of media advertising; the essence and types of Internet promotion, application of Internet promotion tools are considered and their comparison is made. The main indicators of the Internet advertising market in Ukraine are analyzed and the most popular types of online advertising are identified. The main tasks of Internet advertising as an important tool of marketing strategy for any activity are revealed. The classification of advertising on the Internet has been improved, the main types are grouped according to eleven selected features. The essence of each type of advertising is revealed, the theoretical understanding of which will allow the advertiser to make an effective decision on the appropriateness of advertising tools, settings, minimize risks in promotion, rational use of advertising budget, increase performance after the show. Also, a comparative assessment and features of the most popular types of advertising, revealed the advantages and disadvantages of Internet advertising in order to improve its theoretical analysis. The article discusses the theoretical foundations of Internet marketing, analyzes the use of Internet marketing tools, investigates the introduction of innovative Internet marketing trends in the activities of modern enterprises. Internet marketing tools have been reviewed and characterized, such as: SEO-optimization, ie search engine promotion; E-mail; advertising on social networks (SMM); contextual advertising, one of the most popular advertising methods on the Internet; banner advertising, graphic image is located on the website page Publisher; traffic arbitrage, purchase by a webmaster of traffic at a certain price for resale on better terms. The main trends that dominate the field of Internet marketing are identified and analyzed, namely: dynamic activation of mobile marketing, active use of web analytics, advertising in video format, influencer marketing (a strategy that requires special people to reach the desired audience), Email marketing, content marketing, Instagram promotion, chatbots and messengers, the transition from individualism to collaborative creativity. It is concluded that Internet technologies are changing the way companies interact with their employees, partners, competitors and suppliers, and Internet marketing is evolving with incredible speed, and only those who are able to change and adapt to new business conditions are catching up with new trends, think of a quality marketing strategy.
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Shumilo, Yana. "Conceptual provisions of the mechanism of reflexive control of consumer behavior in the marketing activities of enterprises." Economy of Industry 1, no. 97 (April 11, 2022): 103–17. http://dx.doi.org/10.15407/econindustry2022.01.103.
Повний текст джерелаАнотація:
Methodological approaches are studied and conceptual provisions of the mechanism of reflective management of consumer behavior in marketing activities of enterprises are proposed, which involve identifying reflective components of consumer behavior in the decision-making process on product acquisition, formation and implementation of reflective control influences. The method of identifying reflective components of consumer behavior in marketing activities of enterprises, in particular – the factors influencing the likelihood of consumer inheritance in the decision to purchase products, based on the conclusions of neurobiological researches by V. Klyucharev and improved method of multifactorial researches by R. Cattell. A distinctive feature of the improved R. Cattell’s method is the interpretation of questionnaires to determine the reflective components of consumer behavior in the decision to purchase a product, including the level of emotional instability, conformism, introversion, awareness and evaluation of decision-making time. reflexive control influences to increase product sales. The formalization of key reflexive components is carried out and the sequence of stages of realization of the mechanism of reflexive management of behavior of consumers in marketing activity of the enterprises is resulted. To implement the conceptual provisions of the mechanism of reflective management of consumer behavior in marketing activities of a company proposed to use a modified model "advertising of goods" by A. Chkhartishvili aimed at profit maximization, which, unlike existing, uses reflective components of consumer behavior in the purchase decision products, in particular – the tendency of consumers to imitate. The application of the model will increase the efficiency and validity of management decisions to manage consumer behavior to enhance the competitive advantages of the enterprise.
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Wulandari, Retno. "ANALISIS TITIK IMPAS PADA INDUSTRI ROTAN HIDAYAH SIDOREJO KECAMATAN CURUP TENGAH." Jurnal Ilmiah Raflesia Akuntansi 6, no. 2 (October 26, 2020): 34–45. http://dx.doi.org/10.53494/jira.v6i2.48.
Повний текст джерелаАнотація:
Good profit planning will affect the success of the business in achieving optimal profit. The calculation of future profits is very useful for preparing the profit planning process. In general, almost all management decisions will have more impact on activities or attitudes in the future than on past activities or attitudes. Thus management decision making is a continuous process. This continuous process makes management must be able to anticipate upcoming events and plan what must be done, including planning company profits. Profit Volume Cost Analysis (cost-volume-profit analiysis) is often called a break event point analysis because of the significance of the break event point in this analysis, in the profit volume cost analysis, volume refers to all activity cost triggers, such as sales units are assumed to collaborate with changes in income, costs and profits. Based on the results of the analysis, it can be concluded as follows; The amount of break even points for living room chair products in Hidayah Sidorejo's rattan industry is 4 units, meaning that the company will be in a position where the profit is equal to 0. The amount of contribution margin for living room chair products in Hidayah Sidorejo's rattan industry is Rp. . 2,879,000 The operating profit target is assumed if Hidayah's rattan industry is targeting a profit of Rp. 10,000,000, then the number of units that must be sold is 7 units of living room chairs. The results of the cost volume profit analysis in the decision making for advertising spending show that Hidayah's rattan industry decides to advertise in the newspaper with an advertising cost of Rp. 1000,000, then this will increase the contribution margin by Rp. 2,879,000 and operating profit increased to Rp. 1,879,000 even though the cost continued to increase to Rp. 11,000,000 The results of the cost volume profit analysis in decision making to reduce the selling price from Rp. 6000,000 / chair set becomes Rp. 5,000,000 / set of chairs will reduce the contribution margin by Rp. 10,000,000, although if you lower the selling price the sales will increase to 10 units.
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Sukoco, Andreas Ari, and Fadjar Iriantono. "RESPONSE KONSUMEN TERHADAP ASOSIASI ENDORSER PERUSAHAAN." Jurnal Riset Manajemen dan Bisnis 5, no. 2 (December 1, 2010): 173. http://dx.doi.org/10.21460/jrmb.2010.52.60.
Повний текст джерелаАнотація:
The issue of advertising effectiveness is strongly related with theinstrumental attributes of an advertisement. One of the attributes is an endorser. The existence of an endorser has a big influence on the outcomes of an advertising activity because an endorser has a strong effect on the image of products or services advertised. This inquiry merely focuses on the attempt to see the impact of an endorser image on the image of products being advertised. It is also to see how the changes of the image of an endorser and the decision making made by a top management about a problematic endorser have relevance with customers’ perspectives. The participants of this study are the students of Duta Wacana Christian University. The analysis is with different test average, mean, and standard deviation. The result indicates that the presence of a celebrity endorser gives a positive effect on the image of products and the image of a company. Moreover, the customers also give a positive appreciation to the decision of top management to end a contract with a problematic endorser.Keywords: endorser, advertisement, image
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Rainero, Christian, and Giuseppe Modarelli. "CSR for emergencies: The two concepts of accountability." Corporate Ownership and Control 18, no. 1 (2020): 78–95. http://dx.doi.org/10.22495/cocv18i1art7.
Повний текст джерелаАнотація:
This work tries to highlight the determinant role of CSR during periods characterized by non-linearity and to produce insights for further research on a dual perspective: 1) companies’ decision-making on CSR implementation and promotional tool preference; 2) consumers’ purchasing/consuming decision-making. So, the interrelated perspective, under the influencing contextual variable of the recent COVID-19 pandemic, would show a crucial role of CSR as an anti-crisis solution. The domain-based review, the direct observation mixed with field analysis survey-based on a sample of 208 respondents made possible the hermeneutical and inference activity on results according to the Situational Crisis Communication Theory and Goffman’s view on the art of impression management, mixed with a persuasive approach characterizing advertising. The perception analysis, not directly operated ethnographically with companies, allowed to investigate CSR from different angles, permits the researchers to observe the exponential rise of advertising campaigns with a social scope and CSR promotional activities in accordance with the emergence of the two intrinsic concepts of accountability from an external point of view.
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Samoilyk, I., N. Stebliuk, M. Kucher, and Y. Saihak. "The pandemic influence on the strategy and marketing policy of different types hotel enterprises." Actual Problems of Economics 1, no. 238 (2021): 90–99. http://dx.doi.org/10.32752/1993-6788-2021-1-238-90-99.
Повний текст джерелаАнотація:
Recommendations for the development of hotel business development strategy and marketing policy depending on the types of business entities have been further developed in the article. Analytical data characterizing the impact of the COVID-19 pandemic on the tourism industry and hotel business have been diagnosed. The main strategic decisions made by hoteliers during the crisis have been analyzed. It has been substantiated that the strategy of diversification consisting in the expansion of activity directions; and also restructuring and reengineering � for the big enterprises, and spatial expansion � for small enterprises, are expedient for implementation for effective development of hotel business enterprises. The main priority of the hotel business strategic development should be to increase the level of safety and medical protection of customers. Marketing policy should be based on digital technologies to promote hotel and related services, including advertising and formation of target segments through SMM marketing, as well as optimization of the pricing system according to demand based on SRM management
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Kondrashov, Olexandr M., and Nataliia P. Novak. "Instruments of state regulation and fiscal mechanisms of financial and investment support and development of agricultural enterprises." Economies' Horizons, no. 2(9) (June 15, 2019): 88–94. http://dx.doi.org/10.31499/2616-5236.2(9).2019.213490.
Повний текст джерелаАнотація:
The purpose of the study is to substantiate the priority components and instruments of state regulation and the use of fiscal mechanisms to ensure the growth of financial and investment resources and the development potential of agricultural enterprises. Methods used in the research process: monographic, historical, system-structural-analysis and synthesis, problem-target approach. Results. The structure and components and tools of state regulation of financial and investment support and other priorities for the development of agricultural enterprises are determined. These include institutional support, currency regulation, overcoming bureaucracy and corruption. Particular importance is given to fiscal mechanisms and regulation of property rights. The main problems hindering the development of regional media platforms are presented. The main problems include: inadequate provision of the Internet access; low quality of traffic, content (no advertising market, no paid subscription) and fact-checking; the influence of the media founders on editorial policy; the dominance of hidden advertising. In domestic business conditions, agricultural entrepreneurs must rely on a clear definition of the legality of the actual existing rights of owners. This requirement is aimed at reducing the number of errors in management decisions, the implementation of long-term development strategies, risks and the amount of transaction costs of economic activity. Practical meaning. Agricultural enterprises, department of agro-industrial development of district and regional state administrations, tax authorities, economic faculties of universities. Prospects for further research. This allowed to determine the prospects for the development of agricultural enterprises on the basis of state support and prudent fiscal policy.
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Peráček, T., B. Mucha, P. Brestovanská, and Ľ. Strážovská. "Legal regulation of drug advertising and its restrictions in the conditions of the Slovak Republic." European Pharmaceutical Journal 66, no. 1 (June 1, 2019): 4–10. http://dx.doi.org/10.2478/afpuc-2019-0001.
Повний текст джерелаАнотація:
Abstract The question of drug availability is a key requirement for each country. Their deficiency can cause fatal consequences for the health of the population. For this reason, the production and distribution of medicines represents the economic potential of the state, which is also protected and regulated in the Slovak Republic. Drug distribution is also part of every market economy as it is the primary form of business-to-customer (B2C) offering. At first glance, the promotion of drugs might seem to be just marketing. But this area is under the scrutiny of the Slovak legislations. From the point of view of the systemic nature of law, advertising of medicinal products is regulated both in public law and private law. This is particularly the area of administrative law, commercial law and civil or criminal law, which must respect the often complicated penetration of European law into national law. The issue of ad management and the associated availability of medicines, in our terms, is at the centre of public interest. The main aim of the authors in this paper is to examine not only the European but especially the national legal regulation of the advertising of medicines in the context of the decision-making activity of the Slovak authorities supervising compliance with the legal restrictions on the promotion of pharmaceutical products. Another goal is to identify the problems in application practice and to propose ways to eliminate identified shortcomings by specific procedures. The authors, through scientific and doctrinal interpretation, examine selected statutes of the Law on Advertising and related legislation pertaining to the issue of drug advertising. Through expert literature, jurisprudence and the decision-making processes of the administrative authorities, they seek answers to practical application problems. At the end of the contribution, they critically analyse the identified shortcomings and propose appropriate measures to eliminate them.
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ZABURMEKHA, Yevgena, O. HAIDUK, and Artem MYKHAILOV. "DIGITAL-MARKETING TOOLS IN AGRICULTURAL ENTERPRISES." Herald of Khmelnytskyi National University 302, no. 1 (January 2022): 82–87. http://dx.doi.org/10.31891/2307-5740-2022-302-1-14.
Повний текст джерелаАнотація:
Traditionally, most people are accustomed to consider the most effective way of advertising: advertising in print media and television, underestimating Internet advertising. Today it is becoming increasingly important to change views on product promotion on the Internet. Most small, medium and large business owners looking for options to promote goods or services turn to digital marketing tools. The Internet has made and continues to have a significant impact on the formation and development of the global information society. With the development of the Internet, approaches to business management and communication policy are changing as one of its components. The number of audiences on the Internet already exceeds a significant number of traditional media, so when forming a communication strategy, it is necessary to assess: whether Internet users are part of the target audience, how easy it is to reach it via the Internet. The theoretical aspects of the features and current trends in the development of the digital marketing system are examined in the robot. Analytical follow-up of the activity of Ltd “Biosad” was carried out. Approved methods and methods of molding and pushing products under the support of digital marketing tools. Intensive development of electronic communications is a powerful tool for selling goods and services, as well as a means of active economic and technological improvement, development of Internet sites and defines the face of the modern domestic Internet. The Internet audience is significant and is characterized by the ability to attract the attention of the target audience. A test advertising campaign was conducted on the social network Facebook, after which a decision was made to retarget. As the advertising traffic was conducted through the account, the audience of those who interacted with the company’s account during the last month was gathered.
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Maranchak, Mykola. "Messenger Marketing as a Direction of the Company Online Reputation Management (ORM)." Ukrainian Journal on Library and Information Science, no. 7 (June 4, 2021): 115–26. http://dx.doi.org/10.31866/2616-7654.7.2021.233318.
Повний текст джерелаАнотація:
The article is devoted to the substantiation of messenger marketing as an independent direction and a specific tool in the management of the company’s online reputation (Online Reputation Management – ORM). On the basis of the empirical method of the included observation (five-year author’ experience of practical activity on online marketing), the analysis of professional materials on a research subject, studying of the content of official messengers’ blogs and features of messengers’ functioning, the expediency of messenger marketing separation has been justified, the concepts of “Messenger Reputation Management – MRM” and “Instant Messaging Reputation Management – IMRM” have been proposed. The basic possibilities and features of using messenger marketing as a practical tool to support and control the positive online reputation of the company, which in the context of the COVID-19 pandemic and the rapid development of social networks and messengers acquire new qualitative value in achieving performance, have been revealed. It was found out that the tools of the messenger marketing that can be used to monitor the situation, as well as to broadcast and moderate messages, including Hidden Marketing (HM), include working with voice rooms, with comments and feedback in channels, groups, and chats, use bots and chatbots, newsletters and even targeted advertising. It has been noticed that at present it is difficult to identify the optimal tools for solving the problems of marketing messenger in ORM, which necessitates additional research. At the same time, effective messenger marketing requires an appropriate corporate culture, built on the highest degree of freedom, trust, and responsibility, which allows the employee to independently and quickly make tactical decisions and respond to changes in the information field within the established competence.
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Ievsieieva, Olga. "Competitiveness Assessment for Transport Enterprises in the Context of Accelerated Development of the International Logistics Infrastructure." SHS Web of Conferences 67 (2019): 01004. http://dx.doi.org/10.1051/shsconf/20196701004.
Повний текст джерелаАнотація:
In the study, the authors have identified the dominant trends in the development of the international road transport services market. These include monopolization and protectionism, structural imbalances, namely, predominance of European transport companies in the international motor transport market, prevailing of private transport companies. Hence, the researchers determined the general vector of improvement of the motor transport services market in the modern stage of internationalization of global economic relations. The current trends in the development of the international road transport services market in Ukraine are substantiated. The authors propose a competitiveness assessment methodology for transport enterprises. It is proposed to quantify the following elements as part of the competitiveness coefficient of a transport enterprise: 1) the range of offered transportation services; 2) pricing policy; 3) advertising; 4) public relations; 5) sales system; 6) employee incentive system; 7) innovative activity of the enterprise. Using the proposed methodological approach will help making reasonable management decisions to improve the efficiency of transport enterprises, to expand the information base of economic research, and to improve the quality of analysis in the context of accelerated development of the international logistics infrastructure.
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Askarova, Violetta Ya, Sergey B. Sinetsky, and Vladimir S. Tsukerman. "Incentives for Reading in the System of Socio-Cultural Regulation of Reading Activity." Observatory of Culture 15, no. 5 (December 14, 2018): 542–55. http://dx.doi.org/10.25281/2072-3156-2018-15-5-542-555.
Повний текст джерелаАнотація:
The intensity and content of reading activity largely determine the objective processes of social development; at the same time, it is affected by the system of social regulation of reading behavior, which is carried out by institutional and non-institutional spheres. The lack of significant results testifying to the effectiveness of the program-project activity that has been intensified in recent years in Russia in support and development of reading is largely due to the lack of a system of ideas on the incentives that encourage people to practice certain actions that promote reading.Institutional regulation, represented by a system of power structures, official social and communicative institutions, is implemented through directive, regulatory, normative and legal documents, cultural policies that define the cultural landscape, as well as positioning of reading infrastructure institutions. The latter ones are currently characterized by a tendency to use soft methods of inducing reading on the basis of subject-subject interaction with real and potential readers using their specific means of influence. Advertising and propaganda technologies, methods and means of social technology and social engineering, social planning and forecasting, elements of management psychology are increasingly used. In the non-institutional sphere of regulation, the stimulation of reading activity is realized on the basis of traditions, customs, habits, moods, value representations. The dominant role is played here by the social environment: family, circle of direct communication, reference and subculture groups, networked readership communities.The institutional and non-institutional spheres interact, reflecting each other in their own way; knowledge of the processes taking place in the sphere of public initiative will enable reading infrastructure institutions to harmonize their activities, bringing it into a state corresponding to the real needs of various groups of potential or real readers on the basis of socio-psychological mechanisms of communication, recommendations of “significant others”, various manifestations of fashion in reading.The article shows that, in the system of reading support and development, it is necessary to identify and name the most effective incentives determined by the socio-cultural context; the incentives generated by the sphere of institutional regulation at the level of power structures and reading infrastructure institutions, as well as the incentives spontaneously formed in the sphere of non-institutional regulation of reading activity. What is happening in the non-institutional sphere should become an important guideline for the institutional sphere to adjust its own activities and find the most effective management decisions and means of interaction with readers.
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Ekanthalingam, A., and Dr A. Gopinath. "Influence of social media marketing towards purchase of residential property." Restaurant Business 118, no. 6 (June 12, 2019): 145–49. http://dx.doi.org/10.26643/rb.v118i6.8005.
Повний текст джерелаАнотація:
‘Marketing’ is not just an activity. It is a process, a philosophy and a phenomenon. The evolution of marketing has produced tremendous benefits to business and end consumers. The innovation in this field has been steady and yet at high speed. From ‘word of mouth advertising’ which was the only option earlier we are now at the mercy of what consumers are sharing about their experience on the internet. Social Media has become more powerful than what we think and this article shows how we can leverage this to benefit the top-line and customer delight.
We dive deep to understand the influence Social Media can create towards purchase of residential property. As much complex it is to make the purchase decision of a property, it is equally difficult for marketers to send the right message to their target audience. Through this article, we are trying to see how marketers have transformed their traditional marketing strategies to address the needs of the millennial population, who are the most potential customers for property purchase.
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Rynarzewska, Ania Izabela. "It’s not fake, it’s biased: insights into morality of incentivized reviewers." Journal of Consumer Marketing 36, no. 3 (May 13, 2019): 401–9. http://dx.doi.org/10.1108/jcm-02-2018-2570.
Повний текст джерелаАнотація:
Purpose The purpose of this paper was to uncover morality and dynamics of community of incentivized reviewers who primarily review products on Amazon.com. and, as of late, on various social media platforms. This study is important because it uncovers unknown dynamics that shapes consumer morality and drives reviewer’s ethics. Given the fact that consumers heavily rely on reviews, findings of this paper are of great values to practitioners, consumers and policymakers and highlight potential area of research particularly related to morality. Design/methodology/approach This study, conducted over a period of 1.5 years, relying on a netnography to collect data and thematic analysis to make sense of data, uncovered behaviors that contribute to the J-shape distribution of reviews on Amazon.com and questionable reviewer ethics. Findings Findings of this study suggest suppressed consumer morality driven by desire to gain benefits in form of free products and manipulation of the review system in an attempt to boost sales and the prevalence of biased reviews. The findings shed light on overconsumption driven by an opportunity to receive free products, introduction of review bias into the public domain and attempts to manipulate Amazon’s algorithms. Research limitations/implications Findings of this study carry tremendous implications for average consumer who relies on consumer-generated reviews without realizing the presence of bias. Furthermore, the findings shed light of unfair business practices of sellers who demand high ratings. Finally, the findings suggest that there is opportunity for policymakers to address a loophole because incentivized reviewers, regardless of Federal Trade Commission regulations, may be operating in gray area, much less controlled than advertising. Originality/value This study is unique because while other studies may conduct similar netnographies of reviewing communities, this community was examined during a span that covered the incentivized reviewing boom, Amazon’s ban on incentivized reviewing, and the revival of reviewing activity post ban. Given recent changes to Amazon’s Terms of Service, the researcher documented changes that future studies will not be able to examine unless data have already been collected. However, post ban activity continues and is likely affecting purchasing decisions of unsuspecting consumers all around.
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Roskladka, Andrii, Nataliia Roskladka, Oleksandr Dluhopolskyi, Ganna Kharlamova, and Mehmet Kiziloglu. "Data analysis and forecasting of tourism development in Ukraine." Innovative Marketing 14, no. 4 (December 13, 2018): 19–33. http://dx.doi.org/10.21511/im.14(4).2018.02.
Повний текст джерелаАнотація:
The article contains a thorough study of tourist flows in Ukraine during the last 18 years. The tendencies of the development of international tourism during the last 20 years and their influence on the development of tourism in Ukraine have been explored. Particular attention is paid to the analysis of inbound tourist flows. The negative dynamics of tourist arrivals in Ukraine led to the construction of a forecast model for the development of this component of tourism activity with the aim of an objective assessment of future tourist arrivals and the adoption of effective management decisions on improving the situation of tourism in Ukraine. Tourist destinations today are rigorously competing for consumer interest in tourism products. In view of this, tourist facilities operating in the tourist market place particular emphasis on the elements of tourism marketing (product, price, distribution, advertising, human capital, actual data, processes).Modern forecasting systems and methods have been used to build a forecast of tourism development in Ukraine and, in particular, arrivals of foreign tourists to Ukraine. An analytical forecasting model was built by the system of CurveExpert in the form of a polynomial function, analytical forecasting models were built by the system of computer algebra Maple in the form of piecewise linear and piecewise polynomial functions. Numerical prediction models in the MathCAD system using different types of spline-interpolation and predictive functions have been constructed. A comparative analysis of the results of forecasting in different systems was carried out. The results of the comparative analysis give confidence in the development of inbound tourism in Ukraine.
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Dwyer, Brendan, Joris Drayer, and Stephen L. Shapiro. "To Play or Not to Play? An Analysis of Dispositions, Gambling, and Daily Fantasy Sport." Journal of Sport Management 33, no. 3 (May 1, 2019): 174–88. http://dx.doi.org/10.1123/jsm.2018-0115.
Повний текст джерелаАнотація:
Following a mega-advertising blitz in the late summer of 2015, daily fantasy sports (DFSs) entered a maturing fantasy sports market as a new, highly accessible, and potentially lucrative alternative to traditional, season-long fantasy sports. The two activities share a name but represent substantially different business models. In the view of some policy makers and state legislatures, DFS appeared to resemble a new form of sports wagering and as a result, several U.S. states banned the activity. The current study examined the consumption behavior differences and gambling-related dispositions of those fantasy participants who play DFS and those who do not. A total of 314 fantasy football participants were surveyed, and the results contribute to what we know about gambling and DFS participation. Although distinct differences were found between the two groups, the overall assessment of the findings suggest DFS participation appears to align more with highly involved traditional, season-long fantasy sports participation than other forms of gambling.
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Mesak, Hani I. "ON MODELING ADVERTISING PULSING DECISIONS." Decision Sciences 16, no. 1 (January 1985): 25–42. http://dx.doi.org/10.1111/j.1540-5915.1985.tb01473.x.
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Dant, Rajiv P., and Paul D. Berger. "Modelling Cooperative Advertising Decisions in Franchising." Journal of the Operational Research Society 47, no. 9 (September 1996): 1120–36. http://dx.doi.org/10.1057/jors.1996.141.
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Aykac, A., M. Corstjens, D. Gautschi, and I. Horowitz. "Estimation Uncertainty and Optimal Advertising Decisions." Management Science 35, no. 1 (January 1989): 42–50. http://dx.doi.org/10.1287/mnsc.35.1.42.
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Narayana, Chem L., and Carl M. Larson. "Advertising Decisions In Small BusinessesNeed For New Directions." Journal of Applied Business Research (JABR) 2, no. 2 (November 2, 2011): 121. http://dx.doi.org/10.19030/jabr.v2i2.6587.
Повний текст джерелаАнотація:
Irrespective of the size of a firm or the size of the budget, advertising is an important function that is expected to have an impact on the sales volume. In addition, small business needs and strategies are quite different from those of larger businesses. In addition to the size of operations and budget, small businesses differ from larger firms on major target market characteristics that include the boundaries of the trading area and customer feelings and shopping behavior towards small businesses. Consequently, the necessity or relevance of different media options for advertising are expected to be significantly different. Suffice it to say that advertising decisions are important enough for small businesses and serve careful investigation and yet it has been ignored in the past.The main purpose of this study is to examine the methods used for setting advertising budgets in small businesses. A secondary purpose is to ascertain the attitudes of the decision makers on the importance of advertising budget.
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Viscolani, B. "Advertising decisions for a segmented market." Optimization 58, no. 4 (May 2009): 469–77. http://dx.doi.org/10.1080/02331930701763355.
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Berger, Paul D., and Thomas Magliozzi. "Optimal Co-Operative Advertising Decisions in Direct-Mail Operations." Journal of the Operational Research Society 43, no. 11 (November 1992): 1079. http://dx.doi.org/10.2307/2584104.
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Berger, Paul D., and Thomas Magliozzi. "Optimal Co-operative Advertising Decisions in Direct-Mail Operations." Journal of the Operational Research Society 43, no. 11 (November 1, 1992): 1079–86. http://dx.doi.org/10.1038/sj/jors/0431107.
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VISCOLANI, BRUNO. "ADVERTISING DECISIONS IN A VERTICAL DISTRIBUTION CHANNEL." International Game Theory Review 11, no. 03 (September 2009): 273–84. http://dx.doi.org/10.1142/s0219198909002315.
Повний текст джерелаАнотація:
A manufacturer and a retailer are the members of a simple distribution channel for a particular product in a segmented market. The advertising efforts of the two agents have a joint effect on the goodwill of the different market segments and then on the demand. The channel members aim at maximizing their profits, by choosing suitable advertising media and efforts. We focus mainly on competition between manufacturer and retailer, obtaining Nash equilibrium strategies, in the contexts of linear and concave demand. We consider also the possibility of cooperation, obtaining the coordinated channel optimal decisions.
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Ezimadu, Peter. "Modelling cooperative advertising decisions in a manufacturer-distributor-retailer supply chain using game theory." Yugoslav Journal of Operations Research 30, no. 2 (2020): 147–76. http://dx.doi.org/10.2298/yjor181115001e.
Повний текст джерелаАнотація:
This work considers cooperative advertising decisions in a manufacturer-distributor-retailer supply chain, where the manufacturer is taken as the Stackelberg leader, using differential game theory. The distributor and retailer are the first and the second followers, respectively. We introduce the distributor into the traditional manufacturer-retailer channel through his direct involvement in advertising as being incorporated into the non-stochastic Sethi's sales-advertising dynamics. This is used to model the awareness share dynamics in which the distributor and the retailer directly engage in advertising, while the manufacturer bypasses the distributor to subsidise only the retail advertising effort. We consider a subsidised and unsubsidised channel structures, where each structure results in a system of three nonlinear equations, which cannot be solved analytically, but only numerically. However, we show that the unique solution to each of the systems exists, provided certain conditions are satisfied. The distributor and the retailer's advertising strategies are developed for both when subsidy is provided and when it is not provided. We also obtain the manufacturer's subsidy rate and the market awareness share for both when retail advertising is subsidised and when it is not subsidised. We observe that with the provision of subsidy, the distributor reduces his advertising effort. However, the resulting increase in the retail advertising effort is larger than the reduction in the distributor's advertising commitment, thus making the channel advertising effort larger with subsidy. It further shows that to avoid being shortchanged, each player should adopt only his optimal strategy or strategies as the case may be.
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Thomas, Michael. "Spillovers from Mass Advertising: An Identification Strategy." Marketing Science 39, no. 4 (July 2020): 807–26. http://dx.doi.org/10.1287/mksc.2019.1217.
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Bronnenberg, Bart J. "Advertising Frequency Decisions in a Discrete Markov Process under a Budget Constraint." Journal of Marketing Research 35, no. 3 (August 1998): 399–406. http://dx.doi.org/10.1177/002224379803500310.
Повний текст джерелаАнотація:
The author studies the optimality of advertising pulsing under the assumption that demand follows a discrete and interpretable Markov process and that the advertising budget is constrained. The author develops two main results. First, when pulsing is optimal, the prevalence of advertising effects on switching or repurchasing affects the length of the pulse (shorter versus longer, respectively), as well as the optimal level of advertising. Second, the author identifies the functional forms of the short- and long-term effects of advertising in the discrete Markov process and shows that pulsing can be optimal if the transition probabilities are concave in advertising. As an alternative to a pure Markov carryover (if any), the author considers that carryover effects of advertising also might be caused by accumulation of memory for the advertisement. Although general results are difficult to obtain, the author analyzes one case of the compound dynamics of the Markov process and memory effects for advertising with results similar to the pure Markov process. Similarities and differences with continuous-time models, as well as managerial implications, are discussed.
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Amoozad Mahdiraji, Hannan, Adel Hatami-Marbini, Niloofar Mohammadi Moazed, Manouchehr Ansari, and Ali Asghar Abbasi Kamardi. "Differential game approach to pricing and advertising decisions." Operations Research Letters 49, no. 5 (September 2021): 688–95. http://dx.doi.org/10.1016/j.orl.2021.07.002.
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Ju, Ilyoung, Jihye Kim, Mark Jaewon Chang, and Susan Bluck. "Nostalgic marketing, perceived self-continuity, and consumer decisions." Management Decision 54, no. 8 (September 19, 2016): 2063–83. http://dx.doi.org/10.1108/md-11-2015-0501.
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Purpose The purpose of this paper is to examine the effects of nostalgic marketing on consumer decisions, including the relation of nostalgia to perceived self-continuity, brand attitude (BA), and purchase intent (PI). Design/methodology/approach The study uses an experimental design that compares individuals’ responses to past-focussed (nostalgic) vs present-focussed (non-nostalgic) advertising across a range of three product types. Analyses include structural equation modeling (SEM) to investigate direct and mediated relationships. Findings Nostalgic past-focussed advertisements (as compared to present-focussed advertisements) elicited higher perceived self-continuity which led to more favorable ratings of BA and greater intent to purchase the product. These effects held up regardless of product type. SEM showed that the relation of advertising-evoked nostalgia to BA is partially mediated by consumer’s perceived self-continuity. BA also directly predicted PI. Practical implications These findings provide two implications for marketing managers. First, the perceived self-continuity plays an important role in the success of nostalgia marketing. As such, advertising designed to directly influence perceived self-continuity should be used for framing a nostalgic marketing purposes that aims to connect consumers to particular brands. Second, evoking nostalgia in marketing communications is not just effective for one product type but appears to be useful across a variety of product type (i.e. utilitarian, hedonic, and neutral). Originality/value The study is based within an experiential marketing framework but is innovative in examining the specific experience of nostalgia and linking it to consumer’s identity (i.e. self-continuity). This area has received little attention and appears to be a promising area for future research on consumer decisions.
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Jullien, Bruno, and Alessandro Pavan. "Information Management and Pricing in Platform Markets." Review of Economic Studies 86, no. 4 (July 31, 2018): 1666–703. http://dx.doi.org/10.1093/restud/rdy040.
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Abstract We study platform markets in which the information about users’ preferences is dispersed. First, we show how the dispersion of information introduces idiosyncratic uncertainty about participation decisions and how the latter shapes the elasticity of the demands and the equilibrium prices. We then study the effects on profits, consumer surplus, and welfare of platform design, blogs, forums, conferences, advertising campaigns, post-launch disclosures, and other information management policies affecting the agents’ ability to predict participation decisions on the other side of the market.
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Kriuchko, L., Yu Kravchenko, and A. Lokotkova. "MANAGEMENT OF ADVERTISING ACTIVITY AND DIRECTIONS OF ITS IMPROVEMENT." Ekonomika ta derzhava, no. 11 (December 3, 2019): 92. http://dx.doi.org/10.32702/2306-6806.2019.11.92.
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Song, Hongjuan, and Yushi Jiang. "Dynamic pricing decisions by potential tourists under uncertainty: The effects of tourism advertising." Tourism Economics 25, no. 2 (September 4, 2018): 213–34. http://dx.doi.org/10.1177/1354816618797250.
Повний текст джерелаАнотація:
The aim of this study is to examine the advertising information learning processes of potential tourists and observe how potential tourists sequentially adjust their perceived reference prices and purchase intentions with different risk preferences and choices with respect to gains (the current price is lower than the consumer’s reference price) or losses (the current price is higher than the reference price). In this study, a Bayesian experiment was conducted to elicit reference prices in the presence of tourism advertising with uncertain information. The findings show that with respect to gains, risk avoiders do not reduce their reference prices as significantly as do risk seekers when exposed to price-informative advertising. Exposure to image advertising changes potential tourists’ risk preferences, and the reference price drops more significantly for risk avoiders than for risk seekers. With respect to losses, informative and image advertising impact the reference price for participants with different risk preferences but not at a statistically significant level.
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Rotfeld, Herbert J. "Power and Limitations of Media Clearance Practices and Advertising Self-Regulation." Journal of Public Policy & Marketing 11, no. 1 (March 1992): 87–95. http://dx.doi.org/10.1177/074391569201100110.
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Self-regulation programs deter many advertising practices, but there are inherent limitations to its power in the United States. U.S. media vehicle managers’ advertising acceptance policies may influence advertising content, but their decisions often are focused on priorities other than consumer protection. This article describes the power limitations of U.S. self-regulation and media advertising acceptance policies, showing how self-regulation alone is unable to fulfill the public policy goal of discouraging false advertising during government deregulation.
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Malthouse, Edward C., and Bobby J. Calder. "Media Placement versus Advertising Execution." International Journal of Market Research 52, no. 2 (March 2010): 217–30. http://dx.doi.org/10.2501/s1470785309201181.
Повний текст джерелаАнотація:
We make three contributions towards understanding how engagement with the surrounding editorial context affects reactions to ads. First, while previous studies have shown that respondent-level engagement affects ads, we argue that vehicle-level engagement is more relevant to placement decisions, and show that magazine-level engagement affects actions taken from seeing an ad. Second, we compare the relative importance of engagement to the execution factors size, position and colour, and show that engagement is of comparable importance. Third, evaluations are done with more realistic procedures than previous studies and with real ads.
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Heath, Robert L., and Richard Alan Nelson. "Image and Issue Advertising: A Corporate and Public Policy Perspective." Journal of Marketing 49, no. 2 (March 1985): 58–68. http://dx.doi.org/10.1177/002224298504900205.
Повний текст джерелаАнотація:
This article reviews current advertising case law and its implications for advocacy communication, as well as relevant image/issue advertising regulatory decisions by the FTC, FCC, and IRS. In an effort to minimize the chilling effect of this regulation, the authors offer guidelines aimed at assisting communication managers charged with designing effective campaigns.
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Brajdić, Igor. "THE SPECIAL FEATURES OF DECISION-MAKING IN ADVERTISING IN CONTINENTAL TOURISM." Tourism and hospitality management 9, no. 1 (2003): 27–34. http://dx.doi.org/10.20867/thm.9.1.3.
Повний текст джерелаАнотація:
One of the primary functions of a tourist enterprise is advertising, as a component of the broader marketing function. Each function has its specific traits which are manifested in the various processes of the enterprise, one of the more important being decision-making. It is assumed that in continental tourism, due to its predominant orientation in providing more food and beverage services and less hotel services, special features in decision-making can be found within the advertising function. The empirical study carried out in part of continental tourism involving the region of the Croatia Zagorje was aimed at a range of typical characteristics of decision-making such as types of decisions, the methods of decision-making, the outcome of alternatives, the monitoring of effects and the measures of improving decision-making. Regarding types of decisions, the majority of managers and executives feel that, to a very large extent, satisfactory decisions are being taken, as well as routine decisions, which are in accordance with the predominant orientation of providing the fundamental catering services. Due to a general orientation towards group decision-making, it follows that, when choosing advertising media, the management structure contacts the executive personnel only randomly. From the latter group of questions, it can be concluded that in the enterprises surveyed anything that has to do with science is applied to the least possible measure.
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Erickson, Gary M. "Advertising Strategies in a Dynamic Oligopoly." Journal of Marketing Research 32, no. 2 (May 1995): 233–37. http://dx.doi.org/10.1177/002224379503200210.
Повний текст джерелаАнотація:
The author uses a dynamic model of oligopolistic advertising competition, in which competitors are assumed to make a series of single-period advertising decisions with salvage values attached to achieved sales in each period, as the foundation for empirical analysis of the competitive situation involving the three largest ready-to-eat cereal manufacturers, Kellogg, General Mills, and the Post Division of Philip Morris’ General Foods. The primary insight of the author's empirical analysis is that General Mills places a higher future value on achieved sales than do the other competitors in the market.
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Selly, Selly, Darwin Lie, Efendi Efendi, and Nana Triapnita Nainggolan. "PENGARUH IKLAN DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA SITUS BELANJA ONLINE LAZADA (STUDI KASUS PADA MAHASISWA SEMESTER VI PROGRAM STUDI SARJANA MANAJEMEN STIE SULTAN AGUNG)." SULTANIST: Jurnal Manajemen dan Keuangan 7, no. 1 (September 22, 2019): 46–55. http://dx.doi.org/10.37403/sultanist.v7i1.136.
Повний текст джерелаАнотація:
The purpose of this research is: 1. To determine the description of advertising, sales promotion of purchasing consumer decisions online shopping Lazada (study case on the college student for management program bachelor semester 6th). 2. To determine the influence of advertising and sales promotion of the purchasing costumer decision online shopping Lazada (study case on the college student for management program bachelor semester 6th at STIE Sultan Agung).The result of this study can be summarized a follows: 1. Ads are good, sales promotion are high and the decision is good. 2. The result of multiple linear regression analysis show that there is a positive influence between advertising and sales promotion on purchasing consumer decision. 3. The result of the analysis of the correlation coefficients obtain are high and positive relationship between advertising and sales promotion to consumer purchasing decision. Then viewed from the coefficient of determination shows whether or not a consumer purchase decision can be explained by advertising and sales promotion while the rest is influenced by other variables.4. Hypothesis test result stated Ho rejected means advertising and sales promotion have a positive and significant impact on purchasing consumer decisions both simultaneously and partially. Keyword: Advertisement, Sales Promotion and Purchasing Consumer Decision
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Mesak, Hani I. "On optimum advertising pulsing decisions in a non-stationary market." Computers & Operations Research 12, no. 5 (January 1985): 421–35. http://dx.doi.org/10.1016/0305-0548(85)90015-2.
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Miracle, Gordon E., and Terence R. Nevett. "Improving NAD/NARB Self-Regulation of Advertising." Journal of Public Policy & Marketing 7, no. 1 (January 1988): 114–26. http://dx.doi.org/10.1177/074391568800700109.
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This article builds on the background, growth and development of the National Advertising Division/National Advertising Review Board (NAD/NARB) system, the relationship between government and self-regulation, the standards the NAD/NARB applies to evaluate advertising, and the general performance of the system. A discussion of the case for and against self-regulation assists in supporting recommendations for: (1) consideration of a means to establish a formal NAD/NARB code of advertising practice, (2) improved monitoring of advertisements, (3) increased publicity for the system, and (4) improved enforcement of NAD/NARB decisions.
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Mesak, H. I., and T. L. Means. "Modelling Advertising Budgeting and Allocation Decisions Using Modified Multinomial Logit Market Share Models." Journal of the Operational Research Society 49, no. 12 (December 1998): 1260. http://dx.doi.org/10.2307/3010151.
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Mesak, H. I., and T. L. Means. "Modelling advertising budgeting and allocation decisions using modified multinomial logit market share models." Journal of the Operational Research Society 49, no. 12 (December 1998): 1260–69. http://dx.doi.org/10.1057/palgrave.jors.2600647.
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Khouja, Moutaz, and Stephanie S. Robbins. "Linking advertising and quantity decisions in the single-period inventory model." International Journal of Production Economics 86, no. 2 (November 2003): 93–105. http://dx.doi.org/10.1016/s0925-5273(03)00008-2.
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Symakov, Volodymyr. "Management decisions on modernization of e-commerce enterprises as subjects of innovative entrepreneurship." Economies' Horizons, no. 1(12) (November 8, 2021): 71–79. http://dx.doi.org/10.31499/2616-5236.1(12).2020.225190.
Повний текст джерелаАнотація:
The purpose of the article is to analyse the types of management decisions on the modernization of e-commerce enterprises as subjects of innovative entrepreneurship and to explore their content. Methodology. In the study of this issue used methods of generalization, comparison and systematic method. Results. In the article the types of management decisions on the modernization of e-commerce enterprises as subjects of innovative entrepreneurship are analysed. Their content has been studied. Scientific positions are described and statistical data on the research topic are given. Practical meaning. To better understand the issues of management decisions on modernization of e-commerce enterprises as subjects of innovative entrepreneurship, the author analysed foreign sources, which allowed to understand the features of world experience that determine the need of e-commerce enterprises in Ukraine to focus on new technological solutions and modern management approaches. Prospects for further research. The author analyses the current trends of enterprise modernization and notes that conversion optimization is becoming an increasingly serious problem in today’s business environment, as companies seek to effectively customize the pages of their products and make sure that their products stand out in all areas of multi-channel marketing. This can include dynamic Facebook advertising, Google shopping advertising, or digital marketing efforts.
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Karray, Salma, and Guiomar Martín-Herrán. "Fighting store brands through the strategic timing of pricing and advertising decisions." European Journal of Operational Research 275, no. 2 (June 2019): 635–47. http://dx.doi.org/10.1016/j.ejor.2018.11.066.
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Cao, Bing-Bing, Zhi-Ping Fan, Hongyan Li, and Tian-Hui You. "Joint Inventory, Pricing, and Advertising Decisions with Surplus and Stockout Loss Aversions." Discrete Dynamics in Nature and Society 2016 (2016): 1–14. http://dx.doi.org/10.1155/2016/1907680.
Повний текст джерелаАнотація:
The newsvendor models considering decision-makers’ behavioral factors remain a fruitful research area in operation management field in past decade. In this paper, we further extend the current literatures to look into joint inventory, pricing, and advertising decisions considering loss aversion effects under the newsvendor setting. The purpose is to explore how the loss aversions affect the optimal policy of order quantity, price, and advertising effort level. We present an integrated utility model to measure both economic payoff and loss aversion utility of the newsvendor, where surplus loss aversion and stockout loss aversion are first separately defined and quantified. Then, we analyze the optimal solution conditions of the integrated model under exogenous and endogenous price cases, respectively. Under exogenous price case, we find that the uniquely optimal policy exists and is presented in the closed form. Under endogenous price case, the optimal policy is determined under mild conditions; we also provide the solutions when order quantity factor or advertising effort level is fixed in this case. In addition, the sensitivity analysis shows that the loss aversions affect the optimal decisions of order quantity, price, and advertising effort level in a systematic way.
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Oh, Yun Kyung, and Jihong Min. "The Mediating Role of Popularity Rank on the Relationship between Advertising and In-app Purchase Sales in Mobile Application Market." Journal of Applied Business Research (JABR) 31, no. 4 (July 9, 2015): 1311. http://dx.doi.org/10.19030/jabr.v31i4.9318.
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<p>In the booming industry of mobile application, a new business model has arisen as a lucrative way of monetization, which is characterized by scaling up user base via free distribution and following partial monetization. As a result, popularity rank and in-app purchase revenue are increasingly emphasized. In this context, understanding the relation among popularity rank, in-app purchase sales, and advertising is essential to optimal marketing decisions. For this purpose, this research investigates how advertising influences in-app purchase sales via popularity rank. Through our empirical analysis of a mobile game data collected on a daily basis, we show advertising expenditure not only improves popularity rank, but also increases in-app purchase sales. In addition, we demonstrate that mobile advertising effect on in-app purchase sales is fully mediated by popularity rank.</p>
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Cao, Duanyang, Xumei Zhang, Lingli Yang, and Jian Xiao. "Dynamic cooperative advertising strategy in OAO supply chain with customer return." RAIRO - Operations Research 54, no. 5 (July 23, 2020): 1537–53. http://dx.doi.org/10.1051/ro/2019067.
Повний текст джерелаАнотація:
Nowadays many manufacturers are increasingly adopting their own online direct channel and the offline retail channel to sell their products as the quick development of e-commerce and third party logistics. To gain more and more market share, the manufacturer and the retailer implement unconditional return strategy, which does not affect secondary sales. We build a differential game model for the optimal advertising and the optimal advertising cost sharing proportion for centralized and decentralized OAO (Online and Offline) supply chain considering customer returns rates. We further analyze how the returns rates affect the optimal decisions of the manufacturer and the retailer. The results show that the returns rates, the brand reputation and the influence factors of retail channel goodwill on demand of online direct channel strongly influence the optimal advertising decisions. Furthermore, the retailer does not support for the manufacturer advertising efforts in Stackelberg game. Compared with the centralized OAO supply chain, the decentralized system results in channel inefficiency. To coordinate the channels, we design a two-way advertising cost-sharing contract. By this contract, each member of the supply chain reaches a win-win situation and is willing to cooperate. Numerical studies verify the conclusions of this paper.
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Park, Kyung M., Pradeep K. Chintagunta, and Inho Suk. "Capital Market Returns to New Product Development Success: Informational Effects on Product Market Advertising." Journal of Marketing Research 56, no. 1 (December 27, 2018): 37–56. http://dx.doi.org/10.1177/0022243718820560.
Повний текст джерелаАнотація:
The authors aim to answer the following question: If the capital market reacts with abnormal stock returns to new product development success events, do these returns influence subsequent marketing decisions? Drawing on informational market feedback and managerial learning theories, the authors posit that when firms are uncertain about how responsive the product market will be to their marketing activities, signals received from the capital market help them update their beliefs about the product market’s responsiveness. In the pharmaceutical context, the authors decompose the abnormal returns at a new drug approval event into components that the firm can and cannot predict (i.e., predicted and unpredicted abnormal returns) and find that the postapproval advertising budget is larger when unpredicted abnormal approval returns are higher. Furthermore, this tendency is more pronounced for spending on detailing than for direct-to-consumer advertising. Consistent with these higher budgets, the authors find that postlaunch advertising is more effective when unpredicted abnormal approval returns are higher, particularly for detailing spending (vs. direct-to-consumer advertising). Overall, this study suggests that information flows from the capital market’s initial perceptions at new product introduction play an important role in subsequent marketing decisions in the product market.