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Full-Text Articles in Business
Involved Consumers And Advertising Involvement, Katrina Lawlor
Involved Consumers And Advertising Involvement, Katrina Lawlor
Articles
The question of consumer involvement has at times taken on the appearance of a theoretical quagmire. The proliferation of definitions apart, this confusion has been exacerbated by the failure to distinguish adequately between advertising and consumer involvement. The research outlined in this article attempts to probe the possible relationship between these two discrete entities. It takes as a starting point Kassarjian's postulate of a generalised trait of purchasing involvement. This novel and as yet untested trait in consumers is cross tabulated with the levels of advertising involvement exhibited by these same consumers in a series of paint advertisements broadcast on …
Children And Television Advertising: A Cognitive Development Perspective, Darach Turley, Helen Gallagher
Children And Television Advertising: A Cognitive Development Perspective, Darach Turley, Helen Gallagher
Articles
While the population growth rate in Ireland appears at least temporarily to have ground to a halt, the fact remains that this country will have to cherish and cater for a singularly sizeable children’s market for the next decade. This article begins with a qualitative examination of Irish advertising houses’ views on their respective outputs and target groups. Central to the process of communicating with the children’s market is the need to fully appreciate its heterogeneity. Psychologically speaking the “children’s market” is a misnomer. To this end, a series of questions are administered to a sample of Dublin children to …
Company Turnaround Strategies: A Context For Marketing, James Wrynn, Timothy O'Mahony
Company Turnaround Strategies: A Context For Marketing, James Wrynn, Timothy O'Mahony
Articles
This article considers the literature on corporate turnaround. It examines the nature of decline as well as the causes and the various indicators of decline. Following this Hofer’s now well-established framework of analysis for the development of a turnaround strategy is described. This analysis falls into two stages: firstly, an assessment of current operational and strategic health of a firm and secondly, a consideration of turnaround options which may incorporate strategic and/or operational change. This model is then assessed in the context of a number of Irish firms in a turnaround situation. Important issues in turnaround strategy, such as management …