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Articles 241 - 249 of 249
Full-Text Articles in Marketing
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 …
Irish Marketing Review, Vol.2, 1987, Unknown
Irish Marketing Review, Vol.2, 1987, Unknown
Issues
The Irish Marketing Review deals with issues, developments, research and practice in marketing.
Law Enforcement Marketing: Perceptions Of A Police Force, Peter Bohan
Law Enforcement Marketing: Perceptions Of A Police Force, Peter Bohan
Articles
This article examines the role and applicability of marketing in a public service organisation. It is argued that the changing external environment now facing many police agencies requires them to develop a marketing orientation if they are to continue to be effective. Obstacles to achieving this as well as the key factors that impinge on the public "image" of the police force are discussed. The authors then focus on a major study of the Dublin population's perception of its police force, the Garda Siochana, over a wide range of concerns. The research indicates that in general the Irish police force …
A Low-Involvement Choice Model For Consumer Panel Data, Cathal Brugha, Darach Turley
A Low-Involvement Choice Model For Consumer Panel Data, Cathal Brugha, Darach Turley
Articles
The long overdue surge of interest in consumer behaviour texts in low-involvement purchasing has only begun to gather momemtum. It often takes the form of asking whether concepts usually associated with high-involvement purchasing can be applied, albeit in a modified form, to low-involvement purchasing. One such concept is evoked set, that is the range of brands deemed acceptable by a consumer in a particular product area. This has characteristically been associated with consumption involving extensive pre-purchase search and evaluation. The consumer's evoked set is thus the brands he would actually consider purchasing in advance of the purchase event. However, when …
Preference Modelling: Conjoint Analysis And Multi-Attribute Models, John Walsh, Patrick Roe
Preference Modelling: Conjoint Analysis And Multi-Attribute Models, John Walsh, Patrick Roe
Articles
While many multi-variate techniques have been applied frequently in Ireland, academics and practitioners alike have tended to shy away from incorporating conjoint analysis in their research. Conjoint analysis has been used extensively in other countries primarily to estimate consumers’ preferences for products whereas a less complex, easily applied technique, compositional multi-attribute modelling, has been used in Ireland for the same task. This study sets out to compare the powers of estimation or prediction of preference of both techniques. Unresolved areas in preference modelling, namely attribute order bias, learning effects and heterogeneity of preference structures, are addressed in an attempt to …
Irish Marketing Review, Vol. 1, Spring, 1986, Unknown
Irish Marketing Review, Vol. 1, Spring, 1986, Unknown
Issues
The Irish Marketing Review deals with issues, developments, research and practice in marketing.
The Shape And Length Of The Product Life Cycle, John Meenaghan, Paul O'Sullivan
The Shape And Length Of The Product Life Cycle, John Meenaghan, Paul O'Sullivan
Articles
This paper argues that the usage of the "time" variable as a convenient explanatory variable on the horizontal axis of the product life cycle graph has diverted attention from a thorough analysis of the factors which influence the shape and length of the PLC. The paper addresses the issues of definition of "product" and "product life" as well as reviewing existing commentry on curve shape as a precursor to exmining the relevant issues relating to the PLC shape and length. Drawing on the body of insight provided by sales forecasting and diffusion theory as well as the standard PLC literature …