nep-mkt New Economics Papers
on Marketing
Issue of 2008‒05‒05
two papers chosen by
Joao Carlos Correia Leitao
University of the Beira Interior

  1. Important Concepts in Iranian Electronic Commerce Law By Zar Rokh, Ehsan
  2. Modeling the Effectiveness of Hourly Direct-Response Radio Commercials By Kiygi Calli, M.; Weverbergh, M.; Franses, Ph.H.B.F.

  1. By: Zar Rokh, Ehsan
    Abstract: The recently (2003) Iranian legislator authorize act about Electronic commerce in Iran and this Law consists of a set of rules and principles to be applied for easy and secure communication of information in electronic intermediaries using state of the art communication systems. Legislator state many phrase in this act that they don't exist before it. So I going to discussing about these terms such as electronic signature, secure electronic record, Means of Telecommunication, Certification Service Provider, Marketing, Data Protection, Trade Secrets & Trade Names, Fraud with computer, Forgery with computer. In this paper I review and criticize this law and its executive by-law and state it's Contradiction with Islamic laws (SHARIA) and then I offer solution for its problems.
    Keywords: electronic commerce; Contradiction; criticize; Iranian
    JEL: K2
    Date: 2007–08–14
  2. By: Kiygi Calli, M.; Weverbergh, M.; Franses, Ph.H.B.F. (Erasmus Research Institute of Management (ERIM), RSM Erasmus University)
    Abstract: The authors investigate the impact of direct-response commercials on incoming calls at a national call center. To this end, the authors analyze the data of a fast service for repairs of (parts of) a durable consumption good in Flanders, Belgium. The authors have access to data at the 15 minute interval covering 30 months in which 5172 radio commercials were broadcasted on six radio stations at various times of the day and at with differing commercial lengths. Their model is a two-level model, where the first-level estimates of the short-run and long-run effects are correlated with various aspects of the commercial is the second level. Their main conclusion is that GRPs are the key drivers of the effectiveness of commercials.
    Keywords: advertising effectiveness;two-level model;advertising response;long-run elasticity;short-run effects
    Date: 2008–04–15

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