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on Marketing |
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Issue of 2010‒07‒03
six papers chosen by Joao Carlos Correia Leitao University of Beira Interior and Technical University of Lisbon |
| By: | Elena Pardo (Universitat de València); Inés Küster Boluda (Universitat de València); Torpong Suemanotham (Westminister University) |
| Abstract: | Esta investigación de carácter cualitativo que se aproxima al método del caso intenta examinar la aplicación de la estrategia del product placement en el ámbito de los videojuegos a fin de identificar las diferencias en enfoques de product placement más clásicos y aquellos otros más centrado en la marca. Se ha escogido el estudio de Walt Disney, empleando tanto entrevistas con personal de la compañía, como dinámicas de grupo con usuarios de videojuegos de esta empresa. Los resultados indican que enfoques más recientes del product placement resultan más adecuados para destacar la notoriedad de la marca analizada. Adicionalmente, los consumidores opinan que este tipo de estrategia es menos intrusivo y más adecuado para el público de los niños. This qualitative case study research examined product placement strategies in video games to identify the differences in the effectiveness of traditional placement approaches compared to the branded entertainment approach, which involves the use of proprietary character in a video game. Although video gaming has increased in popularity in the past decade and uses product placement strategies, the effectiveness of the different strategies has not been previously examined. The research used a case study methodology examining the use of product placement strategies at Walt Disney with primary data obtained from interviews with Disney staffs from Disney Interactive Marketing Group and a focus group of consumers of Disney video game products. The results of the study indicated that the branded entertainment approach to product placement enhanced existing awareness of the branded character and the parent Disney brand. In addition, the consumers of the video game product perceived the branded entertainment approach as less intrusive than a traditional product placement in which a branded product was inserted into the video, audio or action content of the video game. The consumers also perceived the branded entertainment approach more suitable than traditional product placement for video games aimed at children. |
| Keywords: | product placement strategies, effectiveness, qualitative study estratategias de product placement, eficacia, estudio cualitativo |
| JEL: | M3 M37 |
| Date: | 2010–05 |
| URL: | http://d.repec.org/n?u=RePEc:ivi:wpasec:2010-04&r=mkt |
| By: | Filippo Randelli (Diparimento di Scienze Economiche, Università degli Studi di Firenze) |
| Abstract: | The paper explores the use of open source geographic information system (GIS) applied to firms. Most data available in a company have a spatial dimension and even decisions in marketing and management often have a spatial dimension. The paper is focus on illustrating the variegated opportunities for an open source GIS based strategy for firms. We argue that open source GIS are today as good as its proprietary competitors, and under certain circumstances, they are a superior alternative to their proprietary counterparts. A GIS based strategy for firms, as any other new application of geographical knowledge, it is a prospect of a new area for geography studies. This paper can be considered an initial essay on the role that geographers can play in spatial analysis applied to business strategy. The application is an example of applied geography supporting firm strategies and it has the purpose to identify spatial customer potentials for a specific infrastructure, the inland terminal of Guasticce (Italy). |
| Keywords: | spatial analysis, open source, Geographic Information System (GIS), geography, inland port |
| JEL: | R00 R40 |
| Date: | 2010 |
| URL: | http://d.repec.org/n?u=RePEc:frz:wpaper:wp2010_08.rdf&r=mkt |
| By: | Inés Küster Boluda (Universitat de València); Natalia Vila López (Universitat de València); Vicente Castillo (Universitat de València) |
| Abstract: | Due to that traditional media are saturated, firms try to find new commutation alternatives. The product placement in videogames is one of them. For this, the present paper focuses in three objectives. First, to develop an emotions scale adapted to the present research. Second, to analyse the consequences of introduce a brand in a videogame. And third, to study the differences between two kind of product placement (visual and use). In this last case, diverse simulations have been done. All the implications haven been got from a quali-quantitative approach: the concept mapping. Debido a que los medios tradicionales están siendo saturados con mensajes publicitarios, las organizaciones buscan nuevos formatos de comunicación. Uno de ellos es el product placement en videojuegos. Por ello, en el presente trabajo se desarrolla con tres objetivos. Primero, desarrollar una escala de emociones adaptada al tema que ocupa esta investigación. Segundo, analizar las consecuencias de emplazar una marca en esta forma de ocio electrónico estudiando la asociación entre categorías de videojuegos, marcas y emociones. Tercero, analiza las diferencias entre dos tipos de product placement (visual y de uso) en términos de transferencia de imagen videojuego-marca. En este último caso se han simulado situaciones reales de videojuegos concretos con marcas emplazadas en los mismos (marcas que sólo se ven mientras se juega versus marcas que se usan en el juego). Todas las implicaciones se han extraído mediante la aplicación de la técnica cuali-cuantitativa el concept mapping, que permite obtener datos con soporte estadístico a partir de un análisis cualitativo. |
| Keywords: | product placement, emociones, videojuegos, concept mapping. product placement, emotions, videogames, concept mapping |
| JEL: | M3 M37 |
| Date: | 2010–05 |
| URL: | http://d.repec.org/n?u=RePEc:ivi:wpasec:2010-05&r=mkt |
| By: | Jacint Balaguer Coll (Universitat Jaume I); José C. Pernías (Dpto. de Economía) |
| Abstract: | Based on the assumption that location is especially relevant in the lodging industry, we exploit a dataset of Spanish hotels to examine the relationship between spatial competition and retail price level and dispersion. Our results support the hypothesis that a greater density of competitors implies both a lower level and less dispersion of retail prices. We find that close competitors, in terms of hotel category and distance, have a stronger effect on price setting behavior. Moreover, we report weak evidence that the relationship between spatial competition and price level depends on whether the day considered belongs to the midweek or the weekend. Therefore, variation in the type of consumers seems to play quite an important role in explaining the relationship. Partiendo del supuesto de que la localización es especialmente relevante para el sector del alojamiento, utilizamos una base de datos de hoteles españoles para examinar la relación entre competencia espacial y el nivel y la dispersión de los precios de las habitaciones. Nuestros resultados confirman la hipótesis de que una mayor densidad de competidores implica niveles de precios menores y menor dispersión de precios. Los competidores cercanos, ya lo sean en términos de categoría hotelera como de distancia, tienen una mayor influencia sobre la fijación de precios. Adicionalmente, encontramos evidencia débil acerca de que la relación entre competencia espacial y el nivel de precios depende de si el día considerado es laborable o corresponde al fin de semana. Por tanto, las variaciones en el tipo de consumidores parecen tener un papel importante en la explicación de esta relación. |
| Keywords: | Nivel de precios, dispersión de precios, competencia espacial, sector hotelero. Price level, price dispersion, spatial competition, hotel industry |
| JEL: | L11 L81 D43 |
| Date: | 2010–04 |
| URL: | http://d.repec.org/n?u=RePEc:ivi:wpasec:2010-03&r=mkt |
| By: | Evens Salies (Observatoire Français des Conjonctures Économiques) |
| Date: | 2010–02 |
| URL: | http://d.repec.org/n?u=RePEc:fce:doctra:1003&r=mkt |
| By: | Dean Karlan; Jonathan Zinman; Margaret McConnell; Sendhil Mullainathan |
| Abstract: | We develop and test a simple model of limited attention in intertemporal choice. The model posits that individuals fully attend to consumption in all periods but fail to attend to some future lumpy expenditure opportunities. This asymmetry generates some predictions that overlap with models of present-bias. Our model also generates the unique predictions that reminders may increase saving, and that reminders will be more effective when they increase the salience of a specific expenditure. We find support for these predictions in three field experiments that randomly assign reminders to new savings account holders.[Working Paper No. 262] |
| Keywords: | IntertemporalConsumerChoice,Savings,Attention |
| Date: | 2010 |
| URL: | http://d.repec.org/n?u=RePEc:ess:wpaper:id:2587&r=mkt |