nep-mkt New Economics Papers
on Marketing
Issue of 2012‒12‒10
four papers chosen by
Joao Carlos Correia Leitao
University of Beira Interior and Technical University of Lisbon

  1. Newspaper vs. online advertising - Is there a niche for newspapers in modern advertising markets? By Lindstädt, Nadine; Budzinski, Oliver
  2. Scotch Whisky in Thailand. Strategic implications of international alliances and product adaptation. A secondary data research case study. By Mongay, Jorge; Johnson , Ashia; Head , Margaret; Guenard , Camille; Kincaid , Brian
  3. Evaluating the efficacy of mass media and social marketing campaigns in changing consumer financial behavior By Mulaj, Florentina; Jack, William
  4. Dynamic Price Competition with Capacity Constraints and a Strategic Buyer By James J. Anton; Gary Biglaiser; Nikolaos Vettas

  1. By: Lindstädt, Nadine; Budzinski, Oliver
    Abstract: Newspapers have been experiencing declining circulation figures and advertising revenues for several years. Declining advertising figures, in particular, pose a threat to newspapers - this is especially severe in the U.S. where 73 per cent of newspapers' revenues are generated through advertising. Many companies have expanded their advertising expenditures to online. Consequently, there are concerns about online advertising substituting newspaper advertising - much the same as has long been feared with regard to readership. Both possible effects might pose a threat to the continuing existence of (print) newspapers. However, though the internet - compared to newspapers - offers a variety of advantages for advertising companies, substitution tendencies cannot be generalized. In particular, we argue that newspaper advertising offers great benefits for the retailing industry. Thus, we believe that retail advertising offers a niche for regional and local newspapers that can be expected to represent a sustainable segment of complementarity within the otherwise predominantly substitutional advertising markets. The paper substantiates this argument by applying the economic theory of advertising - specifically the differentiation between persuasive/complementary and informative advertising. The latter presents the reason for retailers to continue advertising in newspapers. We conclude that no complete substitution between newspaper and online advertising can be expected to take place in the foreseeable future. --
    Keywords: media economics,advertising,competition,complementation,substitution,online
    JEL: L82 A20 L13 M21
    Date: 2012
  2. By: Mongay, Jorge; Johnson , Ashia; Head , Margaret; Guenard , Camille; Kincaid , Brian
    Abstract: According to an article in 2008 issue of The Globe titled “Newly Introduced Alcohol Marketing Strategies: Thai experience” provided by the Global Alcohol Policy Alliance, Thailand is classified as an "emerging market" in regards to the growth and development of the alcohol industry. The industry growth and expansion is caused by the international entrepreneurs that have invaded and populated the Thai scene. International labels are now becoming more widespread; however, the domestic producers and operators are still powerful in the industry with the low price point being a contributor to its domestic labels steady market and industry success. The appeal of international labels and brands is mostly due to the "created image of life success and friendship" (Newly Introduced Alcohol Marketing Strategies: Thai Experience). Consumers of international labels are fascinated by the elegance of associating with such products. It seems as if only the well-off and well-rounded of business people consume international alcoholic beverages. This differentiation is important to consider especially when delivering the product to a new market. Unique promotions and marketing strategies must be considered as the international brands move into these foreign markets. Possible alternatives for international alliances are explored as well in this paper.
    Keywords: International Business; Strategic Analysis; Thai Beverage Market; Marketing; Mergers and Acquisitions
    JEL: L25 N35
    Date: 2012–09–10
  3. By: Mulaj, Florentina; Jack, William
    Abstract: Mass media and social marketing programs are cheap, scalable, and potentially effective means of influencing consumers'financial behavior and decisions. In light of this potential, and in order to provide clear policy direction, this paper provides an overview of the existing and ongoing research efforts in this domain, and highlights the importance of expanding the evidence base by conducting rigorous impact assessments in this field. Exploring four case studies, it provides lessons in designing effective evaluations specifically targeting mass media and social marketing programs on consumer financial management, highlights the value of incorporating insights from behavioral psychology in program design, and suggests avenues for future research.
    Keywords: Financial Literacy,Access to Finance,Health Monitoring&Evaluation,Education For All,Banks&Banking Reform
    Date: 2012–11–01
  4. By: James J. Anton; Gary Biglaiser; Nikolaos Vettas
    Date: 2012

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