nep-mkt New Economics Papers
on Marketing
Issue of 2016‒09‒04
three papers chosen by
João Carlos Correia Leitão
Universidade da Beira Interior

  1. "Effectiveness of Animated Spokes Character in Advertising Targeted to Kids" By Shuja, Komal; Ali, Mazhar; Mehak Anjum, Munazzah; Rahim, Abdul
  2. Direct-to-Consumer Advertising and Online Search By Matthew Chesnes; Ginger Zhe Jin
  3. Are the major European wine exporters able to price discriminate across their EU extra wine export destinations? By Imre Ferto; Jeremias Mate Balogh

  1. By: Shuja, Komal; Ali, Mazhar; Mehak Anjum, Munazzah; Rahim, Abdul
    Abstract: The purpose of the study was to find the effectiveness of using animated characters in advertising targeted to kids. The research design was quantitative and its research type was causal. The respondents of the study were ‘Pre-primary school going kids’ from nine different schools belonging to different areas of Karachi, Pakistan. Data was analyzed through Classification Regression Tree (CRT).The findings of this research study reveal that liking of the animated spokes character has a significant effect on product and brand character recognition, Product-Brand Character Association and brand preference. The majority of earlier related studies have been descriptive in nature. This study has used relatively advanced measurement technique like CRT thereby making methodical contribution. It is especially useful considering the paucity of research studies on advertising targeted at kids in Pakistan.
    Keywords: Children Buying Behavior, Animated Character , Advertising Effectiveness, Brand Preference, Brand Association, Brand Recall, Brand Recognition
    JEL: M37
    Date: 2016–08–27
  2. By: Matthew Chesnes; Ginger Zhe Jin
    Abstract: Beginning in 1997, the Food and Drug Administration (FDA) allowed television advertisements to make major statements about a prescription drug, while referring to detailed drug information on the internet (FDA 1997; 2015). The hope was that consumers would seek additional information online to fully understand the risks and benefits of taking the medication. To better understand the effects of the policy, we analyze direct-to-consumer advertising (DTCA) and search engine click-through data on a set of drugs over a three-year period. Regression analysis shows that advertising on a prescription drug serves to increase the frequency of online search and subsequent clicks for that drug, as well as search for other drugs in the same class. We find the relationship between DTCA and search is stronger for younger drugs, for those drugs that treat acute conditions, those drugs that are less likely to be covered by insurance, and those whose searcher population tends to be older. These findings suggest that DTCA motivates consumers to search online for drug information, but the magnitude of the effect is heterogeneous and potentially associated with clicks on websites that are more promotional in nature.
    JEL: D83 I12 K32 L81
    Date: 2016–08
  3. By: Imre Ferto (Institute of Economics - Centre for Economic and Regional Studies, Hungarian Academy of Sciences); Jeremias Mate Balogh (PhD candidate, Corvinus University of Budapest, Department of Agricultural Economics and Rural Development)
    Abstract: In recent decades, New World has increased its wine export to European markets and became considerable in the global wine competition. However, the export share of traditional wine producers has decreased; Europe still remained market leader on world wine market. Moreover, the global wine market is characterised by progressively concentrated production, France, Italy and Spain accounting for about 50% of world wine production. Consequently, it is important to investigate what kind of pricing strategy the largest wine exporters of the world including France, Italy, Spain, Portugal and Germany can employ in their foreign wine export markets. The pricing behavior of five European wine exporters in their major destination markets is examined using a pricing-to-market (PTM) model for noncompetitive and exchange rate related pricing behaviour between 2000 and 2013. The results suggest that France and Italy were able to pursue price discrimination in many wine export destinations by contrast this advantage was not observable in a case of Spain, Portugal and Germany. The analysis of the asymmetric effects of exchange rates on wine export prices suggests that in many cases the depreciation of Australian, Hong Kong’s; Singapore’s dollar relating to euro had a greater impact than the appreciation while appreciation of Canadian and Singaporean dollar exceeded the effect of depreciation.
    Keywords: price discrimination, pricing to market (PTM), wine industry
    JEL: Q17 F13 F14
    Date: 2016–07

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