Maximising performance gains from cooperative marketing: understanding the role of environmental contexts

Cooperative marketing strategies have the potential to make an enduring contribution to business performance and are among the strategic responses that a firm could consider when faced with environmental challenges. The focus of this study is to determine the effect of cooperative marketing strategies on organisational performance. Such organisational performance is investigated as being contingent on the use of cooperative marketing under given internal and external environmental contexts. That is, this study focuses on the performance outcomes associated with cooperative marketing strategies and attempts to identify environmental contexts under which cooperative marketing strategies are best implemented. Based on empirical analysis, results indicate that the higher the incidence of cooperative marketing strategy implementation, the higher perceived alliance performance outcomes. The perceived alliance performance benefits however were increased in given environmental contexts. Performance was positive as a result of co-marketing where there were regional and industry factors at play. That is, performance outcomes resulted when there were higher levels of co-marketing and when there was good quality infrastructure and under industry conditions when there was high entry requirements, high competitive intensity and high levels of environmental capacity. Managerial implications and future directions for research are also provided in the paper

Model Looks, Motives, and Affective Outcomes

Highly attractive models are intended to impact psychologically on message receivers and improve awareness, expectations, attitudes, beliefs, and advertising effectiveness; however, benefits accrue in only particular situations. This study examines how advertising triggers affect when comparison motive is paired with a particular model beauty type. Qualitative work preceded empirical study, which involved use of three types of model beauty (classic, sexual, and cute), two comparison motives (self-evaluation headline and self-improvement headline), and two product contexts (problem-solving and enhancement). Female university students (N = 1,170) were surveyed with findings indicating that viewers do react differently depending on the beauty type, with evidence of an interaction between beauty type and comparison motive

Advertising agency engagement and regulatory empowerment in the world of new media

This paper examines how new media has impacted advertiser behaviours in relation to controversial advertising. This research seeks to explore the extent of advertiser engagement and regulatory empowerment in a new media environment, where an advertiser can show offensive advertising online via new media despite a ban by the self regulatory body in relation to traditional media. Specifically, we conduct ten interviews with members of the advertising industry to develop an understanding of this engagement and empowerment. Findings suggest that advertisers are very aware that new media creates an opportunity for engagement, however,feedback is interpreted subjectively to rationalise continued dissemination of offensive advertising messages and therein advertisers are empowered

An Experimental Examination of the Differences in Readers's Responses to Editorial versus Advertising for Travel Destinations

The claim that editorial is superior to advertising, although commonly made by academics and practitioners alike, has received limited empirical support. The belief that editorial is more effective is strongly held, amongst others, by destination promoters, who frequently allocate considerable budgets to media 'familiarisations' in the hope of generating positive press. It was therefore decided to test claims for the promotional advantages of editorial in the context of tourism destinations. Drawing on the Elaboration Likelihood Model, attribution theories and agenda setting theory, the aim of this research was to test experimentally whether potential tourists do indeed respond more favourably to destination editorial than advertising, in relation to affective and conative impacts. A sample of 271 students was exposed to selected editorial and advertising for the destinations New Caledonia and Hong Kong, embedded in 12-page, full-colour, mock travel magazines. The study found that the editorial format was deemed to be more credible by readers than its advertising counterpart, but no direct format based differences were observed for respondents' attitudes to the brand or behavioural intentions. However, source credibility was found to be highly correlated with both brand attitude and behavioural intentions, suggesting editorial has an important indirect effect on these key dependent variables

The effect of dietary sodium modification on blood pressure in adults with systolic blood pressure less than 140 mmHg: A systematic review

TYPES OF INTERVENTIONS: Interventions that quantitatively evaluated dietary sodium intake for equal to or greater than four weeks duration were considered. Only studies that included two study arms comprising different levels of sodium intake were included

Towards a Global Framework for Advertising Self Regulation

One of the forces which has indelibly shaped marketing is the internet. It has not only changed the way we communicate, but our marketing practices and our advertising self-regulation process (Kerr, Mortimer, Dickinson and Waller 2012). This special session seeks to build a new global framework to regulate advertising activity in this uncharted online environment. It looks back to how advertising has been traditionally self-regulated and looks forward to identify the key issues for marketers, consumers, regulators and the media. This special session explores and reinforces the fundamental purpose of the conference, as well as addressing the urgent needs of marketers, consumers and regulators

Effects of antiplatelet therapy on stroke risk by brain imaging features of intracerebral haemorrhage and cerebral small vessel diseases: subgroup analyses of the RESTART randomised, open-label trial

Background Findings from the RESTART trial suggest that starting antiplatelet therapy might reduce the risk of recurrent symptomatic intracerebral haemorrhage compared with avoiding antiplatelet therapy. Brain imaging features of intracerebral haemorrhage and cerebral small vessel diseases (such as cerebral microbleeds) are associated with greater risks of recurrent intracerebral haemorrhage. We did subgroup analyses of the RESTART trial to explore whether these brain imaging features modify the effects of antiplatelet therapy

Singing for Better Breathing: Findings from the Lambeth & Southwark Singing & COPD Project

Over the last eight years there has been a growth of interest in the potential value of participation in singing groups for people with chronic obstructive pulmonary disease (CODP) and other respiratory illnesses. This is shown by the increasing number of singing for breathing groups established across the UK over this period. The British Lung Foundation have taken a leading role in promoting this activity through their ‘Singing for Lung Health’ programme. A limited number of small-scale research studies have assessed the benefits of singing for people with COPD and other lung conditions. These include three randomised controlled trials, one in Brazil, and two conducted at the Royal Brompton Hospital in London. Further studies have been carried out in Canada, New Zealand, the UK and the USA. There is limited evidence that singing improves lung function and exercise capacity, but qualitative feedback from participants has been highly positive. Testimonies point to singing having substantial subjective benefits for physical, psychological and social wellbeing, and in enabling people with COPD to better manage their lung condition. The current study in Lambeth and Southwark, South London, was based on earlier research conducted in East Kent, UK. Morrison et al. (2013) established and evaluated a network of six community singing groups for people with COPD which ran over the course of ten months. Seventy-two people with COPD were followed up over this time and assessed using validated questionnaires, with St. George’s Respiratory Questionnaire (SGRQ) as the primary outcome measure. Spirometry was also used to assess lung function. Significant improvements were found on the total and impact scores from the SGRQ, and participants also improved in their lung function

Proceedings of Patient Reported Outcome Measure’s (PROMs) Conference Oxford 2017: Advances in Patient Reported Outcomes Research

A33-Effects of Out-of-Pocket (OOP) Payments and Financial Distress on Quality of Life (QoL) of People with Parkinson’s (PwP) and their Carer