The semiology of changing brand image

This article considers the attempted change to the image of an established brand by studying the semiotics within the brand’s historical advertising campaigns. The use of semiotics to study the interpretation of messages is discussed, and the link between interpretation of messages and advertising effectiveness in changing brand image is explored. The authors deconstruct advertisements of a brand to provide a model containing opposing dialectics that may aid managers by highlighting alternative symbolic messages contained in advertisements. Oncwe identified, these alternative symbolic messages may be used to help change brand image and influence advertising effectiveness. Although the study focuses upon a major brand of beer, this is an industry in which there are numerous small firms, and many of those have constrained marketing budgets, and thus need to make sure that their advertising is effective. Equally, entrepreneurial marketing is not to found only in the small firm, and the case study discusses a radical and imaginative brand repositioning of a well established product

Recruitment and the timing of reproduction in Lesser Snow Geese (Chen caerulescens caerulescens)

Recruitment of offspring into a breeding population of Lesser Snow Geese (Chen caerulescens caerulescens) at La Pérouse Bay, Manitoba was used as a measure of reproductive success to assess the relative fitness of females who hatched their clutches early, middle, and late in the breeding season. In three of seven seasons investigated, goslings from early-hatching clutches showed significantly greater recruitment rates than their middle- or late-hatching counterparts. No significant differences in recruitment rates were detected in the other four seasons, although early-hatching clutches showed numerically higher recruitment rates in three of these seasons. There is, therefore, some indication of directional selection for early breeding. This conclusion contrasts with that drawn by Cooke and Findlay (1982), who, using fledging success as a measure of reproductive fitness, showed that females whose clutches hatched in the middle period had the highest fitness and concluded that the population was being exposed to stabilizing selection for synchronization. The discrepancy between these results and those presented in this paper indicates that conclusions concerning the action of selection in natural populations depend heavily upon the stage of the life cycle during which reproductive success is estimated. As such, evolutionary biologists must be cautious of relying too heavily on measures taken too early in the life of the organism. Received 28 June 1983, accepted 12 January 1984

Terminal reproductive effort in a marsupial

Life-history theory predicts that as organisms approach the end of their life, they should increase their reproductive effort (RE). However, studies on mammals often find that measures of RE do not vary with maternal age. This might be because offspring have some control over energy transfer which may constrain adaptive variation in RE by mothers, particularly in eutherian mammals where placental function is primarily controlled by offspring. However, in marsupials, energy transfer is primarily by lactation and under maternal control, leaving marsupial mothers free to vary RE. Here, we provide the first analysis, to our knowledge, of age-specific RE in a marsupial, the common brushtail possum. RE, measured as the proportion of maternal mass lost during lactation, was strongly correlated with offspring mass as a yearling. Older females had higher RE, gave birth earlier in the season and were more likely to produce two offspring in a year. Females with high RE in one year were lighter at the beginning of the next breeding season. These results provide the clearest support yet for terminal RE in a mammal

The Rauischholzhausen agenda for road ecology

Despite the documented negative effects of roads on wildlife, ecological research on road effects has had comparatively little influence on road planning decisions. We argue that road research would have a larger impact if researchers carefully considered the relevance of the research questions addressed and the inferential strength of the studies undertaken. At a workshop at the German castle of Rauischholzhausen we identified five particularly relevant questions, which we suggest provide the framework for a research agenda for road ecology: (1) Under what circumstances do roads affect population persistence? (2) What is the relative importance of road effects vs. other effects on population persistence? (3) Under what circumstances can road effects be mitigated? (4) What is the relative importance of the different mechanisms by which roads affect population persistence? (5) Under what circumstances do road networks affect population persistence at the landscape scale? We recommend experimental designs that maximize inferential strength, given existing constraints, and we provide hypothetical examples of such experiments for each of the five research questions. In general, manipulative experiments have higher inferential strength than do nonmanipulative experiments, and full before-after-control-impact designs are preferable to before-after or control-impact designs. Finally, we argue that both scientists and planners must be aware of the limits to inferential strength that exist for a given research question in a given situation. In particular, when the maximum inferential strength of any feasible design is low, decision makers must not demand stronger evidence before incorporating research results into the planning process, even though the level of uncertainty may be hig

How effective is road mitigation at reducing road-kill? A meta-analysis

Road traffic kills hundreds of millions of animals every year, posing a critical threat to the populations of many species. To address this problem there are more than forty types of road mitigation measures available that aim to reduce wildlife mortality on roads (road-kill). For road planners, deciding on what mitigation method to use has been problematic because there is little good information about the relative effectiveness of these measures in reducing road-kill, and the costs of these measures vary greatly. We conducted a metaanalysis using data from 50 studies that quantified the relationship between road-kill and a mitigation measure designed to reduce road-kill. Overall, mitigation measures reduce roadkill by 40% compared to controls. Fences, with or without crossing structures, reduce roadkill by 54%. We found no detectable effect on road-kill of crossing structures without fencing. We found that comparatively expensive mitigation measures reduce large mammal road-kill much more than inexpensive measures. For example, the combination of fencing and crossing structures led to an 83% reduction in road-kill of large mammals, compared to a 57% reduction for animal detection systems, and only a 1% for wildlife reflectors. We suggest that inexpensive measures such as reflectors should not be used until and unless their effectiveness is tested using a high-quality experimental approach. Our meta-analysis also highlights the fact that there are insufficient data to answer many of the most pressing questions that road planners ask about the effectiveness of road mitigation measures, such as whether other less common mitigation measures (e.g., measures to reduce traffic volume and/or speed) reduce road mortality, or to what extent the attributes of crossing structures and fences influence their effectiveness. To improve evaluations of mitigation effectiveness, studies should incorporate data collection before the mitigation is applied, and we recommend a minimum study duration of four years for Before-After, and a minimum of either four years or four sites for Before-After-Control-Impact designs.</p

Experimental study designs to improve the evaluation of road mitigation measures for wildlife

An experimental approach to road mitigation that maximizes inferential power is essential to ensure that mitigation is both ecologically-effective and cost-effective. Here, we set out the need for and standards of using an experimental approach to road mitigation, in order to improve knowledge of the influence of mitigation measures on wildlife populations. We point out two key areas that need to be considered when conducting mitigation experiments. First, researchers need to get involved at the earliest stage of the road or mitigation project to ensure the necessary planning and funds are available for conducting a high quality experiment. Second, experimentation will generate new knowledge about the parameters that influence mitigation effectiveness, which ultimately allows better prediction for future road mitigation projects. We identify seven key questions about mitigation structures (i.e., wildlife crossing structures and fencing) that remain largely or entirely unanswered at the population-level: (1) Does a given crossing structure work? What type and size of crossing structures should we use? (2) How many crossing structures should we build? (3) Is it more effective to install a small number of large-sized crossing structures or a large number of small-sized crossing structures? (4) How much barrier fencing is needed for a given length of road? (5) Do we need funnel fencing to lead animals to crossing structures, and how long does such fencing have to be? (6) How should we manage/manipulate the environment in the area around the crossing structures and fencing? (7) Where should we place crossing structures and barrier fencing? We provide experimental approaches to answering each of them using example Before-After-Control-Impact (BACI) study designs for two stages in the road/mitigation project where researchers may become involved: (1) at the beginning of a road/mitigation project, and (2) after the mitigation has been constructed; highlighting real case studies when available

Negative relationships between species richness and temporal variability are common but weak in natural systems

Effects of species diversity on population and community stability (or more precisely, the effects of species richness on temporal variability) have been studied for several decades, but there have been no large-scale tests in natural communities of predictions from theory. We used 91 data sets including plants, fish, small mammals, zooplankton, birds, and insects, to examine the relationship between species richness and temporal variability in populations and communities. Seventy-eight of 91 data sets showed a negative relationship between species richness and population variability; 46 of these relationships were statistically significant. Only five of the 13 positive richness-population variability relationships were statistically significant. Similarly, 51 of 91 data sets showed a negative relationship between species richness and community variability; of these, 26 were statistically significant. Seven of the 40 positive richness–community-variability relationships were statistically significant. We were able to test transferability (i.e., the predictive ability of models for sites that are spatially distinct from sites that were used to build the models) for 69 of 91 data sets; 35 and 31 data sets were transferable at the population and community levels, respectively. Only four were positive at the population level, and two at the community level. We conclude that there is compelling evidence of a negative relationship between species richness and temporal variability for about one-half of the ecological communities we examined. However, species richness explained relatively little of the variability in population or community abundances and resulted in small improvements in predictive ability