Marketing applications: from Angry Birds to happy marketers

This marketing teaching case is focussed on the rapidly emergent industry associated with Apps for mobile devices. After setting the context in respect of the awe-inspiring numbers associated with these markets the case is made that innovative marketing is happening across all parts of the basic marketing framework – the 4Ps. The case presents many specific examples of marketing related decision making and outcomes, focussing on games-Apps such as Rovio’s best-selling Angry Birds game

Complaint behaviour: a study of the differences between complainants about advertising in Australia and the population at large

Advertising expenditure has risen globally and in Australia there has been a 2.7-fold increase in the last ten years. It is suggested that some advertisements may be &ldquo;unacceptable&rdquo;, that is, unfair, misleading, deceptive, offensive, false or socially irresponsible. This research is concerned with consumer behaviour and consumer complaint behaviour specifically in the area of advertising in Australia. The findings indicate that complainants are significantly different from the population at large. This research will afford the regulatory bodies a better understanding of the complaining public as well as educating marketing communications strategists in effectively reaching their target markets.<br /

Developing effective advertising self-regulation in Australia: reflections on the old and new systems

The regulation of advertising is a controversial and difficult process. Over the past three decades, two attempts have been made in Australia to produce more acceptable ads. This paper reviews these systems using a macro framework for analysis which contextualises advertising in society. The systems have the fundamental process of handling complaints about advertising in common, however there are advantages and disadvantages of each and these are discussed. Important insights for the development of regulation of advertising are presented together with critical implications for the future of the industry.<br /

Opinions about advertising in Australia: a study of complainants

Advertising expenditure has risen globally and in Australia there has been a 2.7-fold rise in the last 10 years. It is suggested that some advertisements may be \u27unacceptable\u27, that is unfair, misleading, deceptive, offensive, false or socially irresponsible. Industry and regulatory responses to consumer complaints about these problems must be addressed. This research is concerned with consumer behaviour and consumer complaint behaviour specifically in the area of advertising in Australia. The general findings from the reviewed literature indicated that complainants tend to be older, have attained higher levels of educational qualifications, earn a higher gross weekly income, possess greater degrees of wealth, have higher participant levels of local community involvement and, in general terms, have more resources to avail themselves of in order to allow them to take action when dissatisfied. The results from this research engender a better understanding of the complaining public. Empirical analyses were used for determining the characteristics of people who complain to the Advertising Standards Board and inferred that their opinions regarding advertising differ from members of the general population in four key areas. This research will afford regulatory bodies a better understanding of the complaining public as well as educating marketing communications strategists in effectively reaching their target markets. <br /

Potential Milk Production in the Point MacKenzie Area of Southcentral Alaska

Point MacKenzie is an area northwest of Anchorage directly across the Knik Arm of Cook Inlet (Figure 1 ). This area contains a substantial amount of latent agricultural land and discussion regarding its potential has been going on for some time. The catalyst which activated the recent planning process directed at Point MacKenzie was concern over potential loss of the southcentral Alaska dairy industry expressed on May 4, 1979, in a letter from Jack Flint, General Manager, Matanuska Maid, Inc., to Governor Jay Hammond: "It is my opinion that if we do not take immediate steps to stabilize this important phase of agriculture, [the dairy industry] will pass from the scene. I think that if it should occur, it would be a serious blow to the State of Alaska, economically and socially. I believe we should also realize that if the dairy industry should cease to exist within the state, it is going to be very difficult to re-establish it." Mr. Flint's letter and corresponding action by the Matanuska-Susitna Borough have directed planning processes of the State of Alaska toward Poinr Mac- Kenzie. The Alaska Agricultural Action Council, created by the 1979 state legislature to plan, recommend, and administer agricultural development projects on state lands in Alaska, held a meeting in the Matanuska Valley in September, 1979, and determined that an economic feasibility study, directed toward dairy production, should be undertaken for the Point MacKenzie area. This report is that feasibility study.The information presented in this bulletin is part of a report prepared for the Agricultural Action Council of the State of Alaska. The group was formed in 1979 by legislative action and is chaired by W. I. "Bob" Palmer, Special Projects Director, Office of the Governor. The purpose of the group is to plan and manage agricultural development projects within the state. The report on the feasibility of milk production in the Point MacKenzie Area presented to Governor Hammond through the Alaska Agricultural Action Council was prepared by the authors of this bulletin and Dr. Boyd Buxton, Agricultural Economist, U.S. D.A., stationed at the University of Minnesota at St. Paul and Dr. Paul Fuglestad, Agricultural Economist, U.S.D .A., stationed in Anchorage, Alaska, both of whom are acknowledged with gratitude. The authors also wish to thank Cathy Warren who reviewed extensively the tabular data

Political advertising revisited: digital campaigning and protecting democratic discourse

This paper is concerned with the legal and regulatory control of electoral campaigning online, in particular 'microtargeting'. There has been a longstanding consensus in the UK on how to control political advertising, yet the shift of expenditure to the online environment, together with innovations in digital campaigning tools, are exposing tensions and gaps in the current regime. One central harm associated with microtargeting is its potential to undermine meaningful democratic deliberation. The paper interrogates the issues through the lens of electoral law and regulation, and questions the extent to which a recalibration is necessary to deal with the challenges of digital campaigning

Undergraduate marketing education in the UK

This paper summarises and reflects upon a project which was supported by a small grant from the Academy of Marketing Teaching Research and Development award scheme in 2012/2013. The project collected and mixed together publicly available data on marketing education currently provided by HEIs with more detailed and specific information received directly from individual institutions. It did this in order to provide a clear strategic overview of HE marketing and related subject programmes in the UK – numbers, structure, coverage, curriculum design, aims and objectives. 108 UK HEIs were surveyed. As a result of this, a database on current provision has been created to be shared with colleagues and a number of more specific projects are underway that it is hoped will fully exploit the data to the benefit of the Academy

When is a dissertation not a dissertation?

This paper reports and reflects on a portion of the data obtained by the ‘Undergraduate Marketing in the UK’ project commissioned by the Academy of Marketing and relates specifically to the process, pedagogy and procedures by which final year projects – most commonly, dissertations – are implemented, controlled and evaluated

Universal service obligations and the liberalization of network industries: taming the Chimera?

This paper considers the protection of universal service in the network industries, with a focus on the postal service and telecommunications sectors. We define the concept of universal service and explain how it was seen as a necessary quid pro quo for securing the liberalization agenda in the EU. We go on to explain and analyse the two competing means of protecting and compensating universal service, either under the State aid regime or the relevant sectoral legislation. In order to gain a better understanding of how these competing mechanisms operate in practice, we look in detail at two areas where liberalization and universal service are in particular tension: (i) high-speed broadband and (ii) letter collection and delivery. We conclude by discussing some of the problems of using State aid rules as a substitute for a sectoral framework and contemplate the future of universal service