Advertising Media Selection

Advertising media planning is part of the media planning process. It consists of selecting the appropriate media and vehicles that will carry the campaign advertisements. The decision making involved in media planning is quantitative and qualitative. Quantitative decisions include analyzing the vehicles\u27 delivery to the target market and determining the cost efficiency of particular media and vehicles. Qualitative decisions include looking at the appropriateness of a vehicle\u27s editorial environment for the product being advertised, and the attentiveness of prospects to that vehicle

Projective Techniques in US Marketing and Management Research: The Influence of \u3cem\u3eThe Achievement Motive\u3c/em\u3e

Purpose – This paper aims to examine the use of projective techniques for published marketing and management research in the USA. The paper emphasizes the influence that McClelland, Atkinson, Clark and Lowell’s study, The Achievement Motive (1953), has had on subsequent research. That work applied quantitative analysis to responses obtained using projective techniques. Design/methodology/approach – The approaches used in this paper consist of descriptive historical methods and a literature review. The historical analysis was conducted using Kuhn’s 1967 conception of paradigms, showing that the paradigm from which projective techniques emerged – psychoanalysis – failed to gather many adherents outside the discipline of psychology. The paradigm failed to gain adherents in US colleges of business, although there are some exceptions. One exception is managerial motivation research, which built on the traditions of The Achievement Motive. The literature review suggests that, despite lacking institutional bases that could be used to develop new adherents to the paradigm, projective techniques were used by a number of researchers, but this research was marginalized, criticized or misunderstood by adherents of the dominant paradigm, positivism. Findings – Some of the criticism directed at projective techniques research by positivists involves criticism of the paradigm’s assumption that humans have an unconscious, and a belief that projective techniques are unreliable and invalid. This paper points out that a growing number of cognitive psychologists now accept the existence of an unconscious, and measure it using the “implicit association test.” This paper argues that the IAT is an associational test is the tradition of word association. Moreover, the literature review shows that projective techniques are much more reliable than critics contend, and exhibit greater predictive validity than many positivist instruments. Research limitations/implications – As with all literature reviews, this one does not include every published research study using projective techniques. As a consequence, the conclusions may not be generalizable to the studies excluded from the analysis. Originality/value – The paper is one of the few to assemble the literature on projective techniques used in several disciplines, and draw conclusions from these about the applicability of the techniques to market research

Sex and Shock Jocks: An Analysis of the \u3cem\u3eHoward Stern\u3c/em\u3e and \u3cem\u3eBob & Tom Shows\u3c/em\u3e

Studies of mass media show that sexual content has increased during the past three decades and is now commonplace. Research studies have examined the sexual content of many media, but not talk radio. A subcategory of talk radio, called “shock jock” radio, has been repeatedly accused of being indecent and sexually explicit. This study fills in this gap in the literature by presenting a short history and an exploratory content analysis of shock jock radio. The content analysis compares the sexual discussions of two radio talk shows: Infinity’s Howard Stern Show and Clear Channel’s Bob & Tom Show

Measuring Responses to Commercials: A Projective-Elicitation Approach

Photoelicitation and projective assessment are research methods derived from visual sociology and psychoanalysis respectively. This study combined the methods by having respondents view a commercial, and then showing them one of two versions of a projective drawing showing a lone or a male-accompanied woman sitting on a couch. Respondents were told that the woman in the drawing had just seen the commercial and were asked about what the woman was thinking. The results show that a paper-and-pencil attitude measure correlated moderately with the visually-primed responses, but the visually-primed responses included psychoanalytically-predicted reactions such as denial and displacement and were dependent upon the social situation depicted in the drawing

Timelike Bertrand Curves in Semi-Euclidean Space

In this paper, it is proved that, no special timelike Frenet curve is a Bertrand curve in $\mathbb{E}_2^4$ and also, in $\mathbb{E}_\nu^{n+1}$ $({n \ge 3})$, such that the notion of Bertrand curve is definite only in $\mathbb{E}_1^2$ and $\mathbb{E}_1^3$. Therefore, a generalization of timelike Bertrand curve is defined and called as timelike (1,3)-Bertrand curve in $\mathbb{E}_2^4$. Moreover, the characterization of timelike (1,3)-Bertrand curve is given in $\mathbb{E}_2^4$

Lamarle Formula in 3-Dimensional Lorentz Space

The Lamarle Formula, given by Kruppa in \cite{Kr}, is known as a relationship between the Gaussian curvature and the distribution parameter of a ruled surface in the surface theory. The ruled surfaces were investigated in 3 different classes with respect to the character of base curves and rulings, \cite{Tu1},\cite{Tu2}. In this paper on account of these studies, the relationships between the Gaussian curvatures and distribution parameters of spacelike ruled surface, timelike ruled surface with spacelike ruling and timelike ruled surface with timelike ruling are obtained, respectively. These relationships are called as Lorentzian Lamarle formulas. Finally some examples concerning with these relations are given