The impact of different touchpoints on brand consideration

Marketers face the challenge of resource allocation across a range of touchpoints. Hence understanding their relative impact is important, but previous research tends to examine brand advertising, retailer touchpoints, word-of-mouth, and traditional earned touchpoints separately. This article presents an approach to understanding the relative impact of multiple touchpoints. It exemplifies this approach with six touchpoint types: brand advertising, retailer advertising, in-store communications, word-of-mouth, peer observation (seeing other customers), and traditional earned media such as editorial. Using the real-time experience tracking (RET) method by which respondents report on touchpoints by contemporaneous text message, the impact of touchpoints on change in brand consideration is studied in four consumer categories: electrical goods, technology products, mobile handsets, and soft drinks. Both touchpoint frequency and touchpoint positivity, the valence of the customer's affective response to the touchpoint, are modeled. While relative touchpoint effects vary somewhat by category, a pooled model suggests the positivity of in-store communication is in general more influential than that of other touchpoints including brand advertising. An almost entirely neglected touchpoint, peer observation, is consistently significant. Overall, findings evidence the relative impact of retailers, social effects and third party endorsement in addition to brand advertising. Touchpoint positivity adds explanatory power to the prediction of change in consideration as compared with touchpoint frequency alone. This suggests the importance of methods that track touchpoint perceptual response as well as frequency, to complement current analytic approaches such as media mix modeling based on media spend or exposure alone

How organisations generate and use customer insight

The generation and use of customer insight in marketing decisions is poorly understood, partly due to difficulties in obtaining research access and partly because market-based learning theory views knowledge as a fixed asset. However, customer insight takes many forms, arrives at the organisation from increasingly diverse sources and requires more than mere dissemination if it is to be useful. A multiple case study approach is used to explore managerial practices for insight generation and use. Multiple informants from each of four organisations in diverse sectors were interviewed. Findings reveal the importance of value alignment and value monitoring across the insight demand chain, to complement the information processing emphasis of extant research. Within the firm, the study suggests the importance of customer insight conduct practices including insight format, the role of automation and insight shepherding, to complement the much-researched process perspective. The study provides a basis for assessing the effectiveness of insight processes by both practitioners and scholars

Empirical evidence on the recent behavior and usefulness of simple-sum and weighted measures of the money stock

Money supply

Land use change detection with LANDSAT-2 data for monitoring and predicting regional water quality degradation

There are no author-identified significant results in this report

Nernst and Seebeck effect in a graphene nanoribbon

The thermoelectric power, including the Nernst and Seebeck effects, in graphene nanoribbon is studied. By using the non-equilibrium Green function combining with the tight-binding Hamiltonian, the Nernst and Seebeck coefficients are obtained. Due to the electron-hole symmetry, the Nernst coefficient is an even function of the Fermi energy while the Seebeck coefficient is an odd function regardless of the magnetic field. In the presence of a strong magnetic field, the Nernst and Seebeck coefficients are almost independent of the chirality and width of the nanoribbon, and they show peaks when the Fermi energy crosses the Landau levels. The height of $n$-th (excluding $n=0$) peak is $[\ln2/|n|]$ for the Nernst effect and is $\ln2/n$ for the Seebeck effect. For the zeroth peak, it is abnormal with height $[2\ln2]$ for the Nernst effect and the peak disappears for the Seebeck effect. When the magnetic field is turned off, however, the Nernst effect is absent and only Seebeck effect exists. In this case, the Seebeck coefficient strongly depends on the chirality of the nanoribbon. The peaks are equidistant for the nanoribbons with zigzag edge but are irregularly distributed for the armchair edge. In particular, for the insulating armchair ribbon, the Seebeck coefficient can be very large near the Dirac point. When the magnetic field varies from zero to large values, the differences among the Seebeck coefficients for different chiral ribbons gradually vanish and the nonzero value of Nernst coefficient appears first near the Dirac point then gradually extents to the whole energy region.Comment: 8 pages, 7 figure

Strengthening the Campus Leadership Team through Effective Principal and Counselor Relationships: Implications for Training

Campuses with successful leadership teams have a better opportunity to meet the ever-increasing and complex needs of the students they serve (Crowther, Kaagan, Ferguson, & Hann, 2002). These successful campuses are strengthened when they include strong principals and counseling teams with shared mutual trust and understanding that permeates the school climate (DeVoss & Andrews, 2006). A review of the literature revealed a paucity of studies examining the nature of successful principal-counselor relations and the impact of this relationship on student success, effective campus leadership teams, and an effective school climate that promotes learning. Meaningful dialogue and discussion of this critical professional relationship also were found lacking in the major counseling and educational leadership professional journals