Dr. Charles R. Taylor (Villanova School of Business)

Program

• Date: 22.10.2007
• Time: 15.00 - 18.00
• Location: Schackstr. 4, Room 04 (institute library)

15.00 - 16.30

"Does Standardizing Advertising Across Markets Pay Off? A Study of the Relationship between Standardized Advertising and Financial Performance"

In recent years, companies are holding marketing departments to more accountability in terms of marketing expenditures producing return on investment. Building on Zou and Cavusgil’s (2002) global marketing strategy (GMS) framework, the authors propose a structural model of advertising standardization that explores 1) the factors that encourage firms to engage in standardized advertising; and 2) the impact of advertising standardization on advertising effectiveness, and on two measures of firm performance. Results from a survey of Japanese and U.S. subsidiaries operating in the EU provide support for the model. They also suggest that standardized advertising does enhance a firm’s financial and strategic performance, provided that the external environment and internal resources of the firm are conducive to standardization. Suggestions for future research are provided.

16.30 - 18.00

"Historical Perspective on the Growth of Interactive Media and Factors Associated with Consumer Adoption of SMS and Related New Media"

After a long period of questionable results, the internet has recently become a major advertising medium. This presentation examines the extant research findings on factors associated with effective interactive advertising. A model of the factors associated with the adoption of SMS (short-message service advertising) is then proposed and tested.

• Date: 24.10.2007
• Time: 09.00 - 10.30
• Location: Schackstr. 4, Room 04 (institute library)

"Should Advertising the Risks of Smokeless Tobacco be Allowed: A Research Agenda"

Scientific studies convincingly (including tracking studies in Sweden) suggest that smokeless tobacco consumption is associated with lower levels of adverse health consequences than is cigarette consumption. This has led to some calls in the U.S. for the ability to promote smokeless tobacco as a less harmful alternative to cigarettes. This presentation focuses on what is known about the health impact of smokeless tobacco and outlines a needed research agenda via which marketing scholars can provided needed input into the debate as to whether the harm reduction properties of smokeless tobacco should be publicized and, if so, by whom.