Advertising and Public Policy: The Macroeconomic Effects of Advertising

Jacobson, R. A.; Nicosia, Franco M.

doi:10.2307/3151311

Cited by 28 publications

(5 citation statements)

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“…53) as well as advertising (Bogart, 1978;Jacobsen and Nicosia, 1981). It also incorporates the work on international marketers as change agents (Thorelli, 1966;Hill and Still, 1980) and social marketing, which has been developing along its own path (Kotler and Zaltmann, 1971;Levy and Zaltman, 1975, ch.…”

Section: Seven Paradigms Of Marketing Wisdommentioning

confidence: 97%

Marketing as Innovation the Eighth Paradigm

Simmonds

1986

J Management Studies

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Marketing can be viewed as organized rational innovation -a function concerned with identifying the opportunity for change, inducing the action required and monitoring the change once introduced. This viewpoint establishes innovation as an eighth paradigm for marketing, alongside seven paradigms previously recognized within marketing theory. It is the only paradigm to focus directly on the function of marketing -on what the marketer actually does. As such, it draws traditional marketing management literature into marketing theory and highlights the problem of establishing and maintaining an innovative marketing function within an organizational environment resistant to change.

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Section: Seven Paradigms Of Marketing Wisdommentioning

confidence: 97%

Marketing as Innovation the Eighth Paradigm

Simmonds

1986

J Management Studies

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“…Compared with other studies reviewed by Simon and Arndt, our explanation for the convex section is more a macro-than a micro-founded effect in the tradition of Jacobson and Nicosia (1981). It is the decaying effect of current consumption (approximated as sales) on future sales that leads to convexity.…”

Section: Sales Advertising Budgetmentioning

confidence: 46%

Advertising Budget And Sales Paths Under The Dynamics Of The Student Work Control Problem And Regularity Requirements

Hibshoosh

2012

JBER

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“…In various studies, researchers have discussed the effects of public policy on marketing practices, the societal contribution of marketing, and the application of marketing practices to public policy issues (Stewart, 2013). Previous studies have indicated public policy deals with diverse aspects of social problems such as health and safety issues (Murphy, 2011), minority discrimination, crime, and poverty (Briey, Shrum, and Wyer, 2013) and with economic issues such as ways to reduce consumption expenditures and appropriate choices (Jacobson and Nicosia, 1981). Balasubramanian (1994) addressed the social implications of hybrid messages and public policy issues for policymakers by considering public awareness, attitude toward the message, and mass focusing strategies.…”

Section: Introductionmentioning

confidence: 99%

Analyzing The Effectiveness Of Public Policy Advertising On Attitudes And Behavioral Changes

Yun¹,

Cho²

2014

JBER

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Understanding the publics interest toward public policy and advertising has become a central issue in marketing and public policy. The purpose of the study was to investigate how the public perceives policy advertising and how their perceptions affect attitudes and behavior. This study was an exploration of the effects of public policy-related messages on conditional principles through the application of the extended Fishbein model. In particular, relationships were measured concerning 1) the effects of estimates of attitudes on the differential attitude to public policy advertising, 2) the effect of subjective norms on the differential subjective norm, 3) the effect of differential attitude and subjective norm on differential intention, and iv) the effect of differential intention on behavioral change. In particular, the effects of conditional principles, including the effects of print and television (TV) advertising, were measured. For the effects of TV advertising, both direct and indirect (e.g., product placement [PPL]) delivery formats of messages were measured. To test the hypotheses, various statistical analyses were performed, including factor analysis, Analysis of Co-Variance (ANCOVA), Analysis of Variance (ANOVA), and regression. The results of this study suggested both theoretical and managerial implications to public policy.

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Advertising and Public Policy: The Macroeconomic Effects of Advertising

Cited by 28 publications

References 0 publications

Marketing as Innovation the Eighth Paradigm

Marketing as Innovation the Eighth Paradigm

Advertising Budget And Sales Paths Under The Dynamics Of The Student Work Control Problem And Regularity Requirements

Analyzing The Effectiveness Of Public Policy Advertising On Attitudes And Behavioral Changes

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