Free Essay

A Study of Online Film Reviews’ Reliability and Watching Film’s Intention

In: Other Topics

Submitted By AliceChan
Words 1773
Pages 8
A Study of Online Film Reviews’ Reliability and Watching Film’s Intention

INTRODUCTION Today myriads of people search for information online rather than non-internet channels. According to the statistics reported by clickz.com (2005), the quantity of netizens has reached nine million in Taiwan. They make use of the internet to gain knowledge and search for information. Moreover, they also take advantage of the internet to browse the film reviews on film reviews’ websites. Among those netizens, a part of group is made up by college students. However, the deficient reliability of websites was found by college students. What exactly college students would have that thought in mind was the research purpose. As the computer technology grows rapidly, people are bombarded by a large reservoir of information which offers the marketers a challenge because “… as consumers adopt new technologies, their behaviors change” (Zinkhan, 1998). When college students want to see a movie, they check the online review website before they really go to that movie. Yet some of online comments are not matched to the reality. Because the comments on the film review website said the movie was good, the college students didn’t like the “good movie” which was commented on the website. Because of this situation, some people trust the comments on online film review but some do not. Within the extensive literature on the influence of online film review, little research has been done on different regions of college students in southern Taiwan. The different situation between north and south parts of Taiwan may be on account for local culture.

Accordingly, the purpose of this study is to investigate how online movie reviews influence college students’ consuming behavior. Research questions of this study are (1) Whether do college students trust in online movie reviews or not? (2) Do college students believe the completion of the movie reviews website? (3) Do the comments on film review websites influence college students’ decisions-making on choosing movie? The research of online film reviews is beneficial to marketers and college students. For marketers, they can complete the deficiencies of their websites which can appeal more people to browse the websites because the pages are becoming much more reliable. For college students, they can trust the information that is provided and won’t be misled by the online movie review websites’ comments.

LITERATURE REVIEWS
Brief introduction of movie industry Because of the high societal interest and involvement there are a myriad of factors controlling the success of a motion movie. Nevertheless, the argument about the causal character of this relationship is ongoing. Hennig (2003) argues that production costs, star and director power, release timing and reviews influence the extent of movie advertising spent. While Reinstein and Synder (2000) argue that consumers’ decision-making were influenced be reviewed, Eliashberg and Shugan (1997) claim that the reviewer’s ability to forecast a movie’s success is the only reflection of correlation, to imply that reviewer work as predictor.

Online film review comments Nowadays, the internet has many different functions such as entertainment, obtaining information, gaining knowledge, sharing experience by using online chat rooms and so on. Netizens can increase their confidence through these online functions. Greater confidence is associated with reduced uncertainty and greater trust (Ganesan, 1994, pp. 1-19). Word of mouth of the internet, unlike the reality word of mouth vanished into the air, it could be found in the online forums such as chat rooms, review sites and discussion groups. Some of this information may be biased that is suggested by anecdotal evidence and is sometimes given unknown by the companies themselves (White, 1999; Harmon, 2004). Products for word of mouth, online evaluation can be regarded as a useful proxy (Dellarocas, 2004). People's imaginations were captured by a few types of products as much as motion pictures. Thus, a myriad of online communities which covered diverse aspects of films and film industry all in all on the Web have sprung up unsurprisingly. Some of these communities are very popular. In order to increase the usefulness of movie comments, some of online film reviews websites compiled a general opinion. Figure 1 shows the top 2 movie comments websites according to the subjects. 1. Yahoo! Movies (http://tw.movie.yahoo.com/) 2. PTT Movie (http://www.ptt.cc/bbs/movie/index.html)

Behavioral intention Behavioral Intention indicates that in what extension people will agree to try and make an effort to realize their plan for performing the behavior. The function of salient beliefs and/or information about the possibility of performing a particular behavior called intentions which will lead to a specific result. Intention can be changeable by time. The unforeseen events might create changes in intentions by the long time period between intention and behavior.

Behavior intention is the most critical decisive factor of a person’s behavior based on the theory of attitudes towards behaviors. A combination of attitude to perform the behavior and subjective norm is the individual’s intention to perform a behavior. The person will have a positive attitude to perform the behavior if he/she observes a positive behavior result from performance.

Preceding trust of consumers In order to build assessment and make decisions, it is usually for people searching the opinions from experts. It is an efficient way to reduce uncertainty by using the reliance on knowledgeable sources in situations that insufficiency of information. Nevertheless, nowadays no matter what the experts say about products, events, services and preference people would not accept them all without consideration. The experts should make the comments base on their expertise rather than personal biases and orientations which might permeate their evaluations and recommendations. “Movies are mass-consumption, highly visible, and very popular experiential products (Cooper, 1992, pp. 756-759) that are reviewed, analyzed, and critiqued by numerous people.” “Trust seals connote a certain level of credibility that may influence consumer’s trust” (Endeshaw 2000, pp. 161-167). Therefore, it is easier for people to trust the internet website when experts appear on a website (Palmer, 2000; MCKnight, 2002, pp. 35-53), consumers’ trust would increase by using experts. To sum up, a great many elements are the factors among a successful movie. Review passed for foretelling the success of a movie amid so many controlling factors. With the diverse services on the internet, people and websites owner can benefit from each other. People would behave differently after they receive the information like after people browsed the film reviews their decision would be affected by it. To date, however, there has been relatively little research conducted the college students’ behavior intention toward choosing film after browsing the online reviews in southern Taiwan. As a consequence, it is necessary to do the research which puts the premium on college students in southern Taiwan.

METHOD
Subjects
The subjects of the present research were college students from three universities in Kaohsiung City-one private and two public universities. The subjects all had gone to theaters to see a movie before. Part of subjects sees movies frequently at least once a week and part of them sees movies at least once two to three months. Most of them had used the internet to survey movies’ comments for the intention of watching a movie. Some of them did not search the movie comments online but asked friends who had seen the movie but some did not.

Data collection and instrument Data on examining students’ overall choosing a movie’s intention were collected from the subjects using a questionnaire. The questions for this research questionnaire were designed by San-San Lim’s (2006) “Movies’ Comment Investigation Questionnaire.” The questionnaire used the seven-point Likert scale evaluated by "1 = strongly disagree" to 7 = strongly agree." The questionnaire illustrated in Appendix, containing forty questions in total. Chinese versions of questionnaires were provided for the subjects.

Data collection procedure The data was gathered through the analyses of questionnaire. The research was conducted in 2011. The questionnaire was distributed in Kaohsiung with the requirement that respondents had browsed website of a film review. All the questions were in Chinese in order to avoid misunderstanding. Also, they were required to comment on each question as detailed as possible. After collecting the data, the researcher analyzed the data.

Data analysis All of copies were used for the final analysis. The results of questionnaires were analyzed by the descriptive statistics. The results of the questionnaire were analyzed by the descriptive statistics including standard, frequencies deviations, and percentages were completed. All of them can investigate the subjects’ watching film intention. According to the results of the data analysis we could know each elements influence choice of subjects’ movie watching intention.

RESULTS The questionnaire was distributed to two universities’ students in Kaohsiung with the requirement that respondents had browsed film reviews website previously. A total of 40 copies of the questionnaires were distributed and 32 copies were returned. Cases with missing values were dropped. In total, 30 copies were used for the final analysis. The results of the questionnaire were mixed. In this study, there were 80% of female students and 20% of male students answered the questionnaire. The research revealed that more than 70% of students would surf the internet for about three to six hours per day and only three percent of them would exceed 11 hours. Among all of the subjects, more than 80% of them would hunt for online movie comments rather than ask people such as their family or friends. Moreover, there were more than 70% of students had the habit to search for online movie comments before watching the movie and about 20% of people would not do the research before watching the movie. As shown in Table 1, it is obvious that when searching for the film reviews, most of students browsed Yahoo Movie, upwards of five percent of people used PTT Movie and around 20% of people browsed other film reviews websites as Table 1 below revealed.
Table 1 Frequent Movie Comments Websites
|Item |Frequency |Percentage |
|Yahoo Movie |19 |63.33% |
|PTT Movie |2 |6.67% |
|Yahoo Answers |1 |3.33% |
|Google |1 |3.33% |
|Motion-picture review |1 |3.33% |
|Film critic |1 |3.33% |
|Kingnet |1 |3.33% |
|Uncertain |1 |3.33% |
|NO |3 |10% |

The research also showed that a majority of students would browse the film reviews website less than five times a month. Ten percent of them would surf the website around six to ten times and another ten percent of them would surf the website for about eleven to fifteen time a month. Among the six items, Items 1 had the highest means (M>4.09), whereas Items 6 received relatively low means (M

Similar Documents

Premium Essay

Bharam

...Chapter 1 Case Study: Harmonix Embrace Your Inner Rock Star Little more than three years ago, you had probably never heard of Harmonix. In 2005, the video game design studio released Guitar Hero, which subsequently became the fastest video game in history to top $1 billion in North American sales. The game concept focuses around a plastic guitar-shaped controller. Players press colored buttons along the guitar neck to match a series of dots that scroll down the TV in time with music from a famous rock tune, such as the Ramones’ “I Wanna Be Sedated” and Deep Purple’s “Smoke on the Water.” Players score points based on their accuracy. In November 2007, Harmonix released Rock Band, adding drums, vocals, and bass guitar options to the game. Rock Band has sold over 3.5 million units with a $169 price tag (most video games retail at $50 to $60). In 2006, Harmonix’s founders sold the company to Viacom for $175 million, maintaining their operational autonomy while providing them greater budgets for product development and licensing music for their games. Harmonix’s success, however, did not come overnight. The company was originally founded by Alex Rigopulos and Eran Egozy in 1995, focused around some demo software they had created in grad school and a company vision of providing a way for people without much musical training or talent to experience the joy of playing and creating music. The founders believed that if people had the opportunity to create their own music, they would......

Words: 25518 - Pages: 103

Premium Essay

Business

...Chapter 1 Case Study: Harmonix Embrace Your Inner Rock Star Little more than three years ago, you had probably never heard of Harmonix. In 2005, the video game design studio released Guitar Hero, which subsequently became the fastest video game in history to top $1 billion in North American sales. The game concept focuses around a plastic guitar-shaped controller. Players press colored buttons along the guitar neck to match a series of dots that scroll down the TV in time with music from a famous rock tune, such as the Ramones’ “I Wanna Be Sedated” and Deep Purple’s “Smoke on the Water.” Players score points based on their accuracy. In November 2007, Harmonix released Rock Band, adding drums, vocals, and bass guitar options to the game. Rock Band has sold over 3.5 million units with a $169 price tag (most video games retail at $50 to $60). In 2006, Harmonix’s founders sold the company to Viacom for $175 million, maintaining their operational autonomy while providing them greater budgets for product development and licensing music for their games. Harmonix’s success, however, did not come overnight. The company was originally founded by Alex Rigopulos and Eran Egozy in 1995, focused around some demo software they had created in grad school and a company vision of providing a way for people without much musical training or talent to experience the joy of playing and creating music. The founders believed that if people had the opportunity to create their own music, they would......

Words: 25169 - Pages: 101

Premium Essay

Will Do Next Time

...follow, we move chapter by chapter through the textbook, providing information to help you plan for class discussion and activities, assignments, review, and examinations. In keeping with Griffin’s basic approach, we have for the most part treated each chapter as a discrete entity, thus allowing you to alter the sequencing of the theories or omit whole sections as needed. Each unit of the manual begins with an “Outline.” As closely as possible, these outlines follow the contours of Griffin’s prose, and in most cases his principal headings vii  generate the titles of the sections designated by Roman numerals. For the sake of efficiency, we have omitted most of Griffin’s examples from life, literature, and the screen. In addition to helping you present the material and lead discussion, the “Outline” may function as a study guide for your students. If your students seem to be having difficulty understanding A First Look at Communication Theory, require them to bring their own outlines of the assigned reading to class. Whether you collect and evaluate their work or simply circulate the outline provided here and ask the students to compare the two, this exercise will help them understand the structure of academic prose and the level of detail for which they are responsible. (The concise chapter summaries in Appendix A may also serve as study guides and checks on reading comprehension.) Please note that these outlines should never serve as substitutes for the text itself. As......

Words: 159106 - Pages: 637

Premium Essay

Marketing Cross Cultures

...Across Cultures We work with leading authors to develop the strongest educational materials in marketing, bringing cutting-edge thinking and best learning practice to a global market. Under a range of well-known imprints, including Financial Times Prentice Hall, we craft high quality print and electronic publications which help readers to understand and apply their content, whether studying or at work. To find out more about the complete range of our publishing, please visit us on the World Wide Web at: www.pearsoned.co.uk Visit the Marketing Across Cultures, fourth edition Companion Website at www.pearsoned.co.uk/usunier to find valuable student learning material including: n n Links to relevant sites on the web Additional case study materials 4th edition Marketing Across Cultures Jean-Claude Usunier Julie Anne Lee Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearsoned.co.uk First published 1992 Second edition published 1996 Third edition published 2000 Fourth edition published 2005 © Prentice Hall Europe 1992, 1996 © Pearson Education Limited 2000, 2005 The rights of Jean-Claude Usunier and Julie Anne Lee to be identified as authors of this work have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or......

Words: 361577 - Pages: 1447

Premium Essay

Dictionary of the Media

... Dictionary of Media and Communication Studies This page intentionally left blank Dictionary of Media and Communication Studies 8th edition James Watson and Anne Hill Eighth edition published in 2012 by: Bloomsbury Academic An imprint of Bloomsbury Publishing Plc 50 Bedford Square, London WC1B 3DP, UK and 175 Fifth Avenue, New York, NY 10010, USA Copyright © James Watson and Anne Hill 2012 First edition published in Great Britain in 1984 Second edition 1989 Third edition 1993 Fourth edition 1997 Fifth edition 2000 Sixth edition 2003 Seventh edition published by Hodder Education in 2006. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted by any means, electronic, mechanical, photocopying or otherwise, without the prior written permission of the publisher. No responsibility for loss caused to any individual or organization acting on or refraining from action as a result of the material in this publication can be accepted by Bloomsbury Academic or the author. CIP records for this book are available from the British Library and the Library of Congress. ISBN 978-1-84966-528-5 (paperback) ISBN 978-1-84966-562-9 (ebook) ISBN 978-1-84966-563-6 (ebook PDF) This book is produced using paper that is made from wood grown in managed, sustainable forests. It is natural, renewable and recyclable. The logging and manufacturing processes conform to the environmental regulations of...

Words: 270226 - Pages: 1081

Premium Essay

Peapod Online Grocery- 2008

...real-world situations involving aspects of consumer behavior. Each chapter concludes with a “Back To…” section that summarizes how the chapter material relates to the opening examples. MD DALIM #1054261 10/14/09 CYAN MAG YELO BLK Revised Marketing Strategy in Action sections focus on consumer analysis issues facing real companies. These cases and accompanying discussion questions help to integrate consumer behavior information in the marketing strategy development process. Retained Features The inclusion of many real world examples of marketing strategies used by actual companies has been highly regarded by reviewers. These examples demonstrate how marketers use consumer behavior concepts while increasing student interest. Review and discussion questions, used for written assignments, in-class discussion, or essay exam questions, emphasize the understanding and application of chapter material to strategic marketing issues. To learn more about this text, please visit www.mhhe.com/peter9e e 9e 9e CONSUMER BEHAVIOR & MARKETING STRATEGY f o no ti d E h n Ne h T i t i The Ninth Edition of The Ninth Edition of Consumer Behavior & Marketing Strategy takes a close look a consumer behavior in order to guide the development of successful a koo l look at r a m marketing activities. As a recognizably powerful tool for organizing consumer mar a he bbehavior knowledge and understanding consumers, The Wheel of Consumer beha l a n Anal Analysis......

Words: 285269 - Pages: 1142

Premium Essay

Marketing

... 214 Services and Other Intangibles: Marketing the Product That Isn’t There Price the Product 296 272 PART FOUR CHAPTER 12 CHAPTER 13 CHAPTER 14 Communicate the Value Proposition 346 348 378 One-to-One to Many-to-Many: Traditional and New Media One-to-Many: Advertising, Public Relations, and Consumer Sales Promotion One-to-One: Trade Promotion, Direct Marketing, and Personal Selling 418 PART FIVE CHAPTER 15 CHAPTER 16 Appendix Notes 523 Glossary Index 540 Deliver the Value Proposition Retailing: Bricks and Clicks 478 444 446 Deliver Value through Supply Chain Management, Channels of Distribution, and Logistics Marketing Plan: The S&S Smoothie Company 510 556 vii This page intentionally left blank Contents Preface xvii Study Map Key Terms 33 33 36 33 Objective Summary PART ONE Make Marketing Value Decisions 2 Chapter Questions and Activities CHAPTER 1: Welcome to the World of Marketing: Create and Deliver Value....................4 Real People, Real Choices: Here’s my problem. . . 5 6 7 WELCOME TO BRAND YOU Marketing in Action Case: Real Choices at Colgate-Palmolive 37 CHAPTER 2: Strategic Market Planning: Take the Big Picture ..........................................38 Real People, Real Choices: Here’s my problem. . . 39 40 BUSINESS PLANNING: COMPOSE THE BIG PICTURE THE WHO AND WHERE OF MARKETING Marketing’s Role in the Firm: Cross-Functional Relationships 8 Where Do You Fit In? Careers in Marketing 8 MARKETING CREATES VALUE 8 Marketing Meets Needs...

Words: 160652 - Pages: 643

Premium Essay

Marketing

... 214 Services and Other Intangibles: Marketing the Product That Isn’t There Price the Product 296 272 PART FOUR CHAPTER 12 CHAPTER 13 CHAPTER 14 Communicate the Value Proposition 346 348 378 One-to-One to Many-to-Many: Traditional and New Media One-to-Many: Advertising, Public Relations, and Consumer Sales Promotion One-to-One: Trade Promotion, Direct Marketing, and Personal Selling 418 PART FIVE CHAPTER 15 CHAPTER 16 Appendix Notes 523 Glossary Index 540 Deliver the Value Proposition Retailing: Bricks and Clicks 478 444 446 Deliver Value through Supply Chain Management, Channels of Distribution, and Logistics Marketing Plan: The S&S Smoothie Company 510 556 vii This page intentionally left blank Contents Preface xvii Study Map Key Terms 33 33 36 33 Objective Summary PART ONE Make Marketing Value Decisions 2 Chapter Questions and Activities CHAPTER 1: Welcome to the World of Marketing: Create and Deliver Value....................4 Real People, Real Choices: Here’s my problem. . . 5 6 7 WELCOME TO BRAND YOU Marketing in Action Case: Real Choices at Colgate-Palmolive 37 CHAPTER 2: Strategic Market Planning: Take the Big Picture ..........................................38 Real People, Real Choices: Here’s my problem. . . 39 40 BUSINESS PLANNING: COMPOSE THE BIG PICTURE THE WHO AND WHERE OF MARKETING Marketing’s Role in the Firm: Cross-Functional Relationships 8 Where Do You Fit In? Careers in Marketing 8 MARKETING CREATES VALUE 8 Marketing Meets Needs...

Words: 160652 - Pages: 643

Premium Essay

Mass Media

.... . . . . . . . . . . . . . . . . . . . . . . Radio and television . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Internet journalism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Historiography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . See also . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.2.10 Sources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.2.11 Further reading . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.2.12 References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.2.13 Online sources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 From Newspaper to Internet 2.1 History of newspapers and magazines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.1.1 16th century to 1800 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i ii 2.1.2 2.1.3 2.1.4 2.1.5 2.1.6 2.1.7 2.2 2.2.1 2.2.2 2.2.3 2.2.4 2.2.5 2.2.6 2.2.7 2.3 2.3.1 2.3.2 2.3.3 2.3.4 2.3.5 2.3.6 2.3.7 2.3.8 2.3.9 CONTENTS Modern newspapers since 1800 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . United States . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Asian newspapers . . . . . . . . . . . . . . . . . . . . . . . . . . . ....

Words: 146891 - Pages: 588

Premium Essay

Management

... Sixth Edition, Trimbur - © Cengage Learning. All rights reserved. No distribution allowed without express authorization. Distributed by Grand Canyon University This is an electronic version of the print textbook. Due to electronic rights restrictions, some third party content may be suppressed. Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. The publisher reserves the right to remove content from this title at any time if subsequent rights restrictions require it. For valuable information on pricing, previous editions, changes to current editions, and alternate formats, please visit www.cengage.com/highered to search by ISBN#, author, title, or keyword for materials in your areas of interest. 9781285622552, The Call to Write, Sixth Edition, Trimbur - © Cengage Learning. All rights reserved. No distribution allowed without express authorization. Distributed by Grand Canyon University For product information and technology assistance, contact us at Cengage Learning Customer & Sales Support, 1-800-354-9706 For permission to use material from this text or product, submit all requests online at www.cengage.com/permissions. Further permissions questions can be emailed to permissionrequest@cengage.com. The Call to Write, Sixth Edition John Trimbur Publisher: Monica Eckman Acquisitions Editor: Margaret Leslie Senior Development Editor: Leslie Taggart Development Editor: Margaret......

Words: 271772 - Pages: 1088

Premium Essay

Strategic Management

...Global online Core reading Contemporary Strategy Analysis Robert M. Grant Release 1.1 2013 www.napier.ac.uk/business-school Published by Edinburgh Napier University Copyright material reproduced under license from John Wiley and Sons, Inc. The right of Robert M. Grant to be identified as author of this work has been asserted by him in accordance with Sections 77 and 78 of the Copyright, Designs and Patents Act 1988. Apart from any fair dealing for the purpose of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licenses issued by the Copyright Licensing Agency. www.napier.ac.uk/business-school Capdm Captured, authored, published, delivered and managed in XML CAPDM Limited, Edinburgh, Scotland www.capdm.com Contents Preface to Eighth Edition ix Part 1: INTRODUCTION 1 1 3 1.1 1.2 1.3 1.4 1.5 1.6 The Concept of Strategy The Role of Strategy in Success The Basic Framework for Strategy Analysis A Brief History of Business Strategy Strategy Today How Is Strategy Made? The Strategy Process Strategic Management of Not-For-Profit Organizations 3 8 10 13 19 21 Part 2: THE TOOLS OF......

Words: 357444 - Pages: 1430

Premium Essay

Integrated Marketing Communications

...copyright hereon may be reproduced or used in any form or by any means—graphic, electronic, or mechanical, including photocopying, recording, taping, Web distribution, information storage and retrieval systems, or in any other manner—except as may be permitted by the license terms herein. For product information and technology assistance, contact us at Cengage Learning Customer & Sales Support, 1-800-354-9706 For permission to use material from this text or product, submit all requests online at www.cengage.com/permissions Further permissions questions can be emailed to permissionrequest@cengage.com Library of Congress Control Number: 2008939395 ISBN 13: 978-0-324-59360-0 ISBN 10: 0-324-59360-0 South-Western Cengage Learning 5191 Natorp Boulevard Mason, OH 45040 USA Cengage Learning products are represented in Canada by Nelson Education, Ltd. For your course and learning solutions, visit www.cengage.com Purchase any of our products at your local college store or at our preferred online store www.ichapters.com Printed in Canada 1 2 3 4 5 6 7 12 11 10 09 08 Dedication I dedicate this 8th edition of Advertising, Promotion, and Other Aspects of Integrated Marketing Communications to all of my family members, past and present. The depth of my love and gratitude for all of you is immeasurable. I also acknowledge the inspiration and support I have received through the years from my faculty colleagues and Ph.D. students, many of whom honored me to a degree they......

Words: 219845 - Pages: 880

Premium Essay

Marketing Real People, Real Choices

...Services and Other Intangibles: Marketing the Product That Isn’t There Price the Product 296 PART FOUR CHAPTER 12 CHAPTER 13 CHAPTER 14 Communicate the Value Proposition 346 One-to-One to Many-to-Many: Traditional and New Media 348 378 One-to-Many: Advertising, Public Relations, and Consumer Sales Promotion One-to-One: Trade Promotion, Direct Marketing, and Personal Selling 418 PART FIVE CHAPTER 15 CHAPTER 16 Appendix Notes 523 Glossary 540 Deliver the Value Proposition 444 Deliver Value through Supply Chain Management, Channels of Distribution, and Logistics Retailing: Bricks and Clicks 478 510 446 Marketing Plan: The S&S Smoothie Company Index 556 vii This page intentionally left blank Contents Preface xvii Study Map 33 Objective Summary 33 Key Terms 33 Chapter Questions and Activities 36 Marketing in Action Case: Real Choices at Colgate-Palmolive 37 PART ONE Make Marketing Value Decisions 2 CHAPTER 1: Welcome to the World of Marketing: Create and Deliver Value....................4 Real People, Real Choices: Here’s my problem. . . 5 WELCOME TO BRAND YOU 6 THE WHO AND WHERE OF MARKETING 7 CHAPTER 2: Strategic Market Planning: Take the Big Picture ..........................................38 Real People, Real Choices: Here’s my problem. . . 39 BUSINESS PLANNING: COMPOSE THE BIG PICTURE 40 Marketing’s Role in the Firm: Cross-Functional Relationships 8 Where Do You Fit In? Careers in Marketing 8 MARKETING CREATES VALUE......

Words: 227255 - Pages: 910

Premium Essay

Managerial Economics

...recording, scanning or otherwise except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy free to the Copyright Clearance Center, Inc. 222 Rosewood Drive, Danvers, MA 01923, website www.copyright.com. Requests the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, (201) 748-6011, fax (201)748-6008, website http://www.wiley.com/go/permissions. Evaluation copies are provided to qualified academics and professionals for review purposes only, for use in their courses during the next academic year. These copies are licensed and may not be sold or transferred to a third party. Upon completion of the review period, please return the evaluation copy to Wiley. Return instructions and a free of charge return shipping label are available at www.wiley.com/go/returnlabel. If you have chosen to adopt this textbook for use in your course, please accept this book as your complimentary desk copy. Outside of the United States, please contact your local representative. Library of congress cataloging in Publication Data: Samuelson, William. Managerial economics/William F. Samuelson, Stephen G. Marks. –7th ed. p. cm. ISBN 978-1-118-04158-1(hardback) 1. Managerial economics. 2. Decision making. I. Marks, Stephen G. (Stephen Gary) II. Title. HD30.22.S26 2012......

Words: 329787 - Pages: 1320

Premium Essay

Hehehhe

...by the license terms herein. For product information and technology assistance, contact us at Cengage Learning Customer & Sales Support, 1-800-354-9706 For permission to use material from this text or product, submit all requests online at www.cengage.com/permissions Further permissions questions can be emailed to permissionrequest@cengage.com Library of Congress Control Number: 2008943508 Student Edition ISBN 13: 978-0-324-59584-0 Student Edition ISBN 10: 0-324-59584-0 South-Western Cengage Learning 5191 Natorp Boulevard Mason, OH 45040 USA Cengage Learning products are represented in Canada by Nelson Education, Ltd. For your course and learning solutions, visit www.cengage.com Purchase any of our products at your local college store or at our preferred online store www.ichapters.com Printed in Canada 1 2 3 4 5 6 7 13 12 11 10 09 With deep appreciation to Dorothy, the playwright and partner in my life, and to my parents, who started my life toward outcomes that I could not understand at the time. This page intentionally left blank About the Author Richard L. Daft, PhD, is the Brownlee O. Currey, Jr., Professor of Management in the Owen Graduate School of Management at Vanderbilt University. Professor Daft specializes in the study of organization theory and leadership. Dr. Daft is a Fellow of the Academy of Management and has served on the editorial boards of Academy of Management Journal, Administrative Science Quarterly, and Journal of Management......

Words: 395280 - Pages: 1582