The relation between script complexity and commercial memorability was assessed using scripts and field data from a copytesting firm. The scripts were coded using the Flesch Reading Ease Formula. In Study 1 (field study), regression analyses revealed that complexity contributes independently (negatively) to advertising recall and recognition (controlling for executional variables). In Study 2, ...

Smoking cessation programs that have been used during pregnancy include brochures, physician advice, and counselling. Standardised self help brochures alone have minimal impact; tailored messages are more eVective. Face to face counselling requires training and is time consuming in a busy clinic. Multimedia (non-text based) approaches can reach populations with low literacy levels. Interactive ...

This research project presents an assessment that was carried out to investigate the marketing activities of Commercial Records Centres (CRCs). The major aim of the project was to find out how CRCs, Archive-It Services as a typical case, managed to penetrate the Zimbabwean market especially during the economic meltdown period. Of major interest to the study were the marketing strategies that ar...

Cooperative advertising is a cost-sharing mechanism in which a part of retailers' advertising investments are financed by the manufacturers. In recent years, investment among advertising options has become a difficult marketing issue. In this paper, the cooperative advertising problem with advertising options is investigated in a two-period horizon in which the market share in the second period...

BACKGROUND The Pathobiology of Prediabetes in A Biracial Cohort study is a prospective evaluation of the transition from normal to impaired glucose regulation among African American and Caucasian adults with parental type 2 diabetes. This report describes recruitment strategies and relative yields for the 376 enrolled subjects. METHODS Recruitment occurred over 3.4 years, with clinical and me...

The definition of promotion according to Article 1 number 6 Law Number 8 1999 concerning Consumer Protection is the activity introducing or disseminating information on goods and/or services attract consumers' buying interest in that will be and are being traded. As we all know, brochures one promotional media often used by businesses as a means market product service. Usually contain pictures ...

With an increase in the potential to allocate financial online advertising spending, managers are facing a sophisticated decision and allocation process. We developed a binary logit model with a Bayesian mixture approach to address consumers’ buying decision processes and to account for the effects of multiple online advertising channels. By analyzing data from a medium-sized online mail order ...