The objective of course in transferability is not to generalize, but to determine if indeed, the same results will hold true for other groups that share the same characteristics from which the results of the study came from (e.g., cultural sub-groups within the American Indian culture) (Babbie, 2003:211)
ADVERTISING INDUSTRY -- OVERVIEW: Advertising is a way to communicate important messages and product or service offerings to the potential audience. The purpose of advertising is to persuade the parties of interest towards some important initiative or offering by an individual, Business Corporation, or a Government institution (Clark, Doraszelski & Draganska 2009)
It has emerged as one of the most successful industries of the present times. Therefore, it makes great contributions to the economy by educating people, promoting businesses, and creating jobs for the unemployed (Doole & Lowe 2008)
In a quantitative assessment, the company can use figures and past trends in order to judge the progress towards its objectives. On the other hand, it can qualitatively analyze the customer satisfaction, awareness, and change in his consumer behavior over time (John & Reve 2010)
T ANALYSIS FOR ADVERTISING INDUSTRY The PEST Analysis gives important information on what is happening in the Political, Economic, Social, and Technological Environment of a business. Advertising companies operates in a highly uncertain business environment which turns either in favor or against their growth and profitability (O'Guinn, Allen, & Semenik 2012)
The Threat from Substitute Services: Advertising industry is highly exposed to the threat of substitute services. There is a variety of promotional mediums that can be used to advertise products and services or communicate messages to the audience (Selling Power 2012)
Hence, there exists an advertising industry which facilitates every type of clients with a variety of advertising services. It is done on various advertising and promotional mediums including electronic media, print media, social media, public relation events, direct mails, and text messages (Website Magazine 2012)
Hence, there exists an advertising industry which facilitates every type of clients with a variety of advertising services. It is done on various advertising and promotional mediums including electronic media, print media, social media, public relation events, direct mails, and text messages (Website Magazine 2012)
6 Aim of Advertising The aim of the advertising will be to generate leads or enquiries. Most potential cruisers want to talk to an agent before they book a holiday; this is a common trait with any potentially high cost purchase (Dickinson & Vladimir, 2007)
S. citizen, will be using this medium (Internet World Statistics, 2014)
Advertising Plan The first consideration is the advertising plan, looking to assess what types of media may be used, and the best way of optimizing the budget available. Budget The budget for advertising is typically between 3% and 5% of the firms' sales (Visa, 2007)
Alcohol and Cigarette Advertising Alcohol and tobacco are among the most heavily advertised products within the media industry, including magazine, newspaper, broadcast, and outdoor advertising (Pfleger Pp)
Despite legislation to curb tobacco and alcohol advertising, especially to youths, the companies are still getting their messages across to their targets. Following the broadcast ban on tobacco advertising in 1971, magazines have become an important medium for tobacco companies, who in 1999 is reported to have spent approximately $443 million on magazine advertising (Lancaster Pp)
Joe Camel advertisements have been controversial for many years and several studies suggest that children are likely to recognize the Joe Camel character and associate it with cigarettes and some of the most heavily cited studies suggest that six-year-olds are more likely to recognize Joe Camel than Mickey Mouse, "and that recognition of a trade character is positively associated with age" (Lancaster Pp). While the major symptoms of addiction are dependence and powerlessness, advertisements for alcohol and tobacco stress freedom, independence, control and power, and divert attention by portraying the smoker or drinker as an independent man or woman who "dares to defy public opinion, to stand on his or her own" (Kilbourne Pp)
In 1989, Phillip Morris was the second largest advertiser in the Hispanic media, and was named company of the year by the National Association of Hispanic Publications, and both alcohol and tobacco companies also sponsor events such as the Kool Jazz Festival and the Ebony Fashion Fair (Kilbourne Pp). For more than thirty years governments have been trying to restrict tobacco promotion, however, it seems that nothing except a total ban is going to work (Shatenstein Pp)
Another promotional ploy is brand stretching, whereby tobacco companies use the name, colors and logo of a cigarette brand on other products that do not have advertising restrictions, such as Marlboro Classics clothing and Camel boots and accessories (Shatenstein Pp). According to one recent study, alcohol advertising expenditures are greatest in the late spring and early summer and during the holiday season and television received the preponderance of alcohol advertising dollars for beer, wine, wine coolers and premixed drinks, while distilled spirits relied mostly on magazine advertising (Proctor Pp)
Well-informed physicians are capable of making better and more consistent decisions; this fact is essentially self-evident and is of paramount importance in developing and effectively utilizing direct-to-physician advertising by pharmaceutical companies. Less self-evident but equally important is the observation made in current research that well-informed physicians are more capable of controlling prescription costs in a much more consistent manner than other patient and clinical settings (Aguado et al
, 2010). Interestingly, a study of general practice physician outcomes and trends in England found no statistically significant correlation between prescription costs and the quality of patient outcomes; that is, lower prescriptions costs were not consistently associated with a higher overall quality of care and health promotion, nor were they associated with lower qualities of care (Fleetcroft et al
The increasing prominence of direct-to-consumer advertising by pharmacological companies has implications that encourage the presenting of cost analyses in direct-to -- physician, as well. Though there are both benefits and risks to direct-to-consumer advertising, one of the most consistent features of this advertising that has been noted is the lack of true need and benefit appraisal by consumers when considering pharmacological treatments (Frosch et al
This direct-to-physician advertising is actually far more preferable to direct-to-consumer advertising in terms of ensuring that proper decisions are being made, and that malpractice potentials are being reduced or avoided through the increased knowledge and competence of the decision makers (Nguyen, 2010). Second, the pharmaceutical advertising published in medical journals is a major source of the revenue that these journals need in order to remain operational, and so in a slightly indirect manner the pharmaceutical industry and the direct-to-physician advertising it engages in are responsible for maintaining adequate levels of information flowing within the medical community, which has a profound impact on health promotion and the ability of physicians to reduce malpractice potential through the adoption of best practices (Gagnon & Lexchin, 2008)