Should sequels differ from original movies in pre-launch advertising schedule? Lessons from consumers' online search activity

Sequels have become a profitable strategy in the U.S. motion picture industry because of their strong name recognition. However, while the established positioning of a sequel may help insulate it from competing firms' advertising messages, its familiarity may cause moviegoers to be more easily satiated with advertising from the sequel. Therefore, this study examines how sequels differ from original concept movies in terms of their ad effectiveness. We focus our analysis on pre-launch periods, given these periods' importance in shaping the financial outcomes of motion pictures. We consider the weekly online search volume of a movie as a measure of consumer interest in it, and thus as an intermediate response to pre-launch advertising. We then develop a model that assumes ad effectiveness can decline, due to copy and repetition wearout, and increase, due to forgetting, over time. We find that copy wearout is greater for original movies, while repetition wearout and forgetting are greater for sequels. These findings suggest that sequels should allocate more in early pre-launch periods and less immediately before release, relative to originals, to maximize pre-launch consumer interest.     

Enabling the language of accessible tourism

The growing body of literature on “accessible tourism” lacks a critical scholarly debate around its specific language use and nomenclatures. To fill this gap, this paper provides a first examination of language. Language provides a unique capability to resist, strengthen and reframe identities of individuals and groups, yet can also reinforce, weaken and perpetuate dominant worldviews of disability. A content analysis examined previous accessible tourism literature with results illustrating that diversity exists amongst the varying terminologies adopted by scholars. Terms were employed loosely, inconsistently and interchangeably, euphemistically with erroneous understandings and nuances. The paper concludes with critical discussion about the power of researchers to (re) produce oppression through language that maligns and misrepresents, or to (re) conceptualise and (re) construct the world we live in with liberating language that facilitates positive social change.     

The importance of consumer multihoming (joint purchases) for market performance: Mergers and entry in media markets

Consumer “multihoming” (watching two TV channels, or buying two news magazines) has surprisingly important effects on market equilibrium and performance in (two‐sided) media markets. We show this by introducing consumer multihoming and advertising finance into the classic circle model of product differentiation. When consumers multihome (attend more than one platform), media platforms can charge only incremental value prices to advertisers. Entry or merger leaves consumer prices unchanged under consumer multihoming, but leaves advertiser prices unchanged under single‐homing: Multihoming flips the side of the market on which platforms compete. In contrast to standard circle results, equilibrium product variety can be insufficient under multihoming.     

Sponsorship programmes and corruption in sport: management responses to a growing threat

Abstract

Sponsorship programmes are increasingly being exposed to the threat of corruption in sport. Several recent notable cases of corruption have exposed sponsors and their investments to significant perceived pressures including negative consumer associations with athletes, teams and officials that have been found guilty of engaging in corrupt activity. How sponsors respond to such instances of corruption in sport forms the basis of this paper. Drawing from an analysis of corruption cases (n = 2089), the paper initially examines the nature of corruption in sport. Through interview data (n = 21), it subsequently identifies key factors that sponsors should take into consideration when deciding upon a course of action to mitigate any potential effects of corrupt activity by a sporting property they are associated with. Finally, the paper discusses those courses of action.     

Self‐help in housing and chengzhongcun in China's urbanization

This article focuses on the housing issues of rural migrants arising from urbanization, with particular reference to chengzhongcun, a topic with considerable impact on policymaking. An attempt is made to understand the underlying rationale of self‐help in housing and the important role of chengzhongcun in sheltering rural migrants in the context of China's rural‐urban dichotomy. As demonstrated in this study, chengzhongcun accommodate, with little in the way of government resources and assistance, millions of rural migrants because of their social accessibility and affordability. While not denying their social problems, we argue that chengzhongcun in fact act as an innovative and positive agent to promote urbanization in present day China by housing massive numbers of rural migrants and assimilating them into cities. Current government policies towards chengzhongcun have generated a wide range of interest conflicts and confrontations. The consequences of such conflicts show that the government policies were problematic and unworkable, as they violated basic market principles as well as citizen rights. Policy strategy towards the redevelopment of chengzhongcun must acknowledge their credibility in the Chinese road to urbanization and requires more thoughtful and prudent consideration of migrants' demands for affordable housing.     

Marketing Science and the Ivory Tower

How much has quantitative "marketing science" contributed to the practice of marketing? In my view, not much. In this article, based on extensive consulting experience, it is argued that well-established quantitative techniques like econometric models and diffusion models have produced little of either practical or scientific value. Other quantitative techniques, such as conjoint analysis, have been more useful for marketing decision-makers. But what is needed is a more pluralistic culture, drawing on a range of complementary disciplines.     

Focus: Information Ethics

"The overall goal of information ethics is to integrate information technology and human values in such a way that IT advances and protects human values rather than doing damage to them" (Simon Rogerson). We are pleased to present in this issue five papers from a recent European conference on information ethics edited and introduced by Simon Rogerson, Director of the Centre for Computing and Social Responsibility at De Montfort University, England.
We are also pleased to announce a major new feature of the Review, entitled Business Ethics on the Internet, which will be contributed from time to time by members of the Centre for Computing and Social Responsibility at De Montfort University. This will provide regular up-to-date information and comment on the resources which are becoming increasingly available on the Internet relating to the study of business ethics and the practice of ethical business. It will be launched in our July issue in an article entitled "Business Ethics on the Internet".     

Transient Jobs and Lifetime Jobs: Dualism in the British Labour Market

How long does a job last in Britain? We find that many workers have very short jobs and many have very long jobs. We estimate that in 1990, 40 percent of men were in jobs that will last 20 years or more. On the other hand, 24 percent were in jobs lasting less than five years. We conclude that the labour market is still capable of offering ‘lifetime jobs’ to many workers. Policy analysis of issues such as reform of the welfare state, pensions, and training should take note that reports of the death of ‘jobs for life’ appear to be exaggerated.     

Auctioning the Airwaves: The Contest for Broadband pcs Spectrum

The House and Senate of the United States Congress recently passed legislation that directs the FCC to establish a system for using auctions to allocate the use of radio spectrum for personal communications services. There is a unique and unprecedented set of issues that arise in this context, which are of interest to economists, industry analysts, regulators, and policymakers. We discuss these issues and evaluate their likely impact on the outcome of the spectrum auctions. In addition, we argue that there may be pitfalls in the auction procedure adopted by the FCC, and we discuss possible alternative procedures.     

Price-Wage Dynamics and Inflation in Socialist Economies: Empirical Models for Hungary and Poland

This article analyzes the determinants of open inflation intransitional socialist economies, with reference to recent experiencein Hungary and Poland. A simple inflation model is centeredon the transmission process and on the short-run dynamics ofinflation. Further incorporating a number of features specificto socialist economies and working with quarterly data, dynamicprice and wage equations are estimated. The estimated equationsallow satisfactory exploration of the role and weight of foreignprices and domestic factors in propagating inflation. Foreignprices matter, but developments on the cost side are criticalin relating exogenous, policy-driven adjustments to the pricelevel to increases in the rate of inflation. The absence ofconventional market-based, equilibrating mechanisms requiresthat nominal anchors, particularly wage restraints, featureprominently in any stabilization program adopted by reformingsocialist economies.