title: The long-term effect of marketing strategy on brand sales.

authors: Ataman, M. Berk

subjects: marketing mix

abstract: Few studies have considered the relative role of the integrated marketing mix (advertising, price promotion, product, and place) on the long-term performance of mature brands, instead emphasizing advertising and price promotion. Thus, little guidance is available to firms regarding the relative efficacy of their various marketing expenditures over the long run. To investigate this issue, the authors apply a multivariate dynamic linear transfer function model to five years of advertising and scanner data for 25 product categories and 70 brands in France. The findings indicate that the total (short-term plus long-term) sales elasticity is 1.37 for product and .74 for distribution. Conversely, the total elasticities for advertising and discounting are only .13 and .04, respectively. This result stands in marked contrast to the previous emphasis in the literature on price promotions and advertising. The authors further find that the long-term effects of discounting are one-third the magnitude of the short-term effects. The ratio is reversed from other aspects of the mix (in which long-term effects exceed four times the short-term effects), underscoring the strategic role of these tools in brand sales.

text: The long-term effect of marketing strategy on brand sales. Few studies have considered the relative role of the integrated marketing mix (advertising, price promotion, product, and place) on the long-term performance of mature brands, instead emphasizing advertising and price promotion. Thus, little guidance is available to firms regarding the relative efficacy of their various marketing expenditures over the long run. To investigate this issue, the authors apply a multivariate dynamic linear transfer function model to five years of advertising and scanner data for 25 product categories and 70 brands in France. The findings indicate that the total (short-term plus long-term) sales elasticity is 1.37 for product and .74 for distribution. Conversely, the total elasticities for advertising and discounting are only .13 and .04, respectively. This result stands in marked contrast to the previous emphasis in the literature on price promotions and advertising. The authors further find that the long-term effects of discounting are one-third the magnitude of the short-term effects. The ratio is reversed from other aspects of the mix (in which long-term effects exceed four times the short-term effects), underscoring the strategic role of these tools in brand sales.

year: 2010

title: Beyond 'just' flood risk management: the potential for-and limits to-alleviating flood disadvantage

authors: O'Hare, Paul

subjects: Science & Technology

abstract: The threat of flooding poses a considerable challenge for justice. Not only are more citizens becoming exposed to risk, but they are expected to play increasingly active roles in flood risk management. However, until recently, few efforts have charted broader understandings of disadvantage relating to flood risk exposure. Drawing upon social science scholarship that has long been sensitive to concerns related to justice, we deploy and develop the notion of flood disadvantage as a means to assess the challenges to more ‘just’ flood risk management. We contend that the concept of flood disadvantage offers a useful lens to appreciate the constraints of technical approaches to flood risk management, in particular, its limited ability to incorporate complex social elements such as how individuals have differing vulnerabilities and sensitivities to flooding and uneven abilities to engage with risk agendas. The notion highlights the compounding interactions between flooding and other social disadvantages across multiple public policy areas and scales. We argue a fuller acknowledgement of the socio-spatial-temporal dimensions of intersecting disadvantages can help sensitise technical risk analyses that tend to see people and communities as homogeneous entities in a given spatiality. In doing so we can better reveal why some individuals or communities are more vulnerable to disasters or are slower to recover than others. Finally, we outline the challenges in turning more ‘just’ flood risk management from an abstract notion into one that could inform future practice.

text: Beyond 'just' flood risk management: the potential for-and limits to-alleviating flood disadvantage The threat of flooding poses a considerable challenge for justice. Not only are more citizens becoming exposed to risk, but they are expected to play increasingly active roles in flood risk management. However, until recently, few efforts have charted broader understandings of disadvantage relating to flood risk exposure. Drawing upon social science scholarship that has long been sensitive to concerns related to justice, we deploy and develop the notion of flood disadvantage as a means to assess the challenges to more ‘just’ flood risk management. We contend that the concept of flood disadvantage offers a useful lens to appreciate the constraints of technical approaches to flood risk management, in particular, its limited ability to incorporate complex social elements such as how individuals have differing vulnerabilities and sensitivities to flooding and uneven abilities to engage with risk agendas. The notion highlights the compounding interactions between flooding and other social disadvantages across multiple public policy areas and scales. We argue a fuller acknowledgement of the socio-spatial-temporal dimensions of intersecting disadvantages can help sensitise technical risk analyses that tend to see people and communities as homogeneous entities in a given spatiality. In doing so we can better reveal why some individuals or communities are more vulnerable to disasters or are slower to recover than others. Finally, we outline the challenges in turning more ‘just’ flood risk management from an abstract notion into one that could inform future practice.

year: 2018

title: Comment

authors: Mitchell, Linda

abstract: This issue of Early Childhood Folio has a diverse range of articles focusing on highly relevant and current pedagogical issues. Several involve case studies, where in-depth analysis enables opportunities for learning and development afforded by pedagogy and the environment to be highlighted. Some offer new methodological approaches, including the use of a “mosaic approach” to investigate “voices” of child and adult participants, kaupapa Māori methodology to illustrate culturally valid forms of assessment within contemporary Māori early childhood settings, and the use of a model of participation in home-based settings

text: Comment This issue of Early Childhood Folio has a diverse range of articles focusing on highly relevant and current pedagogical issues. Several involve case studies, where in-depth analysis enables opportunities for learning and development afforded by pedagogy and the environment to be highlighted. Some offer new methodological approaches, including the use of a “mosaic approach” to investigate “voices” of child and adult participants, kaupapa Māori methodology to illustrate culturally valid forms of assessment within contemporary Māori early childhood settings, and the use of a model of participation in home-based settings

year: 2012