scholarly journals Polling Consumers: The Rise of Market Research Surveys in Canada, 1929-1941

2006 ◽  
Vol 8 (1) ◽  
pp. 187-211
Author(s):  
Daniel J. Robinson
Keyword(s):  
Market Research ◽  
Advertising Agencies ◽  
Consumer Surveys ◽  
Efficiency And Effectiveness ◽  
Marketing Data ◽  
English Speaking ◽  
Manufacturing Methods ◽  
Dominion Bureau ◽  
Mass Marketing ◽  
Data Consumer

Abstract Consumer sample surveys, the predecessor of opinion polling, emerged in the late 1920s as a response to the marketing problems of lacklustre demand and inefficient distribution. In conjunction with Dominion Bureau of Statistics marketing data, consumer surveys were conceived and championed as the demandside corollary of rationalised manufacturing methods. By providing quantitative measures of buyer wants and behaviours, they could improve the efficiency and effectiveness of advertising, thus boosting aggregate consumer spending. Chief among the early promoters and practitioners of consumer surveys were advertising agencies, market research firms, and newspaper and magazine publishers. While some US historians of mass marketing have characterised the phenomenon as a democratic leveller of consumption, Canadian consumers, as represented in market surveys, were not a facsimile of the general population. They were disproportionately married and female, urban and English-speaking, and, most of all, drawn from middle-to-upper-income ranks.

The Organizational Structure of Advertising Agencies and New Directions

2015 ◽  
pp. 90-104 ◽  
Author(s):  
Pinar Altiok Gürel ◽  
Talat Firlar ◽  
Nursen Firlar
Keyword(s):  
Social Media ◽  
Information Technologies ◽  
Management Strategies ◽  
Organizational Structures ◽  
Advertising Agencies ◽  
Long Period ◽  
The Social ◽  
New Directions ◽  
Digital Environments ◽  
Mass Marketing

The acceleration of globalization caused transformations in the area of communication, as in many other areas, and innovations brought about by information technologies have diversified operation methods and management, as well as organizational understandings of business companies within the global competition environment. Evolving towards post-modern structuring, companies have gravitated to customer-oriented business management strategies, where companies see their customers and market environment from different angles while conducting their advertising activities. The mass marketing sense, which was effective for a long period of time, was gradually alienated, and particularly with the intense utilization of social media and digital environments, the understanding of personal marketing (which more quickly connects products with their target audiences) was adopted in order to influence customers, who now have a multitude of choices. This chapter focuses on introducing the new organizational structures of advertising agencies in the social media age.

The Organizational Structure of Advertising Agencies and New Directions

2017 ◽  
pp. 1779-1793
Author(s):  
Pinar Altiok Gürel ◽  
Talat Firlar ◽  
Nursen Firlar
Keyword(s):  
Social Media ◽  
Information Technologies ◽  
Management Strategies ◽  
Organizational Structures ◽  
Advertising Agencies ◽  
Long Period ◽  
The Social ◽  
New Directions ◽  
Digital Environments ◽  
Mass Marketing

The acceleration of globalization caused transformations in the area of communication, as in many other areas, and innovations brought about by information technologies have diversified operation methods and management, as well as organizational understandings of business companies within the global competition environment. Evolving towards post-modern structuring, companies have gravitated to customer-oriented business management strategies, where companies see their customers and market environment from different angles while conducting their advertising activities. The mass marketing sense, which was effective for a long period of time, was gradually alienated, and particularly with the intense utilization of social media and digital environments, the understanding of personal marketing (which more quickly connects products with their target audiences) was adopted in order to influence customers, who now have a multitude of choices. This chapter focuses on introducing the new organizational structures of advertising agencies in the social media age.

Making Money Saving Lives: Social Marketing Spurs the Private Sector Overseas

2000 ◽  
Vol 6 (4) ◽  
pp. 17-20
Author(s):  
Philip D. Harvey
Keyword(s):  
Developing Countries ◽  
Social Marketing ◽  
Latin American ◽  
Low Income ◽  
Market Research ◽  
Product Distribution ◽  
Industrialized Countries ◽  
Advertising Agencies ◽  
Poor Countries ◽  
Contraceptive Services

Social marketing programs that market and distribute subsidized contraceptives in developing countries do not make money, nor are they intended to. Indeed, attempts to make them profitable have generally undermined the effectiveness of such programs, particularly in very poor countries (Harvey, 1999, pp. 213-225). The purpose of such programs is to make contraceptives available to even the lowest-income people in developing country markets and, as such, subsidization of overall project activities will always be required. Indeed, contraceptive services, along with health services in general, are subsidized for low-income people in industrialized countries, leading one expert to suggest that it is “patently absurd” to withdraw contraceptive subsidies “for people who struggle to survive on a dollar a day” (The Lancet Eds., 1990, p. 659). However, there are numerous parties involved in contraceptive social marketing (CSM) projects in the countries of Asia, Africa, and Latin American that do make money from their role in social marketing, and these businesses and entrepreneurs benefit significantly from the parts they play. Such private businesses include, most prominently, advertising agencies, product distribution firms, market research firms, and ancillary businesses like vehicle manufacturers and importers, makers of promotional paraphernalia - from calendars to pens to T-shirts, and others.

The Bright Promise of Publishing in Developing Countries

1975 ◽  
Vol 421 (1) ◽  
pp. 130-136 ◽  
Author(s):  
Datus C. Smith
Keyword(s):  
Developing Countries ◽  
Distribution Systems ◽  
Economical Method ◽  
On Demand ◽  
Number Of Factors ◽  
Vested Interests ◽  
Manufacturing Methods ◽  
Is Development ◽  
American Society ◽  
Mass Marketing

Publishing in Asia and Africa has a bright future, due to a number of factors, ironically including the present state of underdevelopment. Few hostages have been given to fortune, and there are not nearly as many vested interests opposing progress in the developing countries as in American society. Usable “critical masses” exist in the languages, and the built-in growth factor is almost dreamlike in business terms. The future promises significant improvement in manufacturing methods, including much wider use of photocomposition (but also more extensive employment of typewriter composition), offset presswork, and so-called Perfect binding. One of the most useful developments, in both educational and business terms, may be the integration of publishing with electronic media. “Joint runs,” especially for color illustrations, are likely to be greatly multiplied. The most critical publishing need, however, is development of nationwide distribution systems for mass marketing at low prices. In the scholarly publishing field, Asia and Africa hopefully will avoid some wasteful American practices and perhaps will use on-demand publishing as an economical method for some specialized materials with low sales potential.

scholarly journals USING THE ADVERTISING MARKET RESEARCH TO CREATE EFFECTIVE ADVERTISING

2021 ◽  
Author(s):  
Olena Kniazieva ◽  
Iryna Muntian ◽  
Rafaela Znachek
Keyword(s):  
Business Strategy ◽  
Return On Investment ◽  
Market Research ◽  
Communication Strategy ◽  
Advertising Agencies ◽  
Business World ◽  
Advertising Industry ◽  
Visible Part ◽  
Additional Costs ◽  
Effective Advertising

Unlike most of the business world, which is governed by numerous feedback cycles, the advertising industry receives few objective, reliable reviews about its advertising. Few advertisements and commercials are being tested among consumers (by some estimates, less than one percent). The proposed article is devoted to the analysis of the main directions of research of the advertising market to create effective advertising that help marketers to create the correct positioning and expression of the company’s brand. It is noted that testing advertising can provide a reliable feedback cycle and lead to much better advertising, but there are many obstacles. Agencies and customers often think they know how to create and evaluate good advertising. But this is not the case. The effectiveness of advertising has been the subject of worldwide scientific interest for many decades, but advertising agencies and their clients continue to clumsily evaluate advertising. Therefore, research of the advertising market is undoubtedly necessary. It concerns primarily the collection and analysis of data on the target advertising market and competitors, as well as features, trends and changes in the general market. Of all the aspects of marketing, advertising is the most visible part of a business strategy and is a high risk for both businesses. When the risk pays off, businesses benefit from a sharp increase in sales that lasts long after the end of the campaign. Having advertising that cannot achieve the goal of the business is a major risk for the business. Money spent on marketing is money not spent on other areas of business; areas that can often show more concrete and immediate results. The additional costs and complexity for marketers in developing advertising are the ever-increasing choice of media, ways to advertise on these media and the growing demands of business to show the marketing return on investment for a communication strategy. Reducing risks and increasing the chances of businesses to have a positive return on investment is the role of advertising market research. So, obviously, advertising requires its own market research. Why and how to conduct advertising market research? What is advertising market research? This article is devoted to these issues.

Canada’s Early Developments in the Public Opinion Research Industry

2019 ◽  
Vol 53 (1) ◽  
pp. 48-69
Author(s):  
Christopher Adams
Keyword(s):  
Public Opinion ◽  
Survey Research ◽  
Quantitative Data ◽  
Market Research ◽  
Government Agencies ◽  
Advertising Agencies ◽  
Public Opinion Research ◽  
Gallup Poll ◽  
The Public ◽  
Early Use

Provided is an overview of early developments relating to the public opinion research industry in Canada prior to the arrival of the American pollster George Gallup’s Gallup Poll, which first began appearing in Canadian newspapers in 1941. In particular, this article puts forward (1) an overview of the early use in Canada of survey research techniques, (2) how government agencies and academics were involved in collecting and processing quantitative data relating to Canadian attitudes and behaviours, and (3) how the private sector, including advertising agencies and market research firms, were developing ways to conduct public opinion research relating to consumers and media, including print media and radio. Together, these activities provided a foundation for what would become a fully developed marketing and public opinion research industry in Canada.

An Exploratory Study on Augmentative and Alternative Communication Classroom Integration Training for Special Educators Who Work With Children With Complex Communication Needs in the Bahamas

2019 ◽  
Vol 4 (5) ◽  
pp. 991-1016
Author(s):  
Shameka Stanford ◽  
Ovetta Harris
Keyword(s):  
Augmentative And Alternative Communication ◽  
Special Educators ◽  
Communication Disorders ◽  
Alternative Communication ◽  
The Bahamas ◽  
Complex Communication Needs ◽  
English Speaking ◽  
Communication Needs ◽  
Classroom Integration ◽  
And Training

Purpose In 2011, the United Nations estimated there were between 180 and 220 million youth with disabilities living around the world, and 80% of them resided in developing countries. Over the last 6 years, this number has increased significantly, and now, over 1 million people live in the Caribbean with some form of disability such as communication disorders resulting in complex communication needs (CCN). Method This publication discusses the benefits of an exploratory, descriptive, nonexperimental study on augmentative and alternative communication (AAC) classroom integration training for 8 special educators in the Bahamas who work with children with CCN. Results The results of this study revealed that 100% of the participants reported the study to be effective in increasing their knowledge and skill in the area of implementing AAC into their classrooms, enhancing their ability to team teach and incorporate AAC opportunities for all students with CCN within their classrooms, and increasing their knowledge and skill overall in the areas of AAC and CCN. Conclusion The findings highlight an important area of potential professional development and training that can be replicated in other English-speaking Caribbean territories focused on AAC classroom integration training program for special educators who teach students with CCN.

American Speech-Language Pathologists' Training and Legislative Knowledge When Working With Immigrant and Refugee Populations: A Qualitative Study

2019 ◽  
Vol 4 (5) ◽  
pp. 1148-1161
Author(s):  
Camilo Maldonado ◽  
Alejandro Ashe ◽  
Kerri Bubar ◽  
Jessica Chapman
Keyword(s):  
Qualitative Study ◽  
Service Provision ◽  
Limited English Proficiency ◽  
Linguistic Diversity ◽  
Speech Language Pathologists ◽  
Federal Mandates ◽  
Refugee Families ◽  
Provision Of Services ◽  
English Speaking ◽  
Immigrant And Refugee

Background American educational legislation suggests culturally competent speech and language services should be provided in a child's native language, but the number of multilingual speech-language pathologists (SLPs) is negligible. Consequently, many monolingual English-speaking practitioners are being tasked with providing services to these populations. This requires that SLPs are educated about cultural and linguistic diversity as well as the legislation that concerns service provision to non-English or limited English proficiency speakers. Purpose This qualitative study explored the experiences of monolingual, American, English-speaking SLPs and clinical fellows who have worked with immigrant and refugee families within a preschool context. It investigated what training SLPs received to serve this population and what knowledge these SLPs possessed with regard to federal legislation governing the provision of services to culturally and linguistically diverse (CLD) communities. Method Ten American clinicians with experience treating CLD children of refugee and immigrant families in the context of preschool service provision participated in the study. Semistructured interviews were utilized to better understand the type of training clinicians received prior to and during their service delivery for CLD populations. Additionally, questions were asked to explore the degree to which practitioners understood federal mandates for ethical and effective service provision. The data collected from these interviews were coded and analyzed using the principles of grounded theory. Findings The results of this study revealed that there was a general sense of unpreparedness when working with CLD clients. This lack of training also attributed to a deficiency of knowledge surrounding legislation governing service provision to CLD populations.

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