Browsing by Author "Driver, John C."

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    Contra-indications of science in advertising research
    (Cranfield School of Management, 1986) Driver, John C.; Foxall, Gordon R.
    Opinions differ about the application of scientific method to advertising research. The nature of scientific enquiry is also frequently disputed. Against this background basic views of science are discussed in connection with advertising research. Apparently the advertising community largely disregards the results of such research and adheres to beliefs which are plausible but unsubtantiated. This is demonstrated in the two cases of cognitive models of consumer response and advertisers' quest for the optimal budget. In this paper these contra-indicators of science are set in the context of advertising management.
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    Marketing strategy in corporate context
    (Cranfield School of Management, 1986) Foxall, Gordon R.; Driver, John C.
    There is a growing body of thought - reflected in a burgeoning literature - which champions the benefits of 'strategic marketing' as a means of corporate salavation. This article seks to put marketing into its correct corporate context - not as the ultimate locus of strategic planning and action, but as a managerical function concerned with the implementation of a philosophy of creating profitable customer satisfaction. The article argues that currently-fashionable excesses among those who apparently seek the aggrandisement of the marketing function make necessary this re-affirmation of the role of marketing management.
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    Optimal advertising:Adstock and beyond
    (Cranfield School of Mangement, 1986) Driver, John C.; Foxall, Gordon R.
    Decision-makers are frequently exhorted to employ `scientific' budgeting techniques based on the marginal logic of formal economic analysis; some have claimed success in this regard. Yet survey data continue to reveal that most managers in practice use various combinations of ad hoc and, at best, quasi-systematic methods of budget determination. This paper examines the theoretical basis of the prescribed marginal approach and argues that it is generally incapable of implementation given unresolved specification problems in the incorporation of measures of cumulative advertising effect and the behavioural definition of the advertising process.