Giorgio Tassinari

Advertising effect on primary demand: a cointegration approach

This paper addresses the question of the effects of advertising on the primary demand for whisky in Italy. In contrast to previous works, this issue is investigated in a multivariate framework by referring to Johansens cointegration technique; this choice allows the non-stationary dynamics of aggregate marketing data to be taken into account, as well as their short-term and long-term relationships. Even if advertising is linked to real prices and sales in the long run, our analysis reveals no evidence supporting the effectiveness of advertising on the aggregate demand for whisky, which is essentially determined by the real price, both in the short and the long term.

Intervention analysis to identify significant exposures in pulsing advertising campaigns: an operative procedure

Abstract.The purpose of this paper is to develop an operational method to detect the most effective exposures in the context of a given pulsing advertising campaign. For most effective, are intended those exposures that produce a statistically significant increase in the level of a response variable, either temporarily or permanently.The method consists in specifying an intervention model for the response variable, where the significant exposures are selected on the basis of a probabilistic criterion, and is empirically evaluated by using brandlevel data from five advertising tracking studies that also include the actual spending schedules.Given a pulsing advertising campaign, the proposed method serves both as an a-posteriori improvement of the campaign itself and as an a-priori additional information for programming future scheduling.

Osservatorio del mercato del lavoro della provincia di Bologna: Rapporto 2006

The Report presents the main informations about labour market in the county of Bologna during 2006. The Bologna labour market goes fairly well: in front of a positive business cycle employment is still growing and Bologna county has met many of the Lisbon targets. Nevertheless, in a comparison with European regions some weaknesses are shown, mainly for what concerns human capital formation and flexibility of firms’ organization. Moreover, the quality of employment is worsening, as a growing percentage of new jobs are on of a fixed term kind.