Heiko de B. Wijnholds

A Decade of FTC Action Against Advertising Deception by Selected Service Industries: Cases and Consequences

This paper provides an analysis of recent deceptive advertising practices of selected services industries based on Federal Trade Commission case proceedings during the past decade. Its findings are that the unique characteristics of services (intangibility, non-standardization, simultaneous production and consumption, greater buyer participation and great importance of the reputation of the seller) may substantially contribute to the public problems of deception in such cases.

Travel Patterns and Service Preferences of Americans Flying to Europe

The vast majority of all respondents have flown before, and a fair proportion have been to Europe by air. Great Britain was the most popular destination. A surprisingly large proportion of the market is making plans to fly to Europe within the next year. To the passengers, the most important services appear to be those that offer some kind of assurance or guarantee. Marginal frills and free offerings are the least important service items. Most market segments ranked the major service items the same way, ostensibly simplifying the airlines’ marketing task. To the general market, price seems less of a concern than the availibility of certain services. These and some other findings could have a significant bearing on the airlines’ European marketing strategy.

A Vulnerability Evaluation of U.S. Platinum Customers

The availability of adequate supplies of strategic minerals is becoming an increasing concern for customers. Countries such as the U.S. are perceived to be highly vulnerable in this respect. To determine to what extent such U.S. customers are vulnerable, the case of platinum was studied. Vulnerability criteria were identified, quantified and incorporated into a composite vulnerability index. U.S. platinum customers were rated as being rather highly vulnerable, according to tentative findings. Some avenues for further research are suggested.

Marketing Alternatives to Interventionism

More and more U.S. firms tend to look to the government to protect them from foreign competition. This not only poses a threat to free marketing in general but to the firms themselves in particular. The main marketing-related issues involved are identified in this paper, as are the feasible marketing roles such firms can play under these circumstances. Finally, a number of alternative courses of action to protectionism are presented.

Transition of the role and structure of mass media in China and some implications for advertising strategy

Considers the effects on the mass media of China’s transition to a more open economy and the strategies which advertisers might use to overcome the problems it presents. Describes the media available (including the unofficial “black route”, the official but restricted private sector “white route”, and the state “red route”) and lists the challenges which advertisers face in using them. Suggests some strategies and practices which can help to overcome them and some hypotheses on future media use. Calls for further research in this area.