William M. Pride

Environmental management:The construct and research propositions

Abstract The environmental management perspective assumes that marketing strategies can be used to control, manage, or change the context within which organizations operate. This article considers the factors underlying differences in the extent to which organizations are proactive in managing their environments. Literatures relating to the environmental determinism and strategic choice perspectives are reviewed, and a model delineating the major factors explaining differences among organizations in their level of environmental management is presented. Several propositions relating these factors to environmental management are developed and discussed.

Advertising Sensitive Products

The results of two nationwide studies of opinions on the advertising of sensitive products in the US are presented in this study. Results show higher levels of approval than had been indicated in previous studies. Several significant differences are observed when the results are cross-tabulated using a number of demographic variables. Conclusions are drawn and implications for managers and researchers are summarized.

The Effects of Advertisement Structure, Message Sidedness, and Performance Test Results on Print Advertisement Informativeness

Abstract Full disclosure in advertising has become a concept of major concern to public policy decision makers and advertising practitioners. Comparative advertising, two-sided messages, and the use of performance tests results are three techniques used to help consumers become better informed and more knowledgeable about products. Yet, little empirical testing has been done to determine whether use of these techniques actually increases the informativeness of advertisements. This article reports the results of a factorial-designed experiment regarding the effects of comparative messages, message sidedness, and the use of performance test results in print advertisement on two dimensions of informativeness-the readers perception of advertisement informativeness and the readers awareness of product features.

The Informativeness of Comparative Advertisements: An Empirical Investigation

Abstract In 1972 the FTC staff indicated that media policies which restrict the use of comparative advertisements not only may prevent buyers from obtaining information that is useful in making informed purchase decisions among competing brands but also may cause buyers to be misled. This laboratory experiment focused upon the issues of whether or not comparative print advertisements are more informative than noncomparative ones and whether variations in intensity and directionality affect the informativeness of comparative advertisements.

An empirical examination of three machiavellian concepts: Advertisers vs. the general public

This paper examines the perceived ethics of advertisers and the general public relative to three ethical concepts. Based on the survey findings, it can be concluded that with regard to the ethically-laden concepts of manipulation, exploitation, and deviousness, advertisers are perceptually as ethical as the general public. The research also clarifies some of the differences between ethics and Machiavellianism.

Personal and nonpersonal incentives in mail surveys: Immediate versus delayed inducements

A mail survey was conducted to empirically investigate contributions to charity as a method of stimulating responses to a mail survey. The research design included a control group and four experimental groups with the following treatments: a prepayment of

The use of approved vendor lists

1.00 enclosed with the questionnaire (immediate personal reward),

A Taxonomy for Comparative Advertising Research

1.00 promised upon return of the questionnaire with the respondent identified (delayed personal reward, no anonymity),

Distinguishing between manufacturer power and manufacturer salesperson power

1.00 promised upon return of the questionnaire with no identification of the respondent (delayed personal reward, anonymity), and the promise of

Do disclosure attempts influence claim believability and perceived advertiser credibility

1.00 contribution to a respondent-selected charity (delayed non-personal reward). The