The pork was juicy and very tender, and the flavors worked very well together. The only thing that made me do a double take was that a couple bites in, I realized that the reason the pork was so moist was because it was cooked at most to a medium temperature.
So is it unusual these days to see a pork chop cooked at this temperature or is it something that has been going on for quite awhile? To his credit, Mark Medley did stop by to ask how I was enjoying everything. I gave him the thumbs up, not mentioning the temperature of the pork only because it tasted so damn good!
I believe, but won't bet the rent on this, that modern pig farming has pretty much eliminated the problem of trichinosis. I mean, when is the last time you heard of anybody getting this?
Like you though, I am a little wary of underdone pork--unless I cook it that way myself. Go figure.
If the safety factor is truly not an issue, then there should be no reason to ever be presented with "shoe leather" pork. On the other hand, I can't abide undercooked poultry and that includes duck.
Pork being served nearly rare is becoming more common on restaurant menus and I've found it to be pretty darn tasty.
The roundworm Trichinella spiralis is killed at about degrees F actually at degrees F. Because thermometers can be inaccurate, most experts recommend cooking to degrees F.
Info from here. My dining companion and I wandered around Dupont Circle searching for a fine repast on Friday -- luckily, we landed here. As others have said, the selection of butters is out of this world. Companion had the venison mmm and I dined lightly on the grilled Caesar also mmmm after sharing the gnocchi ahhhh. Now, these aren't Palena- or Eve-quality gnocchi, but they're as close as you're going to get in Dupont Circle, heavily perfumed with truffle oil and nestled among rich, woodsy mushrooms.
Comes in a little lidded dish, so when the waiter raises the lid the delicious scents come wafting out The layout is a bit awkward downstairs -- no host stand, you're not sure you're in the right place -- but the general feeling is very warm and friendly. Never underestimate the power of a place that just smells great. A notch up from neighborhood. We'll be back. Go by and say hello to both Mark and Orlando if you get the chance. Are they turning the culinary world upside down..
Are they backed by millions of dollars with a place that has toliets that do the work for you Are they friendly Is the atmosphere worth while for a drink a quick bite to eat Sometimes thats all it takes for a place in neighborhood filled with great options. It's odd to me how there's so little talk about this place.
Apparently the food is good I have never been, but have plans to go tomorrow and it's in a neighborhood that really needs more quality establishments. I liked it, but overall the spot is a few notches below what it could be. The experience - two floors, shared ownership, two menus - was a bit disorienting.
The service at the upstairs bar where we dined, a bit less than polished. Truly crappy stemware. The decor, nothing to write home about. But I liked the food for the most part.
But I enjoyed the flavored butters we were offered with a bread basket. There was plain butter plus butters flavored with tomato, garlic and one other I can't recall. Everything we ordered was from the more upscale menu, I think. I really enjoyed my goat cheese and grits cake appetizer. The shaved fennel was a tasty and interesting accompaniment, but I wish the ancho chili aioli had more punch. My friend enjoyed the restaurant's take on ceviche.
My entree was the roast rack of pork, stuffed with blue cheese, apples and pancetta. Served atop spinach, there's a lot going on, but it was full of good flavors. My friend's entree was a NY strip, I believe, but not as described in the online menu and I am blanking on the details except for the fact that it arrived a perfect medium rare with nice bit of char from the grill.
Strangely, we were told that they didn't offer desserts whereas the new Washingtonian mentions warm chocolate cake. Our bartender not sure if was Mark himself wasn't particularly friendly in spite of our efforts to be conversational.
I stopped into the upstairs lounge at Mark and Orlando's Tuesday evening, took a corner seat, cracked open a bottle of Chartogne-Taillet, and yanked out my Edith Wharton.
Jonesing for the Venison Wellington, I made the mistake of asking my server - after the Champagne had been opened - if Orlando Hitzig was working. As it turned out, he was off that evening, working the Taste of Dupont event. Here's what I can say about this ten-dollar sandwich:. Six really good rounds of ravioli, three white, three black, all stuffed with mushrooms.
The only problems came with cooking execution: the fries, good as they might have been, needed to have been done in hotter oil, and the lemon-thyme butter was too brothy, while I was hoping for something more reductive. Hitzig has been in the kitchen every single time I've poked my head in the door, so these cooking slips are easily forgiven.
Orlando, if you're out there: I was intrigued by the Pastry-wrapped Corvina that I saw online. Will you be offering that again anytime? I haven't seen much corvina served anywhere, so this one caught my eye. I believe that everything and anything is available pretty much all the time I have kept all my menus since the day we opened, so if someone calls in and says, "I came in on February 22nd last year, and I had I do still change my menu daily and do my best to keep it fresh.
It was terrible to see the restaurant absolutely empty at lunch today. I hope this was only an enigma due to it being New Years Eve. The cheeseburger is one of the best I have had in long time. I had feared that the brioche bun might overpower the flavor of the meat, but to the contrary, it held up well and lent an appetizing flavor to the over-all burger. I really enjoyed the fries, while they were on the thin side they were quite flavorful and a great compliment to the burger.
What would have really rounded out the meal would have been a nice pickle spear on the side. I knew that was coming. But I love salmon, even mediocre salmon, and I almost never order it. Oh, well But I am SO glad I ordered the escolar.
About five minutes into it, I was pretty much jumping up-and-down in my seat trying to figure out what went into it. The thick piece of pan-seared fish was served with a side of long-cooked lentils, simmered with some cumin and turmeric, and had a beguiling, crisp top layer which sealed in all the moisture of the fish. At some point, Orlando came back to check on things.
He was working the front of the house that night, and all the cooking was managed by his sous chef. A great escolar dish, completely simple, and perfectly executed. Mark and Orlando's reminds me of Del Merei Grille in some ways - both are unpretentious, chef-owned, neighborhood restaurants serving good food at fair prices. Mark and Orlando's is one of the very best restaurants in Dupont Circle, and for now I've moved it to the top of the Dupont Circle area in the Dining Guide. There's no clear "best restaurant" in Dupont Circle - Pesce is good, some people like Mourayo, it's too early to tell about Etrusco, and I haven't been back to Obelisk in awhile now - but Mark and Orlando's is right up there, and deserves more attention than it has gotten.
And the wines by the glass are reasonable. And the flavored butters served at the beginning of the meal plain, strawberry, lemon, onion marmalade have become excellent over time. And the desserts are good, too, particularly the blueberry financier which is made with almond flour and brown butter. I parted ways with my young dining companion over Mark and Orlando's Black Pepper ice cream, which you probably won't like if you don't like ground-up peppercorns in creamy, delicious homemade ice cream.
The discussion evolved and continued the entire way home, but on the way, I decided my little friend was ready for a taste of TangySweet Original just as I encouraged him to lick a lime at a Pho house when he was two years old. We got a little tasting cup, walked outside, and I told him to go ahead and plop the whole thing in his mouth. I found myself in the Dupont area this afternoon, which I don't get to very often, and was looking around for where to eat lunch.
On seeing Mark and Orlando's, I had the vague memory of hearing about it before, probably on this site. I'm glad I went in. After one of the most solicitous welcomes I've received in a Washington restaurant, second only to Marcel's, I took a seat in the corner of the first-floor dining room.
Almost all 6 banks offer their services through various electronic channels. Any of these or other channels 9 of interaction of customers with banking service providers must be considered as a 40 substitute for M-banking services. These established services have already built up 1 considerable customer bases. Barnes and Corbitt point out that, quite often in 2 business, alternative technologies are seen as substitutes for each other. Philip sophistication. Customers in banking are generally very localised and although switching 2 costs are not particularly high, banks create extra costs by making such a move difficult 3 for example, difficulty in closing bank accounts or transferring automatic payments.
However, Barnes 1 and Corbitt state that the companies involved in operating mobile services, 2 providing the infrastructure and developing content, are also an important part of the 3 value chain. Without appropriate competencies in the development and supply of mobile 4 services, banks cannot reach the consumer market. Although many banks are aligning 5 with telcos and though they are substantial contributors to the success of the M-banking 6 service provision, they are also regarded by banks as potential competition in this sector.
The only bank to provide both information-based and transaction-based services 4 is the National bank of Kuwait M-Net. Presently, the focus is on building relationships 5 with customers at a young age, rather than trying to capture established customers 6 from competitors. As the sector develops, competition is likely to be created through 7 rivalry from banks, potential new entrants from finance and telecommunications, and the 8 increasingly powerful role of suppliers especially operators and infrastructure providers.
Every channel 6 offers different value creation opportunities to customers. Potential benefits of mobile banking, such as an increase in sales through improved image, customer acquisition, customer 1 retention, cross selling, and reduction in costs through elimination of teller or phone 2 transactions, should encourage banks to go mobile.
Privacy and security must be treated as primary objectives and 8 improvements in usability and accessibility need to take into consideration the customer 9 experience.
Banks must also keep in mind the limitations of the mobile phone, such as 30 limited screen and small display size. In Kuwait, information-based mobile banking 1 services through the SMS medium are provided by seven banks and their major goal is 2 to repeat and build on the success of electronic banking in mobile banking.
Pouttschi 3 and Schurig though, point out that banks have to keep in mind that the usage 4 of mobile banking is taking place under completely different circumstances and under 5 the application of mobile commerce rules. The whole system as such is an integration or 6 unification process of all our daily requirements of wallet, phone, money and information.
The keys to success are all in the management of expectations and 40 delivery to the end users. Experts suggest that the mobile technology should be used to 1 deepen the relationships with customers by providing them with services and information, 2 at the convenience of the customer. Hence nothing concrete emerges that has a common platform among 5 the various authors. Philip in the future of banking services.
Furthermore, a large gap appears to exist between 2 the studies and control of the customer. Additionally, though M-banking is a two-way 3 interactive process, there is little mention about the various cultural issues involved.
As this is an evolving topic, no specific literature on customer perceptions 7 regarding M-banking usage appears to exist. The above naturally and consequently 8 demands further primary research, specific to the subject. Given the shifting demographic 1 profile and corresponding changes in customer behaviour, due to an active and 2 mobile life style, the reliance on bank branching will continue to reduce over time. Increasing mobile 7 penetration helps banks to provide 24 hour availability and access to vital banking 8 information through a mobile device.
To reduce the workload faced by branches and 9 existing staff for servicing customer needs, banks are leaning on mobile banking as a cost effective alternate delivery channel to reduce staff costs and branch space. As a result, 3 the potential for cross-selling and customer management is improved. In addition, 4 increasing revenues can be derived from charges applied for branch transactions if 5 the mobile banking channel takes off.
Due to the convenience of the mobile channel, 6 customers have the opportunity to conduct transactions more frequently and banks can 7 gain increased revenue from transaction fees. Regarding the M-banking market in Kuwait 8 specifically, it was found that it was important for banks to retain their strategic focus 9 and to analyse what segments they should target. The key is in educating customers 30 and making them feel comfortable and safe in dealing with technology directly.
Philip Regarding the adoption motivators, the most important ones have been found to be: 2 diversity of services and channels, innovation, brand and customer loyalty, improved 3 targeting, service flexibility, customer empowerment, focus on more profit-oriented 4 practices, increased transactions, customer retention and acquisition, cross-selling, cost 5 minimisation, and enhanced service value added.
Regarding the critical factors arising 6 from existing knowledge on the subject, the most important ones have been found 7 to be: privacy and security of data, reliability, convenience and usability, customer 8 education, true added customer value, trialability, accessibility and technological 9 limitations.
Finally, regarding the critical factors as they arise from gaps in knowledge, the most important ones have been found to relate to knowledge gaps: in studies versus 1 control of the customer, concerning adaptation, in measured financial viability, in 2 customer perceptions and attitudes, in customer expectations versus service performance, 3 and in M-banking-based CRM.
The complete list of the above three categories is 4 presented in Figure 7. Banking services have largely proved themselves praiseworthy for 1 understanding their environment, themselves and their customers, and keeping up with 2 the pace of change dictated by modern global evolutions.
The courage to do 8 it and, more importantly, the ability to do it stems from the capacity of banks to correctly 9 analyse and interpret their industry and markets, to bridge the worlds of business and 30 technology, to commit minds and resources to the cause, and to sustain the very delicate 1 balance between the company, its stakeholders and society. It is a challenging task, but one 2 that ultimately separates the leaders from the followers. Philip Laukkanen, T.
The results showed that, even though the net surfer of today is still stimulated insufficiently, from a musical point of view, in online 6 advertisements, the presence of music, and particularly the presence of music 7 with an expected tempo, has a positive affect on the click-through rate of the 8 banner, as well as the attitude towards the advertising and the recall rate of the 9 net surfer.
The research aims to take a further step in the comprehension of online advertising music and its fundamental effects. He also works as a Research Assistant at Galatasaray 8 University, Faculty of Economic and Administrative Sciences, Department of Business Administration, since his graduation from the same department 9 in While working on subjects such as advertising effectiveness, online 30 advertising and music in online advertising for his doctoral work, his research 1 also focuses on corporate social responsibility, green marketing and sales 2 force management.
In addition, his short articles have appeared in weekly marketing magazines. Among these 1 elements used to produce an emotional effect and to increase the probability of sale, 2 the music occupies an important place and it is also used in commercial communication. The presence of music in advertising 5 was then the subject of several studies. Are net surfers ready for audio banners? In particular, there are a very limited number 4 of academic studies on advertising on the sixth medium: the internet.
Advertising on the 5 web has greatly increased since , due to the considerable potential of the internet in 6 terms of audience quality, precise targeting and costs. Moreover, today, the development in 7 communication technologies enables the agencies and producers to insert animated audio 8 banners without affecting the website, thus the music can be used in online ads.
Firstly, in 9 order to grasp the subject, the literature on the effects of music in other media will be studied, which will also help construct a framework for this research on online advertising. Finally, the principal concepts for 3 the analysis and the methodology will be clarified to discuss the reported results. These problems appear 1 very interesting, especially considering the technological projections. These projections 2 show that problems related to the use of music on the internet will be solved soon and will 3 authorise a more widespread use of music, as in the other media, since it creates a 4 real commercial advantage by the energy added to the message increasing its recall 5 rate Yalch, , the stimulation of the listener Hecker, , or by the means of 6 favourable associations with the product or the brand Gorn, This suggests that advertising music can 40 inadvertently benefit music, as it can enhance the product and brand value White, Thus, many researchers have focused their attention on the 3 study of the musical elements capable of directly affecting the answers to advertising 4 and advertising effectiveness.
Consequently, the studies have attempted to manipulate 5 elements of the musical structure, one by one, in order to observe the answers to 6 advertising Oakes, From the s, following the divergent results of preceding work, several researchers suggested that the music also exploits cognitive processes.
Dincer Thus the significance of the music and its symbolic dimension Gallopel, ; Kellaris 2 et al. Other 4 research stresses the meanings that music can bring to the mind Boltz, ; Hung, The effects of music, therefore, remain poorly 8 understood. This exploratory 2 approach to the musical stimulus is clearly not sufficient to understand the integrity of the 3 musical phenomenon, but it will make it possible to determine more precisely the effects 4 of the music on the audio banners.
Although, the research, by its methodology, takes into 5 consideration only the net surfer in hedonic research clicking the banners, this random 6 sample seems to be relevant to the aims of the research.
The previous works on similar subjects show that, 4 in spite of the importance of the subject, there are a limited number of studies even 5 on the effects of non-advertising online music. In this way, it should be stressed that 6 concerning the effects of the music in online advertising, there is a study, carried out by 7 the researchers Rae and Brennan , having no significant results.
The investigation of the effects of music according 40 to used media may be of interest to researchers. Its theoretical contributions may also 1 be interesting for the applications on other media.
It will also provide 3 additional information concerning the debates on the measuring criteria of effectiveness, 4 by emphasising the qualitative aspects and the identification of the determinant variables 5 in the influence process of online advertising music.
Thus, the research will provide 6 recommendations to advertisers for their online advertising strategies and show them 7 the important musical variables. The presence of music affects the click-through rate positively. The presence of music affects the attitude towards the advertisement 9 positively. The presence of music affects the recall rate positively. A faster tempo affects the click-through rate positively.
A faster tempo affects the attitude towards the advertisment 7 positively. A faster tempo affects the recall rate positively. Thus, it was practical and logical to work on the subject 5 by transposing the analysis frame provided by previous studies on music and online 6 advertising; various opinions of the professionals of the sector are also taken to help 7 construct the analysis frame.
The relationship of the net surfer with the music, the representations 3 which he has made of it or the meaning that he gives it, will not be explored in this 4 research. The effect of 5 the presence of music is measured in the literature via recall. Concerning this variable, 6 positive Yalch, , neutral Sewall and Sarel, ; Stout and Rust, or negative 7 results are observed Cole et al.
Regarding the data processing 8 Brooker and Wheatley, ; Park and Young, there are still negative effects of 9 the presence of music; the researchers explain this effect by the use of the cognitive resources of the individual by the music.
On the other hand, music is a good tool to 1 attract attention. Stewart et al. Then, in the internet environment, as the 3 goal is to draw attention and to make the net surfer interact with the banner, this point 4 becomes more important.
In general, energetic, fast 9 tempo music evokes thoughts related to excited frivolity, whereas slow tempo music brings to mind thoughts of calm, contemplative activity Gabrielsson and Lindstrom, 1 The tempo also offers advantages because its linear characteristic makes it an 2 easily quantifiable variable, measured in a number of beats per minute Rieunier, This method does not have 3 the disadvantages of a traditional questionnaire and makes data collection very easy.
By using an online questionnaire, identification, 6 verification and analysis became very easy to realise Costes, By using some 7 special programmes, the online data-collection method also gives the possibility of 8 direct observation of the behaviour of the users in a non-intrusive way Galan, However, this method takes into consideration 1 only the net surfer in hedonic research clicking the banners.
These banners and musical 4 extracts are prepared according to the results of pretests. This simple method Benavent and Ladwein, also makes 4 it possible to draw up a list of the known types of music. This questionnaire included questions to determine 7 the musical expertise and the musical preference of the individuals, as well as the 8 suggested tempo of the most evoked music in the previous test played at bpm.
In addition, according to several studies on the internet made by 5 agencies and advertisers, they those people aged from 18 to 30 years spend much 6 more time on the internet compared to the remainder of the population. Therefore, this 7 sample seems to be a good reflection of the population and to be relevant to this 8 research.
Finally, according to the results of this test, the music was played at two 9 different tempos slow, 85 bpm and fast, bpm for the audio-banners and a banner without music was placed on websites directing the net surfer to the final questionnaire. Moreover these banners had no common visual characteristic with any existing 2 banner and they made the advertising of a new, unknown website to direct the net surfer 3 towards the online questionnaire. Furthermore, the site, having an unknown URL address 4 until the first day of the experiment, attracted only these net surfers via the banners.
Dincer websites during a period of one week. The ads were placed on the top of the first page 2 in the middle as the user entered the site. We employed systematic sampling without 3 replacement, so the same surfer clicking the banner could not fill the questionnaire in 4 more than once.
The sites lodging the banners were sites at hedonic ends in order to attract 5 the net surfer in hedonic research who will have a weak implication, as it was aimed by 6 this research. The 4 total number of clicked banners was 10, click—through rate 0. Overall, the 4 audio banners received more than double the click-through rate of the same banner 5 without music. As the click-through rates are only percentages given by the advertising 6 agency, they can only be commented on without any statistical test and the numbers show 7 that the presence of music affects the click-through rate positively.
Hence, hypothesis H1a 8 is supported. This result 4 shows that the presence of music does not affect the attitude of the net surfer towards the 5 advertisement, so hypothesis H1b is rejected. As the recall 7 rate is measured with two open ended questions concerning the colour and the message 8 of the banner scored dichotomously 1 for good recall 0 for bad recall , A chi-square 9 test is conducted for this hypothesis.
Surprisingly, the chi-square test shows Pearson 40 Chi-Square, Sig. Therefore, hypothesis H1c 2 is not supported. Unfortunately, there is no support for the attitude towards the advertisement 5 and the recall rate, thus hypotheses H1b and H1c are not supported.
The present result 6 shows that the audio banners are better at attracting the net surfer and the presence of music makes them click. This result, in an 2 online environment, is in coherence with the findings of Stewart et al. The results indicate that the faster tempo, which is 6 more aligned to the chosen music according to previous tests, has more positive 7 effects on all measures.
The banner with faster music received more clicks 0. Consequently there is a relationship between 3 the tempo and the recall rate. The results concerning 5 the tempo show that a faster tempo increases the click—through rate and affects the 6 attitude towards the advertisement and the recall rate positively.
This result can be 7 helpful for advertisers who want to increase the effectiveness of their advertisement. Table 3 below 30 summarises the results: 1 2 Table 3 The results 3 4 The presence of music Results 5 H1a. Supported 6 H1b. The presence of music affects the attitude towards the advertisement positively.
Rejected 7 8 H1c. Rejected 9 40 The tempo 1 H2a. Supported 2 H2b. A faster tempo affects the attitude towards the advertisement positively. Supported 3 H2c. Dincer 7 Conclusions and discussion 2 3 In this present exploratory research, some of the effects of online advertising music 4 are taken into account according to two different factors, the presence and the tempo of 5 the music. The above findings clearly show that online advertising music does influence 6 how a respondent reacts to an audio banner and to its tempo.
The tempo is also important 7 as it reinforces the attitude, the recall and the click-through rate if it meets expectations. Comparison of the results with research on other media, to see 5 if the medium is making a difference to the perception of music, is also important.
Taking all the effects into account, 8 the conclusion is that a musical file should be added to the banners. Since the internet 9 is an information rich medium, it is expected that net surfers will react more immediately to audio banners that are still not used frequently.
The tempo of the music also plays an important role 9 and shows that music should be played at the expected tempo for better appreciation. In this way, advertising 4 receives more positive attitudes which, in turn, render advertising messages and 5 characteristics to be better received and recalled. By keeping this in mind as they 6 develop new advertisements, advertisers and agencies should try to avoid negative 7 attitudes and improve response.
Srull Ed. Advances in Consumer Research, No. Holman and M. Lutz Ed. Allen and D. Sujan and F. Juslin and J. Dincer Hung, K. Sherry Jr. Hecker and D. Larkin Ed. Erdogan 8 Bilecik Universitesi, Ikt. Fakultesi, 9 Bilecik , Turkey Email: bzerdogan yahoo.
This consisted of exploratory interviews with 12 managers in 5 top-ranking British advertising agencies, followed by a postal questionnaire 6 distributed to named individuals in more agencies. Conclusions are 7 drawn from the responses of respondents, all of whom had had experience of working on advertising featuring celebrities. Analysis of the postal 8 questionnaires yielded nine factors influencing the degree of transferability.
The other five 2 factors collectively accounted for only a third of all responses. Two main conclusions are drawn from these findings, and the implications briefly 3 discussed. His research interests include 2 controversial advertising, advertising complaining behaviour, social marketing, celebrity endorsement and research methods.
In the process, their presence helps advertisements 2 to stand out among the noise and clutter of contemporary marketing communications 3 Atkin and Block, ; Sherman, and may generate useful publicity leverage 4 for brands Erdogan, International celebrities: worldwide surrogate salesforce? The findings of our own research suggest 3 a figure of one-in five for all forms of advertising in Britain Erdogan et al.
We may safely conclude that it is a truly global 7 feature of advertising strategy. Nevertheless, the research reported in this paper was concerned with the latter, 2 and especially their use by multinationals to promote relatively undifferentiated brands, 3 via more or less standardised advertising messages, across national borders.
The issue raised is the transferability of such individuals from culture to culture. Kaikati had already proposed that marketers should recruit 5 celebrities with world-wide appeal to help their international advertising campaigns 6 circumnavigate those obstacles. Logically, a second will be that the great majority both recognises the person in 9 question and knows on what basis he or she is famous. Celebrity is thus a vector quantity, 40 possessing both direction positive attributes and magnitude majority recognition.
Kamen et al. Erdogan Thus, it is by no means axiomatic that such personalities must be famous or that 2 they must give an explicit endorsement, for the strategy to be effective.
With that proviso, several 9 authors have claimed to detect a positive correlation between the introduction of celebrities and improved marketing performance: for example, Agrawal and Wagner 1 and Mathur et al.
Not only can they disappear from 6 the public mind disturbingly quickly Ziegel, , but their images may undergo 7 sudden transformations from positive to negative, in which case revised perceptions 8 are likely to transfer to the brand Klebba and Unger, ; Till and Shimp, That can compromise their relationship with a given brand 5 Mowen and Brown, and reduce their credibility in the role of surrogate 6 salesperson Cooper, ; Graham, ; Tripp et al.
One part investigated factors affecting the international 3 transferability of celebrity campaigns, and the extent to which practitioners believed 4 such campaigns were in fact transferable. Face-to-face 4 interviews were conducted with 13 board-level managers from 11 advertising agencies 5 and one speciality research agency. All had extensive experience of celebrity campaigns. This assumption 9 was later proved correct. Preliminary enquiries by telephone and e-mail found that four 4 had not used celebrities at any time, and that 24 were media buying specialists not 5 involved in creative strategy decisions.
This response rate closely matches that obtained 9 from American advertising agencies by Ferrell and Krugman When compared with the much lower figures prevalent in studies of other types of business, it says 1 something for the openness of senior advertising people in both countries. This apparent imbalance in fact reflects a finding in the first-phase interviews, 5 that those were the people most likely to manage the process of choosing and using 6 celebrities.
If it is in fact low, the result will in effect be an instant version 9 of the wearout mentioned earlier, and it would make no sense to launch the strategy in 40 the first place.
Second is the degree of liking for the celebrity among the target audience, 3 a difficult dimension to measure in practice. Erdogan Table 1 Factors influencing the transferability of celebrity campaigns across borders 2 Factors Number of responses Percent of total 3 4 Familiarity of celebrity More specifically, there is the risk that a global celebrity will overshadow a local brand, with the predictable outcome that the former is 1 recalled to mind at the expense of the latter.
He contended that a German audience would expect the link to 7 be clear: Michael Schumacher would be very effective for automotive brands celebrity, 8 but simply would not work as a surrogate salesman for clothing. Other respondents 9 seemed to be looping back to the familiarity dimension, reasoning that celebrities were 30 most likely to be recognised across borders if their stock-in-trade was something that 1 gained them repeated exposure around the world. The reason is 6 perhaps that respondents were already thinking in terms of familiar, well-liked 7 personalities who transcended troublesome foreign stereotypes.
One can only remark that both 4 of these seem intuitively significant considerations, but are less important than 5 seven others in the collective expert opinion of leading advertising professionals 6 in Britain. The remainder admitted to relying 5 on collective executive judgement, and going to research only if a particular choice 6 presented an obvious risk: an alternative comedian, for example.
Surprisingly, none 7 suggested recourse to an available independent agency offering celebrity selection and 8 management services. It is not clear whether the reason was ignorance or a deliberate 9 decision to keep the process in-house. Nevertheless, our respondents dismissed them on the grounds that they have an unduly positivist 1 approach to the task, and would tend, in practice, to yield the kind of brash celebrity 2 who would not necessarily work effectively outside the USA.
Erdogan 6 Conclusions and implications 2 3 Two firm conclusions can be drawn, and implications for strategy identified. It is 4 important to consider them in the context of the fact that almost half our respondents 5 thought only one celebrity campaign in 20 would transfer readily across national 6 borders.
In the great majority of cases, the personalities chosen were celebrities within a relatively restricted geographical 1 area. Particularly noticeable was the minority of American superstars whose fame rests on 2 achievements in aspects of sport and popular culture which appeal to quite small audiences 3 elsewhere. The advertisers have evidently judged that soccer is the real world sport 4 and that home-grown television stars are the best liked.
Thus, multinational advertisers 5 must interrogate their own world view closely before making a decision to extend an 6 existing campaign. Yet our findings indicate widespread reluctance to commission the 7 necessary market research.
We suggest that he or she will be most effective as a silent brand icon. The implications are clear: 4 users of celebrities must balance short-term sales impact against long-term brand equity.
Bagozzi and A. Monroe Ed. The hedonic price 2 analysis is used in this paper to investigate the influence of food differentiation 3 on consumer prices and to identify the implicit prices of product characteristics 4 related to the milk and cheese market in Greece. Its results will help those involved in the milk and cheese industry to adopt the appropriate product 5 development and product differentiation strategies on a national and international 6 scale.
The analysis results reveal that milk retail prices are influenced by fat 7 content, production and processing conditions, product enrichment, and the size, 8 type or form of packaging. Cheese prices are influenced by the origin of the 9 milk domestic, sheep or goat , packaging size and the protected designation of origin element. His teaching includes agricultural marketing, total quality management, and standardisation and food 4 distribution.
Implicit prices of product characteristics in the milk and cheese market Stamatis Angelopoulos is an Assistant Professor of financing at the 2 Alexander Technological Educational Institute of Thessaloniki. His teaching 6 includes agricultural financing and policy. Her work has mainly focused on consumer behaviour and 9 food marketing. Her teaching includes agricultural and food marketing. She has published peer-reviewed papers in various academic journals. Firms implementing this strategy 9 create added value by offering products that deliver greater perceived benefits to prospective buyers.
The perceived benefits depend on the attributes or characteristics 1 that consumers value and these attributes form the basis upon which each firm can 2 differentiate itself. Thus a study of food differentiation can contribute 7 towards identifying the factors and product attributes that influence the formulation of 8 food prices.
Such information is useful for food producers and marketing managers 9 when taking decisions linked to quality improvement and new product development. Karipidis, S. Aggelopoulos and E. Tsakiridou production and the packaging material plastic or carton.
Santos and Rebeiro 2 studied some cheese attributes, like the origin of the primary material milk and the 3 method of production cured or non-cured cheese.
Next, the econometric 9 estimation results for the product attributes are presented and, finally, certain conclusions are drawn. The implicit 8 prices are determined by regressing the price on the bundle of characteristics and demand 9 and supply forces conditions.
Regression coefficients represent the implicit prices of each characteristic. In this way, valuable information is collected that can be used for an effective 1 product differentiation strategy, also involving the aspects of quality and communication. It appears to be a 3 suitable and reliable tool for the analysis of product characteristics, seller and buyer 4 attributes, and market conditions.
The methodology in question was used in numerous 5 studies concerning markets for products and services, and in studies for production and 6 consumption goods.
It was also applied in some agricultural markets pertaining to primary 7 agricultural products, such as rice, cotton, milk, fruit, grapes and eggs Bowman and 8 Ethridge, ; Brorsen et al. The specific contribution of the present paper is that it adopts the hedonic 7 methodology in order to find most of the elements that create the differentiation between 8 two food products through a rather holistic approach.
In cases where no cost differences exist among firms, Y can 6 be dropped from Equation 1 , otherwise a probability supply differentiation factor must be considered Besanko et al. The hedonic function also represents the minimum supply 5 marginal cost of the attribute at the same level.
This equilibrium helps us understand 6 how sellers determine the value of the products they offer and how consumers value the 7 products they buy. A product attribute can have either a positive or negative 6 effect on the product service.
The attributes whose services are positively or negatively 7 evaluated on the market, constitute the factors that influence price structure and the 8 differentiation of a product. The services a consumer receives from each product attribute may be grouped into 1 several clusters: consumer health and safety, consumer facilitation and pleasure, 2 protection of the environment and product image Besanko et al. The services affecting health and safety are those derived 4 from the quality of the physical product and the applied production or processing 5 conditions.
These services mainly refer to organic production, region of origin, thermal 6 processing pasteurisation at lower temperatures or sterilisation at higher ones , product 7 enrichment and skimming low fat content. Services related to the 30 protection of the environment are eco-packaging and milk pasteurisation, while the 1 services related to product image refer to the appearance of the product packaging 2 material and design.
Firstly, the product must be differentiable into market-oriented 5 attributes, so that the distribution of consumer taste and income and the productive 6 capabilities of firms to supply various combinations of characteristics, determine the 7 market price. As indicated below, this precondition is provided, since milk and cheese 8 markets include many individual products produced under various conditions that can 9 be differentiated into market-oriented characteristics supplied at various costs.
The second 40 precondition implies that products and services cannot be split or merged without an 1 additional cost, like skimming or non-skimming, enrichment or non-enrichment, 2 packaging design and size. The third precondition involves being able to describe the 3 product using a large number of attribute combinations in order for the choice of 4 attributes to be continuous and regular. This precondition is met by the existence of a 5 large number of product attribute combinations including various product quality types 6 and packaging sizes which satisfy different consumer needs.
Tsakiridou Most product characteristics experience or credence are either recorded on the 2 product label and packaging transformation to search or can be observed prior to 3 buying.
All characteristics were examined in a preliminary study 60 per product , 4 but only the most interesting ones were singled out for this paper, i. The expected signs are also presented in the same table. Thus, these characteristics are considered 6 to be of a higher quality and are expected to have a higher implicit price. It is, therefore, expected to have a higher implicit price.
The domestic origin of the primary material non-imported milk which is 4 used for cheese production may contribute to higher consumer satisfaction and is also 5 expected to have a positive effect on product price.
Since most products originating from 6 mountainous areas are tastier, it is expected that the milk and cheese products which 7 originate from such regions will have higher implicit prices. Includes Address 4 Phone 2 Email 2. Resides in Plaquemine, LA. Includes Address 1 Phone 2. Resides in New Bedford, MA. Includes Address 1. Resides in East Haven, CT. Resides in Kenner, LA. Lived In Metairie LA. Includes Address 4 Phone 3 Email 3. Resides in Lincoln, RI. Lived In Cumberland RI. Related To Meagan Dupont.
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