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on Marketing |
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Issue of 2010‒01‒23
four papers chosen by Joao Carlos Correia Leitao Polytechnic Institute of Portalegre and Technical University of Lisbon |
| By: | BESANA, ANGELA |
| Abstract: | Marketing skills have been developed by firms of several cultural industries for more than three decades. From movie companies to performing arts, from museums to art fairs, every stakeholder has adopted and is going to implement innovative communication strategies. Digital advertising and e-fundraising might represent the boundaries of the present and the future of cultural promotion. First of all we will explore the impact of Information and Communication Technologies in the Cultural (creative) industries, particularly referring to the benefits of visibility and improvements in communication strategies. Then we will give evidence of the impact of ICT in the movie industry, whose budget are mainly conspicuous and today targeted to the Digital Movie, above all the USA Digital Movie. Performing arts seem to be theatrical arts not subject to digital transformation, neither in contents nor in media. Italian Symphony Orchestras do really show a meaningful trend in ICT and digital marketing development. The final research’s goal is to produce a sort of classification of innovative marketing activities in the creative market, based on homogeneous elements. |
| Keywords: | marketing; internet; digital; movie; orchestra |
| JEL: | M37 O33 M30 O32 Z11 |
| Date: | 2010–01–07 |
| URL: | http://d.repec.org/n?u=RePEc:pra:mprapa:19825&r=mkt |
| By: | Asero, Vincenzo; Patti, Sebastiano |
| Abstract: | Typical products, mainly local food and wine, are considered suitable features to characterise the tourist supply of a destination and in many cases they are a major attraction of a territory. These products contain a strong reference to the territory in which they are produced. They simultaneously represent on the market a geographic area, its traditions and its cultural heritage, they identify a local community and its identity as well. Therefore typical products can be defined as âterritorial intensive productsâ (TIPs). Wine tourism represents the most innovative phenomenon of the more general tourism supply created around a TIP and certainly the most evident. The paper considers the importance of quality wine in Italy in helping to create the tourist supply of different territories through the creation of the Wine and Food Routes (WFRs) that represent a particular kind of tourist thematic itineraries. The paper confirms that quality wines are the âdriverâ of WFRs creating a model of socioeconomic district. |
| Keywords: | Agribusiness, Agricultural and Food Policy, |
| Date: | 2009–11 |
| URL: | http://d.repec.org/n?u=RePEc:ags:aawewp:56206&r=mkt |
| By: | Fogarty, James J. |
| Abstract: | As food is an experience good, the market for restaurant meals is a market where the cost of acquiring information regarding quality is relatively high. In such markets consumers often turn to reputation measures to guide purchase decisions. As Australia does not have a longstanding cuisine style of its own, and given Australia has been open to substantial immigration inflows since federation, it represents an especially appropriate market to study regarding the impact of individual restaurant reputation and collective cuisine reputation on meal prices. The following study uses the hedonic price approach to investigate the implicit price of individual reputation indicators, cuisine type reputation indicators, and other objective indicators in the market for restaurant meals. The empirical findings presented suggest that both individual restaurant reputation and cuisine type reputation are important. Other important factors are shown to include the quality of the restaurant wine list, the availability of private dining rooms, and whether or not there is an outdoor dining option. |
| Keywords: | Expert Opinion, Food, Hedonic Pricing, Demand and Price Analysis, Food Consumption/Nutrition/Food Safety, |
| Date: | 2009–11 |
| URL: | http://d.repec.org/n?u=RePEc:ags:aawewp:56205&r=mkt |
| By: | Stuehmeier, Torben; Wenzel, Tobias |
| Abstract: | This paper studies the impact of ad-avoidance behavior in media markets. We consider a situation where viewers can avoid advertisement messages. As the media market is a two-sided market, increased ad-avoidance reduces advertisers' value of placing an ad. We contrast two financing regimes, free-to-air and pay-TV. We find that increased avoidance opportunities decrease profits and entry in the free-to-air regime. In contrast, in the pay-TV regime, lower income from advertisements are compensated by higher subscription income leaving profits and the number of channels unaflected. Bypassing advertising messages affects welfare ambiguously. -- |
| Keywords: | Media Markets,Two-Sided Markets,Ad-avoidance |
| JEL: | L11 L13 |
| Date: | 2009 |
| URL: | http://d.repec.org/n?u=RePEc:zbw:iwqwdp:102009&r=mkt |