Abstract
In the academic studies there is ample evidence that advertising expenditures correlate with macroeconomic
growth, measured by Gross Domestic Product (GDP).
This paper explores the relationships between the main macroecomic variables – GDP, household
final consumption expenditures and firms’ fixed material investment – and advertising expenditures
for different media in Italy during the 1990-2010 period.
In particular this paper analyses the cyclical sensitivity of advertising expenditures considering
three economic recessions: advertising expenditures show a pro-cyclical trend with print media
that, in this and other studies, suffers more during economic recessions than other media.
The fact that advertising expenditures are related to the size of Italian economy, however, does
not mean that a fixed proportion of GDP is spent on advertising. Confirming the argument presented
in the literature review, this paper shows that the Principle of Relative Constancy does not
hold for advertising expenditures.
Abstract
Today’s interactive marketplace requires that brands be developed, managed and maintained in
a different way. Brands are organizational assets that must be grown and maintained as shared,
reciprocal values between the buyer and seller. Thus, branding is as much about organizational
returns as it is about organizational investments. That means brand funding and brand returns-
on-investments (ROI) must be based on a different view of the methodology and process.
The measures must be financial, not attitudinal.
This asset-based view of brands, along with a new outside-in planning model (SIVA) is presented
along with several new models of financial brand management. The approach creates a true
brand return-on- investment (ROI) approach that can be used in any market, by any brand based
on knowledge the brand manager already has.
Abstract
The study of the business communication has begun on the international level on the Fourties of
the last century, while the debate about the rising of such a communication to a scientific discipline
status dates back to the Eighties.
To be observed that the development of business communication from that time up to the present
has not been either uniform or consistent everywhere.
There is therefore the exigence to deepen the study especially of two theoretical schools of this discipline:
the American school – that is the leader in the field – and the European one that is interested
by a progressive strengthening.
Abstract
After the advent of the revolution of green economy, eco-skeptics who discredit the value of investment
in new, environmentally preferable products and technologies will miss out on a real source
of innovation and competitive advantage. In this work, we examine the potential of environmental
appeals and the opportunities for business communication and we show how environmentalism
is embedded in the global culture. At first, throughout researches about sustainable companies,
green consumers and green jobs. Then, focusing on the competitive advantage of eco-products
in luxury brands, we will see how ecoluxury products may attract consumers more than luxury
conventional ones and how communication may exploit superior performance, health and
convenience benefits so to stress the reasons why consumers may buy luxury environmental products
in the first place.
Abstract
The article focuses on the recent changes in Italy’s tv market: the passage to digital terrestrial
technology has led to the rise of “multichannel”, that is to say plenty of thematic channels, that
can compete, on their whole, with the traditional generalist TV. This change has made necessary
for the broadcasters to put in act two main competitive strategies: “product branding”, i.e. each
channel is constructed as a brand which has its own characterization and refers to a specific target;
and “corporate branding”, i.e. each channel belongs to a broadcasting system, whose features
it reflects. These strategies have important infl uences on the communication of TV companies,
which are analyzed also with reference to recent Italian case histories: Rai 4, Italia 2, Real Time.
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