SMEC
IABE
Who: American Mktg. Association
When: February 13-15, 2015
What: Summer Marketing Educators’ Conference
Where: Chicago, IL
Who: IABE
When: March 22-24, 2015
What: 2015 Orlando Winter Conference
Where: Orlando, FL, USA
Deadline: January 31st, 2015
Deadline: February 10, 2015
Who: Society of Business Research When: March 19-21, 2015 Where: Orlando, FL, USA
SBR
What: 2015 International Conference Deadline: February 25, 2015
ICSB
Who: ICSB
When: June 6-9, 2015
What: ICSB 2015 World Conference
Where: Dubai, UAE Deadline: March 1, 2015
SOBIE
EMBC
Who: University of North Alabama
When: April 14-17, 2015
What: SOBIE 2015 Academic Conference
Where: Destin, Florida
Who: The Intl. Academic Forum
When: July 9-12 2015
What: The European Business and Management Conference
Where: United Kingdom
Deadline: March 8th, 2015
Deadline: March 15, 2015
ABSRC
AACSB
Who: ABRSC 2015
When: March 25-27, 2015
What: Advances in Business-
Where: Venice, Italy
Related Scientific Research Conf.
Deadline: February 12, 2015
Who: AACSB Intl.
When: April 26-28, 2015
What: ICAM - 2015
Where: Tampa, FL, USA Deadline: March 15, 2015
SBAET
Who: BizStrategy
When: July 27-28, 2015
What: 5th Annual Intl. Conference
Where: Singapore Deadline: May 15, 2015
AII
Who: Annual Interdisciplinary Conference What: AIIC 2015
Who: IEM 2015
IEM
When: July 8-11, 2015 Where: Azores Islands, Portugal Deadline: June 25, 2015
When: March 22-24, 2015
What: 3rd Int. Conference on Inno- Where: Sousse, Tunisia vation & Engineering Management Deadline: January 20, 2015
Who: Journal on Business Review When: February 2015
GBR
What: Volume 4, Number 1
Where: Online Deadline: January 31, 2015
ABR
AA
ICEBT
Who: Academy of Business Research
When: March 25-27, 2015
What: Spring 2015 Conference
Deadline: February 6, 2015
Who: Allied Academies
When: April 8-10, 2015
What: Spring 2015 International Conference in New Orleans
Where: New Orleans, Louisiana Deadline: February 26, 2015
Who: ICEBT 2015
When: August 25-26, 2015
What: 2015 Intl. Conference on Economics, Business and Trade
Where: Hong Kong
Where: New Orleans, LA
Deadline: March 20, 2015
SBANC
The Small Business Advancement National Center aims at increasing your knowledge of small business and entrepreneurship. All questions and comments are greatly appreciated.
SBANC
The Small Business Advancement National Center is moving its website. In the process of doing so, we have found that our Newsletter archive lacks the following issues: 513, 521, 534, 535, 611, 617, 622, 626, 631, 649, 665, 732, 733, 754, 785 & 786. If you have any of these issues, please contact us. Thank you!
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WEI
GMC
GAM
RETIREMENT ANNOUNCEMENT for Dr. Don B. Bradley III, Professor of Marketing and Executive Director of the Small Business Advancement National Center
The West East Institute Business & Economics Academic Conference will be held on March 19-21, 2015 in Athens, Greece. The submission deadline for papers is February 22, 2015.
The 2015 Spring Global Management Conference will be held March 68, 2015 in Los Angles, CA. They are welcoming all papers and the submission deadline is February 27th, 2015.
The European Scientific Institute and Jawaharlal Nehru University in New Delhi, India, is having its 2nd Global Academic Meeting from April 1-4, 2015. The deadline for papers is March 1, 2015.
Tip
of the Week
“An important element in any advertising campaign is the media mix...” Media Selection Considerations An important element in any advertising campaign is the media mix, the combination of media to be used. Media mix decisions are typically based on several factors: cost per contact, cost per click, reach, frequency, target audience, considerations, flexibility of the medium, noise level, and the life span of the medium. Cost per contact, also referred to as cost per thousand (CPM), is the cost of reaching one member of the target market. Naturally, as the size of the audience increases, so does the total cost. Cost per contact enables an advertise to compare the relative costs of specific media vehicles (such as television versus radio or magazine versus newspaper), or more specifically, within a media category (such as People versus US Weekly). Thus, an advertiser debating whether to spend local advertising dollars for television spots or radio spots could consider the cost per contact of each. Alternatively, if the question is which magazine to advertise in, she might choose the one with the greater reach. In either case, the advertiser can pick the vehicle with the lowest cost per contact to maximize advertising punch for the money spent. Cost per click is the cost associated with a consumer clicking on a display or banner ad. Although there are several variations, this option enables the marketer to pay only for “engaged” consumers– those who opted to click on the ad. Reach is the number of target customers who are exposed to commercial at least once during a specific period, usually four weeks. Media plans for product introductions and attempts at increasing brand awareness usually emphasize reach. For example, an advertiser might try to react 70 percent of the target audience during
“
the first three months of the campaign. Reach is related to medium’s ratings, generally referred to in the industry as gross rating points, or GRP. A television program with a higher GRP means that more people are tuning in to the show and the reach is higher. Accordingly, as GRP increases for a particular medium, so does cost per contact. Because the typical ad is short-lived and because often only a small portion of an ad may be perceived a one time, advertisers repeat their ads so that potential customers will remember the message. Frequency is the number of times an individual is exposed to a given message during a specific time period. Advertisers use average frequency to measure the intensity of a specific medium’s coverage. For example, Coca -Cola might want an average exposure frequency of five for its Powerade television ads. That means that each of the television viewers who saw the ad saw it an average of five times. Media selection is also a matter of matching the advertising medium with the product’s target market. If marketers are trying to reach teenage females, they might select Teen Vogue magazine. A medium’s ability to reach a precisely define market is its audience selectivity. Some media vehicles, like general newspapers and network television, appeal to a wide cross section of the population. Others– such as Brides, Popular Mechanics, Architectural Digest, Lucky, MTV, ESPN, and Christian radio stations– appeal to very specific groups. The flexibility of a medium can be extremely important to an advertiser. For example, because To be continued
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Tip
of the Week
“Media have either a short or a long life span...” Continued... of layouts and design, the lead time for magazine advertising is considerably longer than other media types and so is less flexible. By contrast, radio and internet advertising provide maximum flexibility. If necessary, an advertiser can change a radio ad on the day it is aired.
The proliferation of media channels is causing media fragmentation and forcing media planners to pay as much attention to where they place their advertising as to how often the advertisement is repeated. That is, marketers should evaluate reach and frequency in assessing the effectiveness of advertising. In certain situaNoise level is the level of distraction experitions, it may be important to reach potential conenced by the target audience in a medium. sumers though as many media vehicles as posNoise can be created by competing ads, as when a street is lined with billboards or when a sible. When this approach is considered, however, the budget must be large enough to achieve television program is cluttered with competing ads. Whereas newspapers and magazines have sufficient levels of frequency to have an impact. a high noise level, direct mail is a private medi- In evaluation reach versus frequency, therefore, the media planner ultimately must select an apum with a low noise level. Typically, no other proach that is most likely to result in the ad beadvertising media or news stories compete for ing understood and remembered when a purdirect mail readers’ attention. chase decision is being made. Media have either a short or a long life span, which means that messages can either quickly Advertisers also evaluate the qualitative factors involved in media selection. These include such fade or persist as tangible copy to be carefully studied. A radio commercial may last less than a things as attention to the commercial and the minute, but advertisers can overcome this short program, involvement, program liking, lack of distractions, and other audience behaviors that life span by repeating radio ads often. In contrast, a magazine has a relatively long life span, affect the likelihood that a commercial message which is further recognized by a high pass-along is being seen and, hopefully, absorbed. While advertisers can advertise their product in as rate. many media as possible and repeat the ad as Media planners have traditionally relied on the many times as they like, the ad still may not be above factors in selecting an effective media effective if the audience does not paying attenmix, with reach, frequency, and cost often the tion. Additional research highlights the benefits overriding criteria. Well-established brands with of cross-media advertising campaigns. Viewers familiar messages, however, probably need few- who encounter ads both on television and online er exposures to be effective, while newer or un- are most likely to remember and respond to familiar brands likely need more exposures to them. Listerine ran a recent campaign on the become familiar. In addition, today’s media plan- ABC television network and ABC.com and found ners have more media options than ever before. that its mouthwash sales increased 33 percent (Today, there are over 1,600 television networks more among viewers who saw the ad in both across the country, whereas forty years ago places. there were only three.)
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An Application of Leadership and Management Concepts to Sales Management This paper was written by Kristen Maceli and Donald Baack from Pittsburg State University.
This analysis considers five perspectives of leadership and management in the context of managing a sales force. Relationships between leadership and management include bipolarity, uni-dimensionality, leadership subsumed with management; and management subsumed within leadership. Then, six factors are added including formal versus informal leadership perspectives, organizational type, organizational context, organizational rank, personal motives, and the role of goals and measures of success. Implications for the study of leadership and management roles in sales management are drawn. (pg. 244)
Executive Director Dr. Don B. Bradley III
Development Intern Marissa Sides Raina Silva
The Small Business Advancement National has recently made immense changes to the layout of its website, SBAER.UCA.EDU, as well as its Newsletter. We welcome constructive criticism, comments, and of course, all questions throughout this transition.
Read Entire Paper Here
Email: SBANC@UCA.EDU Phone: 1 (501) 450-5300 Federation of Business Disciplines
MKTG Principles of Marketing
2014 Proceedings
Lambe, Hair, McDaniel
Kristen Maceli and Donald Baack
CENAGE
Page 244
Pages 301-303
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