Transcript tähän tulee esityksen otsikko - Haaga

4SI, 4th IADE International Week, March 2010
 Cultural events
 Public information
 Seppo Suominen
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HAAGA-HELIA University of Applied Sciences
08 April
2016
Cultural events?
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BALLET/DANCE/OPERA
CINEMA
THEATRE
SPORT EVENT
CONCERT
PUBLIC LIBRARY
HIST MONUMENTS
MUSEUMS/GALLERIES
TV/RADIO PROGRAMME
READ A BOOK
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HAAGA-HELIA University of Applied Sciences
08 April
2016
ARTISTIC ACTIVITIES
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PLAYED MUSIC INSTR
SUNG
ACTED
DANCED
WRITTEN
HANDCRAFTS
PHOTOGRAPHY/FILM
OTHER VISUAL ARTS
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HAAGA-HELIA University of Applied Sciences
08 April
2016
Information:
 Advertising: serves as a tool for transmitting
information from producers to consumers about
differentiated brands and therefore reducing the search
costs and also increasing welfare
 Advertising may convey hard facts, vague claims or
favourable impression of a product
 The informational content of advertising depends on
whether consumers can determine the quality of that
product before buying.
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HAAGA-HELIA University of Applied Sciences
08 April
2016
Search goods and experience goods
 If the consumer can value a product’s quality by
inspection before buying it, the product has search
qualities or the product is a search good
 However, if the consumer must consume the product to
determine its quality, the product has experience
qualities or the product is an experience good (Nelson
1970).
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HAAGA-HELIA University of Applied Sciences
08 April
2016
 Advertising provides direct information about the
characteristics of products with search qualities, their
main attributes can be determined by visual or tactile
inspection (e.g. clothes) or by a test drive or trial (car).
 Experience goods must be consumed before its quality
can be determined (e.g. processed foods, software
programs, and gymnastic exercises).
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HAAGA-HELIA University of Applied Sciences
08 April
2016
 Nelson (1974) argues that producers of high-quality
experience goods can spend more money on
advertising because first-time consumers are more
likely to be satisfied with the quality and will make
repeat purchases, than with low-quality experience
goods.
 When buying search goods consumers do not depend
on information received through producers’ advertising
since they receive that information by inspection or
trial.
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HAAGA-HELIA University of Applied Sciences
08 April
2016
 So the effects of advertising vary between search
goods and experience goods and there is more
intensive advertising with experience goods.
 Producers (distributors, importers) can use other means
to signal about the quality of their products, not just
advertising but also product labelling or branding,
reputation, guarantees or expert ratings.
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HAAGA-HELIA University of Applied Sciences
08 April
2016
 A brand name that carries a certain reputation can
attract more customers
 But when a large proportion of sales are generated by
customers that do not repeat their purchases – like
tourists – the reputation of a shop matters less, since
few customers are familiar with the shop’s reputation
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HAAGA-HELIA University of Applied Sciences
08 April
2016
 Consumers obtain information through guarantees or
warranties, therefore producers of high-quality products
can reveal plausible information that their products are
of high quality.
 Consumer groups or industry groups, even government
may provide information in the forms of standards or
certification
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HAAGA-HELIA University of Applied Sciences
08 April
2016
Word-of-mouth
 Word-of-mouth (WOM) has a powerful effect on movie
admissions
 WOM as the cumulative number of screens since its
release
 WOM measured as cumulative viewership
 WOM is more trustworthy than advertising or critical
reviews since it comes from other moviegoers.
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HAAGA-HELIA University of Applied Sciences
08 April
2016
Critical reviews
 Critics could act as opinion leaders (influencers) who
are considered as more experienced and with having
more knowledge on the quality of movies
 The impact of critical reviews has been found positive
in many studies.
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HAAGA-HELIA University of Applied Sciences
08 April
2016