Extensive research has been performed to develop appropriate machine learning techniques for different data mining problems, and has led to a proliferation of different learning algorithms. However, previous work has shown that no learner is generally better than another learner. For repeated data mining tasks practitioners have started conducting empirical comparison studies to determine the b...

1 . INTRODUCTION Companies invest millions of dollars every year in various fonns of marketing communications to influence customers and prospects to buy products and services. For example. General Motors spent over $2.8 billion last year to promote its lines of automobiles. Brand managers, senior management, and shareholders therefore have an interest in knowing whether or not their media adve...

the present paper focus on itc notebook and try to understand consumer social responsibility for  cause related brand and how their preference level changes with different firm donations, and how this activity leads to brand loyalty in long run. an experimental design with 693 participants was used. the results shows that consumers like cause related marketing campaigns and ready to do extra ef...

Mass media campaigns are widely used to expose high proportions of large populations to messages through routine uses of existing media, such as television, radio, and newspapers. Exposure to such messages is, therefore, generally passive. Such campaigns are frequently competing with factors, such as pervasive product marketing, powerful social norms, and behaviours driven by addiction or habit...

industry. An essential part of their marketing effort has to be what is termed the nursing home to the community, including prospective “internal marketing.” Internal marketing consists of an effort by the organiresidents, by what is commonly called “word of mouth adverzation to train and motivate its employees to provide better service. Internal tising.” This information is passed on via a gra...

For centuries honey has enjoyed a positive image as nature’s sweet substance. Biblical references refer to its sweetness. Culinary schools and chefs consider it an alternative to sugar. Grocery stores and health food outlets stock it on the “sweetener” shelves. To most people, honey is simply a sweetener, in a market flooded with sweeteners and sugar substitutes. However, to include honey in th...

Exposure to tobacco-related marketing has been implicated as one of the risk factors for tobacco use among adolescents. However, tobacco-related marketing exposure has been measured in different ways in different studies, including perceived pervasiveness, receptivity, recognition, recall, and affect. It is not known whether these measures represent one or more underlying constructs and how the...

Research indicates that one in five women will be the victim of sexual violence in her lifetime (Tjaden & Thoennes 1998). Throughout the United States there exists an infrastructure of prevention programs and support networks for victims of sexual violence; however, funding and utilization are a constant struggle. Organizations have tried to maximize these scarce resources by using media campai...

All across America, people are " shopping " for a cure for breast cancer, funneling millions into the coffers of several large breast cancer advocacy foundations and at least one cancer center by purchasing products that are somehow tied to national fundraising campaigns for breast cancer awareness and research. The opportunities seem ubiquitous in October—National Breast Cancer Awareness Month...