Effects of color as an executional cue in advertising: they're in the shade

Article Abstract:

Advertisers use colors in advertisements to draw attention, portray the product more realistically and attractively, and to elicit the desired feelings. Color selection is often based on intuition and anecdotal evidence since there is little solid fact that can be relied on. To provide guidance to the selection of colors as executional cues, a conceptual framework that relates the three dimensions of color to consumers' feelings and attitudes is developed and tested. The properties of color investigated are hue, the color pigment; chroma, the saturation of the color; and value, the degree of the color's darkness or lightness. The results of the first study indicate a direct relationship between level of color value and liking for the ad, which is mediated by stronger feelings of relaxation triggered by the higher value color. The findings of a follow-up study suggest that advertising do not generally select higher value and higher chroma colors.

Research, Color in advertising, Color advertising

---

Advertising fee in business-format franchising

Article Abstract:

Franchisors usually require franchisees to pay a franchise fee, a royalty and an advertising fee as reimbursement for their national advertising expenses. A study was conducted to examine the influence of the advertising fee on channel coordination. An investigation of a simple case of one franchiser with two identical franchises suggests that this fee enables the franchisor to agree to a certain amount of advertising cost upon the acceptance of the contract. The findings also suggest that the franchisor benefits more from the advertising fee than the advertising loyalty because the latter has a negative effect on the franchisee's choice of price and service. These results are contrary to empirical evidence.

Advertising Management, Prices and rates, Advertising, Marketing management

---

The misapplication of Kodak in franchise tying suits

Article Abstract:

An analysis of previous franchise tying litigation brought against Kodak reveals that all legitimate claims made by the franchises have been adequately addressed by the existing contract law. The analysis of the franchiser-franchisee relation reveals no proof of alleged antitrust violations on the part of Kodak. The responsibility of examining franchise contracts before entering any franchising agreement is paramount on the part of franchisees.

Other Justice, Public Order, and Safety Activities, Franchise Law, Analysis, Cases, Commercial law, Eastman Kodak Co., EK, Exclusive dealing agreements, Tying agreements, Tying arrangements

Similar abstracts:

• Abstracts: A life-cycle model of organizational federations: the case of hospitals. Organizational dispute resolution systems: a complementarities model
• Abstracts: Concept and evolution of business models. A peek at advertising. Advertising looks in the mirror
• Abstracts: A theory of team coaching. Executive coaching: getting the most for your coaching dollar. Advances in coaching practices: a humanistic approach to coach and client roles
• Abstracts: Legal aspects of start-up evaluation and adjustment methods. An examination of the relationship between women's personal goals and structural factors influencing their decision to start a business: the case of Pakistan
• Abstracts: Indicators of discontinuous technological change: an exploratory study of two discontinuity in the machine tool industry

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.