Research note: marketing accounting services: a cross-cultural comparison

Article Abstract:

A study of Australian accounting firms' use/non-use of marketing plans, image development strategies and image perception, network/referral strategies, promotional and client acquisition practices and strategies for building and maintaining client confidence revealed that none of them applied systematic measures of marketing efficacy. This finding was consistent with earlier research findings on marketing attitudes, strategies and effectiveness of marketing tools in accounting firms in the US, UK, Hong Kong and Australia.

Accounting, auditing, & bookkeeping, Accounting & Auditing Services, Accounting, Tax Preparation, Bookkeeping, and Payroll Services, Australia, Marketing, Corporations, Marketing management, Accounting firms, Accounting services, Corporations, Australian

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Some effects of tobacco sponsorship advertisements on young males

Article Abstract:

The effects of a tobacco sponsorship advertisement on young males in New Zealand were examined. Findings revealed that a single exposure to the advertisement reinforced smokers' behavior and generated more favorable opinions on smoking from non-smokers. Furthermore, the advertisement increased non-smokers' brand awareness and influenced their brand preference. Thus, corporate promotions can serve as product promotions, rendering self-regulatory codes meaningless.

Advertising, Tobacco and tobacco products, Analysis, Smoking and youth, Youth smoking, Tobacco industry, Advocacy advertising

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