When does a royalty clause with a guarantee lead to a no‐equilibrium situation in a licensing contract?

We consider a licensing agreement where a brand owner grants to a manufacturer the rights to use his own brand on the goods she produces. The ‘royalty’ clause requires that the licensee pays a monetary compensation for having such property and it generally consists of a percentage of the licensee's sales. Furthermore, a guaranteed minimum royalty, the so‐called guarantee, is also required, and it has to be paid even in the face of total failure of the property. We take into account such clause by considering a non‐differentiable term—the maximum between the guarantee and the percentage of the sales—in the payoffs of the involved parts. A Stackelberg game constituted by two non‐differentiable optimal control problems is formulated in order to find the Stackelberg equilibrium open‐loop advertising strategies for the licensor and the licensee. We discuss the existence conditions for such an equilibrium with respect to feasible guarantee levels, and we highlight that particular guarantee values lead to a no‐equilibrium situations. Copyright © 2011 John Wiley & Sons, Ltd.     

The impact of social norms and economic requirements on the strategic marketing of managed care organizations

The trend in managed care is toward an increased emphasis on cost containment mechanisms. However, many people have begun to argue that cost controls are being implemented at the expense of the provision of appropriate care. By focusing on the impact of societal values on the performance of MCOs, it is argued that MCOs need to focus their marketing efforts on championing cost‐cutting efforts in areas that do not impact the quality of care provided, while at the same time, implementing a marketing campaign aimed at promoting their conformity to prevailing social norms.     

An Exploratory Analysis of Communication Sources

Currently, most AIDS education and prevention programs attempt to change the high risk behavior of injection drug users (IDU's) (e.g., sharing needles and engaging in unsafe sex) through the implementation of two distinct strategies. First, empirical-rational strategies suggest that people maximize their rational self-interest. Second, normative re-education strategies suggest that people change their individual behavior when they believe that there has been change in sociocultural norms, values, and habits around them. Both of these strategies make assumptions about how communication changes IDU's beliefs and behavior. An empirical-rational strategy emphasizes non-personal mass communications (e.g., television, radio, newspaper); while normative re-educative strategies make use of personal communications (e.g., friends, family, educational outreach workers, and group discussion). The purpose of this paper is to compare these strategies by examining the impact of AIDS communication sources on the beliefs and behavior of IDU's.     

福建省报纸刊载健康信息及医药保健广告信息的内容分析

目的通过对福建省17种报纸的内容分析,了解福建省主要报纸对健康信息以及医疗、医药、保健食品广告信息的报道情况。方法选择福建省出版及发行量较大的17种报纸,采用整群抽样的方法抽取2011年1月1—28日连续4周的报纸,对刊载的健康信息等进行编码分析。结果非党报的医药保健广告篇数与健康信息篇数的比例是党报的10.3倍（χ2=454.40,P〈0.01）,医药保健广告信息面积占报纸面积的比例是党报的6.54倍。平均每篇广告信息有2.4个误导类型,在保证治愈或隐含保证治愈、利用国内外先进的技术、研究、设备等证明的误导大众类型上,非党报明显多于党报,差异有统计学意义（P〈0.01）。全部健康信息中引用卫生研究结果的只占9.1%。结论党报与非党报在广告信息报道上区别较大,非党报的医疗、医药、保健食品的广告信息误导大众现象严重,健康信息对卫生研究结果的引用率较低。     

Adolescent gambling: Temperament,sense of coherence and exposure to advertising

This study examines the relationships between gambling behaviour and temperament, sense of coherence (SOC) and exposure to advertising among adolescents, and the interactions between these three independent variables in relation to problem gambling (PG). One thousand and sixty-nine Israeli adolescents (males = 539, females = 530), aged 16–19, were sampled from 19 high schools. The following instruments were used: a gambling behaviour scale; a PG scale; an advertising exposure scale; Buss and Plomin's emotionality, activity and sociability (EAS) questionnaire measuring temperament; and a short version of Antonovsky's SOC scale. The findings indicated a relationship between recall of exposure to advertising and gambling behaviour and PG among adolescents. No correlations were found between SOC and gambling behaviour and PG, and no correlation was found between temperament and gambling behaviour. However, the effect of temperament on PG was significant for girls only. In addition, no interaction was found between the three independent variables relating to PG. The findings of this study underline the social role of advertisements in the process of developing gambling behaviour among adolescents and its effect on problem gambling.     

Community-Identified Alcohol Issues in the Mexican American Community: Research Design and Utilization

This article describes a community-based study, Alcohol Outlet Density and Mexican American Youth Violence, funded by the California Wellness Foundation—Violence Prevention Initiative to the prevention Research Center in Berkeley, California. The study was conducted in three northern California cities in 1993-1996. The focus is on the inclusionary planning process in designing and implementing the study. Community members were an integral part in the identification of study questions. As a result, the findings of the study are relevant to community activists in advocating alcohol-related policies. The need for more utilization-based community studies is emphasized.