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Argues that the general area of commercial sponsorship activity, while attracting increasing interest from marketing practitioners as an important strategic option in marketing communications, has not been the subject of sufficiently rigorous and comprehensive investigation by theoreticians. States the purpose is to establish and consolidate the available body of knowledge combining an overview of the standard conceptual approaches to marketing communication with an examination of the recent academic research in sponsorship, while maintaining a focus on current marketplace practice. Argues for a coherent and structured approach to the management of sponsorship expenditure through the application of a ‘management by objectives’ approach. Parameters are established in terms of a working definition of sponsorship, a review of its commercial development and an overview of current activity. Develops a commercially ration framework within which sponsorship activity may be undertaken. Views objective‐setting as the cornerstone of sponsorship management and outlines a classification of sponsorship objectives that subsumes current practice clarifies the range of potential benefits. Examines the criteria that govern rational sponsorship selection and proposes an evaluation strategy based on stated criteria. Methods of evaluating effects of marketing communications (sponsorship particularly) are examined and new evaluation techniques are advanced to facilitate the implementation of this rigorous scientific approach.

The purpose of this paper is to examine the view of integrated marketing communications (IMC) by social marketing practitioners. Specifically, the paper furthers the discussion how a symbiotic relationship between IMC and social marketing can lead to both practical improvements of health-related social marketing campaigns, as well as theoretical advancement of the IMC construct.

Based on semi-structured, in-depth interviews with practitioners, the authors provide exploratory evidence for support for IMC within the social marketing community and highlight potential differences and similarities when transferring IMC from a commercial to a social context.

Three main differences emerged when transferring IMC from a commercial to a social context. These include differences of customer-centric approaches between commercial and social marketing, the need to weigh out the application of IMC to the charity brand or the use of IMC at a behavioural level and, finally, different complexity levels of desired behaviour as a mediating factor.

As with all qualitative data, the findings may not be generalisable beyond the interview participants and organisations studied.

Many practitioners expressed that they liked IMC as a concept, but they lacked guidance as to the application with a social marketing context. This paper contributes to providing this guidance and establishing a body of knowledge how IMC can be applied in a non-commercial setting.

The paper contributes to the practical development of guidance how the largely commercially applied IMC construct can be modified to be used in a social marketing context, while correspondingly highlighting how IMC needs to evolve to grow beyond purely commercial application.

This research analyses how dialogical communication on social media enhances the effectiveness of sustainability messages in terms of brand engagement and purchase intention. Dialogical messages generate social media engagement, which helps improve consumer responses.

Two experimental studies (2 × 2) were conducted, in which two factors were manipulated: the dialogical potential of the message (dialogical versus monological) and message orientation (sustainability versus commercial).

The dialogical potential of the message moderates the effect of sustainability messages on brand engagement and purchase intention. Results indicate that sustainability messages featuring dialogical elements generate greater brand engagement and purchase intention than commercial messages. Furthermore, social media engagement mediates these effects.

This study offers valuable insights into applying dialogical principles to sustainability communication on social media. Marketers should design dialogical messages to foster dialogue with customers and enhance engagement.

Few studies have focused on analysing the effects of applying dialogical strategies on social media to communicate sustainability. Thus, this study highlights the importance of dialogical communication beyond the inclusion of interactive elements when communicating sustainability on social media. The inclusion of dialogical features specifically benefits sustainability messages, given the transparency and honesty they demand.

The purpose of this paper is to explore the relevance and implications of the issue of climate change to marketing communicators in both the private and public sectors, and some of the challenges involve in developing effective climate change communications.

This paper uses a combination of findings from secondary sources combined with some specific key insights drawn from primary research.

Effective communication on climate change which is capable of motivating changes in consumer behaviour (rather than simply raising awareness further) will depend upon: the relevance of climate change to consumers' lives and the relationship to their consumption behaviours being made clear; targeting strategies which take account of differences amongst key consumer segments; and developing a message which motivates rather than overwhelms consumers whilst avoiding any perceptions of “greenwashing”.

This paper explores a number of practical aspects of the challenges faced by commercial marketers seeking to engage with consumers about climate change, and it illustrates the potential for the transfer of knowledge and insight with social marketers working in the public sector.

The paper is original in its analysis of the multi‐faceted challenge of climate change as an important but challenging subject for marketing communications efforts, and in exploring the potential for the transfer of knowledge and insight between marketers in the public and private sectors.

The purpose of this paper is to examine the potential applications of stratospheric communication platforms (SCP), which have been recently introduced as an alternative for satellite communications.

Various applications, solutions and services are planned by using aircraft or airship SCP, which could be classified as digital narrowband or broadband, depending on the broadband required. The platforms as base stations can provide service for fixed and mobile applications, with commercial and military solutions. Subscribers will use uplink to the platform for transmitting and receiving information, where onboard SCP switching devices will downlink to the ground station and route traffic directly to other subscribers within the same platform coverage, to another platform via optical inter‐platform links, trough heterogeneous networks including satellite or to the terrestrial telecommunications network. Each SCP can deploy an antenna for large coverage area or a multibeam antenna capable of projecting numerous spot beams within its potential coverage area.

This paper outlines the findings of fixed and mobile applications, features, testing and some specific development programs of SCP using aircraft solutions, such as SkyTower and airship solutions, such as CRL/TAO/NAL.

Particular consideration is given to the use of SCP for delivery of future broadband, broadcast and multimedia wireless communications including research for new communication, navigation and surveillance (CNS) implications.

SCP will provide communication facilities that can exploit the best features for both terrestrial and satellite schemes.

Emerging solutions of voice, data and video over IP are offered by SCPs operating in the stratosphere at altitudes of up to 25 km.

This paper aims to examine, through a focus on the practice of child caring, how three qualities of childhood preciousness, vulnerability and unpredictability, are nurtured by being brought together as rationales for product re-design, innovation and diversification. The new parent of today is confronted with a myriad of products that are designed to “safeguard”, “guide” and “monitor” the young child and ensure its well-being.

The paper draws on research into the organisation of encounter platforms that serve as communication forums for commercial practitioners and child carers, and includes insights derived from fieldwork and a cultural content analysis of the British retailer Mothercare, consumer exhibitions and brand–product websites.

After providing a brief outline of the research on which this paper draws, the author present three ways in which child safety is present in the market that caters for young children and their care. This is followed by a discussion of two case studies, which respectively expand on how vulnerability and unpredictability are nurtured in commercial narratives.

The author concludes by drawing out the implications of the risk-averse culture, which this creates.

If governments are really to stimulate the information society, they must lead from the front. That means redesigning government communications from the ground up, in ways that engage citizens and encourage e‐commerce. Local portals could pave the way, but first they must win over Web users from other communications channels. That means attracting the best content – and one way for governments to do that is to set a standard in pricing and marketing their own data.

In many situations suppliers and customers are looking for ways to improve the co‐ordination of goods flow in both quantitative and qualitative ways. This is often called co‐makership. This article describes a case study of two companies setting up a co‐makership relationship. The relationship is evaluated on criteria like possible improvements, organisational impact and risk of the (increasing) (inter) dependence between the two companies. Both the benefits and the organisational impact of the relationship can be large. The risks of co‐makership are not easy to evaluate.

Addresses the rapid expansion of computer connectivity and the opportunities provided for criminals to exploit security vulnerabilities in the online environment.

International efforts to combat cyber‐crime are reviewed by evaluating the forms of mutual legal assistance (MLA) now in place.

Cyber‐crime is often traditional crime (e.g. fraud, identify theft, child pornography) albeit executed swiftly and to vast numbers of potential victims, as well as unauthorised access, damage and interference to computer systems. Most detrimental are malicious and exploit codes that interrupt computer operations on a global scale and along with other cyber‐crimes threaten e‐commerce. The cross‐national nature of most computer‐related crimes have rendered many time‐honoured methods of policing both domestically and in cross‐border situations ineffective even in advanced nations, while the “digital divide” provides “safe havens” for cyber‐criminals. In response to the threat of cyber‐crime there is an urgent need to reform methods of MLA and to develop trans‐national policing capability.

The international response is briefly outlined in the context of the United Nations (UN) Transnational Organised Crime Convention (in force from September 2003) and the Council of Europe's innovative Cyber‐crime Convention (in force from July 2004). In addition, the role of the UN, Interpol, other institutions and bi‐lateral, regional and other efforts aimed a creating a seamless web of enforcement against cyber‐criminals are described.

The potential for potent global enforcement mechanisms are discussed.

Set in September 1992, this exercise provides teams of students the opportunity to negotiate terms of a merger between AT&T and McCaw Cellular. AT&T, one of the largest U.S. corporations, was the dominant competitor in long-distance telephone communications in the United States. McCaw was the largest competitor in the rapidly growing cellular-telephone communications industry. Prior to the negotiations, AT&T had no position in cellular communications. This case and its companion (F-1143) are designed to allow students to be assigned roles to play. The case may pursue some or all of the following teaching objectives: exercising valuation skills, practicing strategic analysis, exercising bargaining skills, and illustrating practical aspects of mergers and acquisitions.