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It is generally recognised that companies spend approximately 50% of their marketing budget on promotional activities. Advertising belongs to the most visible areas of a company’s activity. Therefore, it should not be surprising that the average recipient associates marketing with advertising, competitions and leaflets about new promotions delivered to houses or offices. Advertising, especially Internet advertising, is one of the most effective forms of marketing and one of the fastest developing areas of business. New channels of communication are emerging all the time – the Internet, digital television, mobile telephony; accompanied by new forms, such as the so-called ambient media. Advertising benefits from the achievements of many fields of science, that is, psychology, sociology, statistics, medicine and economics. At the same time, it combines science and the arts – it requires both knowledge and intuition. Contemporary advertising has different forms and areas of activity; yet it is always closely linked with the operations of a company – it is a form of marketing communication.

The indices of marketing communication presented in this chapter are generally known and used not only by advertising agencies but also by the marketing departments of many organisations. Brand awareness, advertising scope and frequency, the penetration index or the response rate belong to the most widely used indices; others, like the conversion rate or the affinity index, will get increasingly more significant along with the process of professionalisation of the environment of marketing specialists in Poland and with increased pressure on measuring marketing activities. Marketing indices are used for not only planning activities, but also their evaluation; some of them, such as telemarketing, mailing and coupons, provide an extensive array of possibilities of performance evaluation.

The trajectory of François Perroux across the Vichy regime poses about all possible range of methodological issues to the historian of ideas: individual versus collective biography, ideational versus ideological reading, internal versus external analysis, etc. The chapter outlines key elements about Perroux’s trajectory showing the entanglements and boundaries of science and politics in the transition from democratic to authoritarian rule and vice versa. A particular emphasis on uncertainties and adjustments shows, against the tendency to a teleological explanation induced by a linear interpretation of his career, that different paths were considered by Perroux, but that his choices were nevertheless constrained by the forces of both the scientific and political fields.

Cluster analysis is applied to the union and employer tactics used in a sample of Ontario organising campaigns to identify the combinations of tactics or strategies that are used most often. Seven union organising strategies and five employer resistance strategies are revealed. Contingency table analysis shows that the union and employer strategies are not independent of one another. More active campaigns by one side (in terms of more tactics used) are met by more active campaigns by the other side. Regression analysis is used to estimate the effects of the strategies on the outcome of the organising campaign. The most active strategies, including intensive communication with workers and worker committees, work best for the employers. For unions, strategies emphasising personal communication through house calls are the most effective.

Following the adoption of the Hyogo Framework for Action, various disaster educational materials (UN/ISDR, 2006) that are described as “tools,” taken in various forms such as in printed materials (booklets, leaflets, textbooks, handbooks/guidebooks, and posters) and nonprinted materials (activities, games, and practices) were developed. These tools have an important function in communicating the disaster education to the public via formal, non-formal, and informal education, which may take place at school, at home, and/or within the community. In addition, media may also serve as a communication tool. Talero (2004) proposed that the modern communications nowadays have provided information for the growing public demand for related information, which can be used as educational aids to reduce the gap between scientific knowledge and civic awareness.

In all its stages, qualitative research inhabits a visible world. Yet the use of visual data across the life of a research project is a visual span seldom considered in the methodological literature (Albrecht, 1985; Brannen, 2002). From a study largely based on observation and interviews in which visual data did not feature at the outset, we illustrate this longer perspective by focussing on two aspects of span. One refers to the inclusion of visual data throughout a project, from the search for a research setting to the final stage of dissemination. The other concerns the more frequent approach that includes a mix of visual methods, ranging from visual documents of film and photographs (Denzin, 1989) to other visual images and sights fleetingly observed. We argue that to use our eyes in the peripheral as well as the central data gathering stages, and to glean data from what is incidentally noticed as well as harvested with specific visual tools, generate an extended sociological understanding. The visual widens the window on the world of those being studied, bringing the intricacies of their lives closer to both researcher and audience. In this latter regard, we note the value of visual data at the dissemination stage, particularly for audiences of practitioners and those with interests in policy formation.