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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 purpose of this paper is to overcome the shortcoming that discrete variable structure control (VSC) system trajectory oscillates in a neighborhood of the origin.

Among all the proposed reaching laws, W. Gao's theory is most perfect. It makes great progress in revealing the motion mechanism of discrete‐time VSC systems. However, it has an obvious defect, i.e. the system trajectory oscillates in a neighborhood of the origin rather than converges to the origin. So, a new reaching law named variable rate reaching law to which the stability at the origin can be expected is proposed. The special feature of this new reaching law is that it is directly proportional to the norm of the state vector and can result in a sector‐shaped switching region. On the basis of analyzing the characteristic of the variable rate and the conventional reaching laws, a new combined control algorithm that discards the shortcomings of the two reaching laws and carries on their merits is formed, so satisfactory control performance can be achieved.

A new combined reaching law control algorithm, which uses the exponential rate reaching law in the reaching mode and in the front phase of the sliding mode, and uses the variable rate reaching law in the back phase of the sliding mode and in the steady‐state mode, is formed.

The paper is a very useful reference for control system designers.

The new control strategy is applied to the controller design for a brushless DC servomotor and good control performance is obtained.

Prisoners are at greater risk of developing mental health problems compared with people of a similar age and gender in the community. They are less likely to have their mental health needs recognised, are less likely to receive psychiatric help or treatment, and are at an increased risk of suicide. Prison mental health in‐reach services have been developed in the UK to address these problems. An organisational case study method was used to generate theory about the links between the aims, processes and impacts of the introduction of mental health in‐reach teams to prison contexts. Case studies were undertaken on six sites and included interviews and focus groups with in‐reach team staff, prison healthcare staff, and discipline staff. The aims of prison mental health in‐reach were related to providing an equivalent service to a Community Mental Health Team, with a primary focus on serious mental illness, but a widening role. Achievement of these aims was mediated by the organisational context, active relationship development and leadership. Overall effects were positively reported by all stakeholders. Successful development was not just a function of time in post, but also a function of the effectiveness of leadership within the in‐reach teams. The more effective teams were having a wide impact on the response to mental health problems in the prison setting

The purpose of this paper is to investigate the content of food advergames and the nutritional quality of foods promoted in those advergames with the presence of child visitors.

This study integrates three different sources of data, first, characteristics of the audience from internet audience measurement metrics; second, an analysis of food advergame content; and third, an analysis of the dietary quality of the foods in advergames.

The results show that 83.2 percent of the total 143 advergames are sponsored by CFBAI participating companies and 79.5 percent of the total 44 advergames reaching children are sponsored by those companies. About 87 percent of the advergames reaching children do not include age limit specification. By contrast, about 71 percent of the advergames reaching children include ad breaks and about half of the advergames reaching children include healthy lifestyle information. Compared to the total, advergames reaching children seem to have a higher level of brand integration. Moreover, most foods that the advergames promote are classified as unhealthy. Finally, the results show that ad breaks and number of brand identifiers are the two significant predictors of food advergames with child unique visitors.

Despite the increased attention to and scrutiny of innovative and interactive food marketing targeting children, little is known about the extent to which such techniques actually reach children, nor about the content and nutritional quality of foods they promote. This study attempts to fill in the gap by focussing on food advergames.

The paper aims to provide a theoretically informed critique of current measurement practices for word-of-mouth marketing (WOMM) campaigns.

An exploratory field study is conducted on a real-life WOMM campaign. Data are collected from two generations of campaign participants using a custom-built Facebook app and subjected to social network analysis (SNA). We compare our theoretically informed measure of campaign reach with industry standard practice.

Standard metrics for WOMM campaigns assume campaign reach equates to the number of campaign-related conversations. These metrics fail to allow for the possibility that some participants may be exposed multiple times to campaign-related messaging. In this exploratory field study, standard metrics overestimate campaign reach by 57.5 per cent. The campaign is also significantly less efficient in terms of cost-per-conversation. SNA shows that multiple exposures are associated with transitivity and tie strength. Multiple exposures mean that the total number of campaign-related conversations cannot be regarded as equivalent to the number of individuals reached.

SNA provides a sound theoretical foundation for the critique of current WOMM measurement practices. Two social-structural network attributes – transitivity and tie strength – inform our critique. A single WOMM campaign provides the field study context.

The findings have significant implications for the development and deployment of WOMM effectiveness and efficiency metrics and are relevant to WOMM agencies, agency clients and the Word-of-Mouth Marketing Association.

This is the largest field study of its kind having collected data on >5,000 WOMM campaign-related conversations. Participants specified precisely whom they spoke to about the campaign and the strength of that social tie. This is the first SNA-informed critique of standard WOMM campaign measurement practices and first quantification of offline multiple exposures to a WOMM campaign. We demonstrate how standard campaign metrics are based on the false assumption that word-of-mouth flows exclusively along intransitive ties.

Drawing upon theory on organizational decision speed, this study aims to take a first step toward an understanding of the temporal aspect of the elimination decision‐making process in financial services (i.e. the process of withdrawing an item from the product line) and in particular of the organizational, product‐specific and environmental determinants of the speed of the elimination decision‐reaching and the elimination implementation processes.

Data were collected through a mail survey to a stratified random sample of 500 UK financial institutions, yielding 167 returns.

The paper finds first, the speed of elimination decision‐reaching is shaped by product line length, market orientation, formalization, technological change, and the austerity of the regulatory context. Second, the speed of the elimination implementation process is influenced by whether the item that is considered for elimination is a typical bank, insurance, or mortgage product, by its delivery method, and by whether it is for the retail or the corporate market.

By responding to an array of issues highlighted as important research directions by previous studies on organizational decision‐speed, this study has useful theoretical implications. The findings also provide practitioners with a first picture of how the pace of their line rationalization plans may be impeded or accelerated by a set of contextual factors.

The study represents the first attempt to examine the service elimination process (i.e. a marketing decision area) in relation to decision speed (i.e. a central aspect of organizational decision making). As such, it makes a clear inter‐disciplinary contribution.

Most decision-making problems in construction are complex and difficult to solve, as they involve multiple criteria and multiple decision makers in addition to subjective uncertainties, imprecisions and vagueness surrounding the decision-making process. In many instances, the decision-making process is based on linguistic terms rather than numerical values. Hence, structured fuzzy consensus-reaching processes and fuzzy aggregation methods are instrumental in multi-criteria group decision-making (MCGDM) problems for capturing the point of view of a group of experts. This chapter outlines different fuzzy consensus-reaching processes and fuzzy aggregation methods. It presents the background of the basic theory and formulation of these processes and methods, as well as numerical examples that illustrate their theory and formulation. Application areas of fuzzy consensus reaching and fuzzy aggregation in the construction domain are identified, and an overview of previously developed frameworks for fuzzy consensus reaching and fuzzy aggregation is provided. Finally, areas for future work are presented that highlight emerging trends and the imminent needs of fuzzy consensus reaching and fuzzy aggregation in the construction domain.

It is widely agreed that amputees have to rely on visual input to monitor and control the position of the prosthesis while reaching and grasping because of the lack of proprioceptive feedback. Therefore, visual information has been a prerequisite for prosthetic hand biofeedback studies. This is why, the underlying characteristics of other artificial feedback methods used to this day, such as auditive, electro‐tactile, or vibro‐tactile feedback, has not been clearly explored. The purpose of this paper is to explore whether it is possible to use audio feedback alone to convey more than one independent variable (multichannel) simultaneously, without relying on the vision, to improve the learning of a new perceptions, in this case, to learn and understand the artificial proprioception of a prosthetic hand while reaching.

Experiments are conducted to determine whether the audio signals could be used as a multi‐variable dynamical sensory substitution in reaching movements without relying on the visual input. Two different groups are tested, the first one uses only audio information and the second one uses only visual information to convey computer‐simulated trajectories of two fingers.

The results show that it is possible to use auditive feedback to convey artificial proprioceptive information instead of vision as a guide, thus assist users by internalizing new perceptions.

This way, the strong and weak points of auditive feedback can be observed and can be used to improve future feedback systems or schemes, which can integrate different feedback methods to provide more information to the user.

As social media are essentially different from traditional media, due to their social networking structures and egalitarian nature, conventional media metrics are not appropriate. Social media networks have nevertheless become another communications channel that companies use to achieve their marketing goals. Even though the measurement of marketing constructs in social media is elusive, a comprehensive means of measuring engagement is proposed for a successful social media site: Twitter. The paper aims to discuss this issue.

A measurement for customer engagement based on conceptual reflections is presented in the context of Twitter.

A new environment fostered by internet obliges companies to manage social media accounts and to assess engagement with company brands. To do so, companies need to analyze engagement trends by means of a metric, helping them to design an appropriate engagement strategy. The proposed metric provides much needed insight for companies to fine-tune their engagement strategy. Moreover, a means of calculating engagement from the parameters that Twitter makes available to the public is also proposed.

The metric for engagement in Twitter that is proposed in this paper will be the starting point for future improvements through a conceptual and empirical discussion on this issue.

This is the first proposal specifically designed for Twitter, to the best of the authors’ knowledge, for measuring engagement.