Posts tagged Leeds School
CU report: Colorado economy to stay warm next year
Dec 11th
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CU: Colorado economy heating up next year
Dec 11th
The comprehensive outlook report for 2014 features forecasts and trends for 13 business sectors prepared by more than 100 key business, government and industry professionals. “With Colorado’s skilled workforce, high-tech diversified economy, relatively low cost of doing business, global economic access and exceptional quality of life, the state is poised for long-term economic growth,” Wobbekind wrote in the outlook. Wobbekind is the executive director of the Leeds School’s Business Research Division.
Overall, the forecast calls for a gain of 61,300 jobs in 2014, compared with a gain of about 66,900 jobs this year. All sectors of the Colorado economy are predicted to grow in 2014 with the exception of the information sector, which includes publishing and telecommunications. Colorado is expected to be in the top five states for job growth in 2014 with workers added in both goods- and services-producing sectors. The strongest sector for projected job growth in Colorado in 2014 is the professional and business services sector, which is expected to add 14,200 jobs or grow by 3.8 percent. “Colorado has strategic advantages in the professional and business services sector given the highly educated workforce, innovative spirit and small business base that we have in the state,” said Wobbekind. “If national-level political and fiscal uncertainty subsides, we may see even stronger growth in this sector than what we’re currently projecting.”
Other leading job growth sectors for 2014 include the construction sector, which is expected to add 11,000 jobs or grow by 8.7 percent; and the trade, transportation and utilities sector, which is expected to add 9,100 jobs or grow by 2.2 percent. Though it was one of the greatest casualties of the recession, the construction sector has exhibited strong growth in recent years in values, permits and employment, according to Wobbekind. Total value of construction is expected to reach the second highest level in the past decade, rising by 14.8 percent in 2014 with the largest increase due to residential construction. Total housing permits are expected to grow by 17.5 percent with gains in both single- and multifamily units. The trade, transportation and utilities sector is the largest provider of jobs in Colorado. It includes everything from wholesale and retail trade to a variety of transportation features such as Denver International Airport and gas pipelines, as well as utilities. DIA is expected to record more than 52 million passengers in 2014.
Retail sales in the state are anticipated to rise by 5 percent in 2014, up from 4.2 percent growth in 2013. Colorado’s unemployment rate is expected to remain below 7 percent in 2014, which is comparatively better than the national unemployment rate. Commenting on the overall forecast, Wobbekind said, “After the deep recession we encountered as a state and a nation, it is really a relief to be reporting strong positive job growth in Colorado.” Risks to economic growth nationally include sequestration, the debt limit, government shutdown, Federal Reserve policy and health care reform, according to the outlook. Colorado’s population is the seventh fastest growing in the country by percentage and the ninth fastest growing in the country by number of residents. The state’s population is projected to grow by 1.7 percent to nearly 5.4 million people. To view the entire economic outlook for Colorado in 2014, including an overview of each of the state’s major economic sectors, visit http://leeds.colorado.edu/BRD. To follow the event on Twitter use #OutlookCO.
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CU study: Covert product placements in TV shows works Well, du…
Sep 23rd
“Frankly, we were a bit surprised at the power of covert marketing across a variety of studies,” said Margaret C. Campbell, professor of marketing at CU-Boulder’s Leeds School of Business and lead author of the article appearing online this month in the Journal of Consumer Psychology. “Even though most U.S. consumers know that marketers pay to surreptitiously get their brands in front of consumers, consumers are still influenced by covert marketing efforts.”
However, the studies also found that the disclosure of paid product placements in a sitcom decreased the influential effects, especially when the disclosure occurred after the consumer was exposed to the marketing.
In one of the studies, people watched a sitcom including a few seconds of exposure to a breakfast cereal. Later, when asked to list the first cereals that came to mind, people who had seen a brand name cereal during the sitcom were more than three times as likely to include that cereal in their top three, as compared with those who had seen a fictitious cereal. They also reported a much higher preference for the brand.
However, if prior to watching the show people saw a disclosure that sponsored product placements were included, they were not more likely to list the brand in their top three, although they still reported a higher liking for the brand.
If people saw a disclosure after the show that sponsored product placements were included, they also were not more likely to list the brand in their top three. But they did not report more favorable attitudes toward the brand, compared with a time when they had not been exposed to the product placement.
“Disclosures after the placement appear to alert people to the impact that covert marketing efforts can have, in which case they are less likely to be influenced,” Campbell said.
There have been calls to require disclosure of covert marketing in the U.S. to be consistent with other requirements for disclosure of sponsorship. Other countries, such as the Netherlands, home country of study co-author Peeter Verlegh of the University of Amsterdam, already require some disclosure.
Gina Mohr of Colorado State University also is a co-author.
“In the U.S. there has been some reluctance to incorporate disclosures for fear that it may interfere with creative content,” said Mohr. “This research suggests that product placement disclosures need not occur at the time of product placement to be effective.”
According to the authors, the findings provide support for the idea that requiring disclosure after exposure to covert marketing would offer consumers information to help them choose how to navigate the marketplace.
“Consumers should get to know when they are being exposed to commercial persuasion so they can decide how they want to respond,” said Campbell.
To view the study visit http://www.sciencedirect.com/science/article/pii/S1057740812001337. For more information on CU-Boulder’s Leeds School of Business visit http://leeds.colorado.edu.
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