NEWSLETTER BFI 20061120
Bandung Fe Institute
November 20 2006
CONTENTS:
01. ADVERTISING and MARKETING as A COMPLEX ISSUE
02. Special Issue of Journal of Social Complexity
01. ADVERTISING and MARKETING as A COMPLEX ISSUE
The task of marketing and general market analysis is one of actual
challenging subject to be discussed in today's era of industrialization
and knowledge management. For instance, advertising is one of hot
topics and become important for firms, companies, and industries on how
to conquer market and beat any possible competitors. However, there are
a lot of issue too criticizing the practice of advertising - that
advertising has created a lot of ideal concepts among people and that a
lot of advertisements do not say the truth instead giving information
valuable for the consumers. Despite the debates, the institute wants to
see this topic in the spectacles of social complexity. How distribution
of products in the market become the fields of "marketing war" and the
places where companies pace to form consumer's opinions, how the
advanced development of information technology change the mindset and
common-sensical thoughts about marketing are two of a lot of issues in
the age of advertisement.
There are two new research papers available online now regarding this
hot topic. The first is written by Rendra Suroso (Dept. Cognitive
Science) and another one by Hokky Situngkir (Dept. Computational
Sociology). These papers are the working paper WPE2006 and WPF2006
respectively. Both are written in English and may be downloaded for
free. Interested readers are invited to download the papers in:
http://www.bandungfe.net/pbl/
Short description about the papers is as follows.
WPE2006
The Collision of Products among Products: A Short e-Marketing Survey
by Rendra Suroso
Until today, many still cast a huge doubt about the efficacy of
e-marketing; mainly taking the argument that e-marketing is mere
digitalized catalogue viewing fast-forwarded. Some though step on to
the other side, only that an objection remains: the media is still in a
great lack of better technology to bring consumers right to the right
spot, with the right time and price. What is seemingly undetectable by
the naked eyes is that today, the web is shifting towards a better
coherence between presentation and content. As human being has a great
capability to associate many different and normally unrelated things
they can think of, and as web content is served and generated more and
more 'meaningfully' devoid of human supervision, this paper attempts to
give a brief summary on how e-marketing at different aspects brings
about the less separability of one product to the other even if they
are not competing against each other. A marketer in this realm can no
longer takes her brand as an eye-catcher dominating the screen. Escape
is only one click away. Rather, she must deal the fact that it is the
consumer who has liberty to build what he needs with a cluster of
products parading at the same time on the background, explicitly
generated but implicitly perceived, and is waiting to be consciously
retrieved.
Keywords: e-marketing, content management
WPF2006
Advertising in Duopoly Market
by Hokky Situngkir
The paper presents the dynamics of consumer preferences over two
competing products acting in duopoly market. The model presented
compared the majority and minority rules as well as the modified Snazjd
model in the Von Neumann neighborhood. The author showed how important
advertising in marketing a product is. Furthermore, the author also
showed that advertising should consider the social structure
simultaneously with the content of the advertisement and the
understanding to the advertised product. Some theoretical explorations
are discussed regarding to size of the market, evaluation of effect of
the advertising, the types of the advertised products, and the social
structure of which the product is marketed. In the end of the paper,
author also draws some illustrative models to be improved as a further
work.
Keywords: advertising, snazjd model, majority model, duopoly market
02. Special Issue of Journal of Social Complexity
The institute is now on post-preparation of the publication of the new
issue of the Journal of Social Complexity. This new issue is a special
edition since the papers included in this issue have been presented at
the Economic Science Association 2005 European Regional Meeting, held
in Alessandria, Italy (September 15-18th). Professor Marco Novarese
(Centre for Cognitive Economics, Università del Piemonte Orientale,
Italy) is the guest editor of the special edition. We will inform you
as the issue hit the readers.
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BFI Administration
Bandung Fe Institute
Sarijadi Blok 5 No. 151
Bandung 40151
JAWA BARAT
INDONESIA
ph./fax: +62 22 2018232
http://www.bandungfe.net
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