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Record W2042304063 · doi:10.1108/17473610310813816

Responsible marketing: an agency’s role

2003· article· en· W2042304063 on OpenAlex
Jocelyn Bull

Why this work is in the frame

A frame that forgets how it found something cannot be audited. These are the routes that admitted this work.

affAt least one author lists a Canadian institution in the pinned OpenAlex snapshot.

Bibliographic record

VenueYoung Consumers Insight and Ideas for Responsible Marketers · 2003
Typearticle
Languageen
FieldEconomics, Econometrics and Finance
TopicDiverse academic and cultural studies
Canadian institutionsBarrie Urology Group
Fundersnot available
KeywordsAgency (philosophy)Competitor analysisMarketingProduct (mathematics)Public relationsMarketing communicationBusinessAdvertisingSociologyPolitical scienceSocial science

Abstract

fetched live from OpenAlex

Considers the role of the marketing agency in creating children’s marketing strategies, especially their responsibility to ensure that brands target children in a fair and ethical way. Begins with the client brief, using the example of Marks and Spencer’s Back to School campaign, designed by agency Lickle Yellow Submarine. Points out the problems of time pressures in translating an idea into a campaign; another pitfall is aping competitors by jumping on bandwagons. Moves on to analysis of campaign results, illustrating the need to include qualitative as well as financial criteria by the relationship that Lickle Yellow Submarine has developed with Pictionary. Concludes with the importance of adhering to ethical codes of practice; provided that brands do this, they fulfil a useful role, for children especially, in defining the values and functions of each product.

Fetched live from OpenAlex and de-inverted. Abstracts are not stored in this database: the inverted indexes are 8.6 GB of the frame’s 9.3 GB of text, and the host has 13 GB free.

Full frame distilled prediction

Teacher imitation

Not calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.

metaresearch head score (Codex)0.002
metaresearch head score (Gemma)0.001
Version: codex-gemma-dda1882f352aValidation status: machine_predicted_unvalidated
Candidate categoriesMeta-epidemiology (narrow)
Consensus categoriesnone
DomainCandidate signal: none · Consensus signal: none
Study designCandidate signal: Not applicable · Consensus signal: none
GenreCandidate signal: Empirical · Consensus signal: Empirical
Teacher disagreement score0.889
Threshold uncertainty score1.000

Codex and Gemma teacher scores by category

CategoryCodexGemma
Metaresearch0.0020.001
Meta-epidemiology (narrow)0.0000.000
Meta-epidemiology (broad)0.0010.000
Bibliometrics0.0000.000
Science and technology studies0.0010.000
Scholarly communication0.0000.001
Open science0.0000.000
Research integrity0.0000.000
Insufficient payload (model declined to judge)0.0000.000

Machine scores (provisional)

The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.

Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.

Opus teacher head0.030
GPT teacher head0.233
Teacher spread0.203 · how far apart the two teachers sit on this one work
Validation statusscore_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from it