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"The scholarly literature on executive compensation is vast. As such, this literature provides an unparalleled resource for studying the interaction between the setting of incentives (or the attempted setting of incentives) and the behavior that is actually adduced. From this literature, there are several reasons for believing that one can set incentives in executive compensation with a high rate of success in guiding CEO behavior, and one might expect CEO compensation to be a textbook example of the successful use of incentives. Also, as executive compensation has been studied intensively in the academic literature, we might also expect the success of incentive compensation to be well-documented. Historically, however, this has been very far from the case. In Too Much Is Not Enough, Robert W. Kolb studies the performance of incentives in executive compensation across many dimensions of CEO performance. The book begins with an overview of incentives and unintended consequences. Then it focuses on the theory of incentives as applied to compensation generally, and as applied to executive compensation particularly. Subsequent chapters explore different facets of executive compensation and assess the evidence on how well incentive compensation performs in each arena. The book concludes with a final chapter that provides an overall assessment of the value of incentives in guiding executive behavior. In it, Kolb argues that incentive compensation for executives is so problematic and so prone to error that the social value of giving huge incentive compensation packages is likely to be negative on balance. In focusing on incentives, the book provides a much sought-after resource, for while there are a number of books on executive compensation, none focuses specifically on incentives. Given the recent fervor over executive compensation, this unique but logical perspective will garner much interest. And while the literature being considered and evaluated is technical, the book is written in a non-mathematical way accessible to any college-educated reader."--Publisher's website

The major findings of ADVERTISING IN AMERICA: THE CONSUMER VIEW (R. A. Bauer, & S. A. Greyser in collaboration with D. L. Kanter, & W. M. Weilbacher, Division of Res, Harvard Graduate Sch of Business, Boston, Mass: 1968) are summarized as a basis for hyp'ing the nature of consumer response to advertisements over the life cycle of an advertisement. The findings of Herbert D. Krugman & Robert E. Grass ('Processes Underlying Exposure to Advertising,' Proceedings of the 14th Annual Conference, Advertising Res Foundation, New York, 1968 & 'Satiation Effects of Advertising,' Ibid) are summarized in support of the hyp. Consumer response to advertisements depends upon 3 major causes: the content of the advertisement itself; the characteristics of the consumer; the history & nature of the consumer's prior experience with the advertisement. Early exposures to an advertisement may lead to consumer entertainment or information. But the amount of work to be accomplished by an advertisement is not great, & consumers soon cease to be either entertained or informed. The advertisement passes into a state of limbo as far as consumers are concerned: although it may still be perceived it evokes no response. Annoyance &/or offense may follow as the advertisement (or its perceptually equivalent mates) is repeated. The model, if confirmed, would suggest: (a) it is important to proliferate advertising messages; (b) it is important to vary message content, insofar as product characteristics permit it; & (c) media strategy should be extended to include multiple insertion of diff advertisements in ;general audience magazines as well as the calculated use of appropriate, diff advertisements across selective magazines. For the advertising res'er, the implication is that he must become increasingly concerned with the life cycle of advertisements: with their productive life, progressive decay, & inevitable death in the world of consumers. AA.