• Health Policy and Management
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• v.34 no.2
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• pp.163-177
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• 2024

Background: This study aims to examine changes in fraudulent claim counts and total reimbursements before and after enhancements in counterfeit claim controls and monitoring of provider claim patterns under the "Proactive self-audit pilot program of fraudulent claims." Methods: This study used the claims data and hospital information (July 2021-February 2022) of the Health Insurance Review and Assessment Service. The data was collected from 1,129 hospitals assigned to the pilot program, selected from the providers who filed a claim for reimbursement for intravenous injections. Paired and independent t-tests, along with regression analysis, were utilized to analyze changing patterns and factors influencing claim behaviors. Results: This program led to a reduction in the number of fraudulent claims and the total amount of reimbursements across all levels of hospitals in the experimental groups (except for physicians below 40 years old). In the control group, general hospitals and hospitals demonstrated some significant decreases based on the duration since opening, while clinics showed significant reductions in specified subjects. Additionally, a notable increase was observed among male physicians over the age of 50 years. Overall, claims and reimbursements significantly declined after the intervention. Furthermore, a positive correlation was found between hospital opening duration and claim numbers, suggesting longer-established hospitals were more likely to file claims. Conclusion: The results indicate that the pilot program successfully encouraged providers to autonomously minimize fraudulent claims. Therefore, it is advised to extend further support, including promotional activities, training, seminars, and continuous monitoring, to nonparticipating hospitals to facilitate independent improvements in their claim practices.

• Korean Journal of Soil Science and Fertilizer
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• v.45 no.3
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• pp.344-352
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• 2012

Soil physical properties determine soil quality in aspect of root growth, infiltration, water and nutrient holding capacity. Although the monitoring of soil physical properties is important for sustainable agricultural production, there were few studies. This study was conducted to investigate the condition of soil physical properties of arable land according to land use across the country. The work was investigated on plastic film house soils, upland soils, orchard soils, and paddy soils from 2008 to 2011, including depth of topsoil, bulk density, hardness, soil texture, and organic matter. The average physical properties were following; In plastic film house soils, the depth of topsoil was 16.2 cm. For the topsoils, hardness was 9.0 mm, bulk density was 1.09 Mg $m^{-3}$, and organic matter content was 29.0 g $kg^{-1}$. For the subsoils, hardness was 19.8 mm, bulk density was 1.32 Mg $m^{-3}$, and organic matter content was 29.5 g $kg^{-1}$; In upland soils, depth of topsoil was 13.3 cm. For the topsoils, hardness was 11.3 mm, bulk density was 1.33 Mg $m^{-3}$, and organic matter content was 20.6 g $kg^{-1}$. For the subsoils, hardness was 18.8 mm, bulk density was 1.52 Mg $m^{-3}$, and organic matter content was 13.0 g $kg^{-1}$. Classified by the types of crop, soil physical properties were high value in a group of deep-rooted vegetables and a group of short-rooted vegetables soil, but low value in a group of leafy vegetables soil; In orchard soils, the depth of topsoil was 15.4 cm. For the topsoils, hardness was 16.1 mm, bulk density was 1.25 Mg $m^{-3}$, and organic matter content was 28.5 g $kg^{-1}$. For the subsoils, hardness was 19.8 mm, bulk density was 1.41 Mg $m^{-3}$, and organic matter content was 15.9 g $kg^{-1}$; In paddy soils, the depth of topsoil was 17.5 cm. For the topsoils, hardness was 15.3 mm, bulk density was 1.22 Mg $m^{-3}$, and organic matter content was 23.5 g $kg^{-1}$. For the subsoils, hardness was 20.3 mm, bulk density was 1.47 Mg $m^{-3}$, and organic matter content was 17.5 g $kg^{-1}$. The average of bulk density was plastic film house soils < paddy soils < orchard soils < upland soils in order, according to land use. The bulk density value of topsoils is mainly distributed in 1.0~1.25 Mg $m^{-3}$. The bulk density value of subsoils is mostly distributed in more than 1.50, 1.35~1.50, and 1.0~1.50 Mg $m^{-3}$ for upland and paddy soils, orchard soils, and plastic film house soils, respectively. Classified by soil textural family, there was lower bulk density in clayey soil, and higher bulk density in fine silty and sandy soil. Soil physical properties and distribution of topography were different classified by the types of land use and growing crops. Therefore, we need to consider the types of land use and crop for appropriate soil management.

• Journal of Global Scholars of Marketing Science
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• v.19 no.3
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• pp.17-27
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• 2009

Price promotion typically reduces the price for a given quantity or increases the quantity available at the same price, thereby enhancing value and creating an economic incentive to purchase. It often is used to encourage product or service trial among nonusers of products or services. Thus, it is important to understand the effects of price promotions on quality perception made by consumer who do not have prior experience with the promoted brand. However, if consumers associate a price promotion itself with inferior brand quality, the promotion may not achieve the sales increase the economic incentives otherwise might have produced. More specifically, low qualitative perception through price promotion will undercut the economic and psychological incentives and reduce the likelihood of purchase. Thus, it is important for marketers to understand how price promotional informations about a brand have impact on consumer's unfavorable quality perception of the brand. Previous literatures on the effects of price promotions on quality perception reveal inconsistent explanations. Some focused on the unfavorable effect of price promotion on consumer's perception. But others showed that price promotions didn't raise unfavorable perception on the brand. Prior researches found these inconsistent results related to the timing of the price promotion's exposure and quality evaluation relative to trial. And, whether the consumer has been experienced with the product promotions in the past or not may moderate the effects. A few studies considered differences among product categories as fundamental factors. The purpose of this research is to investigate the effect of price promotional informations on consumer's unfavorable quality perception under the different conditions. The author controlled the timing of the promotional exposure and varied past promotional patterns and information presenting patterns. Unlike previous researches, the author examined the effects of price promotions setting limit to pretrial situation by controlling potentially moderating effects of prior personal experience with the brand. This manipulations enable to resolve possible controversies in relation to this issue. And this manipulation is meaningful for the work sector. Price promotion is not only used to target existing consumers but also to encourage product or service trial among nonusers of products or services. Thus, it is important for marketers to understand how price promotional informations about a brand have impact on consumer's unfavorable quality perception of the brand. If consumers associate a price promotion itself with inferior quality about unused brand, the promotion may not achieve the sales increase the economic incentives otherwise might have produced. In addition, if the price promotion ends, the consumer that have purchased that certain brand will likely to display sharply decreased repurchasing behavior. Through a literature review, hypothesis 1 was set as follows to investigate the adjustive effect of past price promotion on quality perception made by consumers; The influence that price promotion of unused brand have on quality perception made by consumers will be adjusted by past price promotion activity of the brand. In other words, a price promotion of an unused brand that have not done a price promotion in the past will have a unfavorable effect on quality perception made by consumer. Hypothesis 2-1 was set as follows : When an unused brand undertakes price promotion for the first time, the information presenting pattern of price promotion will have an effect on the consumer's attribution for the cause of the price promotion. Hypothesis 2-2 was set as follows : The more consumer dispositionally attribute the cause of price promotion, the more unfavorable the quality perception made by consumer will be. Through test 1, the subjects were given a brief explanation of the product and the brand before they were provided with a $2{\times}2$ factorial design that has 4 patterns of price promotion (presence or absence of past price promotion * presence or absence of current price promotion) and the explanation describing the price promotion pattern of each cell. Then the perceived quality of imaginary brand WAVEX was evaluated in the scale of 7. The reason tennis racket was chosen is because the selected product group must have had almost no past price promotions to eliminate the influence of average frequency of promotion on the value of price promotional information as Raghubir and Corfman (1999) pointed out. Test 2 was also carried out on students of the same management faculty of test 1 with tennis racket as the product group. As with test 1, subjects with average familiarity for the product group and low familiarity for the brand was selected. Each subjects were assigned to one of the two cells representing two different information presenting patterns of price promotion of WAVEX (case where the reason behind price promotion was provided/case where the reason behind price promotion was not provided). Subjects looked at each promotional information before evaluating the perceived quality of the brand WAVEX in the scale of 7. The effect of price promotion for unfamiliar pretrial brand on consumer's perceived quality was proved to be moderated with the presence or absence of past price promotion. The consistency with past promotional behavior is important variable that makes unfavorable effect on brand evaluations get worse. If the price promotion for the brand has never been carried out before, price promotion activity may have more unfavorable effects on consumer's quality perception. Second, when the price promotion of unfamiliar pretrial brand was executed for the first time, presenting method of informations has impact on consumer's attribution for the cause of firm's promotion. And the unfavorable effect of quality perception is higher when the consumer does dispositional attribution comparing with situational attribution. Unlike the previous studies where the main focus was the absence or presence of favorable or unfavorable motivation from situational/dispositional attribution, the focus of this study was exaus ing the fact that a situational attribution can be inferred even if the consumer employs a dispositional attribution on the price promotional behavior, if the company provides a persuasive reason. Such approach, in academic perspectih sis a large significance in that it explained the anchoring and adjng ch approcedures by applying it to a non-mathematical problem unlike the previous studies where it wis ionaly explained by applying it to a mathematical problem. In other wordn, there is a highrspedency tmatispositionally attribute other's behaviors according to the fuedach aal attribution errors and when this is applied to the situation of price promotions, we can infer that consumers are likely tmatispositionally attribute the company's price promotion behaviors. Ha ever, even ueder these circumstances, the company can adjng the consumer's anchoring tmareduce the po wibiliute thdispositional attribution. Furthermore, unlike majority of previous researches on short/long-term effects of price promotion that only considered the effect of price promotions on consumer's purchasing behaviors, this research measured the effect on perceived quality, one of man elements that affects the purchasing behavior of consumers. These results carry useful implications for the work sector. A guideline of effectively providing promotional informations for a new brand can be suggested through the outcomes of this research. If the brand is to avoid false implications such as inferior quality while implementing a price promotion strategy, it must provide a clear and acceptable reasons behind the promotion. Especially it is more important for the company with no past price promotion to provide a clear reason. An inconsistent behavior can be the cause of consumer's distrust and anxiety. This is also one of the most important factor of risk of endless price wars. Price promotions without prior notice can buy doubt from consumers not market share.

• The Journal of Korean Academy of Prosthodontics
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• v.52 no.4
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• pp.312-316
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• 2014

Purpose: The aim of this study was to compare the fracture toughness of currently available resin cements for zirconia restorations and evaluate the effect of water storage on fracture toughness of those resin cements. Materials and methods: Single-edge notched specimens ($3mm{\times}6mm{\times}25mm$) were prepared from three currently available dual cure resin cements for zirconia restorations (Panavia F 2.0, Clearfil SA luting and Zirconite). Each resin cement was divided into four groups: immersed in distilled water at $37^{\circ}C$ for 1 (Control group), 30, 90, or 180 days (n=5). Specimens were loaded in three point bending at a cross-head speed of 0.1 mm/s. The maximum load at specimen failure was recorded and the fracture toughness ($K_{IC}$) was calculated. Data were analyzed using one-way ANOVA and multiple comparison $Scheff{\acute{e}}$ test (${\alpha}$=.05). Results: In control group, the mean $K_{IC}$ was $3.41{\pm}0.64MN{\cdot}m^{-1.5}$ for Panavia F, 2.0, $3.07{\pm}0.41MN{\cdot}m^{-1.5}$ for Zirconite, $2.58{\pm}0.30MN{\cdot}m^{-1.5}$ for Clearfil SA luting respectively, but statistical analysis revealed no significant difference between them. Although a gradual decrease of $K_{IC}$ in Panavia F 2.0 and gradual increases of KIC in Clearfil SA luting and Zirconite were observed with storage time, there were no significant differences between immersion time for each cement. Conclusion: The resin cements for zirconia restorations exhibit much higher $K_{IC}$ values than conventional resin cements. The fracture toughness of resin cement for zirconia restoration would not be affected by water storage.

• Journal of the East Asian Society of Dietary Life
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• v.25 no.5
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• pp.830-841
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• 2015

This study compared the physicochemical characteristics, proximate composition, taste compound and antioxidant properties of Sikhye prepared with pigmented rice. Proximate composition showed a significant difference depending on the type of pigmented rice except crude fat contents and pH, color was a significant difference depending on the type of pigmented rice. The highest brix degree was $15.07^{\circ}Brix$ in red and black rice Sikhye. Each highest value of reducing sugar and free sugar content showed milled rice and brown rice Sikhye. Titratable acidity and total acidity of the pigmented rice Sikhye were highest for black rice Sikhye, free sugar content were highest for green rice Sikhye. Analysis of their relative antioxidative properties indicated that black rice Sikhye had the highest total polyphenol, flavonoid, and anthocyanin content, the highest levels of DPPH radical scavenging ability, and the highest level of reducing power and ferric reducing ability of plasma scores. Principal component analysis suggested that black rice Sikhye had a strong association with antioxidant properties, brown and red rice Sikhye had the strongest association with the sweetness and unique flavor.

• Korean Journal of Food Science and Technology
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• v.43 no.1
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• pp.39-44
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• 2011

This study was carried out to examine microbiological contamination of ready-to-eat products and to propose a draft-standard and specifications according to food types. RTE foods were classified into 6 groups including fish products, meat products, breads, rices, salads, and fresh cut foods. The prevalence rates of pathogens detected from all samples were compared among food categories. The pH ranges for all RTE samples were between 3.8 and 7.3. Total aerobic cell counts ranged from 2 to 6 log CFU/g. Bread, rice and fresh-cut foods showed significantly higher counts, which ranged above 4.0 log CFU/g among the samples. Two kinds of rice were above the level of the KFDA Food Code standard for Eschrichia coli. The prevalence rate of E. coli in the rice was 6.7%. For Staphylococcus aureus, one fish product and one bread-product had levels above 2 log CFU/g. Bacillus cereus counts for all samples were below the level of 3 log CFU/g. Listeria monocytogenes was not detected in the samples. Therefore, these data suggest that the primary microbial hazard factors for ready-to-eat foods and risk assessments should focus on E. coli, S. aureus, and B. cereus.

• Research in Community and Public Health Nursing
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• v.6 no.1
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• pp.5-33
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• 1995

The objective of the study are two-fold: one is to explore the relationship between environment, organizational structure, and organizational effectiveness of public health centers in Korea, and the other is to examine the validity of contingency theory for improving the organizational structure of public health care agencies, with special emphasis on public health nursing administration. Accordingly, the conceptual model of the study consisted of three different concepts: environment, organizational structure, and organizational effectiveness, which were built up from the contingency theory. Data were collected during the period from 1st of May through 30th of June, 1990. From the total of 249 health centers in the country, one hundred and five centers were sampled non proportionally, according to the geopolitical distribution. Out of 105, 73 health centers responded to mailed questionnaire. The health centers were the unit of the study, and a various statistical analysis techniques were used: Reliability analysis(Cronbach's Alpha) for 4 measurement tools; Shapiro-Wilk statistic for normality test of measured scores of 6 variables: ANOVA, Pearson Correlaion analysis, regressional analysis, and canonical correlation analysis for the test of the relationships and differences between the variables. The results were. as follows : 1. No significant differences between forma lization, decision-making authority and environmental complexity were found(F=1.383, P=.24 ; F=.801, P=.37). 2. Negative relationships between formalization and decision-making authority for both urban and rural health centers were found(r=-.470, P=.002 ; r=-.348, P=.46). 3. No significant relationship between formalization and job satisfaction for both urban and rural health centers were found (r=-.242, P=.132, r=-.060, P=.739). 4. Significant positive relationship between decision - making authority and job satisfaction were found in urban health centers (r=.504, P=.0009), but no such relationship was observed in rural health centers. Regression coefficient between them was statistically significant($\beta=1.535$, P=.0002), and accuracy of regression line was accepted (W=.975, P= .420). 5. No significant relationships among formalization and family planning services, maternal health services, and tuberculosis control services for both urban and rural health centers were found. 6. Among decision-making authority and family planning services, maternal health services, and tuberculosis control services, significant positive relationship was found between de cision-making authority and family planning services(r=.286, P=.73). 7. A significant difference was found in maternal health services by the type of health centers (F=5.13, P=.026) but no difference was found in tuberculosis control services by the type of health centers, formalization, and decision-making authority. 8. A significant positive relationships were found between family planning services and maternal health services and tuberculosis control services, and between maternal health services and tuberculosis control services (r=-.499, P=.001 ; r=.457, P=.004 ; r=.495, P=.002) in case of urban health centers. In case of rural health centers, relationships between family planning services and tuberculosis control services, and between maternal health services and tuberculosis control services were statistically significant (r=.534, P=.002 ; r=.389, P=.027). No significant relationship was found between family planning and maternal health services. 9. A significant positive canonical correlation was found between the group of independent variables consisted of formalization and de cision-making authority and the group of dependent variables consisted of family planning services, maternal health services and tuberculosis control services(Rc=.455, P=.02). In case of urban health centers, no significant canonical correlation was found between them, but significant canoncial correlation was found in rural health centers(Rc=.578, P=.069), 10. Relationships between job satisfaction and health care productivity was not found significant. Through these results, the assumed relationship between environment and organizational structure was not supported in health centers. Therefore, the relationship between the organizational effectiveness and the congruence between environment and organizational structure that contingency theory proposes to exist was not able to be tested. However decision-making authority was found as an important variable of organizational structure affecting family planning services and job satisfaction in urban health centers. Thus it was suggested that decentralized decision making among health professionals would be a valuable strategy for improvement of organizational effectiveness in public health centers. It is also recommended that further studies to test contingency theory would use variability and uncertainty to define environment of public health centers instead of complexity.

• The Journal of Industrial Distribution & Business
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• v.3 no.1
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• pp.7-16
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• 2012

Despite the enforcement of SSM control laws such as 'the Law of Developing the Distribution Industry (LDDI)' and 'the Law of Promoting Mutual Cooperation between Large and Small/medium Enterprises (LPMC)' stipulating the business adjustment system, the number of super-supermarkets (SSMs) has ever been expanding in Korea. In France, however, Super Centers are being regulated most strongly and directly in the whole Europe viewing that there is not a single SSM in Paris, which is emphasized to be the outcome from French government's regulation exerted on the opening of large scale retail stores. In France, the authority to approve store opening is deeply centralized and the store opening regulation is a socio-economic regulation driven by economic laws whereas EU strongly regulates the distribution industry. To control the French distribution industry, such seven laws and regulations as Commission départementale d'urbanisme commercial guidelines (CDLIC) (1969), the Royer Law (1973), the Doubin Law (1990), the Sapin Law (1993), the Raffarin Law (1996), solidarite et renouvellement urbains (SRU) (2000), and Loi de modernisation de l'économie (LME) (2009) have been promulgated one by one since the amendment of the Fontanet guidelines, through which commercial adjustment laws and regulations have been complemented and reinforced while regulatory measures have been taken. Even in the course of forming such strong regulatory laws, InterMarche, the largest supermarket chain in France, has been in existence as a global enterprise specialized in retail distribution with over 4,000 stores in Europe. InterMarche's business can be divided largely into two segments of food and non-food. As a supermarket chain, InterMarche's food segment has 2,300 stores in Europe and as a hard-discounter store chain in France, Netto has 420 stores. Restaumarch is a chain of traditional family restaurants and the steak house restaurant chain of Poivre Rouge has 4 restaurants currently. In addition, there are others like Ecomarche which is a supermarket chain for small and medium cities. In the non-food segment, the DIY and gardening chain of Bricomarche has a total of 620 stores in Europe. And the car-related chain of Roady has a total of 158 stores in Europe. There is the clothing chain of Veti as well. In view of InterMarche's management strategies, since its distribution strategy is to sell goods at cheap prices, buying goods cheap only is not enough. In other words, in order to sell goods cheap, it is all important to buy goods cheap, manage them cheap, systemize them cheap, and transport them cheap. In quality assurance, InterMarche has guaranteed the purchase safety for consumers by providing its own private brand products. InterMarche has 90 private brands of its own, thus being the retailer with the largest number of distributor brands in France. In view of its IT service strategy, InterMarche is utilizing a high performance IT system so as to obtainas much of the market information as possible and also to find out the best locations for opening stores. In its global expansion strategy of international alliance, InterMarche has established the ALDIS group together with the distribution enterprises of both Spain and Germany in order to expand its food purchase, whereas in the non-food segment, it has established the ARENA group in alliance with 11 international distribution enterprises. Such strategies of InterMarche have been intended to find out the consumer needs for both price and quality of goods and to secure the purchase and supply networks which are closely localized. It is necessary to cope promptly with the constantly changing circumstances through being unified with relevant regions and by providing diversified customer services as well. In view of the InterMarche's positive policy for promoting local partnerships as well as the assistance for enhancing the local economic structure, implications are existing for those retail distributors of our country.

• Journal of Nutrition and Health
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• v.6 no.3
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• pp.47-63
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• 1973

This study concerns the nutritional status of food in a lunch-box and the school lunch program provided for Dong Duck Elementary School Pupils in Daegu. Two hundred andsix pupils were randomly selected as a sample. The nutrients contained in a lunch-box and school lunch menu were analyzed according to the Food Composition Table. Nutrients and cost of the Dong Duck Elementary School Lunch were compared to the average nutrient contents of food in a lunch-box of o pupil. In addition, comparisons between the Recommended Daily Allowances of nutrients for Korean children aged from 9 to 11 (4th, 5th, and 6th grade) and that of the contained nutrients in the average lunch-box were conducted. The average nutrients contained in the lunch-box compared with the Recommended Daily Allowances are: Calorie 77.41% (542.60ca1), Protein 73.60% (16.93gr), Fat 33.95% (3.95gr), Calcium 27.85% (111.39mg), Ferret 80.30% (2.65mg), Vitamin A 10.09% (100.93 I.U.), Vitamin Bl 70.27% (0.27mg), Vitamin B2 88.37% (0.38mg), Vitamin C 15.40% (3.45mg). All of the nutrients in the lunch-box fall far below the Recommended Daily Allowances for the 9-11 age group. The average nutrients of staple food in the lunch-box compared with the side-dishes were found to contain Calorie 90.80%, Protein 50.32%, Fat 58.27%, Calcium 37.07 %, Ferret 53.96%, Vitamin A 0.0028%, Vitamin B1 78.11%, Vitamin B2 21.09%. The nutrients of food contained in the Dong Duck Elementary School Lunch Program compared with the Recommended Daily Allowances were: 1. The Protein, Fat, Ferret, Vitamin B1 and Vitamin B2 content was generally satisfactory. 2. Calcuim, Vitamin A and Vitamin C were lower than the Recommended Daily Allowances. 3. The Calorie content was generally lower for the 9-11 age group. The per pupil cost of the lunch-box was 41.87 won which includes the cost of staple food 16.92 won and side-dishes 24.95 won, whereas the school lune Provided by Dong Duck Elementary School Costs 35 won per pupil. Questionnaires were sent to four hundred parents (through their children) to find out their attitude toward the school lunch program. 390(97.50%) of them were returned and 7 of them dia not answer at all. Therefore, these were eliminated from the samlpe. Among 185 parents whose children were eating the school lunch; 172 parents (92.97% ) would pay 40 won for the proposed new school lunch program whereas only 13 parents (7.03%) did not want it. Among 198 parents whose children were not having the school lunch, 58 parents (29.29%) would agree to have the lunch for their children at the cost of 35 won with the proposed new school lunch program equivalent to 40 won. 126 parents (63.63%) could not agree to have their children being the school lunch because of their financial difficulty (74 parents 58.72%). The rest of parents (52 parents 41.28%) raised other reasons which were minor problems. Among the tatal of 383 parents, 309 parents (80.68%) would agree to gave school lunch for their children if the cost of the proposed new school lunch program would be 35 won to 40 won and if minor problems concerning the school lunch program are solved. Sixty parents (15.66% ) raised questions about the school lunch program concerning sanitary problems, taste of bread, and the quantity of lunch. Among 383 parents, 358 parents answered and 25 parents did not. When school officer asked if the parents would help during the school lunch hour, 101 parents indicated they could not help at all, but 177 parents, replied they could help. Among 177 parents, 40 parents of them could share their time from one or two hours everyday except Saturday and 107 parents could serve 1 to 3 days per week. Through this study, it is evident that further investigation should be done of the school lunch program which can be provided 35 won with the proposed new school lunch program. The parents participation in the school lunch program would be improved the understanding between school and parents as well as insure better nutrition and sanitation for the children.

• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.80-88
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• 2010

There has been considerable research examining the relationship between stockholders equity and various marketing strategies. These include studies linking stock price performance to advertising, customer service metrics, new product introductions, research and development, celebrity endorsers, brand perception, brand extensions, brand evaluation, company name changes, and sports sponsorships. Another facet of marketing investments which has received heightened scrutiny for its purported influence on stockholder equity is television advertisement embedded within specific sporting events such as the Super Bowl. Research indicates that firms which advertise in Super Bowls experience stock price gains. Given this reported relationship between advertising investment and increased shareholder value, for both general and special events, it is surprising that relatively little research attention has been paid to investigating the relationship between advertising in the Olympic Games and its subsequent impact on stockholder equity. While attention has been directed at examining the effectiveness of sponsoring the Olympic Games, much less focus has been placed on the financial soundness of advertising during the telecasts of these Games. Notable exceptions to this include Peters (2008), Pfanner (2008), Saini (2008), and Keller Fay Group (2009). This paper presents a study of Olympic advertisers who ran TV ads on NBC in the American telecasts of the 2000, 2004, and 2008 Summer Olympic Games. Five hypothesis were tested: H1: The stock prices of firms which advertised on American telecasts of the 2008, 2004 and 2000 Olympics (referred to as O-Stocks), will outperform the S&P 500 during this same period of time (i.e., the Monday before the Games through to the Friday after the Games). H2: O-Stocks will outperform the S&P 500 during the medium term, that is, for the period of the Monday before the Games through to the end of each Olympic calendar year (December 31st of 2000, 2004, and 2008 respectively). H3: O-Stocks will outperform the S&P 500 in the longer term, that is, for the period of the Monday before the Games through to the midpoint of the following years (June 30th of 2001, 2005, and 2009 respectively). H4: There will be no difference in the performance of these O-Stocks vs. the S&P 500 in the Non-Olympic time control periods (i.e. three months earlier for each of the Olympic years). H5: The annual revenue of firms which advertised on American telecasts of the 2008, 2004 and 2000 Olympics will be higher for those years than the revenue for those same firms in the years preceding those three Olympics respectively. In this study, we recorded stock prices of those companies that advertised during the Olympics for the last three Summer Olympic Games (i.e. Beijing in 2008, Athens in 2004, and Sydney in 2000). We identified these advertisers using Google searches as well as with the help of the television network (i.e., NBC) that hosted the Games. NBC held the American broadcast rights to all three Olympic Games studied. We used Internet sources to verify the parent companies of the brands that were advertised each year. Stock prices of these parent companies were found using Yahoo! Finance. Only companies that were publicly held and traded were used in the study. We identified changes in Olympic advertisers' stock prices over the four-week period that included the Monday before through the Friday after the Games. In total, there were 117 advertisers of the Games on telecasts which were broadcast in the U.S. for 2008, 2004, and 2000 Olympics. Figure 1 provides a breakdown of those advertisers, by industry sector. Results indicate the stock of the firms that advertised (O-Stocks) out-performed the S&P 500 during the period of interest and under-performed the S&P 500 during the earlier control periods. These same O-Stocks also outperformed the S&P 500 from the start of these Games through to the end of each Olympic year, and for six months beyond that. Price pressure linkage, signaling theory, high involvement viewers, and corporate activation strategies are believed to contribute to these positive results. Implications for advertisers and researchers are discussed, as are study limitations and future research directions.