Search

Cross-spectral analysis is recognized as a powerful analytical tool for the analysis of time-varying behavior in a number of disciplines. Applications in business have been limited, however, and the potential usefulness of this new approach to time series analysis has received relatively little attention in advertising. The purpose of this paper is to explain cross-spectral analysis and illustrate the use of this new technique in studying the interaction between advertising and sales. [ABSTRACT FROM AUTHOR]

In this article the author examines the notion that consumers are sovereign and that they filter and control the input of persuasive material that they receive through mass media. This assumption holds that consumers are beyond the manipulation of persuaders and that in order for advertising to be effective it must adapt itself to the consumer. The author also sets forth suggestions for promoting social responsibility in advertising. The author's research suggests that in order to produce effective advertising agencies must understand consumer dispositions, their buying patterns and their consumption practices.

There can be no doubt of the need for strategically positioning a brand prior to the preparation of advertising and for conducting research to help in the formulation of that strategy. But the real issues are not that these should be done, but rather how they should be done. Basically, hard data, based on research from representative samples of the market universe, should be used to answer both explicitly and precisely each of four key issues revolving the competitor milieu, sources of business, market target, and buying incentives. Done properly, the probability of creating more effective advertising is enhanced. [ABSTRACT FROM AUTHOR]

In this article the author discusses advertising in developing countries and their potential as markets. The author presents an examination of the behavior of consumers in these markets and discusses the challenges that advertisers face in reaching them. He notes that advertising messages need to be tailored to their social and cultural differences and that great attention needs to be given to packaging. He notes that in order to carry out this type of strategy advertisers need to conduct in-depth market research. The author also discusses the importance of creating primary demands for basic products that will improve the consumer's life. He notes that this is the job of the mass-communicator.

In this article the author presents strategies that international business enterprises need to be aware of as competition in the global market increases. He believes that these companies need to strategically control their global marketing operations in a way that makes their products appeal to a wide variety of people while keeping in mind regional and religious differences. He claims that companies need to fund overseas marketing operations to the same degree that their home markets are funded with the same attention to investments and promotions. The author also discusses working with an advertising agency that is properly equipped to work in an integrated network.

Is the Advertising/Marketing "marriage" suffering from too much "togetherness" as are the conventional human marriages spawned in suburbia of the 50s and 60s? Is the Siamese-twin act souring? What is the solution to the problem? Can it be the rewriting of the marriage "contract" a la the O'Neill's suggestion for "open marriage"? [ABSTRACT FROM AUTHOR]

This paper examines three different aspects of effectiveness of advertising communication. First, how does a specific advertising communication get distorted in the consumer's mind, what are the dimensions of distortion and what factors produce the cognitive distortion. Second, how does advertising influence the consumer choice process? Two mechanisms called persuasion and reinforcement are discussed and the underlying processes of influence and tactics are explored. Third, how does advertising influence consumption behavior? Two mechanisms called reminder precipitation are discussed and the underlying processes and tactics are explored. Finally, the paper discusses a sequential linkage among the four mechanisms of advertising effectiveness and gives opinions on the pervasiveness of advertising through each mechanism. [ABSTRACT FROM AUTHOR]

Written by several executives of the International Advertising Association, "The Global Challenge to Advertising" was first made public at the 23rd IAA World Congress in Dublin in early June of 1973. The study, with detailed examples from many areas, brings into focus the two main currents of world-wide opposition to advertising: mounting consumer dissatisfaction with product quality and claims, and increasing government regulation and control of advertising. It is reprinted here by permission of the International Advertising Association, 475 Fifth Avenue, New York, N.Y. 10017. [ABSTRACT FROM AUTHOR]

Many large corporations have had only partial or minimal success with the deceptively simple venture management system for managing product innovations. A field study of 21 venture failures at twelve large multidivisional corporations has revealed a number of causal factors which provide guidelines for more successful venture management. [ABSTRACT FROM AUTHOR]

During the past two decades, the system of Management by Objectives (MBO) has been widely adopted. Because of its common sense appeal, it has often been used without adequate consideration of the problems involved. This article is designed to improve the marketing manager's understanding of MBO by explaining its basic tenets, describing the process, and pointing out potential problems in implementation. [ABSTRACT FROM AUTHOR]

Strategic marketing planning has not received the same objective informational support as that given to the operational level of decision making. This article focuses on the identification of appropriate external sources of planning information and the development of interrelated information subsystems to effectively incorporate environmental information into the strategic planning process. [ABSTRACT FROM AUTHOR]

The selection of market areas or product groups meriting a long-term shift in market share is one of the most difficult trade-offs a marketing manager faces. This article develops a framework for classifying the different market situations and strategic alternatives under two major criteria: the stage in the product life cycle for the product category and the firm's competitive position in the market. [ABSTRACT FROM AUTHOR]

The authors use data on aluminum foil purchases to empirically evaluate several aspects of a new, potentially more useful, market segmentation strategy. The proposed strategy should help the marketing manager define homogeneous purchase segments, determine the size of each segment, estimate each segment's response to changes in the marketing mix, and direct the company's marketing efforts to the appropriate segments. [ABSTRACT FROM AUTHOR]

The article presents a study on market segmentation variables and how they correlate with the choice of an entertainment activity during the past year and the frequency of use of a number of entertainment activities. For the purpose of the study, the author uses the four most common segmentation variables: income, social class, age, and family life cycle. A description of the methodology behind the study is given and the results are analyzed. Several charts are included in the text, and the author makes conclusions based on the results.

The article gives a comprehensive program for gaining market share, and examines the ways of increasing market share, the key steps in planning market share gains, and the pitfalls that must be anticipated in implementing such a program. According to the author, gaining and keeping market share is an important key to high, long-term profitability and substantial profit volume. The author looks at different aspects of attaining market share, such as when to plan share gains, when share gains are difficult, and the different means of increasing market share. Several tables and charts are included in the text.

Marketing theory generally has related to a well-defined set of structures and processes and has maintained a relatively consistent point of view. This article analyzes current pressures to change the definition of marketing and discusses two possible viewpoints that could aid in the development of consonant theory. [ABSTRACT FROM AUTHOR]

It was once said that there is nothing so useful as a theory that works. Understanding the role of risk in consumer behavior may provide the basis for combining consumer behavior theory with marketing management action. [ABSTRACT FROM AUTHOR]

Application of life style analysis to market segmentation can often provide the marketing manager in search of a competitive advantage with useful new data and fresh insights into the firm's target markets. The author discusses the theory underlying this approach and indicates ways in which it has been and can be used. [ABSTRACT FROM AUTHOR]

The existence of conflicting organizational goals is a real world problem for most marketing organizations. Yet traditional quantitative techniques, such as linear programming, cannot handle multiple goals in multiple dimensions. This article illustrates how an important new technique, goal programming, can be used to determine the extent to which conflicting goals may be realized simultaneously. INSET: MARKETING MEMO. [ABSTRACT FROM AUTHOR]

An increasing number of marketing organizations with branch locations face the problem of identifying appropriate goals for each branch. This article draws on the author's experience with a savings and loan institution to describe how chain marketing managers can use regression models to more effectively screen new branch locations, set realistic performance standards for different communities, and pinpoint remedial actions. [ABSTRACT FROM AUTHOR]

Alert marketers realize that effective control over the activities of channel members is an area of growing concern. In this article, the authors first explore and reexamine an earlier journal of marketing piece on channel control, and then introduce a revised model of channel control which can serve as a valuable tool to decision makers working within a channel structure. [ABSTRACT FROM AUTHOR]

This title may be a bit presumptuous, but it does suggest a pertinent issue is "broadening the concept of marketing" a useful concept for the discipline? The usefulness of a concept is evaluated in terms of its value in explaining the existence or behavior of phenomena. "Broadening" would be more useful if it were deepened developed in operational terms and tested in actual marketing situations. [ABSTRACT FROM AUTHOR]

Marketing scholars have an opportunity to help the public policy maker by providing him with information about marketer behavior. Studies of questionable, illegal, defensive, adaptive, opportunistic, regulated, and supportive marketer behavior would all be useful to the policy maker. This article defines the nature of the behavior in each of these seven categories, suggests the value to the policy maker of an understanding of the behavior in each category, and discusses the dynamics and proposes some determinants of marketer behavior. [ABSTRACT FROM AUTHOR]

Marketers engage in a variety of tasks which are not carefully distinguished in the literature but which are radically different in the problems they pose. Eight different marketing tasks can be distinguished, each arising out of a unique state of demand. Depending upon whether demand is negative, nonexistent, latent, irregular, faltering, full, overfull, or unwholesome, the marketer finds himself facing a unique challenge to his craft and his concepts. [ABSTRACT FROM AUTHOR]

Marketing is a maturing discipline. That it is sometimes difficult to recognize as such may be traced to the variety of perspectives used to approach it. This article identifies three such perspectives-- those of managers, critics, and academics. It explains their apparent differences and indicates how they are more complementary than competitive. Recognition of this complementarity is shown to be capable of leading not only to increased order but also to accelerated progress toward marketing maturity. [ABSTRACT FROM AUTHOR]

A real problem in the application of models to the creation of promotional strategy lies in the identification of the belief system underlying consumer attitudes towards a product. This article discusses assumptions and limitations of such models to which the promotional planner should be alert. [ABSTRACT FROM AUTHOR]

Although advertisers have employed humor extensively as the motivational basis for their appeals, relatively little is known about the persuasive effect of humor. This article assesses the role of humor in persuasion and suggests an approach to future humor research. [ABSTRACT FROM AUTHOR]

A factor analysis of television viewing, which avoids conceptual and statistical shortcomings found in previous studies, generated eight configurations that appear to be show types. Show type and demographic information are related to purchasing patterns thereby illustrating the implementation of promotional segmentation strategy. [ABSTRACT FROM AUTHOR]

Trade area analysis has long been recognized as one of the fundamental prerequisites for successful marketing management. Not only is such analysis essential for effectively allocating firm resources, but it is vital as an initial step in understanding consumer behavior [18, pp. 128-9]. Thus, over the past 50 years numerous attempts have been made to provide an efficient method for defining and delineating trade areas. For example, in 1933 McGill [13] attempted to develop a suitable analytic method, and most marketers are familiar with the Law of Retail Gravitation [17], a pioneering effort to establish trade area boundaries mathematically, as well as the work in [1, 2, 4, 9]. This article has presented a methodological approach--trend surface mapping--to quantitative trade area analysis. Through trend surface mapping it is not only possible to model a trade area, but when judiciously applied, trend surface mapping can also serve as a basis for developing corporate marketing strategies. Three major benefits arise from trend surface mapping: 1. gross structural parameters of a trade area are delineated; 2. specific portions of a trade area can be identified where economically important departures in penetration occur; and 3. characteristics of different trade areas can be compared or characteristics of a single trade area can be analyzed at different points in time. More specifically, trend surface mapping can be used to determine the form of a trade area. [ABSTRACT FROM AUTHOR]

This article investigates the effectiveness of retail price reductions of grocery products. The author discusses how the awareness of unit-pricing information by households plays an important role in this relationship. The author also examines the concept of price level and price expression in marketing as well as the influence of price level and expression on overall market share. The findings indicate that neither isolated or joint effects of price level and price expression influence the market share of the lowest price brand of the product examined.

Retail price, newspaper advertising, display space, and display location quality were tested at two levels for selected fruits and vegetables according to a fractional factorial research design in four large supermarkets. The resulting impact on rates of sale was analyzed for four classes of items; hard fruit, cooking vegetables, salad vegetables, and soft fruit. [ABSTRACT FROM AUTHOR]

Consumer confidence in advertising claims and their expectancy of product value were experimentally measured under two conditions for five product ads. As suggested by attribution theory, when superiority was disclaimed for some product characteristics, confidence increased and value expectation equaled that obtained when all were claimed superior. [ABSTRACT FROM AUTHOR]

Trading area and market penetration maps are used extensively in retail chares for the evaluation of existing and potential retail locations Mapping procedures are many and vaned, but most depend upon rather a sample of consumers [1] or a measurement of store characteristics [8] for their input Procedures based upon the sampling of consumers are more direct, but their application has not proceeded far beyond the subjective blending of descriptive statistics and managerial intuition. Development of models based upon store characteristics is more advanced, but their empirical reliability is questionable.[2] Finally, there is the problem of statistical evaluation A visual analysis of the market penetration and trading area maps by management is still the best determinant of the success of the procedure. It is possible to have very different maps which have the same degree of statistical success by simply changing the trend surface model. The quadratic polynomial used here seems to work the best for single store locations Going to higher order polynomials usually results in only minor changes Evaluating multiple stores is more complex With multiple stores there are a number of viable models to choose from Outcomes of different models can be substantial. Results of the one store model so far are promising, but more is needed m both methodological development and empirical application before the proposed techniques can be extended to more complex situations. [ABSTRACT FROM AUTHOR]

Inoculation techniques from social psychological theory were applied to a controversial issue in a marketing context. Experimental factors were type of defense, time interval between defense and attack, and credibility of the attacker. In general, predictions from inoculation theory were confirmed: all defenses conferred resistance to attack; the refutational defense was superior to the direct supportive defense. [ABSTRACT FROM AUTHOR]

This article provides a review and analysis of fear appeals, examines their effect on consumer behavior, and discusses methodological considerations in fear research. Emphasis is given to identifying gaps in our knowledge and understanding of how fear appeals work. [ABSTRACT FROM AUTHOR]

Research concerning marketing to the black community has been plentiful in the past decade, and for good reason: there are 23 million black Americans, who spend $33.0 billion annually. But the results of the descriptive research on the black consumer have been largely contradictory. This article makes recommendations for considering those contradictions and arriving at effective black marketing mix strategies. [ABSTRACT FROM AUTHOR]

This article presents comments on the research paper "An Experimental Study of Attitude Change, Advertising, and Usage in New Product Introduction," which was published in the 1972 issue of "Journal of Advertising." The paper researched attitude change towards a household cleaning product. The authors feel that the study should have made an indication over the direction of attitude change and that the experimental design of the project could have been explained better by the process of counter-attitudinal advocacy.

The purpose of this article is to examine some of the literature in Economics that concerns itself with the economics of advertising and to present some of the public policy implications of the results of these studies. It is found that it is unlikely that advertising expenditures are subject to increasing returns to scale, thus probably do not lead to an increased concentration of industry for this reason. A study is presented that deals with competition by advertising expenditures and product differentiation in the U.S. cigarette industry. It is found that advertising expenditures, during the 1956-68 period, were not effective in obtaining sales from competitors, although they may have had the affect of inducing new customers to buy the product. The effect of anti-smoking commercials is examined, and it is found that, although they may have had some effect on cigarette smoking, it is doubtful that they provide the impetus for the decreases in advertising expenditures in this particular industry. [ABSTRACT FROM AUTHOR]

This article examines the new phenomenon of à la carte advertising in which an advertiser acts as coordinator and purchases various services from independent operations. A la carte advertising is mainly motivated by a desire on the part of cost conscious advertisers to reduce costs of advertising. In the long run this move may be more costly to the advertiser, especially in terms of reduced profitability derived from less effective advertising. Full-service agencies make the most sense for most advertisers and can even provide effective service on an à la carte or modular basis if so desired. [ABSTRACT FROM AUTHOR]

This article focuses on the relevance of creativity in advertising. The author notes that creativity plays a major role in the persuasiveness of advertising and is the x factor in advertising communication theory. The author examines how the creative process works, noting that it is a very difficult task to understand. He provides an outline of several steps used by advertising executives for developing creative messages that begins with the gathering of materials and ends with the shaping and development of the idea. Another aspect of effective advertising is effective communication and the author discusses how presenting the audience with something unexpected is one way to achieve this effectiveness.

In this article the author describes a technique that an advertising agency uses to analyze their own commercials. The author notes that the majority of advertising is successful in producing a quality advertisement for a useful product. He examines how purchasing decisions are being made and notes that emotion is beginning to play a larger role in the choices that consumers make. This notion presents advertisers with a new objective in their work. Not only do they have to provide solid facts about a product, they have to do so in a way that appeals to the consumer to a greater degree then the competition.

Because the environmental crisis is so unprecedented, few business leaders know how to assess ecological implications of marketing decisions. The theory of responsible consumption offers a guide to marketing policy that promises movement toward a solution of growing environmental constraints on managerial freedom.

The contribution approach to cost accounting serves to relate products, channels, and/or other marketing components to the profitability of market segments. Using the profit criterion, the marketing manager can plan and control his decisions for the component being analyzed and make collateral adjustments in other elements of the marketing mix. [ABSTRACT FROM AUTHOR]

The formulation of international marketing strategies is requiring more sophisticated management approaches due to the increasing importance of international business operations. The authors examine the relevance of the E.P.R.G. framework (ethnocentrism, polycentrism, regiocentrism, geocentrism) as a guideline for international marketing strategies. [ABSTRACT FROM AUTHOR]

Models employed in the analysis and planning of four critical areas of new product management are reviewed in this article. Emphasis is placed on the role these models play in improving information handling and organizational performance. [ABSTRACT FROM AUTHOR]

Pricing practice remains largely intuitive and routine. To gain insight as to why, the author examines critically some of the trends and gaps in the literature and practice. A comprehensive and systematic guide to successful price setting is offered. [ABSTRACT FROM AUTHOR]

Marketing is widely viewed as a subject serving the interest of sellers. Buyers are typically studied from the perspective of helping sellers achieve their objectives. Earlier students of marketing studied both parties to the market transaction and how each pursued their marketing advantage. The buyer has a broad range of marketing strategies available to increase the chances of consummating the desired transaction. This article attempts to restore interest among marketing practitioners and scholars in the objectives and strategies of the buyer. [ABSTRACT FROM AUTHOR]

The author draws on many years of experience in industry, consulting and education. He discusses new complexities of the business environment that account for higher risks in product management and strategy. Both risks and penalties for product failure are increasing. Therefore, improving the effectiveness and profitability in product policy and strategy represents new management imperatives. [ABSTRACT FROM AUTHOR]

Little attention has been paid to ethical and social questions concerning the use of fear appeals in marketing. This article highlights some critical aspects of this controversial issue and suggests areas where research is needed. [ABSTRACT FROM AUTHOR]

The marketing concept has been severely criticized by consumerists. However, not all of the issues raised by these critics are marketing problems. If social responsibility is to be redistributed, it must proceed from a realistic concept of the role and function of marketing. INSET: MARKETING MEMO. [ABSTRACT FROM AUTHOR]