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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.

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]

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]

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]

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]

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]

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.

How can the behavioral sciences be used more effectively in marketing? What procedures should be followed? What are the inherent limitations confronting the marketer working with behavioral science tools? These and other questions are discussed. The process of scientific inference for marketing and the behavioral sciences is presented, and several reasons are offered for studying the behavioral sciences in a marketing context. [ABSTRACT FROM AUTHOR]

A number of advertising spokesmen have strongly recommended a truly "international" approach to advertising for firms operating outside the United States. This article describes how U.S. international advertising managers value this approach and how extensively they have employed it in their companies' advertising. [ABSTRACT FROM AUTHOR]

A program for the systematic review of company advertising can result in better information concerning what advertising should accomplish, what company advertising has actually accomplished, and what can be done to create more effective advertisements in the future. This article describes a continuing program designed to aid management in evaluating advertising effectiveness. [ABSTRACT FROM AUTHOR]

A three-step method is presented for planning new products, for planning product improvement, and for evaluating relative strength of copy claims. Step 1 involves systematic creative exploration of all conceivable product variations; step 2 assigns differentiation ratings; step 3 evaluates three primary factors of product attributes. [ABSTRACT FROM AUTHOR]

While the debate over the proper role of antitrust continues, the scope of possible government intervention has been increasing. This article discusses the emerging relationship between advertising and antitrust in the determination of the relevant market as it has been developed in recent court cases. The author cautions that business judgment can not be relied on as a safe-guard against antitrust actions, if indeed it ever could. [ABSTRACT FROM AUTHOR]

Frequently implicit in marketing decisions are investments, far removed from marketing data, that turn up in sections of the financial reports. They can have troublesome effects on decision making, not only in the marketing activity but also in other areas. Thus, while marketing management is kept unaware of some ramifications of its earlier decisions, other departments may be treating outgrowths of marketing policy without ever understanding the roots of the problems they encounter. In this article hidden investments in inventory resulting from marketing decisions are described, their causes are analyzed and their effects are traced. [ABSTRACT FROM AUTHOR]

Keeping attuned to fashion trends is crucial to the success of companies in many industries. This article explains that fashion trends can be detected fairly easily if the marketer is aware of certain factors which help to determine whether a particular innovation will go on to become an accepted fashion. According to the author, fashion trends may be of two types which facilitate the prediction of peaks in fashion popularity and the point in time when the trend is likely to die out. [ABSTRACT FROM AUTHOR]

The author presents his views on the merits of placing emphasis on product packaging as a marketing strategy. According to sales tests contained in the article "A Cash Register Test of Sales Effectiveness," published in the April 1962 issue, even a non-functional change in the design of a product's packaging can potentially double sales.

Should plans for a product's promotional push emphasize the potential of poorly developed sales districts? Or, should allocations for advertising and sales promotion stress the receptive environment provided by the brand's best markets? These questions have been frequently discussed around the corporate conference table. This article asserts that the purpose of promotional spending should vary according to a brand's strength in a particular geographic area. In strong sales areas, the significance of the brand's own franchise should be considered. Consequently, the primary purpose of spending in those areas is to sustain the franchise already developed. In weaker districts, "developmental dollars'' are necessary to build a brand's franchise to a level where it will begin to generate spontaneous trade support and the marginal return on dollars invested will be higher. [ABSTRACT FROM AUTHOR]

The article contains a section of abstracts regarding marketing research and research techniques from various publications. Some of the articles include "Libraries and Librarianship in Advertising, Marketing, and Communications Media," "Scouting The Trail for Marketers," and "The Application of Survey Research Methods to "Model Line" Decisions."

What is wrong with the marketing planning methods many companies use? Can something useful be learned by examining the procedures of leading companies and reviewing the literature of planning? What should a company do NOW to improve its marketing planning? [ABSTRACT FROM AUTHOR]

The article contains a section of abstracts regarding Advertising and Sales Promotion from various publications. Some of the articles include "Exhibitions: the Price and the Prize," "Trade Ads Spur Brand Preference-And Research Proves It," and "The Starch and Ted Bates Correlative Measures of Advertising Effectiveness."

The general pattern of cyclical fluctuations in advertising has become familiar today. But what remains less well understood is how one type of advertising may behave differently from others. A better insight into this subject will help media in reducing business instability and to assist advertisers in planning effective advertising strategies. This article demonstrates how differently advertisers of different types of products and of various sizes react to business fluctuations. [ABSTRACT FROM AUTHOR]

Advertisers are constantly confronted with the problem of budget distribution. Although much progress has been made in the measurement of both marketing data and advertising weight, little has been accomplished in terms of correlating the two so as to arrive at a sound basis for budgeting decisions. This article offers a practical approach for the budget planner who wishes to allocate monies to markets on the basis of the markets' estimated productivity. [ABSTRACT FROM AUTHOR]

Frequently misrepresented, the concept of "corporate identify" is misunderstood by many marketing executives. This brief article defines the subject, details the concrete techniques involved, and outlines the realistic marketing benefits that company management can expect from a controlled plan of Visual Communications. [ABSTRACT FROM AUTHOR]

The article presents abstracts of marketing literature related to advertising and sales promotion. They include "What is Available in Syndicated Film for Television," by Lawrence W. Lichty, "A Note on the Golden Age of Advertising," by David M. Blank, and "18,000,000 Book Nobody Reads," by Reynolds Girdler.

This article presents the principal factors pro and con as to the growth of standardized advertising practices in Western Europe. The author's presentations to the Fourth Congress of the International Advertising Association in Madrid in September, 1961, and to the Indiana University Second International Seminar on Marketing Management in Stresa, Italy, in July, 1962, have been brought up to date for readers of the "Journal of Marketing." [ABSTRACT FROM AUTHOR]

Many readers will be surprised to learn of the timely marketing practices and institutions which characterize the small nation of Finland. Its "Americana" marketing appearance, exemplified by planned shopping centers, television advertising, and self-service stores seems incongruous with a common border with the Soviet Union. Wholesaling, retailing, and advertising are some of the areas included in this firsthand report of Finnish marketing. [ABSTRACT FROM AUTHOR]

The article presents abstracts of marketing articles related to advertising and sales promotion. They include "How to Get Ahead in Advertising and Maybe Stay There," by Stephen Mahoney, "Changes in Radio Programming, 1960-61," by Sherman P. Lawton, and "Put the Price in the Ad," by Polly Price.

The high costs of television make it increasingly important that TV commercials appear on programs which reach the right prospects for the advertised products and for isolating program audiences in large numbers for subsequent analysis of characteristics. The authors believe that a method now exists. Their article describes a method to expand the sample, without expanding cost unduly, and without affecting reliability of data obtained. [ABSTRACT FROM AUTHOR]

It has often been alleged that advertising people are faddists, that they "jump on the bandwagon" whenever a new creative idea comes along. By careful statistical analysis of advertising formats that have appeared in two consumer magazines, the authors have tested the validity of this charge. [ABSTRACT FROM AUTHOR]

Here is a new look at contests, and contestants. Generally, a count of contest entries is used as a gauge of success. This article shows why a count of entries is a poor measure of number of people involved, and an even poorer measure of prospects attracted. [ABSTRACT FROM AUTHOR]

The article addresses the changes in the buying market that require a reconsideration of advertising approaches. The article discusses approaches to advertising, from loud, attention getting advertisements, to long, over-informative treatises on the benefits of one product over another. This article proposes that busier consumers require a different approach and that approach depends heavily on brand image. Images fall into three categories, subjective (how the consumer identified with the object), objective (an emotional appeal), and literal (a clear, visual brand identifier). It is no longer necessary for successful products to simply choose a brand name, but the image creation and advertising behind it requires deliberate planning.

The article discusses a survey of bread buying habits of housewives. According to the author, the survey is significant because of its applicability in other markets and for the research methodology employed, which successfully reflects the motivation behind the purchase decisions. The article addresses the results as they relate to brand competition, brand loyalty, previous brand preferences, reasons for product abandonment, and product quality issues. The implications of this study in terms of advertising, marketing strategy, and market positioning are discussed.

The article focuses on planning in marketing, explains the need for planning and presents reasons for the lack of planning in most businesses. Marketing planning is needed to enable executives to better handle their primary responsibilities, improve profitability in the long run, and ensure a company remains competitive with new products. Primary targets of marketing planning include sales and advertising planning, market research, distribution planning, sales forecasting, product line planning, inventory planning, pricing planning and credit planning.

The article discusses newspaper advertising test runs. The idea of testing ads in low to medium circulation newspapers is addressed. Factors impacting total returns include audience size, product appeal, interested market, and advertisement size. The willingness of certain newspapers to accept ads of 300 characters or less is discussed. A graph tracking total return of an ad in comparison to newspaper circulation size is presented. All test runs were conducted in the "New York Daily Mirror" and advertised a laxative product.

The article discusses the analytical problem approach to marketing in comparison to the institutional, functional and commodity approaches. Primarily a preliminary step, the institutional approach focuses on the people involved in the marketing trade and their roles. The functional approach describes the actions of each segment in the marketing process. Several lists of marketing functions are provided. One includes assembling, storing, financing, assumption of risks, standardization, selling, and transportation. The analytical problem approach is reportedly different from the other approaches in that it considers how well something is working and the chances for improvement.

The article presents various abstracts relating to marketing focused on advertising, including the articles "The Advertising Budgets of Most U.S. Businesses Are Still Too Low. Is Yours?;" "The Advertising Force--Its Challenge and Potentials in Today's Economy," by Paul Mazur; and "Color to the Rescue of TV's Boom."

The article discusses various methods used to measure the size of advertising markets. According to the author, defining the size of an advertising market depends on the objective of the campaign. With the given example of advertising to create demand for a product, the author notes that the market size is a function of the media audience. The author believes that for an audience such as the readers of a particular newspaper, it is impossible to define that audience by size or quality within a geographic area. The measure of total combined circulation of that newspaper must be used instead.

The article discusses the marketing strategy of basing advertising campaigns around trade characters. According to the author, trade characters are coupled with brand names and trade marks as a way of identifying the product or service being advertised. The author presents a number of popular trade characters, including the Green Giant of the Minnesota Valley Canning Company, who was so popular, the company changed its name to the Green Giant Company. Also included are attributes present in successful trade characters.

The foregoing analysis of non-price competition has been an attempt (a) to indicate that in a multi-product firm, such as the large-scale department store, demands are so interrelated that reductions in price have the effect of shifting the over-all demand to the right, selling more units at normal prices; (b) to indicate that in competitive strategy the decision maker views the sales of his merchandise as being a function not only of price but also of location, display, advertising, personal selling effort, product, timing and the like; and (c) to show that the systematic use of all non-price devices in combination is the most effective means of segmenting the market and developing the store itself into a differentiated commodity. [ABSTRACT FROM AUTHOR]

To summarize, the practical problem of most firms is to determine the degree of cyclical fluctuation that should be permitted in advertising. Measurement of advertising effects provides an important benchmark for approaching this problem, but econometric estimates must be supplemented by sophisticated judgment on the nature of the product. Product characteristics that favor extreme cyclical fluctuations are: large shifts in the marginal efficiency of advertising; high income elasticity of demand; sharp constriction of margin over production cost and intensified price competition in depression; the absence of dramatic product improvement in depression; a low proportion of investment-type advertising and a short response lag; and the lack of strong growth in the potential market. Converse conditions favor cyclical stability in the advertising appropriation. [ABSTRACT FROM AUTHOR]

The article presents information on marketing research surveys published in various journals. The marketing survey "Keener Competition for Display Space Puts Burden of Salesmen to Get It," published in March 1950 issue of "Printer's Ink," presents information about executive's opinion concerning the use of display material. Opinions also are given for a number of other problems arising in connection with the use of this advertising medium. Another survey "Does Client Loyalty Pay Off," by Halsell, published in the April 1950 issue of "Advertising Agency," reveals that there seems to be a direct relationship between long-term client-agency connections and client earnings over the years. The survey "How 147 Agencies Use Pension and Profit Sharing Plans,"by J.K. Lasser and Ira W. Rubel, published in the April 1950 issue of "Advertising Agency" focused on the significance of pension and profit sharing plans in agency operation. The reasons for following certain policies are explained and may of the tax regulations concerning such plans are presented in general outline.

The article presents information on determining factors that influence consumers' brand choice. A discussion is presented about buying behavior and questions consumers ask themselves before making a purchase. The author suggests marketing strategies that aim to answer these questions and convince the consumer to purchase a particular brand. An overview of factors influencing brand selection, such as packaging, price, habit, and availability, is presented. The author discusses the important brand choice factors regarding commodities like gasoline, coffee, and aspirin.

The article presents information about measuring consumer attitudes toward products. The author lists factors that might cause a continuing inequality in brand sales in a particular market such as availability of various brands, distribution of consumer knowledge of the brands, consumer opinions, and price. A discussion is presented about way to research each of these factors and use them as a basis for product change. A method of measuring advertising effects is explained, and the cost effectiveness of consumer attitude research is described.

The article reports on marketing strategies related to consumer motivation. A discussion is presented about the prosperity of the United States and its effect on consumer attitudes. Factors that influence consumer's buying decisions, such as nationality, church affiliation, political party, and labor union, are mentioned. The author points out principles of motivation and offers ways to incorporate the psychological factors of purchasing into advertising and marketing strategies. The importance of qualitative research is discussed.

This article discusses the relationship between social science and the art of advertising. A discussion is presented about the relationship between human psychology and everyday social behaviors. Information related to advertising strategies that account for psychological and social motivations is presented. Methods of advertising to various age and demographic groups using this psychological information is presented. The importance of distinguishing between various social classes is mentioned.

The article discusses marketing to people under the age of 18. The author divides these individuals into four groups, those under the age of five, those between five and 12 years of age, those between 12 and 18, and those between 18 and 25. According to the author, the first and youngest group, those under five, have no purchasing power. The second group, are subjected to older people's influences as well as those in their own peer groups. The third group, comprise the market where most mass buying originates. Those in the eldest group, the young adults, are more likely to focus on items that will help them settle down, find a house and build a family. The author believes the youth market is important because of the influence they can exert on their parents as a marketing target.