bluuebunny/crossref_metadata_2025 huggingface dataset:
The Relationship Between Alcohol Beverage Types and Violence
Authors: Snowden Aleksandra J.
Published: November 2018

There is substantial evidence of an ecological association between off-premise alcohol outlets and violence. We know less, however, about how specific beverage types that are sold in the outlets might explain the difference in violence rates across different alcohol outlets. Data on alcohol beverage types were collected for all off-premise alcohol outlets in Milwaukee, Wisconsin, using a systematic social observation instrument. Spatially lagged regression models were estimated to determine whether the variation in alcohol beverage types is related to robbery density net of important neighborhood predictors of crime rates. Availability of all alcohol beverage types (beer, wine, spirits, premixed, single beer, single spirits, single premixed) was positively associated with the density of robberies, net of neighborhood characteristics. Reducing alcohol beverages, regardless of the beverage type, sold at off-premise alcohol outlets may reduce violence in communities.
Marketing and Economic Development
Authors: Drucker Peter F.
Published: November 2018

In the “underdeveloped” countries of the world, the more “glamorous” fields such as manufacturing or construction are generally high-lighted while marketing is treated with neglect, if not with contempt. Yet marketing holds a key position in these countries. It is generally the most backward of all areas of economic life.

Marketing is also the most effective engine of economic development, particularly in its ability rapidly to develop entrepreneurs and managers. And it contributes what is the greatest need of an “underdeveloped” country: a systematic discipline in a vital area of economic activity … a discipline which is based on generalized, theoretical concepts and which can, therefore, be both taught and learned.
Detecting Patterns of Magazine Reading
Authors: Twery Raymond J.
Published: November 2018

The problem is that of estimating the quantitative and qualitative character of the audience reading any given group of magazines. The tool for attacking this problem is factor analysis. Long used by psychologists and economists, this technique is well suited for a comprehensive approach to many marketing problems. The pairwise audience overlap for fifty-three magazines is analyzed for a nationwide sample of women.
Public Relations and the Challenge of the Marketing Revolution
Authors: Lesly Philip
Published: November 2018

The author, a public-relations expert, believes that the consumer is in control of the market place today … and that the consumer is seeking psychological satisfactions more than physical necessities.

With a major shift occurring in motivations, formerly effective sales and advertising appeals are losing potency, and subtle techniques of influencing attitudes are becoming more essential.

It is no wonder that techniques of public relations—sensing of public attitudes and conveying of ideas to the public through indirect means—are growing in importance in many marketing programs. Mr. Lesly points out how the techniques of public relations may be effectively used.
Dealing with Missing Information in Surveys
Authors: Lansing John B. , Eapen A. T.
Published: November 2018

In every survey based on a probability sample the problem arises of missing information, in addition to problems of sampling error and response error. Entire interviews may be missing because of non-response (refusals, not-at-homes, etc.) or because dwelling units which should have been in the sample were missed. An interview may be taken with one designated respondent in a family but not with others. Also, interviews may be incomplete.

This article explains the techniques that can be employed to deal with missing information.
A New Way to Determine Buying Decisions
Authors: Pessemier Edgar A.
Published: November 2018

Better understanding of consumer behavior is one of the principal problems of marketing management. Therefore, the research technique described in this article should be of considerable interest, because it provides valuable insights into consumer conduct.

By analyzing how shoppers behave under simulated market conditions, brand-switching and brand-loyalty patterns can be analyzed. Further development of the technique described could be particularly valuable in shaping a firm's marketing strategy.
Respectability for Marketing?
Authors: Borton William M.
Published: November 2018

Is it the highest mission of marketers to switch buyers to their particular brand? Or to induce people to buy and consume more and still more goods?

The author of this article wonders: How useful is this mission? To how much respect does it entitle marketers? Are they anxious enough for social approval to assume more social responsibility?

The writer likens marketing to an “adolescent giant”—anxious for approval, but torn between selfishness, materialism, and altruism. But he believes that marketing will mature into a more helpful, effective, and respected member of society.
The Forum…: Patterns of Food Preferences through Factor Analysis
Authors: Pilgrim Francis J. , Kamen Joseph M.
Published: November 2018

The fact that preferences for different foods are correlated suggests the existence of underlying psychological dimensions.

Studies of soldiers’ food preferences revealed certain basic dimensions of food preference. Some factors consisted of a generalized liking for certain conventional food classes such as fruits or desserts, but other preference factors tended to cut across food classes or were only a small part of a class.
The Forum…: “Heart Appeal” in Grocery Advertising
Authors: Lunding Franklin J.
Published: November 2018

It is difficult, particularly in mass retailing, to convince shoppers to open their pocketbooks and make their purchases from displays. This article discusses what can be done in advertising to attract and build steady customers.
The ABCs of ARF'S Farm
Authors: Lucas Darrell B.
Published: November 2018

The Advertising Research Foundation in 1955 conducted an experimental study of advertising research methods which is probably the finest example published in this field. A Committee, known as the Printed Advertising Rating Methods Committee (PARM), expended over $100,000 duplicating the field methods of the two leading commercial research companies working on printed advertising, namely, Daniel Starch and Staff and Gallup & Robinson, Inc.

PARM designed and supervised the study, then tabulated and presented the numerical findings. The Committee did not attempt to present an official interpretation of the findings or to make specific recommendations. Instead, ARF invited all interested advertising research people to make their own analyses and interpretations.

After five years, this is the first attempt at a comprehensive published response to the Committee's invitation.
Pinpointing Prospects for Industrial Sales
Authors: Hummel Francis E.
Published: November 2018

The primary job of sales management is to get the salesman to the right place, at the right time, and with the right information to make a sale. In marketing industrial goods, what is the “right place?”

This article describes an organized research approach to determine new prospects for an industrial firm. It is based on use of the Standard Industrial Classification System to predetermine those industrial firms that afford the greatest potential of becoming future customers.

Four different methods of determining new industrial prospects are described; industrial directories, surveys, trade-show attendance lists, and promotional inquiries.
Intentions to Purchase Related to Consumer Characteristics
Authors: Namias Jean
Published: November 2018

An earlier article by the same author in the JOURNAL OF MARKETING studied fulfillment of intentions to buy, or not to buy, as a function of income, liquid assets, personal debt, attitudes about one's own financial situation, optimism about market conditions, residence in cities, towns, or open country, and by size of family. It was found, for example, that the greatest number of buyers of household durables comes from consumers who at first do not plan to buy, but later change their minds and do buy.

The present article studies fulfillment of intention to buy as a function of expectation of price changes, age, geographic region, and a combination of occupation, education, and income.
The American Marketing Association in 1960
Authors: Twedt Dik Warren
Published: November 2018

The American Marketing Association is growing at a healthy rate. Most of its members are businessmen, engaged in the marketing of industrial and consumer goods; and the most common occupational function is marketing research, although this function accounts for less than half the membership.
What about the Good-Faith Defense?
Authors: Tarpey Lawrence X. , Ferber Robert
Published: November 2018

What are the limits of the good-faith defense? This article outlines the many problems which still surround the interpretation and application of Section 2(b) of the Robinson-Patman Act.
How Many Contest Entries Spell Success?
Authors: Pomerance Eugene C.
Published: November 2018

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.
Early Prediction of Market Success for New Grocery Products
Authors: Fourt Louis A. , Woodlock Joseph W.
Published: November 2018

This article describes novel methods of using consumer panel statistics to predict the success of new grocery products. Since about four out of five such products fail, even modest improvements in early identification of successes is important.

The authors show how greater attention to successive waves of repeat buying and to intervals between purchases make significant improvement practical. They link these somewhat neglected statistics to a mathematical model of penetration.
The Sales Territory as a Fixed Asset
Authors: Schiff Michael
Published: November 2018

The sales territory or district should be viewed as a decentralized unit of the firm managed to produce a profit on the assets employed therein. This profit center view usually stresses profits but ignores the fundamental asset—the value of the territory itself.

The author urges that we depart from conventional financial practice and assign a value to the sales territory, thus permitting more effective evaluation of performance and decision making.
Channels of Distribution for Consumer Goods in Egypt
Authors: Boyd Harper W. , El Sherbini Abdel Aziz , Sherif Ahmed Fouad
Published: November 2018

Channels of distribution are especially important in the economic life of an underdeveloped country like Egypt, because manufacturers typically delegate their marketing activities to them.

The present article describes and evaluates the channels of distribution for consumer goods in Egypt. This information helps in the economic development of an underdeveloped country.
How Marketing Research Can Help Railroads
Authors: Kramer Walter
Published: November 2018

Railroad management has spent considerable effort urging changes in public policy which they argue is the cause of their present difficulty. One of the dangers of this activity is that it may blind management to the possibilities that still exist within the present regulatory framework for profitable operation of a transport media.

It is suggested that a new approach to the marketing of this service with emphasis on marketing research will help materially to increase sales of railroad transportation services.
Basic Dimensions of the Corporate Image
Authors: Spector Aaron J.
Published: November 2018

Studies of corporate image often proceed on the assumption that “expert” judges know which dimensions of a corporation's image the respondents consider when they think about the corporation. This article describes a factor-analytic study in which the image dimensions were obtained empirically, and compares the images held by two groups of respondents.
A Snobographer's Scholarly Approach to Snobocracy
Authors: May Frederick E.
Published: November 2018

This snobbish treatise deals with the changing tastes among American car users.
Increasing the Rate of Return in Mail Surveys
Authors: Kimball Andrew E.
Published: November 2018

This article illustrates a simple experimental approach, used in increasing the rate of return in mail surveys.
Does the “Sleeper Effect” Apply to Advertising?
Authors: Weinberger Martin
Published: November 2018

Under certain conditions, the change in attitude produced by a communication may be greater after a delay than immediately after exposure to the communication. This delayed change is called the “sleeper effect.”

This article discusses the relevance of this phenomenon to advertising research. The author believes that repetition of advertising is probably more likely to reinforce the original effect of the advertising message than to produce a “sleeper effect.”
Should Salesmen's Compensation be Geared to Profits?
Authors: Day Ralph L. , Bennett Peter D.
Published: November 2018

Do most sales managers try to maximize sales volume to the detriment of profits? The authors do not think so.

Methods are proposed for shifting incentives from sales volume to profits through better utilization of data available from electronic data processing systems.
Advertising and Social Values
Authors: Petit Thomas A. , Zakon Alan
Published: November 2018

This article was written independently of the one preceding, by Colston E. Warne. The point that authors Petit and Zakon are making is that advertising is a bulwark rather than a threat to our existing values.

They maintain that critics of advertising who say that it violates the American value system are in reality criticizing the American value system itself.
Are There Fashion Cycles in Creative Advertising?
Authors: Kelley William T. , Duke Robert G.
Published: November 2018

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.
The Roots of Large Scale Retailing
Authors: Moyer M. S.
Published: November 2018

For a century, retailing has been leavened by a succession of large scale retailers—the department store, the mail order house, the chain store, the supermarket, and the discount house.

What are the common, underlying reasons for their emergence? Will the pattern continue? Here is a critical answer.
Current Shifts in Electrical Wholesaling
Authors: Ganzenmuller George
Published: November 2018

Established marketing institutions and practices are undergoing changes. The wholesaler in particular is under pressure; and he is striving to improve his position, as this article shows.
Pre-Case Analysis for Students
Authors: McCarthy E. J.
Published: November 2018

Most students jump to recommendations and conclusions for cases almost before they have finished reading them for the first time. This article describes a way of forcing marketing students to do more analysis before preparing a formal case report.
Can Results of Sales Promotion be Predicted?
Authors: Weber John H.
Published: November 2018

Can the part that promotion plays in making sales be quantitatively measured and predicted for the future?

This author offers evidence that conditions in the marketplace are so unknown and change so quickly that it is almost impossible to measure all in the course of an experiment, let alone try to duplicate them for future prediction.
Pretesting Advertising with the Differential Attitude Technique
Authors: O'Neill Harry W.
Published: November 2018

The results obtained with the advertising pretest procedure presented in this article indicate that the differential effect on readers' attitudes of print ads (and probably other types of advertising as well) can be satisfactorily measured by a fairly simple scalar technique.

Thus, an ad can be evaluated prior to publication in terms of its impact on attitudes rather than in terms of the recall of specific aspects of the ad.
Retailing in Great Britain
Authors: Boyd Harper W. , Piercy Ivan
Published: November 2018

How different is retailing in Great Britain from retailing in the United States? How can the differences be explained? What can be predicted for British retailing?

These are the questions answered in this article.
The Future of Discounting
Authors: Davidson William R. , Doody Alton F.
Published: November 2018

There is much speculation about the discount house being the “store of the future,” capable of revolutionizing all or a large part of retailing.

This article evaluates the competitive significance of discounting and places it within a realistic marketing perspective.
A Model for Marketing Programing
Authors: Willett R. P.
Published: November 2018

The mix concept is a marketing fact of life, but it has not produced for the marketing manager.

The author questions the usefulness of the conventional mix concept and suggests an alternative approach to marketing program design.
Food Marketing in Western Europe Today
Authors: Abbott John C.
Published: November 2018

Food trade in Europe is undergoing many changes; and both retailers and investors seem to be getting confidence in self-service supermarkets, prepackaging, frozen foods, and similar developments.

But what about public opinion? What about suitable suppliers and managers? This article gives some answers to these and related questions.
Interviewer Bias in Selecting Households
Authors: Garter Roy E. , Troldahl Verling C. , Schuneman R. Smith
Published: November 2018

The question raised in this article is: To what extent will noninterviewers be able to identify the households which interviewers themselves chose or rejected when they were assigned sex and age quotas in small block clusters?

Apparently serious biases may be introduced when interviewers are briefed to use random-type methods in proceeding through an area.
The Breakthrough in Sales Forecasting
Authors: McLaughlin Robert L.
Published: November 2018

The techniques described in this article show how time series analysis can be used in sales forecasting.

For several years experiments have been conducted in using time series analysis in forecasting sales at the Scovill Manufacturing Company, and considerable empirical data have been assembled. The techniques for anticipating sales, developed through these experiments, are described here.
A Pioneering Experiment in Assessing Advertising Effectiveness
Authors: Coffin Thomas E.
Published: November 2018

According to this article, there are only two basic dimensions to the effectiveness of advertising: (1) size of audience, and (2) depth of impact.

The advertising industry has been spending most of its research dollars in measuring the audience component, with the result that we can now measure this dimension reasonably well. Dr. Coffin believes it is now time to spend more dollars in assessing the dimension of impact—for it is this area which, for the future, promises the greatest improvement in advertising evaluation and sound media comparisons.
Marketing's Challenge to Economics
Authors: Coons Quentin L.
Published: November 2018

Clearly recognized in the President's 1962 Economic Report to Congress is the fact that “faster economic growth in the United States requires, above all, EXPANSION OF DEMAND.”

But most academic economists remain critical, ignoring or denying the contributions of creative marketing to a dynamic economy and questioning marketing's value as a progressive social force.

Read what Quentin L. Coons has to say to these economists.

Also see “An Economist Defends Advertising,” by John W. Lowe, pp. 16–19.
An Economist Defends Advertising
Authors: Lowe John W.
Published: November 2018

In this article an economist presents a highly critical review of a standard economic attack on the advertising industry. He pinpoints errors in economic analysis, and shows how the advertising industry is in an excellent position for a counterattack.

In this connection, see “Marketing's Challenge to Economists,” by Quentin L. Coons, pp. 11–15.
How Not to Do Consumer Research
Authors: Stock J. Stevens , Auerbach Barbara K.
Published: November 2018

People often seek their friends' opinions about the quality of goods and services before buying. But should a collection of opinions be offered to the public as apparently scientific proof of quality?

The marketing researcher assumes particular responsibility when he attempts to use public opinion as a method of evaluating products and services for the buying public.

In this discussion of some of the difficulties involved in consumer research, the authors use a widely-read CONSUMER REPORTS magazine survey as an example.
Marketing in Finland
Authors: Alton A. J.
Published: November 2018

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.
What Are “Commodities of like Grade and Quality”?
Authors: Knopp Jacky
Published: November 2018

The U. S. Supreme Court was never more correct than in saying that “precision of expression is not an outstanding characteristic of the Robinson-Patman Act.”

This article shows the varied interpretations given by the FTC to one section of the Act, dealing with “commodities of like grade and quality.”

The author also shows how the phrase “like grade and quality” may be given sharper and less ambiguous meaning.
Census Distortions of Food Broker Sales
Authors: Johnson Frank
Published: November 2018

Because of the Census Bureau's methods of tabulating, there are distortions with respect to sales by food brokers. These affect Census of Business data.

What can be done to improve methods of tabulation? This is a matter of concern to all marketing men.
The Use of ROI in Sales Management
Authors: Schiff Michael
Published: November 2018

The shift in emphasis from sales volume to profitability as a measure of field sales management marked a real forward step in marketing management. One further step is necessary.

The measure of effectiveness of business management should be return on investment (ROI), and not merely sales volume produced or profits as a percentage of sales. The field sales manager should be evaluated on the return on investment he produces in his segment of the business.

The author believes that attention to ROI will not only result in harmonizing the objectives of the field sales organization with the over-all objective of the company, but will also equip field sales management with an effective businessman's tool for decision making.
Is Advertising Believability Really Important?
Authors: Maloney John C.
Published: November 2018

Most advertisers feel that to be effective, each advertisement must be noted, understood, and believed.

Dr. Maloney draws upon a broad research background to demonstrate that an advertisement can be effective without being completely believed!
Why a Marketing Research Code of Ethics?
Authors: Twedt Dik Warren
Published: November 2018

Obtaining consumer opinions through organized marketing research is essential to modern marketing. But this implies fairness to consumers, and not abuse of their confidence.

The Marketing Research Code of Ethics approved by the American Marketing Association spells out minimum ethical standards for researchers.
American Marketing Association Membership in 1963
Authors: Künstler Donald A.
Published: November 2018

What are the characteristics of members of the American Marketing Association?

How many members are there? When did they join? In which industries do they work? What are their job functions and titles? What changes currently are taking place within the AMA?

This articles gives the answer.
Fringe Benefits or Salary?
Authors: Greene Mark R.
Published: November 2018

Is management wasting a large portion of its payroll in unnecessary payments? Is it time to evaluate incentive systems for salaried employees in broader terms than cash payments alone?

A first step is to find out how important “fringe benefits” or nonsalary compensation plans are in the minds of employees. The author reports on a study carried out to answer this and related questions.
Is a Marketing Man Just a Marketing Man?
Authors: Millican Richard D.
Published: November 2018

If “marketing man” is a stilted, undignified, and archaic term for those engaged in marketing work— as the author of this article claims—what can be done about it?

How about a new name for marketing practitioners and teachers?
Let's “Internationalize” Our Marketing Students
Authors: Gordon Guy G.
Published: November 2018

Every year hundreds of thousands of graduates of American colleges and universities enter business, with almost no knowledge of international business relationships. How can marketing educators help to correct this deficiency?

The author of this article has a very practical suggestion, based on the development of a different type of course in basic marketing.
Forecasting Brand Performance through Simulation Experiments
Authors: Pessemier Edgar A.
Published: November 2018

How can marketing managers develop sound alternative marketing strategies and forecast their relative effectiveness?

Simulation techniques may be the answer. Although these techniques and the methods of analysis may not be familiar to most marketing men, their potential usefulness is demonstrated in this article.
Marketing's Little-Known Microscope
Authors: Murray Bruce W.
Published: November 2018

Vast quantities of marketing information are gathered and tabulated every 10 years in the United States Census, but only a small fraction of these data are used by the average marketer. Detailed to the point of being almost microscopic and supremely useful when properly employed, the census-tract tabulations have not been popularly used in the past.

The author explains how census-tract tabulations can be put to work, and gives details on the application of this highly sophisticated tool to several forms of marketing.
A New Method for Testing Pricing Decisions
Authors: Abrams Jack
Published: November 2018

All business executives agree that pricing decisions are important. But far too many do not fully associate THE pricing decision and absolute dollar profitability.

Here is a description of a special technique for measuring relationships between alternative prices and demand.
Assumptions in Measuring Advertising Effectiveness
Authors: Semon Thomas T.
Published: November 2018

Thomas E. Coffin's article, “A Pioneering Experiment in Assessing Advertising Effectiveness,” published in the July, 1963, issue outlined a logical model and a practical research approach, and indicated further improvements to be made.

However, the author of the present article believes that certain basic assumptions need further study.
Credit Management as a Marketing Function
Authors: Bartels Robert
Published: November 2018

The supposed antithesis of credit and marketing management has hindered the development and integration of both.

Through the application of newer concepts of management to credit management, the author believes that ways are open for achievement of broader marketing objectives.
The Pursuit of the Dissonant Consumer
Authors: Straits Bruce C.
Published: November 2018

Do you fully understand the latest fad in consumer research—the study of DISSONANT consumers?

The author of this thought-provoking article explains the complications and pitfalls of research in this area.
The Use of Transportation Data in Market Pattern Analysis
Authors: Constantin James A.
Published: November 2018

Most marketing data on consumption and production are out of date before they are available or do not lend themselves to easy analysis. This article describes an easily understood technique for the analysis of market patterns, which uses reliable, timely, and available data to link specific production centers to specific consumption centers.
How Advertising Became Respectable
Authors: Ramond Charles K.
Published: November 2018

Dr. Charles K. Ramond suggests that sooner or later most companies will measure the return on their advertising as readily as they do the return on their other capital investments. And he also predicts that knowledge of the profitability of advertising will gradually inhibit tasteless advertising, thereby muting the public criticism some advertising men feel so keenly.

Here is a “history” of the next 35 years of U.S. advertising.
Latest Developments in Automatic Retailing in Europe
Authors: Molinari Gianfranco
Published: November 2018

Will automatic selling grow to dominate certain fields of retailing?

For many years European retailers have set up coin-operated machines in front of their stores, offering goods after closing hours and on holidays. Recently some have been experimenting with completely automatic retailing.

This article describes the latest developments in this growing trend, stressing the important role played by technical, marketing, and psychological factors.
Limitations of Supermarkets in Spain
Authors: Guerin Joseph R.
Published: November 2018

Will successful marketing institutions in economically advanced nations succeed when introduced into less developed economies? A study of Spain's recent experience with supermarkets reveals some of the roadblocks that hold back the adoption of new marketing institutions.
EQ, Son of EQ, and the Reaction Profile
Authors: Wells William D.
Published: November 2018

Are consumers' ratings of advertisements definitive enough to yield valid information about effectiveness? Or do such ratings register consumers' likes and dislikes, and nothing more?

The author conducted a series of experiments on advertisement rating scales. He concludes that consumers' ratings can order advertisements along at least two, and perhaps three, different and important dimensions.

He further indicates that results obtained from rating scales have a useful relationship to the results obtained from another well-known advertising-testing method, that of aided recall.
How International Can European Advertising Be?
Authors: Elinder Erik
Published: November 2018

Is it true that the various markets in Europe are so different that the same message for the same product cannot appeal as successfully to two or three or more markets as a campaign tailormade for a single nation?

Here is how an internationally-recognized advertising man answers this question.
Trading Stamps in Japan—Boom in the Making?
Authors: Alton A. J. , Totten George O.
Published: November 2018

As excitement concerning trading stamps diminishes in the United States, and controversy abounds in Great Britain's venture, a stamp boom is taking place in Japan.

The rapid development of trading stamps in Japan is analyzed in this article by a marketing specialist who has been a student of the trading-stamp industry in the United States for a number of years, and by a specialist in Japanese political and economic life.
Increasing the Power of Research to Guide Advertising Decisions
Authors: Belson William A.
Published: November 2018

Mass media research must provide decision makers with the most relevant information available, and must provide it accurately. It does not always do so.

This article features the intensive interview, extended piloting and the intensive backtracking interview as techniques for assessing the relevance and the accuracy of media, measures currently in use and for developing more efficient alternatives where this is necessary.
Two Requirements for Measuring the Effectiveness of Promotion
Authors: Taylor James W.
Published: November 2018

Is it really true that so many factors influence sales that it is impossible to identify and measure the contribution of individual factors?

Not so, says this author, who holds that there are procedures available for producing meaningful measurements of promotion.
The Carry-over Effect of Advertising
Authors: Tull Donald S.
Published: November 2018

Most advertisers believe there is a carry-over effect of advertising. What evidence is available, and what does it indicate about the relationships of sales to advertising?

The author of this article presents a case study, and examines other evidence bearing on this question. He also constructs models involving repeat purchasing and impression cumulation as underlying reasons for a carry-over effect.
Marketing in Italy Today
Authors: Carson David
Published: November 2018

Italy embodies all stages of economic development in its marketing structure and operations, ranging from regional differences hoary with age … to regulations of distribution based upon the guild system of the Middle Ages … to huge, quasi - independent, state -owned enterprises unusual for a non-Communist state.

Here is the most concise and accurate report yet written on marketing in Italy, yesterday and today.
Is it Time to Discard the Audience Concept?
Authors: Bogart Leo
Published: November 2018

Marketers often take the term “audience” for granted in evaluating advertising campaigns.

But Dr. Leo Bogart presents a case against such uncritical use, arguing that the term has been applied to quite different kinds of measurement, some of dubious validity.
Rationalizing Salesmen's Compensation Plans
Authors: Webster Frederick E.
Published: November 2018

Here is an answer to the need for a compensation plan closely tailored to management objectives, and to the abilities and needs of the individual salesman.
How Should Advertising and Sales Promotion Funds be Allocated?
Authors: Fulmer Robert M.
Published: November 2018

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.
A Re-examination of Engel's Laws Using BLS Data (1960–61)
Authors: Millican Richard D.
Published: November 2018

In recent years the validity of Engel's Laws, with reference to consumption expenditures, has been open to question. The first law was stated in 1857 in Western Europe where economic conditions were much different from today. Do the laws still hold in a mature American economy? This article discusses results from a test using income elasticity as the method. Data were supplied by the 1960–61 study of the Bureau of Labor Statistics.
Cognitive Dissonance and the Classification of Consumer Goods
Authors: Kaish Stanley
Published: November 2018

The theory of cognitive dissonance is one of the recently developed tools that marketing has borrowed from the behavioral sciences to investigate consumer behavior. The classification of goods into convenience, shopping, and specialty categories, on the other hand, is among the most venerable ideas in marketing literature. This article merges the two by using the theory of cognitive dissonance to give a new dimension to the classification of consumer goods. The result is a fresh set of behavioral criteria for classifying goods.
Shopping Goods, Shopping Centers, and Selling Strategies
Authors: Dommermuth William P. , Cundiff Edward W.
Published: November 2018

The preceding article defines convenience, shopping, and specialty goods in light of Festinger's theory of cognitive dissonance. In contrast, this article reports shopping behavior research which puts the classification of consumer goods in yet another perspective. The authors specifically question whether customers want to search in several stores before making buying decisions for certain types of merchandise. The answer to this question may hold important implications for future trends in channel policies, store locations, and retailing techniques.
Marketing Education and Marketing Personnel as Research Areas
Authors: Smith Wendell R. , Cooke Blaine
Published: November 2018

In the second of the reports developed by the American Marketing Association task force on research on basic marketing problems, Smith and Cooke ask for research to guide marketing educators in relating education to job performance as well as evaluating curricula and teaching methods. They also point out that there is need to study the best means of identifying, attracting, and stimulating marketing people.

Banks' commentary raises the question of education in marketing vs. education for marketing. He also seconds suggestions by Smith and Cooke that education in marketing may well be an efficient vehicle for understanding contemporary society.
Broadening the Concept of Marketing
Authors: Kotler Philip , Levy Sidney J.
Published: November 2018

Marketing is a pervasive societal activity that goes considerably beyond the selling of toothpaste, soap, and steel. The authors interpret the meaning of marketing for nonbusiness organizations and the nature of marketing functions such as product improvement, pricing, distribution, and communication in such organizations. The question considered is whether traditional marketing principles are transferable to the marketing of organizations, persons, and ideas.
Marketing and the United States Supreme Court, 1965-1968
Authors: Werner Ray O.
Published: November 2018

Important changes in marketing's legal environment have resulted from decisions of an extremely active U. S. Supreme Court during the past three years. The Court decisions have altered significantly a wide variety of feasible operational and organizational alternatives. In this article, recent Supreme Court decisions which have important implications for marketing policy and practice are discussed.
Is Impulse Purchasing Really a Useful Concept for Marketing Decisions?
Authors: Kollat David T. , Willett Ronald P.
Published: November 2018

Impulse purchasing is an important aspect of customer in-store behavior as discussed in the previous article. The authors of this paper indicate that the concept, as presently employed, has limited usefulness as a basis for marketing decisions. They outline the problems marketers must confront in order to make the unplanned purchasing concept operational for marketing decisions.
Is it Time to Quit Thinking of Income Classes?
Authors: Wasson Chester R.
Published: November 2018

Engel's Laws and the concept of social class developed by Pierre Martineau have in recent years become increasingly important to those concerned with segmenting markets. In this article, the author suggests that marketers have not really begun to make effective use of the social class concept. He further suggests that substantial data now exist which would permit the use of social class criteria other than income class.
Exploring the Commodity Approach in Developing Marketing Theory
Authors: Mount Peter R.
Published: November 2018

Increasing attention is being given to the development of theory in marketing. Theorists have used functional, managerial, and institutional approaches with relatively little emphasis on the commodity approach during the past decade. In this article, the author explores the role commodities might play in formulating hypotheses which could lead to better theory in marketing.
Product Positioning by Behavioral Life-styles
Authors: Alpert Lewis , Gatty Ronald
Published: November 2018

This approach to “product positioning,” or drawing a profile of the users of competitive brands, goes beyond the usual demographics and is based on consumer patterns of purchasing and product-use designated “behavioral life-styles.” For most major brands, the basic data are already available at low cost from syndicated services.
Technological Innovation and Marketing Management: Implications for Corporate Policy
Authors: Muse William V. , Kegerreis Robert J.
Published: November 2018

Research and development expenditures by American industry are increasing; yet the percentage of successful new products marketed is still low and product failures common. What are some factors that explain this relationship? What can be done by management to improve the R&D payoff?

The authors offer three managerial perspectives that might become an integral part of corporate policy concerning organization, executive behavior, product analysis, and planning in the important area of integrating R&D and new product development.
Some Observations on Marketing Research in Top Management Decision Making
Authors: Keane John G.
Published: November 2018

The author's comments on the role of marketing research in top management decisions are based on his association with six companies (and continuing contact with many more) spanning manufacturing, consulting, and advertising.

Some of these observations on the diverse marketing research-top management interface in decision making were presented to the Chicago Chapter of the American Marketing Association. The Chapter conferred a Merit Award on the earlier presentation during its 1968 competition for papers advancing the science of marketing.
Marketing Information Systems
Authors: Berenson Conrad
Published: November 2018

The author provides insights into the need for marketing information systems and discusses their benefits, organizational needs, structural requirements, and general limitations. Illustrations of current marketing information systems are provided.
Can Cognitive Dissonance Theory Explain Consumer Behavior?
Authors: Oshikawa Sadaomi
Published: November 2018

Cognitive dissonance theory is applicable to very limited areas of consumer behavior according to the author. Published findings in support of the theory are equivocal; they fail to show that cognitive dissonance is the only possible cause of observed “dissonance-reducing” behavior.

Experimental evidences are examined and their weaknesses pointed out by the author to justify his position. He also provides suggestions regarding the circumstances under which dissonance reduction may be useful in increasing the repurchase probability of a purchased brand.
Some Insights into Reasonable Grocery Shopping Strategies
Authors: Carman James M.
Published: November 2018

Housewives are often urged to do more “shopping around” before buying frequently purchased packaged goods. They are also encouraged to shop for deals and specials, and to buy store brands if they are interested in low prices. This research report on the benefits of shopping indicates whether these consumer strategies did lead to shoppers paying, on the average, lower prices when purchasing two grocery products.
Changes in Distributive Institutions
Authors: Davidson William R.
Published: November 2018

Massive changes are taking place among firms in the distributive industries. These changes are as much qualitative as quantitative and defy objective appraisal on the basis of conventional data sources. The author identifies six major interrelated changes and comments about their managerial and research implications.
The Expanding Role of Marketing in the 1970s
Authors: Ferber Robert
Published: November 2018

What forces are bringing about changes in marketing? What are the likely effects of these changes? A synthesis of the changes in store for marketing in the 1970s is provided in this capstone article of the special journal of marketing symposium.
Some Thoughts on the Advertising Process
Authors: Stidsen Bent
Published: November 2018

The marketing concept has important consequences for advertising research and for judging advertising effectiveness. An attempt is made in this article to show the possibility of several complementary conceptions of the advertising process. Since these complementary conceptions do not logically derive from each other, they do not necessarily result in mutually consistent conclusions. Consequently, a comprehensive model of the advertising process consistent with the marketing concept would appear to be both multidimensional and multivalued.
Guidelines for Warranty Service after Sale
Authors: Fisk George
Published: November 2018

Warranty service after sale is causing severe problems for marketing managers because the number of appliances and automobiles is growing more rapidly than human populations while service facilities and profits lag behind. This paper offers guidelines for a positive warranty program. The article is based on intensive interviews with consumer, government, and trade representatives.
Methodological Simulation in Marketing
Authors: King William R.
Published: November 2018

Computer simulation techniques have been used successfully in solving marketing management decision problems. Can these techniques be applied to the analyst's problem of selecting the best solution techniques for analyzing marketing decisions? The author indicates they can. “Methodological simulation” can also be used to narrow the “credibility gap” between the analyst and the manager.
National Income Accounting and Distributive Trade Cost
Authors: Bucklin Louis P.
Published: November 2018

The dearth of current information on trends in distribution cost is regrettable, with social concern about marketing at new and rising heights. Because the majority of distribution costs are incurred by middlemen, the estimation of expenditures for their sector is one way of providing some insight into this issue.

The author shows how national income accounting data can be employed to determine the share of value added for goods contributed by the distributive trades. This new measure shows substantial, but little noted, cyclical shifts and a surprising change in the long-term importance of wholesaling.
Media Models for the Industrial Goods Advertiser—A Do-it-yourself Opportunity
Authors: Boyd Harper W. , Claycamp Henry J. , McClelland Charles W.
Published: November 2018

Can low-cost media models be built for industrial advertisers? These advertisers typically have small media budgets and are faced with specialized audience groups about which little is known. What problems are encountered in building a low-cost media model? What results can be obtained through the use of such a model? The authors attempt to answer these and related questions through the use of a case history.
Social Class and Income as Indicators of Consumer Credit Behavior
Authors: Slocum John W. , Mathews H. Lee
Published: November 2018

The concept of social class as the best market segmentation variable needs to be critically re-examined. This article presents research findings drawn from a study of commercial bank credit card holders suggesting that social class is not a better indicator of consumer credit behavior than income level.
Relative Occupational Class Income: A Significant Variable in the Marketing of Automobiles
Authors: Peters William H.
Published: November 2018

A combination of family income and occupation is introduced as a new explanatory variable in this study of buying behavior. This easy-to-build, new variable may be more helpful in market segmentation and in the task of understanding buying behavior, than either income or occupation used alone.
The Internationalization of American Business—The Third Industrial Revolution
Authors: Leighton David S. R.
Published: November 2018

The revolution in management techniques of the last 15 years has spurred the growth of large international companies of a complexity hitherto unknown. A complete rethinking of traditional views of trade is required.