Appraising Research on Advertising’s Economic ImpactsJan 1, 1979 Mark S. Albion and Paul W. Farris, 1979, 79-115
A comprehensive investigation of the economic and marketing literatures bearing on the economic effects of advertising; addressed to academics, business people, and public policymakers.
Simulation Methods as an Aid to Designing Market Map Studies: A Managerial ReviewJan 1, 1979 Edgar A. Pessemier, 1979, 79-102
Describes a simulation approach designed to help a firm choose the most cost-effective method of developing a market map in the context of its market environment.
Children’s Purchase Requests and Parental Responses: Results From a Diary StudyJan 1, 1979 Leslie Isler, Edward Popper, and Scott Ward, 1979, 79-110
Reports results from a diary study of 250 families; investigates children's product requests, product purchases, and television viewing, and associated parent-child interaction.
The Effectiveness of Marketing’s “R&D” for Marketing Management: An AssessmentJan 1, 1979 John G. Myers, Stephen A. Greyser, and William F. Massy, 1979, 79-105
Presents some of the highlights and recommendations of the AMA Commission on the Effectiveness of Research and Development for Marketing Management. Based on a review of the field of marketing over the past 25 years, it provides an overall assessment and specific recommendations.
Communications Spending Decisions for Industrial Products: A Literature ReviewJan 1, 1979 Morton Galper, 1979, 79-111
Employs a model of marketing communications decisions to structure an examination of the literature on industrial communications budgeting, focusing on the size of the total budget, the mix of communications elements, and expenditures for individual elements.