Determinants of Variations in the Advertising-to-Sales Ratio: A Comparison of Industry and Firm StudiesJan 1, 1980 Paul W. Farris and Mark S. Albion, 1980, 80-107
Seeks to explain variations in advertising intensity among industries, and also among companies and brands in the same industry, in terms of factors such as market share and industry concentration.
Influences on Children’s Product Requests and Mothers’ Answers: A Multivariate Analysis of Diary DataJan 1, 1980 Caroline Henderson, Robert J. Kopp, Leslie Isler, and Scott Ward, 1980, 80-106
Analyzes data from a diary study of 255 children to examine the relative strength of advertising and family influences on children's expressed desires for products and what factors, including advertising, shape parents' responses to requests.
Life-Cycle Cost: A New Form of Consumer InformationJan 1, 1980 R. Bruce Hutton and William L. Wilkie, 1980, 80-116
Presents the findings of an experiment investigating the effects of supplying life cycle cost information about appliances to consumers.
Managing Customer Satisfaction in Consumer Service BusinessesJan 1, 1980 John A. Czepiel, 1980, 80-109
Characterizes the essential tasks of the managerial process in consumer service businesses; reports pilot application of this model in three large companies.
Marketers’ Potential Contribution to Regulatory ReformJan 1, 1980 G. David Hughes, 1980, 80-113
Discusses possible ways marketers can use their knowledge and talents to contribute to regulatory reform.