Journal of Consumer Marketing

Kim, Peter

doi: 10.1108/07363769210037042pmid: N/A

Examines the effectiveness of advertising in the light of the shiftof marketing budgets in favour of promotions. Discusses the reasons forthis shift and summarizes studies which show that advertising does work,especially during recessions. Concludes that advertising should not beneglected since, unlike promotions, it both raises sales in the shortterm and builds brands in the long term.

Tanner, David

doi: 10.1108/07363769210037051pmid: N/A

Discusses the virtues of creativity as the first part of a processenabling companies to outperform their competitors. Considers fivetechniques for stimulating creativity, with examples of applications ofeach lateral thinking, metaphoric thinking, positive thinking,association trigger, and capturing and interpreting dreams. Surmisesthat creative thinking relies on practice and the right environment aswell as education in techniques.

LaTour, Michael S.; Roberts, Scott D.

doi: 10.1108/07363769210037060pmid: N/A

Discusses the adoption and diffusion of product innovations amongconsumers. Examines the Cultural Anchoring model of diffusion, whichcomprises five subareas innovation process, trialadoption process,diffusion process, assimilationcultural anchoring, and aftermath.Surmises that certain technological innovations may foster a highlyinvolving psychological dependence, with the individuals selfconceptbecoming strongly linked to his or her mastery over a new technology

Tootelian, Dennis H.; Gaedeke, Ralph M.

doi: 10.1108/EUM0000000002599pmid: N/A

Reports on a study examining teenage incomes and savings, primarysources of information for purchasing in selected product categories,spending patterns within those categories, and teenagers overallshopping habits. Concludes that teenagers represent a surprisinglysophisticated market, with a need to define target segments and focusretailers attention on two steps emphasize the image and social natureof shopping in the store, and adopt a strong instore selling programonce teens arrive.

Tom, Gail; Clark, Rebecca; Elmer, Laura; Grech, Edward; Masetti, Joseph; Sandhar, Harmona

doi: 10.1108/07363769210037088pmid: N/A

Reports on a study designed to analyse the effectiveness of realand created spokespersons in advertisements. Compares male and femalespokespersons effectiveness by audience gender. Concludes thatcelebrities can be used to gain attention and maintain sales, whilecreated spokespersons effectiveness is in establishing a lifelong linkwith the product.

Lunsford, Dale A.; Burnett, Melissa S.

doi: 10.1108/07363769210037097pmid: N/A

Discusses five barriers to new product adoption by older people.Offers marketing solutions to these barriers sell value, communicatethrough children, segment the elderly market, design intergenerationalproducts, utilize relationship marketing and promote product trial.Concludes that marketing innovations to the elderly is different thanfor other age groups, with a requirement to focus specifically on need,not newness.

doi: 10.1108/07363769210037105pmid: N/A

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000002763. When citing the article, please cite: Stephen J. Grove, Mary C. LaForge, Patricia A. Knowles, Louis H. Stone, (1992), “Improving Sales Call Reporting for Better Management Decisions”, Journal of Business & Industrial Marketing, Vol. 7 Iss: 2, pp. 53 - 60.

FortiniCampbell, Lisa

doi: 10.1108/eb008240pmid: N/A

This book has two target markets. When aimed at the college textbook market, it is entitled The Consumer Insight Workbook. However, based on the central theme of the bookobtain consumer insights so as to make informed marketing decisionsthe trade version is named Hitting The Sweet Spot. The content in both is the same, so why dual titles The thinking is that marketing professionals understand and relate to the latter title, but it would be inappropriate for the college market.