New Product Development. Gruenwald,George. Chicago: Crain Books, 1985, 414 Pp. $34.95

A core value throughout much of American history, frugality received official sanction during World War II when the U.S. government, to mobilize the home front, launched poster campaigns that preached being thrifty with goods and services, recycling metals and other materials, growing and storing food at home, obeying price and ration controls, and buying war bonds. This paper examines the consumption context, implementation, creative execution, and impact of government-sponsored poster advertising during this important turning point in the history of American consumer culture. The final section considers the significance of these campaigns in consumption and poster history, as well as some implications for reinspiring frugal values and behaviors.     

Bunce,Richard. Television in the Corporate Interest. New York: Praeger, 1976

Abstract

Conventional wisdom suggests that advertisers should approach the use of negative advertising with a great deal of caution. Perhaps because of its success in the political arena, negative advertising has recently been featured more prominently in the marketing of goods and services. Such a tactic is risky given that so little research on the subject is currently available. Prior to using negative advertising (if this genre of advertising should be used at all) in the marketing of non-political goods and services, a better understanding of the factors influencing its effectiveness must be achieved. This paper examines the literature, models, and theory applicable to the study of negative advertising. Thirteen research propositions are suggested.     

Retail Value-Based Pricing Strategies: New Times,New Technologies,New Consumers

The global marketplace is continually shaped by changing realities, including the recent economic downturn and ever-increasing adoption of new technologies. The results of these changing realities affect every element of consumers’ shopping behavior, as well as their value perceptions. This article examines how recent changes in the environment and technology have spurred changes in how consumers perceive value, as well as in how retailers communicate their value offers. Furthermore, this introductory article highlights how the 14 contributions in this special issue of the Journal of Retailing on pricing relate to these areas of change.     

Naubauer,Robert G. Packaging,the Contemporary Media. New York: Van Nostrand Reinhold, 1973

Abstract

Additional advertising regulation is being proposed for both tobacco and alcoholic beverage products. The possible outcome of these proposed regulations is examined based on the effect that advertising regulation has had on tobacco consumption in the past.     

DeLozier,M. Wayne. The Marketing Communications Process. New York: Met-Raw-Hill Book Company, 1976

Abstract

This study examines such variables as program type, (drama vs. games). program time, viewing frequency, number of persons in the room, and the viewers sex as they affect the daytime television viewer's ability to recognize products which were (or were not) advertised on television programs viewed immediately prior to interviews conducted with a random sample of viewers from the Dayton, Ohio, metropolitan area. Results of this study indicate a number of statistically significant differences triggered by these variables-differences which have potentially large practical implications for television advertisers.