In spite of the enormous power that women wield in the marketplace, the role of women in advertisements is not commensurate with women as a powerful group. Studies demonstrate a gender bias in advertising, such that, despite their buying power, women are portrayed in stereotypical roles. This manuscript discusses ways that women are depicted in…

This dissertation contains three essays that study the implications of online search activity for new-product marketing. Using the U.S. motion picture industry as a test case, the first essay examines the dynamic causal relationship between traditional media, consumers' media generation activity, media consumption activity, and market demand…

Purpose: The present study has been carried out to study whether and how different aspects of brand management (brand identity, brand image and brand meaning) are instrumental in maintaining and enhancing attachment strength of students with higher education institutes (HEIs). Further, to understand what brand management aspect channels the impact…

To examine the most important changes in marketing and advertising of the decade from 1976 to 1986, more than 100 people were interviewed, and their responses were fashioned into an oral history modeled on the technique used in Studs Terkel's popular books. Among those interviewed were advertising and marketing professionals, as well as casual…

In order to understand the effects that consumer culture may have on modern youth, this article first traces a brief history of branding in the United States throughout the 20th Century to develop a context and precedent for the argument that the current generation of students applying to college has developed in a society saturated with branding,…

The usefulness of marketing functions as they relate to higher education enrollment and financial problems is addressed, and proven marketing principles that have been violated by higher education decision-makers are considered. It is suggested that a college or university operation can be examined within the same context as any product…

This paper describes a course development project designed to address the obligation of consumer goods companies to engage in socially responsible advertising and promotion. Course development was informed by stakeholder theory. Videotaped interviews with 46 stakeholder representatives were integrated into the course, providing students with an…

The Advertising Division section of the proceedings contains the following 14 papers: "The Effectiveness of Banner Advertisements: Involvement and Click-Through" (Chang-Hoan Cho and John D. Leckenby); "Messages of Hope: Developing Health Campaigns that Address Misperceptions of Breast Cancer Held by Women of Color" (Cynthia M.…

Examining responses to print alcohol advertisements, a study questioned whether alcohol advertisers distinguish between "hard" and "soft" liquors (e.g. wine coolers and liqueurs). Subjects, 102 junior and senior high school students in a major metropolitan area, were asked to examine one set of three ads--either hard liquor ads…

Examines the attitude among 161 Black teenagers toward athletic shoe television advertisements featuring Black athletes, the perceived influence of such ads on the perception of the product and on the purchase intent, and any parent-child purchasing conflict. Findings show the ads had influence in the purchase decision and that parent-child…

When market changes alter what product attributes are deemed important, consumers may intentionally try to forget old product information in an attempt to remember new product information. In Experiment 1, the authors demonstrated that intentional forgetting of this nature temporarily inhibits retrieval of old product information and leads to a…

These proceedings contain the reports of almost 100 speeches, panel discussions, and workshops. The papers were presented on a variety of issues, including marketing research ethics, lifeline banking, information and the consumer, financial management, evaluating consumer education literature, consuming units around the world, the consumer and…