Journal of Consumer Marketing: Volume 9 Issue 4

Does Advertising Work: A Review of the Evidence

Peter Kim

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…

Applying Creative Thinking Techniques to Everyday Problems

David Tanner

Discusses the virtues of creativity as the first part of a processenabling companies to outperform their competitors. Considers fivetechniques for stimulating creativity, with…

Cultural Anchoring and Product Diffusion

Michael S. LaTour, Scott D. Roberts

Discusses the adoption and diffusion of product innovations amongconsumers. Examines the Cultural Anchoring model of diffusion, whichcomprises five sub‐areas: innovation process…

The Team Market: An Exploratory Analysis of Income, Spending and Shopping Patterns

Dennis H. Tootelian, Ralph M. Gaedeke

Reports on a study examining teenage incomes and savings, primarysources of information for purchasing in selected product categories,spending patterns within those categories…

The Use of Created Versus Celebrity Spokespersons in Advertisements

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

Reports on a study designed to analyse the effectiveness of realand created spokespersons in advertisements. Compares male and femalespokespersons′ effectiveness by audience…

Marketing Product Innovations to the Elderly: Understanding the Barriers to Adoption

Dale A. Lunsford, Melissa S. Burnett

Discusses five barriers to new product adoption by older people.Offers marketing solutions to these barriers: sell value, communicatethrough children, segment the elderly market…

Erratum

This article has been withdrawn as it was published elsewhere and accidentally duplicated.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…

The Consumer Insight Workbook: How Consumer Insights Can Inspire Better Marketing and Advertising

Lisa Fortini‐Campbell

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 book—obtain…