The following summarizes the key findings of my book. Marketing to Women: A Global Perspective, which examines the women's market in ten countries: United States and Canada (North America); Brazil, Mexico, and Venezuela (Latin America); Great Britain, West Germany, and Italy (Europe); and Japan and Australia (the Far East). The study intertwines such basic demographic facts as age, occupation, marital status, and presence of children in the household with attitudes and social values to describe the dynamic, ever-shifting international consumer marketplace. The conceptual approach suggests an actionable way to segment the women's market. One dimension to consider is women's place in the life cycle, which divides women into four groups: -1 married women with children, -2 childless wives, -3 unmarried women with no family responsibilities, and -4 single mothers. The other dimension is based on the concept of the New Demographics. The New Demographics typology segments working and non-working women into four distinct groups, each with a different view of womenâs role, each with different life aspirations, and each with certain consumer predilections. The groups are: career women; women who consider their work "just a jobâ; housewives who plan to go to work in the future; and stay-at-homes who want to remain there.
HENRY BRENNER has been associated with several research companies, many of which he founded. These include NPD Research, Acker Retail Audits, McCollum/Spieiman, OPOC Computing, Marketing Evaluations, and Home Testing Institute, among others. He is a founding member and former chairman of the Market Research Council of the Conference Board, in which he is still active. He is also a past president of the Radio and Television Research Council. Brennerâs present activities include memberships in the AAPOR, the American Marketing Association, and the Market Research Council.
HANS ZIESEL is Professor Emeritus of law and sociology at the University of Chicago Law School. Born and raised in Czechoslovakia, he devoted the first 15 years of his American life to market and advertising research, as teacher, author, and practitioner. As director of research development at McCann Erickson, together with Herta Hertzog and Marion Harper, he was one of the pioneers of modern advertising research. Former executive officer of Marplan, the inter- national research arm of the Interpublic Group of Companies, he is also the author of many works on sociological research. Ziesel is best known for Say It with Figures, now in its fifth edition in seven languages.
GEORGE GALLUP is executive head of the Gallup Organization, Inc. Author of many books and articles on public opinion research, he has been the recipient of five awards for outstanding achievement, including the Advertising Gold Medal Award -1964 and the AMAâs Partin Award (1965). Gallup developed a survey procedure to deter- mine reader interest in the news and advertising content of news- papers. In 1931 he applied this method to the first nationwide survey of weekly magazines. In 1932 he organized the first full-fledged copy- research department at Young & Rubicam. Born in Jefferson, Iowa, he received his B.A., M.A., and Ph.D. from the University of Iowa and has been awarded honorary degrees from 13 colleges and universities.
FRANK STANTON served as president of the Columbia Broadcasting System from 1946 to 1971. He is associated with some of the countryâs top corporations as a director and trustee, including Pan American World Airways, Atlantic Richfield Corporation, New York Life Insurance Company, and the Rand Corporation. He has also contributed to the work of such charitable organisations as the Rockefeller Foundation and the American National Red Cross, of which he is chairman. Born in Muskegon, Michigan, he received his B.A. from Ohio Wesleyan University and a Ph.D. from Ohio State University.
As we mark the 50th Anniversary of the Advertising Research Foundation, it is fitting that we look back to the pioneers who explored the unknown territory of advertising research during our first fifty years. We are fortunate in having an oral historical record of interviews with seven of these âFounding Fathers.â The occasion for recording their thoughts was fortuitous.
ERNEST DICHTER is the founder and president of Ernest Dichter Associates International, Ltd. He also founded the Institute of Motivational Research and is recognized internationally as the leading exponent and practitioner in this field. He developed psychological and social scientific techniques which he applied to the study of consumer buying habits. Dichter is a member of the American Psychological Association, the American Marketing Association, and the American Sociological Association. He is the author of numerous books and articles, published internationally, and is the publisher of Findings, monthly psychological reports for business and advertising. Born in Vienna, Dichter received his Ph.D. from the University of Vienna.
ARCHIBALD CROSSLEY originated many of today's market research techniques. Founder of Crossley Surveys., he is widely noted for having been the first to measure audiences with his Crossley Radio Ratings, an innovation that, in the 1920s, laid the groundwork foriater audience testing procedures. He also conducted some of the first presidential political polls for the Hearst newspaper chain. Crossley was honored by his firm in October 1976 at its 50th anniversary celebration. In recognition of his contribution to the industry, the firm presented a grant in his name to the Columbia University School of Business. A member of Princetonâs class of 1917 he is now retired.
ALFRED POLITZ is the founder of Alfred Politz Research Inc. He has been the recipient of several leadership awards for his creative consumer and industrial research techniques and was named to the Marketing Hall of Fame in 1953. A frequent contributor to research publications, he has lectured at Columbia, Yale, and New York University. Born in Germany, he studied mathematics, physics, and applied psychology at the University of Berlin.
This is a unique occasion. It is the first time that the Advertising Research Foundation has sponsored a workshop on qualitative research: The state of the art and its future potential.
It is no news that more people in the United States are living longer than ever before and that they are relatively more vigorous at chronological ages that used to be considered old. This trend toward longer life combined with the social trends to delayed marriage and fewer babies have accelerated the shift toward an older population mix. In recent years the implications of the changing age composition of our population have been the subject of extensive public discussions. In 1979 the mandatory retirement age was raised from sixty-five to seventy, and in 1986 Congress voted to ban mandatory retirement at any age. The congressional hearings that preceded both pieces of legislation were sparked by testimony about the intellectual and creative prowess of individuals in their seventies and beyond. In spite of the fact that eighteen year olds were given the vote in 1971 it is the older people who turn out at the polls. They have organized politically through such vehicles as the Grey Panthers and the National Association of Retired Persons. They have developed political clout. One of their concerns is to overcome the myths about age and aging that are so common to our youth-oriented society. The executive director of the National Council on Ageing warns that employers must re-think their stereotypes about older workers if able-bodied people over sixty- five are to be able to participate in and contribute to the economic health of the United States