Tobacco advertising and children′s smoking: a review of the evidenceGerard B. Hastings; Philip P. Aitken
doi: 10.1108/03090569510100678pmid: N/A
There has been a long debate about whether there is a link between tobacco advertising and children′s smoking. Reviews the evidence for such a link drawing on a wide range of academic research that has adopted three approaches to the problem: studies of consumer response; studies using econometric methods; and studies of the impact of advertising bans. Preaches the conclusion that, within the inevitable confines of social science research, it is no longer tenable to deny that cigarette advertising does influence children′s smoking.
Market demarcation Theoretical framework and results of an empirical investigation of the German car marketHans H. Bauer; Andreas Herrmann
doi: 10.1108/03090569510100687pmid: N/A
Market demarcation is based on the idea that a sales market is not an undifferentiated set of products, but that it rather embodies an entity made up of separate groups of products which differ with regard to certain demand‐relevant characteristics. The term market demarcation is defined first as a market structure explained by drawing boundaries. Carrying on from this idea, describes a procedure for demarcating markets. The procedure comprises three steps: the first aim is to define the products which make up the overall market that has to be structured. The second task is to determine the centre on the basis of which the overall market can be divided up into different submarkets. Finally, these submarkets must be identified using statistical methods.
A comparison of gender role portrayals in magazine advertising The Netherlands, Sweden and the USAJudith A. Wiles; Charles R. Wiles; Anders Tjernlund
doi: 10.1108/03090569510100696pmid: N/A
Examines the roles of men and women depicted in magazine advertising in The Netherlands, Sweden and the USA and attempts to discern any implication for advertisers crossing these cultural boundaries. Explores the relationship between role models depicted and Hofstede′s Masculinity index. Most of the roles shown for men and women are non‐working roles in all three countries. Within the non‐working roles, US and Dutch magazine advertisers are more likely to portray men and women in decorative roles than Swedish advertisers, who are more likely to portray men and women in recreational and family roles. This suggests that Swedish magazine advertisers feel more comfortable showing men and women, but especially women, in more of a variety of non‐working roles than do their Dutch and US counterparts.
Computer applications – a new road to qualitative data analysis?Sabine Dembkowski; Stuart Hanmer‐Lloyd
doi: 10.1108/03090569510147613pmid: N/A
There have been several waves of calls for methodological pluralism in the marketing literature. However, there has been little discussion about the implementation of new applications and techniques. Attempts to address this disparity. Focuses on the use of the computer for qualitative data analysis by drawing on discussions from a broad range of other social science disciplines. Examines the merits and disadvantages of these applications and discusses some of the concerns which have been expressed about their use. Through this discussion aims to progress the methodological debate in marketing research.