In seven pages the vast changes to the advertising landscape since the 1950s are discussed along with a consideration of promotion methods and their relevance. Seven sources are cited in the bibliography.
Name of Research Paper File: CC6_KSmktgAdvert1950s2.rtf
Unformatted Sample Text from the Research Paper:
question being considered here is, "The Elasticity of advertising has been falling since the mid 1950s for most products and for most industries. Does this mean the end of formal
promotion techniques?" The short answer is that it does not. Following is justification for this answer. Definition of Terms Elasticity.
Broadbent (2001) reports that "Elasticity is the measure used when we express the increases both in advertising and in sales as percentages of their average values" (p. 7). When
writing his own paper on this topic, the student should consider that Broadbents (2001) statement requires that changes in sales in response to advertising must be measurable.
Formal Promotion Techniques. Collectively, these equate to one of the 4 "Ps" of marketing: product, price, promotion and place. The one under question,
of course, is that of promotion. Advertising in the 1950s Consumers were willing to buy all types of products in the 1950s, for
reasons discussed more fully below. It had long been common to purchase houses through mortgaging, but consumer debt options available today were unknown in the 1950s. Buying big-ticket
items (such as a car) "on time" (i.e., on credit) was a growing trend; department stores and some other retailers offered credit terms to customers. The bank cards so
common today did not exist, however. Consumers made most of their purchases with cash and at the time of need for the items they bought.
Socially, the nuclear family was the norm, and only a small percentage of families outside the working class had two wage-earners. Relatively few households had freezers;