Divita assembled Advertising and the Public Interest from selected papers of the Advertising and the Public Interest Conference held in Washington, D.C. in May 1973. These papers are written by top names in the field, such as George S. Day, Francesco Nicosia, John A. Howard, and John G. Myers. These papers begin by discussing the 1971 FTC Hearings and move on to discuss all the differing aspects of advertising. Some of the perspectives focus on how television changed advertising, how adult and children consumers feel about the new roles advertising took on in the early 1970s, and new avenues for advertising research.
John A. Howard
John A. Howard was the George E. Warren Professor Emeritus of Business at Columbia University and was a recognized innovator in the application of basic research in marketing, consumer and buyer behavior. His numerous marketing texts and articles contributed to the development of the profession for nearly 40 years before his death in 1999. Howard also taught at the Universities of Illinois, Chicago, Pittsburgh, Western Ontario and Stanford. His leadership in directing doctoral candidates through the dissertation process influenced both the quality of the research and the preparation of current marketing faculty across the country.
Chapter 9 of Models of Buyer Behavior
Confidence as a Validated Construct assesses the extent to which confidence can be viewed as a validated construct. By creating a nomological network with confidence as an element, relations among the construct can be specified. Ultimately, the chapter demonstrates the valuable role of confidence as a variable in buyer behavior.
Marketing Theory and Application to the Modern Corporation pursues two objectives: one is to describe a theory of marketing that focuses on the market; the second is to illustrate application of the theory by presenting an example of modern manufacturing industry. The ultimate goal is to make clear the environment in which marketers must operate.