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 G. Myers
John G. Myers is Professor Emeritus at the Haas School of Business at the University of California at Berkeley. He was formerly the Associate Dean of Academic Affairs and Associate Dean of Curriculum at the same university.
Professor Myers earned his BSF in forestry and commerce from the University of British Columbia, his MBA in business administration from the University of Western Ontario, and his Ph.D. in business administration and marketing from Northwestern University.
Dr. Myers is a member of the American Association for the Advancement of Science, the American Marketing Association, and the Institute of Management Sciences. He has worked as a consultant for several companies and businesses, as well as served as an expert witness.
Chapter 11 of Multivariate Methods for Market and Survey Research
The chapter describes parts of the large system of clustering procedures known as the BC TRY system. The text argues for a focus on psychological and conceptual interpretation rather than on mathematical algorithms. The advantages of this system are also thoroughly discussed.
Chapter 20 of Models of Buyer Behavior
An Operational Framework for the Study of Consumer Typology and Process develops an argument that both individual and group perspectives are important, and the advance of explanatory consumer theory should rest on interdisciplinary perspectives. The text produces an operational framework for use in translating complex interdisciplinary conceptual material into testable and significant questions. The paper concludes that both group and individual perspectives have relevant contributions to consumer knowledge.