Advertising and the Public Interest


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.


Book Information

Pages: 280
Published: 1974
New Copyright: 2012
ISBN: 9781613111383
Categories:, ,
Authors:, , , ,

Author information

Francesco M. Nicosia Francesco M. Nicosia

Professor Francesco M. Nicosia was the Professor of Business Administration, Emeritus, at the University of California in Berkeley. Dr. Nicosia received his doctorate in Economics and Commerce degree from the University of Rome in 1952 and a Ph.D. in Business Administration from the University of California at Berkeley in 1962. He joined the Berkeley faculty in 1959 and was an active member of the faculty for over thirty years.

Professor Nicosia retired in 1991. Before coming to Berkeley, he was Assistant Professor at the University of Rome, Fulbright Fellow at Stanford, and a Visiting Fellow in Lausanne, Switzerland. For much of his career at Berkeley, he was a research associate of the Survey Research Center (SRC), and he was also associated with the Institute of Business and Economics Research and the Center for Research in Management Science. He held visiting appointments at the universities of Pittsburgh and Waterloo. He also participated in dozens of workshops, symposia, and conferences at leading universities in the U.S. and abroad.

Nicosia was a prolific writer and researcher and is most well-known for his seminal work, Consumer Decision Processes (Prentice-Hall, 1966) in the Herbert Simon series of books on behavioral science in business. This book was one of the first in the emerging field of consumer behavior in the 1960s, and presented a comprehensive general theory of consumer behavior. This work was translated into five languages and widely quoted in marketing literature years after its publication. The field of consumer behavior has grown widely and rapidly since the 1960s. Nicosia is often considered one of its founders.

There is now an active body of consumer behavior scholars in major universities in the United States and around the world, a major association called ACR, the Association for Consumer Research, and associated prestigious journals such as the Journal of Consumer Research. Nicosia was a pioneer and a major contributor to the development of this field. He died of lung cancer in 1997.

George S. Day George S. Day

George S. Day is the Geoffrey T. Boisi Professor, Professor of Marketing and co-Director of the Mack Center for Technological Innovation at the Wharton School of the University of Pennsylvania. He previously taught at Stanford University, IMD (International Management Development Institute) in Lausanne, Switzerland, and the University of Toronto, and has held visiting appointments at MIT, the Harvard Business School and the London Business School. Prior to joining the Wharton School, he was Executive Director of the Marketing Science Institute, an industry-supported research consortium.

He has been a consultant to numerous corporations such as AT&T, Eastman Kodak, General Electric, IBM, U.S. West, Metropolitan Life, Marriott, Whirlpool Corporation, Molson Companies, Unilever, E.I. DuPont de Nemours, W.L.Gore and Associates, Boeing, LG Corp. and Medtronic. He is director of the American Marketing Association, TL Contact Inc., and the Biosciences Research and Education Foundation. His primary areas of activity are marketing, the management of emerging technologies, organic growth strategies, organizational change and competitive strategies in global markets.

Dr. Day obtained his doctorate from Columbia University in 1968. He presently serves on five editorial boards and has authored fifteen books in the areas of marketing and strategic management. His most recent books are Peripheral Vision: Detecting the Weak Signals that Can Make or Break Your Company (with Paul Schoemaker) published in 2006, Wharton on Dynamic Competitive Strategy (with David Reibstein) published in 1997, Wharton on Managing Emerging Technologies (with Paul Schoemaker) published in 2000, and The Market Driven Organization, published in 1999. He is the co-editor (with David Montgomery) of the 1999 special issue of the Journal of Marketing. He has also published in the Harvard Business Review, California Management Review, Strategic Management Journal, Planning Review, Journal of Consumer Research, Journal of Marketing Research, Sloan Management Review, and Strategy & Leadership.

Dr. Day has received numerous awards, including two Alpha Kappa Psi Foundation Awards, two Harold H. Maynard Awards for the best articles published in the Journal of Marketing and in 2003 he received the Sheth Foundation Journal of Marketing Award for articles making long-run contributions to the field of marketing. In 1994, he received the Charles Coolidge Parlin Award, which each year honors an outstanding leader in the field of marketing, and in 1996 he received the Paul D. Converse Award for outstanding contributions to the development of the science of marketing. He was selected as the outstanding marketing educator for 1999 by the Academy of Marketing Science; in 2001 he received the Mahajan Award for career contributions to marketing strategy by the American Marketing Association, and in 2003 he received the AMA/Irwin/McGraw-Hill Distinguished Marketing Educator award. INFORMS determined that two of his articles were among the top 25 most influential articles in marketing science in the past 25 years.

He has directed and participated in senior management programs in the United States, Canada, Europe, Japan, Singapore, South Africa, India, Latin America, Mexico, Australia and New Zealand.

John A. Howard 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.

John G. Myers 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.

S.F. Divita S.F. Divita

S.F. Divita edited several works in the fields of advertising and marketing, such as the proceeding Advertising and the Public Interest in 1974.


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