Soap, Sex, and Cigarettes Ch.6

Postwar Boom

Baby Boom

In the US, the birthrate, which had fallen during the 1930s, soared by 25% following the end of WWII

Baby boomers

Generation born between 1946 - 1964

Beats/Beat Generation

Beginning in the mid-1950s, a group of intellectuals who rejected “soul-less” American Middle class ideals and used poetry and literature to mock mainstream values of materialism, sexual repression, and spiritual emptiness. They were described as “Beatniks”

Consumer behavior

The study of consumers’ feelings and reasoning for why consumers make purchasing decisions, as well as how they use products

demographic

information regarding the size and characteristics of a population, such as their age, sex/gender, race, income. education, martial status, size of household, and ownership of home. In advertising, used especially to identify markets

focus group

a market research strategy whereby a group of people interact and answer questions about their attitude toward a product, concept, advertisment, or packaging

generation gap

a term popularized in the 1950s, referring to the differences between people of two different generations

inherent drama

Leo Burnett’s selling approach that stressed the thing about the product that keeps it in the marketplace and making this thing arresting, such as the photographing Ted, raw, meat against a vivid red background.

market segmentation

method of selecting groups of consumers to which advertising appeals will be targeted

motivational research

In the 1950s, the practice attempted to bring together the study of psychology and marketing to understand the factors that influence consumer behavior

qualitative research

research aimed at understanding the attitudes, beliefs, and lifestyle about specific markets. Perhaps the most common technique is the market research study.

reconversion

the shift from a wartime to a peacetime economy