Women's Collection from Marketing to Counter-Marketing
Managing and Mastering Change: The Dynamics of Markets, Advertising and Public Opinion
Abstract
Reproduces a series of lectures given by Roper Starch executives and media experts on handling dynamic social change through marketing, advertising and public opinion research. Presents ten separate presentations and two panel discussions. Employs Philip Morris' Virginia Slims Opinion Polls as an example of a corporation enhancing its image by conducting well-publicized public opinion research.
Fields
- Type
- Presentation Materials
- Report
- Resume
- Chart/Graph/Table
- Company
- Philip Morris
- Gender
- Gender mentioned, differentiation possible
- Author
- Cone, Carol L.
- Fay, W. Bradford
- Greenfield, Jeff
- Heline, Holly
- Himmelfarb, Stuart
- Johnson, James K.
- Keller, Edward B.
- Knepper, Kim M.
- Miller, Thomas A. W.
- Napior, David
- O'Neill, Harry W.
- Pares, Robert J.
- Perlis, Michael
- Povich, Lynn
- Roper, Burns W.
- Sawyer, Philip W.
- Setlow, Carolyn E.
- Stisser, Peter A.
- Tortorello, Nicholas J.
- Zhao, Xiaoyan
- Wilson, William Jay
- Schneider, Larry
- Named Person
- Agins, Sherman
- Allen, Woody
- Brothers, Joyce
- Buck, Rinker
- Clinton, Bill
- Flower, Gennifer
- Garth, David
- Hefner, Christie
- Helms, Jesse
- Jagger, Mick
- Julian, Alexandra
- Kennedy, Robert
- Klugman, Jack
- Lear, Norman
- Lindsay, John
- Mapplethorpe
- McCartney, Paul
- Michel, Bob
- Nixon, Richard
- Pickens, Boone
- Reagan, Ronald
- Reatta, Buick
- Rockefeller, John D.
- Serrano
- Wanamaker, John
- Yates, Sidney
- Named Organization
- American Marketing Association
- Anheuser Busch
- Ask Associates
- Atlantic Monthly
- Atwater Kent
- Boston Phoenix
- Brandweek
- Bright and Associates
- Burger King
- Calvin Klein
- Canoe
- Canon Copiers
- CBS Evening News
- Chase Econometrics of the US
- Chicago Sun Times
- Chicago Tribune
- City Harvest
- Coca Cola
- Cone Communications
- Congress
- Coors
- Dow
- Downey
- Doyle Dane Bernbach
- Dupont
- Eastman Kodak
- Editorial Review Board
- Entertainment Tonight
- Environmental Defense Fund
- Environmental Group
- Evian
- Exxon
- Fortune
- Freedom House
- Gallup
- Gates
- General Electric
- General Motors
- Globe
- Heinz
- House of Seagram
- Hudson Research Europe
- IDG
- Interactive Market Systems
- International Data Group Peterborough
- International Research Associates
- Liberty Mutual
- Life Insurance Marketing and Research Association
- Limobus
- Lippincott Margulies
- Los Angeles Times
- Market Research: A Magazine of Management
- McDonald's
- Mediamark Research
- Medical Group
- Men's Health
- Modern Maturiy Magazine
- National Endowment for the Arts
- New England Guide
- Newsweek
- Nightline
- NY Post
- NY Times
- NY University
- OPEC
- Pepsi
- Playboy Enterprises
- Playboy Magazine
- Philip Morris
- Polaroid
- Princeton University
- Procter & Gamble
- Prudential Insurance Company of America
- Public Pulse
- Quick and Healthy Cooking
- Research Institute on Social Change
- Rodale Press
- Roper Starch Worldwide
- Rutgers University
- SC Johnson
- Siegel & Gale
- Simmons Market Research Bureau
- Sony
- The Supreme Court
- Time Magazine
- Times Mirror Magazines
- Today Show
- Travel South
- TV Guide
- US Air Force
- Wal Mart
- Wall Street Journal
- Warner Communications
- Watergate
- White House
- Women's Health
- Working Woman Magazine
- World Tonight
- Yankelovich, Skelly, and White
- ABC News
- Abt Associates
- American Marketing Association
- American Tobacco
- American Council of Life Insurance
- Brand
- Marlboro
- Virginia Slims
- Thesaurus Term
- Public Opinion
- Surveys
- Marketing Research
- Industry Consultants
- Advertising Research
- Corporate Identity
- Keyword
- Virginia Slims Opinion Polls
Document Images
82832962
Turning Data Into Intelligence Worldwide
Managing and Mastering Change: '
The Dynamics of Markets, Advertising and Public Opinion
Welcoming Address ................................. William J. Wilson, President & CEO
Change at Home: Key Developments in America
...Sincethe 1930s .................................................. Burns W. Roper
~ ... In Personal Lifestyles ............................ Carolyn Setlow, Senior Vice President
... For Business Strategies ......................... Edward Keller, Executive Vice President
The New Consumer of the 1990s:
Do Brands Stand a Chance? ........................ Thomas Miller, Senior Vice President
TNhat Future for Advertising?
Ten Forecasts for the 21st Century ......................... Philip Sawyer, Vice President
The Changing Impact of Environmentalism ................... Peter Stiss~-;r; Vice President
Capitalism Triumphant?
The "Super Spenders" of Russia and China ................ Xiaoyan Zhao, Vice President
Beyond "X": A Different Look at 18-29s ................. Stuart Himmelfarb, Vice President
What We Don't Know When We Know Too Much .............. Jeff Greenfield, ABC News
How to Communicate Effectively to Men and Women .................. Panel Discussion
Holly Heline, Editor Robert Pares, Vice President
Michael Perlis, Lynn Povich,
Executive Vice President, Playboy Enterprises Editor-in-Chief, Working Woman Magazine
Publisher, Playboy Magazine
The Power of a Powerful Corporate Image ............................. Panel Discussion
Nicholas Tortorello, Senior Vice President Kim Knepper, Vice President
Carol Cone, CEO, Cone Communications James K. Johnson, Executive Vice President &
Managing Director, Siegel & Gale, Inc.
82832963
R 0 P E R
S TA R C H
© Copyright 1993 Roper Starch Worldwide Inc. All rights reserved. This report may not be reproduced
in
whole or in part in any form or by any means without written permission from Roper Starch Worldwide
Inc.
Y
CHANGE FROM THE 1930s AND '40s
To THE 1990s
presented by
Burns W. Roper
Change From The 1930s and '40s To The 1990s
~!
e have survey data, much of it brand new, that
records many of the changes that have taken place
from the 1930s and '40s to today. In addition, I was
old enough in the '30s to have personal xecollections of life
as it was in the '30s and `40s. My presentation this morning
will be a mixture of survey data and personal observations.
Clearly, the most obvious, apparent changes over that last
50-60 years are technological in nature. 600 mile per hour
jets carry400 people coast-to-coast non-stop; in the '30s, 200
mile per hour DC-3s carried 21 people coast-to-coast with
two or more intermediate stops. The one Atwater Kent
radio in the living room has been replaced by SONY color
TVs throughout the house. The iceman has been outmoded
by the frost-free refrigerator. Photocopies have replaced car-
bon copies. Manual typewriters have become electronic
word processors. Air conditioning is now everywhere, not
just in "air-cooled" movie theaters. And polio, a dread dis-
ease in the '30s, has all but disappeared, due to a simple, but
then-unknown, vaccine.
Some things, however, have not changed, or changed that
much. The American values of the '30s are largely intact.
Church attendance is down, but a belief in God is not.
Families are both scattered and broken, but the ideal of the
family, the importance of family, continues strong.
Education is still a high priority goal of most Americans.
Most Americans still believe in hard work.And a house of
one's own is still a major component of the American dream.
But let me return to the theme of "Change". While the
greatest and most obvious changes have been technological
in nature, there is one social change that has been nearly as
dramatic, even if it has been obscured by sporadic continu-
ing incidents and blemishes. It is, to me, not only the most
consistent, steady change that has occurred in public opin-
ion over the last 60 years, but also the most significant,
important, and hopeful change that has taken place - at
least as important as the technological change.
Change From The 1930s and '40s To The 1990s
Let me read you the opening paragraph or two from a chap-
ter I authored in a book called Today's American: How Free?
published by Freedom House in 1987::
,
Y
Do you think a married woman who has no children
under sixteen and whose husband makes enough to
support her should or should not be allowed to take a
job if she wants to? Would you eat in a restaurart that
served both Negro and white people? Do you believe
that newspapers and magazines should be allowed to
print a fine painting of a nude? Do you consider it all
right, unfortunate or wicked when young men have
sexual relations before marriage? Do you think it is
indecent for men to wear topless bathing suits for
swimming?
One could not imagine asking questions such as these
today. But all of them were, in fact, asked by national
polls in the late '30s and early '40s. Without even
knowing what the results to these five questions are, it
is clear, merely from the fact that they were asked, that
prejudice was extensive and that many Aniericans
obviously held narrow, intolerant views. In one very
fundamental way, opinion has changed steadily and
hugely in the intervening years. That change has been
in the American public's tolerance - or at least tolera-
tion - of minority views, different peoples and
"deviant" practices.
This is not to say that all whites treat blacks as they do
themselves; that there aren't many who would prefer
that their sons not marry a Catholic or their daughters
not marry a Jew. This is not to say that people endorse
or advocate couples living together without being
married. Or that people approve of "men's maga-
zines" or X-rated films. But it is to say that people
increasingly tolerate such actions, conditions, people,
and objects.
Change From The 1930s and '40s To The 1990s
I'll document a few of these increases in tolerance, or tolera-
tion, in a few minutes.
This relentless trend towards tolerance has had all kinds of
implications and effects. Along with the attitudinal changes,
and in some instances preceding these attitudinal changes,
there have been legal and structural changes in our society.
One of them has been the granting of rights to people who
never had them, or had them on paper only back in the '30s
and `40s. As these rights have been established, those who
have received them have become acutely aware of, and
assertive of, their newly won rights. And that is to the good.
Unfortunately, many people are far more aware of their
rights than of the responsibilities that go with those rights.
They have developed a sort of "me first" mind set, rather
than a"for the good of us all" attitude. This lack of recogni-
tion of responsibilities concerns me. On the other hand, I
expect that once people feel secure in their rights, and fully
realize the benefits of those rights, their recognition of their
responsibilities will follow.
John D. Rockefeller recognized his rights to acquire wealth
by almost any means possible long before his recognition of
a responsibility to use that wealth for the public benefit. In
fact, it wasn't until the second and third generation of
Rockefellers that followed him that the Rockefellers' sense of
social responsibility caught up with, and even surpassed,
recognition of their right to acquire.
We are in a similar situation now with those who have
recently won and recognized their rights. But, in my nor-
mally optimistic fashion, I expect that the recognition of
responsibilities will come, in the next generation or two, if
not this one. In fact, we are just beginning to see a new
recognition of responsibilities in our Roper Reports studies.
My colleague, Ed Keller, is going to discuss this in a few
minutes, so I won't steal Ed's thunder and I'll save myself a
minute or two in the process.
Change From The 1930s and '40s To Tke 1990s
Let me now turn to our newest Roper Reports study, in
which we dealt almost exclusively with change, both long-
term and short-term. As the "old man" in the organization,
I'm going to focus on the long-term - today versus the '30s
and `40s. First, I'll show you a few slides that show some of
the things that haven't changed, or haven't changed much.
Most of these old questions, incidentally, are from the series
of Fortune magazine Quarterly Surveys by Roper, a series
that started in 1935.
People, both in 1939 and today, see their opportunities to
succeed as being better than their parents'.
Your Opportunities To Succeed
Better/Worse Than Parents'
1939
Better
Worse
Same (vol.)
61
20
12
1993
63%
22
11
Actually, the latest "better" figure - 63% - while nearly
identical to 1939, represents a significant drop from 1990,
just three years ago. The "better" figure in 1990 was 70% -
7 points higher than today, and 9 points higher than in 1939.
Change From The 1930s and '40s To The 1990s
.
Parents' View Of Spanking Children
1946
Approve
Disapprove
74%
24
1993
66%
28
Parents still approve of spanking, by a large, if declining-
margin.
This incidentally is a Gallup question that we repeated this
year. We don't believe that all important survey data comes
from Roper!
L7iewff Fren+r The I93Us and '40s To The 1990s
Now a different dimensian - taxes and spending.
If We Can't Do Both, Which First?
1946 1993
Reduce taxes 33% 35%
Balance budget 53 _48
Continue loans to
foreign nations 14 6
Balance budget 70 82
Balance the budget then; balance the budget now. 1946
was, of course, immediately after World War II, during
which the nation's expenses vastly exceeded its incorn`2, and
from which the nations of Europe were striving to recover
and rebuild.
