The cowboy who became a lady

Article Abstract:

In the past few years Levi Strauss has diversified from predominantly cowboy style clothing to more stylish apparel for both sexes and all ages. The company restructured itself along specific market lines and broadened its use of advertising in order to handle this expansion.

Advertising agencies, APPAREL AND OTHER TEXTILE PRODUCTS, Management, Planning, Marketing, Clothing industry, McCann-Erickson Inc., Levi Strauss & Co., Spielberg, Hal

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The search to validate readership: magazine challenge

Article Abstract:

Market research highlighted at recent conference held to examine matching of readers with publication. Leaders in the field share their views along with proposed research model on the topic.

United States, Interview, Douglas, Stephen A., Warrens, Robert, Stoddard, Larry, Benz, Bill, Isaac, Rene, McGlathery, Don

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Frank, Tim and Jay make it a free-for-all

Article Abstract:

The varied methods of research for magazine advertising.

Wilson, Jay, Joyce, Timothy, Stanton, Frank, Simmons Market Research Bureau, Advertising Research Foundation

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