The Impact of Advertising in the U.S. Sweet Confection Market
Janette KittKitt Consulting GroupPeter StrÄTerINTRODUCTION
Early in the 20th century John Wanaker, former U.S. Postmaster General and prominent New York and Philadelphia retailer, declared, "I know half of my advertising is wasted, I just don't know which half" (Luo and Donthu, 2001). A continuous debate regarding the uses and abuses of advertising, its ability to change taste and preference (especially of children), to direct consumer demand toward categories and products that are not in their best interest, has ensued. Galbraith (1967, p. 83)...