Four Journals Reviewed:
Two Scholarly and Two Trade
This paper explores four published journals that come from two categories : Academic/scholarly journals and trade/professional journals in the communication field. It reports on the differences between those two categories through a description of the fourjournals and one article out of each that was summarized utilizing the American Psychological Association (APA) style.
On the one hand, Journal of Marketing and Journal of Public Policy and Marketing were studied as academic/scholarly journals and on the other hand the study of Target Marketing and Campaign has built a clear picture of what trade/professional journals are and what goal they can bepursued for.
The four articles that were studied provide readers with information related to the field of media and communication, and more specifically to marketing and marketing management. The journals, however, vary in the category they belong to through their look, their approach of the information they provide and their sources.
Journal of marketing is a bi monthly scholarly/academicjournal published by The American Marketing Association. It reports on issues in marketing and marketing management. Its readership is very diverse and the content of the journal is aimed as much to academics as practitioners in the marketing field.
The article reviewed from this journal discusses the importance of the age in people habits and purchase. The author’s point, based onstudies and researches is that older consumers usually go for older brands. Based on a study concerning French perfume market, the article describes how young consumers can easily change their habits or their tastes while older people like to stick to what they are used to. As a matter of fact, young and older have to be seen differently in marketing plans. Young can be a very good target for a newbrand because they not only like changing but they also like innovativeness and changing for newest brand. But young are used to act that way and the risk for the brand is to be forgotten for a newer one sometime later. On the other hand, older are a good target because once seduced by a brand, they might be more attached to it.
The author concludes reminding that age plays an important rolein people habits and purchases and that brands have to be careful about segmenting their targets.
Journal of Public Policy and Marketing is a scholarly/academic journal published every six months by the American Marketing Association. Its articles are written by scholars who aim their subjects at readers from various fields linked to marketing, “such as economics, consumer affairs,government marketing and public policy”.
The article discusses on how marketers are turning into a “marketing myopia” those days and gives clues on how to avoid any business failure.
The “marketing myopia” emerged after years focusing on customers. If focusing on customers is necessary, marketers should not forget the environment their clients evolve in. Times change, trends change, needschange. But marketers focused so much on customers only that they built a very small and restrictive definition of them. At last, such a vision of the customer in the marketing activity can lead to a business failure. The authors illustrate the phenomena with two examples: food marketers for children and US auto industry. Food marketers made products to satisfy children needs in a short time period(eating something they like) and forgot about their need in the future (being healthy). This is because marketers forgot caring about the environment: a society more and more preoccupied by health. The author makes the same report on US auto industry that forgot to adapt to pollution problems.
As a matter of fact, the author insist on the importance of paying attention to multiple...