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The article presents legal developments in marketing relating to the regulation of price competition. Regarding advertising, a case involving ITT Continental Baking Co., Inc., et al. is discussed, in which the United States Federal Trade Commission (FTC) dismissed charges alleging false advertising. Regarding trademarks and trade names, a case involving Resort Car Rental System is discussed, in which the FTC declared that its power to order that a trade name be excised is well established by legal authority.

Research on new corporate or brand names--when it is done at all--frequently measures only overall preference for one name over another. With such an approach, other important criteria such as distinctiveness, memorability, idea content and product-line compatibility may not receive sufficient research attention, even though they may be prime determinants of a new name's effectiveness. This article presents a case study of research on a new corporate name in which a variety of techniques were used to study the factors that are sometimes bypassed in name-testing research. [ABSTRACT FROM AUTHOR]

Before purchasing, consumers may examine one brand or a number and shop one store or several. Their behavior can be described in a "shopping matrix." Investigation of such patterns revealed differences, not only between consumers and product classes, but also between brands, within the same product class, suggesting the potential value of such analysis in formulating marketing strategy. [ABSTRACT FROM AUTHOR]

Consumers rate brands higher if they are familiar with them. Thus, more widely known brands receive higher ratings in consumer surveys than do less well-known brands that dire superior in qualify. The purpose of this paper is to introduce a procedure to correct data for consumer biases toward better-known and more widely used brands. [ABSTRACT FROM AUTHOR]

Four different methods of estimating overall attitudes towards a brand are described. A method for determining their relative effectiveness as indicators of propensity to buy the brand is then proposed. Results obtained for the administration of this method on four different brands in two different product groups are then presented and conclusions drawn on the relative effectiveness of the different methods. [ABSTRACT FROM AUTHOR]

Merger and diversification are causing a growing number of firms to change theft long-established corporate names to abbreviated, initialized forms. This article discusses the potentially adverse impact of this type of name change on the firm's overall marketing effort and suggests alternative approaches. [ABSTRACT FROM AUTHOR]

The article presents a series of articles of publications in the field of marketing management, including "Playing the 'Name Game,'" "Marketing's New Salesmen," and "The Strategy of Market Segmentation."

How does one determine whether or not the public confuses one trade name with another? What kind of evidence can an established company obtain which will allay or support the fear that a new company has chosen a name so similar to its own that it creates confusion in the public's perception? The author describes two techniques which might be used to establish the likelihood of confusion between two trade names. [ABSTRACT FROM AUTHOR]

The article lists trade-names of various textile chemicals in the U.S. including Arkan Woolbrite, Durcopen Oil and Durmark Defoamer.

This paper addresses a fundamental short-run resource-allocation problem confronting retail distribution: simultaneously finding the specific brands, from many, that should be displayed, and the amount of retail product-display area that should be assigned to these brands, in order to maximize the retail institution's profit. The paper decomposes total market demand according to the various levels of brand preference that could conceivably exist in final markets, and then, employs an algorithm, similar to the one used to solve the fixed-charge problem, to find the optimal brand mix and display-area allocation. [ABSTRACT FROM AUTHOR]

This article discusses various issues related to unfair competition by the deceptive use of business names, and trademarks. The protection of manufacturers of established reputation against unfair competition is a branch of the law which has developed rapidly during recent years. It is suggested by the legal authorities that a new manufacturer must so differentiate his goods from the original that they will not deceive, or, at least, must make reasonable efforts to diminish the deception which will naturally follow from the similarity of name.

Examines the cases involving unfair competition in the United States. Law of trade marks; Typical cases of unfair competition such as "Knott v. Morgan"; "Hennessy v. Hogan"; Notion of property in good will and the constituent parts of good will; Attempt by a person to appropriate to himself the benefit of some one or another of the constituent parts that go to make up the good will of a business.

The article focuses on trade marks and trade names. A trade-mark or trade name is an indication of the origin or source of goods. The psychology of advertising a name or a mark is a subtle matter. If the law assumes that it is the simple intellectual process of convincing the buyer that the goods of a certain origin are particularly meritorious, the law is mistaken on the facts. The development of dealers' brands as distinguished from manufacturers' brands gives a clue to the business man's conception of a trade symbol. Retail stores order much of their wares made up with their own mark substituted for that of the manufacturer. A complicated problem in the traffic in trade marks comes when attempts are made to divide territory or assign rights in them by agreement. Strictly, if there can not be any assignment in gross there can be no validity to a mere contract dividing territory.

The article presents information on the trademark infringement. The designation "unfair competition" or "unfair trade" seems to have been adopted as a convenient description of offences against commercial morals not included in trademark infringement. It was for many years assumed that unless a technical trademark was violated, no relief could be had. It was soon demonstrated that the acceptance of any such rule opened the door to all manner of commercial knavery, and at an early day judges with consciences and a proper sense of sportsmanship began to decide cases in favor of the complainant which were in no sense trade mark cases, but where the defendant's conduct involved precisely the same wrong--the sale of one trader's goods as those of another.

The article inquires into the interest protected by the dilution doctrine, and examines the scope of protection hitherto afforded, and attempts to evaluate the desirability of expanding protection with regard to trademark infringement in the U.S. Despite judicial reluctance to grant relief except where confusion is likely, those who would protect against dilution have registered noteworthy successes. Four states have been persuaded to enact antidilution statutes. And while the Uniform Deceptive Trade Practices Act, also in preparation, does not make dilution actionable, its expansive provisions go as far as a likelihood-of-confusion standard will permit in protecting the distinctiveness of trademarks.

The article represents an attempt to estimate the survival probability of new life insurance companies in California during the period 1950-1965. According to the state, they have granted 122 reservations of name. But in 1964, only 29 reservations of name were made. Only 73 of the promoting groups took the second step to form a corporation and have it duly registered with the office of the Secretary of State. Less than half of the companies that performed the first two steps were able to receive the Certificate of Authority, a prerequisite in doing an insurance business. Only 34 companies have reserved a name and allowed to do business as domestic life insurance companies. Thirty companies were in active operation.

This article discusses a study which investigated the extent to which two different types of scales, a bipolar reversal scale and an agreement scale, are susceptible to an extremity response bias set in the context of advertising copy research among female consumers. One of the criteria used to gauge the effectiveness of television commercials was the ability of the commercial to generate desired attitudes toward the brand on specific dimensions. The results obtained by the researchers may be explained by considering the task asked for the respondents to perform and the way in which the stimulus object and the scale might interact with this task. Specifically, the respondents were asked to determine both their own real image of the brand on a given product attribute and the structure and the meaning of the scale, and then to represent their image in the appropriate place on the scale. The findings suggest that the task was made more difficult when the bipolar reversal scale was used as a rating instrument. In sum, a bipolar reversal scale seems to require that the respondent judge a product's attributes by making transactions with an unfamiliar evaluation structure. In order to keep the amount of work and/or the level of confusion within manageable limits, respondents utilized only the extremes of the scales, they did not involve themselves with the points in between.

The article lists trade-names of various textile chemicals in the U.S. including Aerotex Fire Retardant, Brosco Form Cleaner and Circular Conditioner.

Several charts are presented that offer information on U.S. companies making dyes and pigments including the addresses of these companies, trademarks, and commercial names of the products.

Discusses the factors that must be considered before changing a company name. Expansion of operations and product lines; Diversification into other lines of businesses; Reputation or connotation of the business name.

Comments on the significance of trademarks and tradenames of business firms in the protection of its utilization by any other firms in the same territorial confines and information concerning areas of unfair competition. Definition of trademark; Selection of trade marks for product by the ideas; Protection of business under a given name by the courts of equity; Arguments on the losses made by exposure of trade practices.

Focuses on the proper use of trademark in the United States. Importance of distinguishing a trademark from a trade name; Discussion of general objectives of trademark; Standards applied by courts in determining the status of trademarks.

Presents an analysis of the names of hotels and motels in Miami Beach, Florida. Names based on the owner's names; Names attributable to England and the U.S.; Example of names derived from the location or the environment.

The most commonly used and the most popular elements of trade names in the United States are discussed. The minimum signification of the word, master denotes superior object, material or services offered by a business. Researcher Louise Pound also noted the prevalence of the endings -mat and -matic in trade names by supplying a number of examples. Furthermore, the suffix, -rama and -ramic indicate a 'spectacular show or display of a company's quality' according to the studies of John Lotz. Finally, examples of how such words are used in businesses are provided. Furthermore, the various relevant ways to the classes specified have names containing elements that consist of standard English words in conventional spelling and consist of standard English words in modified spelling.

Focuses on the complexity and diversity of the names of Afro-American newspapers. Factors being considered in choosing a name; Influence of the Civil War in the newspaper titles; Objectives of publishing a newspaper for Afro-Americans.

Investigates the uses and the meanings of the single word master as an element of trade names in Modern English usage. Best of the group or superior; Affinities with the verbal use of master in the meaning to overcome or to conquer; Names of various electrical appliances.

Presents information on liquor terms in Kansas. Terms for the ordinary liquor of the region; Common names for whiskey; Trade names for Bourbon and rye whiskies.

SUMMARY That advertising and other sales promotion increases consumption and the propensity to consumes is commonly assumed by both economists and trade apologists. But because promotion demonstrably increases demand for particular products and brands is not sufficient evidence that it increases aggregate demand. Rather, promotion might only redistribute purchases among products and brands. This paper considers the plausibility of the possibilities that promotion does and does not affect the propensity to consume, adducing both argument and empirical evidence. There is a slight amount of shaky evidence to suggest that, on balance, promotion does affect consumption levels. [ABSTRACT FROM AUTHOR]

The article presents abstracts related to occupational psychology. They include "The relative significance of measures of mechanical aptitude, intelligence and previous scholarship for predicting achievement in dental school," "Memory for trade names, presented in screen, radio and television advertisements," and "Memory effects from poster, radio and television modes of advertising an exhibit."

The article presents legal developments in marketing relating to the regulation of product characteristics. Regarding product standards, a case involving Delco Carpet Mills, Inc. is discussed, in which the United States Federal Trade Commission issued a ruling on the use of the term "mill" in a trade names. Regarding packaging and conditions of sale, the language of the Fair Packaging and Labeling Act is discussed. A case involving R. H. Macy & Co. is also discussed, involving alleged violations of the Wool Products Labeling Act.