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TARGETING GENERATION X CONSUMERS: STRATEGIES FOR SPECIFIC SERVICE INDUSTRIES Rama Yelkur, Texas A&M International University Paul Herbig, Teras A&M International University ABSTRACT The segment labeled as Generation X is attracting the attention of marketers because of its increasing spending power. Studies indicate that this segment likes convenience, is future oriented, is independent in thinking and diverse. The members of this segment like to eat out, have college debts and borrow extensively from parents. Because of these characteristics, certain industries more than others would benefit from using the right strategies to target these consumers. The purpose of this paper is to describe the consumers cohort called Generation X (or baby busters), and to recommend advertising strategies targeted at this segment to three specific services industries: restaurants, banking, and credit cards. INTRODUCTION Service industries spend extensively on advertising. Previously published research on services advertising (both empirical and conceptual) has been limited mostly to the area of professional services advertising (Dyer and Shimp 1980; Heishcmidt and Elfrink 1991; Zinkhan and Cheng 1992) and more recently Stafford and Day (1995) addressed message, media and service issues related to retail services advertising). None of these studies however, addressed issues related to targeting services advertising towards a specific segment of consumers whose size is substantial enough to warrant special attention. The focus of this paper is to briefly describe the characteristics of the group labeled as "Generation X", to describe advertising strategies pursued by the three major service industries that are considerably impacted by the growing size of the generation X segment: restaurants, banks and credit cards and to recommend specific advertising strategies to these specific industries to attract business from this potentially untapped market. GENERATION X

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Generation X:

Who Are They?

Generation X is the term given to the birth dearth, those born in the sixties and seventies, the valley between the Baby Boomers and the boomers' children, the boomlet. The Baby Boomers began in 1946 and peaked in 1957. For Generation X, the trough is also quite obvious as 1973. Although demographers have different endpoints for the Generation X phenomena, the time frame we have chosen is 1963-1980. After 1980, the boomlet clearly erupted. Generation Xers also have been termed the Baby Busters (the bust after the boom so to speak), the thirteenth generation (the thirteenth generation to know the U.S. Flag and the Constitution), the twenty-somethings (tongue-in-cheek after the boomers' TV show Thirty Somethings in the mid-80s), slackers, grunge kids, COCOES (Children of Contradictory Experiences), YIFFIES (Young, Individualist, Freedom-Minded, and Few) and the Lost Generation. Ohmae called them "Nintendo Kids" while Saatchi called them the "Bellweather Generation." (a generation that portends an underlying change in consumer attitudes). The Canadians call their version, the "Disillusioned Generation." The GenXers have been impacted by the pessimism of the 1970s, the cynicism of the 1980s and the skepticism of the 1990s. The secret in understanding GenXers can be summarized by their dysfunctional upbringing. They were the first generation of latchkey kids, brought up during the break-up of the nuclear family. Over fifty percent of them were raised in divorced or separated families; the divorce rate doubled from that of the boomers' parents. Dual career families, single parent families, extended families became the norm. Nonetheless, one cannot be overly sympathetic towards their fate. The Xers have grown up with their own color, big screen TVs, multichannel cable, satellite dishes, MTV, video games, PCs, Malls, and now 'the Net.' In a 1991 survey of college Xers, 86% owned their own car, 41% had purchased a new car within the previous 2 years, 60% had a credit card, 70% had their own ATM card, 63% had their own TV, 35% had their own VCR, 30% had their own computer, and 50% had traveled by air within the last year. Beepers, FAX Machines, E-mail, Camcorders, and Answering Machines are not luxuries, but necessities for generation Xers (Ritchie 1995). In other words, GenXers can also be described as Children of Comfort (Benezra 1995a; Dunn 1993b; Herbig, Koehler, and Day 1993).

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What the TV was to the boomers, the computer is to the Xers (Thau 1995). They grew up playing video games, and they have not yet grown out of them, they keep at it because of the challenge that these games provide (Dunn 1993a). The Xers might be the most educated (54% of those 18 to 20 years olds in 1992 had 1 year of college or more compared to 43% of those in 1980) but they are less literate (magazines and newspaper readership has declined 30% since 1980; 41% of the Gen Xers had not read a single book which was not required by work or school within the last 12 months; 53% indicated they have read a novel, play or poem within the last year compared to over 60% of those surveyed in 1982)(30 percent said they read a newspaper yesterday, 41 percent watched TV news; it is said that they know less, care less, and read less). They are more future oriented, and do not like to live in the past. In addition, the Xers constantly feel the pressure to pay cash for their purchases rather than charge or borrow and the need to save or invest regularly (Fay 1995). Generation Xers as Consumers Generation Xers have greater brand awareness, consciousness, but less brand loyalty. The latter is due to the wider choices available to them, the more open to experimentation, the more sophisticated as regards shopping and media, less brand advertising when growing up (during their formulative years, advertisers used smaller portion of advertising dollars on brand advertising and more on price promotion) and considerable shopping experience they have had. They are less likely to look for brand names when shopping. They are open to new brands and products, however once they are committed to a brand, it's hard to make them switch (Ritchie 1995). They can be fiercely loyal to those brands who have earned their interest, attention and usage. They are more inclined towards a "cluster" of brands (Benezra 1995a). They are also willing to pay for value or brands that represent real value for the dollar spent (Dunn 1993b). They purchase brands and products not for reasons for status but because it fulfills a genuine need (Ritchie 1995). They seek economical, functional, quality (products must be useful, functional and fulfill a need). They tend to favor specialized products which are distinctive (Miller 1995; Ritchie 1995; Zill and Robinson 1995). They typically reject conspicuous consumption. Wordof-mouth and street credibility are important to Xers.

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They typically learn about new products from their friends (Benezra 1995a). According to Dunn (1993a), the Xers not only know how to cook, but enjoy doing it. They are a significant untapped market for utensils, woks, grills, classes, and buster attuned cookbooks (Dunn, 1993a). They frequent the gourmet sections in the supermarket (Dunn 1993a). According to a 1991 study, the Xers spent the most on eating out. They eat twice as many meals at fast food restaurants than in any other type of restaurant (Benezra 1995a). Their ideas of fashion include: flannel shirts, baggy or ripped jeans, Doc Marten boots, Teva sandals, reversed baseball caps, wool caps, body piercing, and tattoos. (Landler 1992; Ritchie 1995). SERVICES ADVERTISING Generation Xers tend to spend the most of any demographic group on eating out, especially on fast foods. They tend to be heavily debt and are constantly struggling to have a better life. This generation of consumers is described as a "slippery" but desirable target market for several industries. The service industries that should be most concerned about tapping this market are: restaurants, banks, and credit card companies. These industries need to address these consumers not just on the basis of their age, but also on the basis of their life experiences. Therefore, we examine these three industries, how they are and how they should be targeting their advertising to the Generation Xers. Restaurant Services Advertising:

Targeting Generation X

Fast-food restaurants including Burger King, Wendys, Jack-in-the-Box, and Chick-fil-A are now becoming aware of the 18 to 34 year-old segment otherwise referred to as generation X or baby busters. The future of fast foods is small, no-frills type restaurants built over widespread locations to reach the Generation Xers. Fast food chains are not only major advertisers, but they are also a major ad vehicle. They are popular promotional partners for entertainment marketers and sports properties (Whalen 1995d) to reach the Generation X market. McDonalds continues to focus on friendliness with its 'Have you had your break today?' campaign. Burger King on the other hand is seeking growth in the Generation X market through channels such

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as sports marketing deals and increased development of satellite restaurants. McDonald's an official sponsor of the NFL and NBA will face direct competition from Burger King (Whalen 1995b). On the other hand, Carl's Junior chain defied conventional ad campaigns with its in your face advertising campaign 'If it doesn't get all over the place, it doesn't belong in your face' (Martin 1995). California Pizza Kitchen is testing an oblique campaign to target the baby busters attempting to position CPK as an ,adventurous dining destination' (Hamstra 1995a). Pizza Hut introduced the stuffed crust pizza and used humorous celebrity advertising to attract the Xers (Marketing 1995; Whalen 1995c), and was highly successful as the 1995 national market figures indicate. Pizza Ranch uses its 'Adventures of the Ranchman,' campaign (Carlino 1995). Outback Steakhouse uses a rebellious campaign of 'No rules--just right,' campaign and stress on image and brand building commercials (Liddle 1995). As the fast food industry is reaching its saturation point, restaurant chains are moving into the casual dining business, which is now a $74 billion industry. General Mills opened its casual dining chain Darden Restaurants which has a 6% market share in the casual dining industry (Whalen 1995a). Casual dining restaurants provide reasonably priced meals in an inviting setting that appeals to the Xers (Whalen 1994). These restaurants are increasingly portraying the casual approach in their advertising to appeal to the Xers of the 1990s (Papiernik 1995) in addition to selling casual merchandise to customers (Weir 1994). TGI Friday's New Little Guy advertising campaign is attracting the busters (Ruggless 1995). There is still substantial room for growth in this industry according to analysts Alexander Brown & Sons (Papiernik 1995). Hard Rock Cafe and Planet Hollywood are part of one of most successfully marketed restaurant themes. Theme restaurants are projected to be one of the fastest growing segment of the 1990s (Selinger 1995). Hard Rock cafe is trying to improve its brand image and broadening its demographic appeal with new advertising campaigns since it is facing competition from other new theme restaurants (Benezra 1995b). Another popular method that restaurants are using to attract the Xers is by endorsing specific credit cards and bank cards in their ads. Considering that the Xers are a racially

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diverse group, restaurants are trying to use Spanish language ads (Hamstra 1995b) and models of all races to appeal to this group. An increasing number of restaurant chain owners believe that the internet will become one of the most popular tools of advertising over the next decade. It is estimated that an average of 11 million Xers have access to the internet. Additionally, online advertising is cheap, all they have to do is pay to create a world wide web page and maintain it (Brooks 1995; Miller 1995). There are already 500 restaurant web sites on the net, and the number is growing (Watson 1995). Restaurants are reaching their target markets through their web sites in way that conventional advertising cannot (Watson 1995). In New York City, internet cafes are becoming popular, where customers can spend time reading email or doing online research while eating (Hodges 1995). New advertising methods are being tested on home computers, schools, airports, and check out lines. However, restaurants are being cautious in moving to these alternative forms of advertising (Coeyman 1995). Tele TV and interactive TV advertising will be the name of the game in the future and restaurants need to hurry up if they want to get ahead of the competition and reach the busters. According to Whalen (1994b), it's not easy for fastfood marketers to find profits in an interactive environment because fast-food delivery already emphasizes "convenience." However, major fast-food chains do not deny the fact that interactive media has its positives. McDonald's Corporation and Pizza Hut participated in Time Warner's highly successful Full Service Media Trial. The McDonald's teamed up with NBC Online for online advertising. TGI Fridays has gone online. Following suit are Domino's Pizza (with Eon Corporation), Pizza Hut (Time Warner's Full Service Network). Fellow Pepsico restaurants Taco Bell and KFC Corporation are likely to join too (Whalen 1994b). Recommendations for the Restaurant Service Industry With a Focus on Generation X Consumers 1. Get in the Yellow Pages. Many restaurant businesses feel they are better served by radio, newspaper or TV advertisements than through Yellow page ads (Gandolph 1995). Yellow page advertising attracts

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the attention of the Xers because of their impatience they want to find places of their interests quickly and efficiently. 2. Use databases to find organizations that are mainly patronized by generation Xers. Use direct mail advertising to reach these groups. 3. Get into internet advertising. Create an entertaining, informative home page; include your home page address in all advertising and public relations messages. 4. Speculate on alternate forms of technologically based advertising such as Tele TV or interactive TV. 5.

Use conversational language in ads.

6. Focus on your own brand name than on competitors' brand names. Petty brand bashing ads do not appeal to the Xers. Banking Services Advertising:

Targeting Generation X

According to Ritchie (1995), the generation Xers are fiscally conservative. This, added to the fact that these consumers are worried about their future makes them a valuable target for financial services/bank marketing. Visa International is trying to build brand awareness among the Xers and trying to appeal to them with Visa Interactive, which provides remote banking and home banking services (Schrage 1995; Porter 1995). With its introduction of its debit card, stored value card and banking services it is attempting to reach the value conscious Xers (Schrage 1995). Visa's image-based campaign has proved effective and has promoted Visaissuing banks among Generation X consumers. Visa USA is running a national ad campaign for its check card. It has undertaken a brand-oriented strategy by creating an innovative home page where challenging interactive contests are held for college students (Porter 1995). Visa, instead of selling credit or any other form of service, is popularizing its brand name among this potentially attractive group of consumers who are most likely to be found surfing the net.

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BANK IV in its new ad campaigns is promoting its phoneBANK IV service. BANK IV is also planning to introduce and promote electronic banking through the Visa Interactive platform (Bank Marketing 1995). Through this program, the bank is planning to offer interactive services through screen phones and PCs (Bank Marketing 1995). Charles Schwab Corporation, a radically new type of brokerage firm is revolutionalizing financial services. They are offering through with the help of innovative technology, low-cost and creative investment programs such as no-charge mutual funds, computerized stock trading, and specialized banking services. Schwab's low pressure, low cost, high-tech approach (Mitchell 1994) appeals to the busters. They also get information services to customers and advertising to them by phone, computer, fax or pager (Mitchell 1994). Other banks are scrambling to reach the younger generation through interactive home banking services (Yovovich 1995). Several of the bankers contacted by Bank Marketing Magazine (Holliday 1995), admitted that they have not developed specific campaigns for the Generation X segment, but acknowledged that the only products they indirectly oriented toward this segment were products like checking accounts, credit cards and lines of credit. Some significant characteristics of these consumers might interest bankers, some banks have takes these seriously and incorporated them in their banking strategies for Xers. Over 40 percent of the Xers live with their parents, automobile loans rather than home loans will sell better with this group (Holliday 1995). Another reason that home loans will not be a marketable service for this group is because they perceive a home ownership to be out of their reach. The Xers seem to love electronic gadgets, lending to finance these purchases such as PCs is a good strategy. Traditional advice from bankers on "how to invest and where" will not work with these savvy consumers. A better strategy would be for banks to play "a supportive role" and let Xers make their own decisions. Recommendations for the Banking Service Industry With a Focus on Generation X Consumers 1. Convenience is the magic word. This segment is willing to pay for banking services that are convenient, save time and make their life easier. They

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prefer preapproved cards or loans. 2.

Emphasize interactive banking in ads.

3.

Promote home banking through PCs.

4. Create information home page with information on all of bank's products and services. Xers dislike filling out forms and waiting in lines at the place where the bank is physically located. Provide the capability of filling out applications for banking services electronically. Provide a FAQ (Frequently Asked Questions) on banking in the bank's worldwide web address. 5. Have more Gen Xers in bank advertising, more family related activities (e.g., parents helping GenX couple with down payment for house). 6. Pay more attention to advertising loans for automobiles and electronic products. 7. Provide additional educational advertising (e.g., how to save, how to start an IRA, why one should save). 8. Advertisements should be highly visual with minimal reading (minimize on fine print, GenXers are cynical about advertising and fine print turns them off). 9. Ads should emphasize the benefits the bank has to offer instead of using "reputation" or "history of the bank" as a selling point. Credit Card Services Advertising:

Targeting Generation X

American Express is advertising its membership rewards program and has added dining and merchandise to travel perks and rewards (Fitzgerald 1995). MasterCard has redefined its target market and is trying to revive the brand through its ad messages (Cuneo and Talmadge 1995). A media campaign developed by MasterCard focuses on its ATMs and POS debit services (Bank Marketing 1995). As for store cards, few retailers use TV as a medium of advertising because it is very expensive (Credit Card Management 1995). Other forms of popular cards are co-branded cards. Ford and GM advertise benefits of discounts on new automobiles with the use of their cards (Rickard 1995). Visa (the 'Official Credit Card of the 1996 Olympics')

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ran its "Use Us, they don't take the other card," in conjunction with the Atlanta Olympics in July-August 1996. With the countless GenXers participating and watching the Olympics, showing GenXers using the card was a plus. On the other hand, American Express, recognizing the potential of the market, has expanded its "Can't recognize me without my card" campaign to name Xers. Citibank is receiving applause for its Xer friendly approach for its "T-shirt and jeans kind of guy" credit card spot (Holliday 1995). Surprisingly, compared to other generations, this segment has low credit card debts, because they feel obliged to repay their debts and appreciate parental financial help. They constantly worry about their future, are independent thinkers and have a tendency to look out for themselves. They are however attracted to credit cards with larger lines of credit and lower interest rates. Consolidating all their credit card debt for a lower interest rates appeals to them. Recommendations for the Credit Card Service Industry With a Focus on Generation X Consumers 1. Continue to use GenXers models in credit card ads in situations that Gen Xers can associate with. 2. Screen, choose and use testimonials carefully. Negative behavior on behalf of the star (OJ Simpson, Magic Johnson, Michael Jackson), can detract from the brand's goodwill. 3. Maintain fresh advertising messages. GenXers get bored quickly and will tune out or even turn against too much repetitive advertising. The theme should remain consistent but the ad itself must continually be refreshed. 4. Use messages that alert Xers to the dangers of overexposure and how one can best manage his/her credit cards (education message on when and when not to use credit cards). 5. Use family themes (e.g., parents providing Xer with first credit card and showing them how to best use it). SUMMARY AND MANAGERIAL IMPLICATIONS As marketers realize that "Generation Xers" have a 125 billion dollar annual spending power, they are rushing

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to get a slice of this market. In their hurry to beat competition, they are making the very blunders that alienate Xers from products and brand names. As described in the introduction of the paper, the generation Xers do not have any defining moments as such to synergize their life experiences. This implies that marketers can't stereotype using a unified theme, they have to communicate in such a way that these consumers find their life experiences in the messages rather than the "we know you and we know what you want" approach. Messages need to avoid mentioning tradition, because this generation does not believe in tradition. In addition, marketers cannot afford to target this group (Xers) simply on the basis of age, they are multicultural and diverse. They dislike being stereotyped and being labeled as "Generation Xers" or "baby busters" in promotional messages. They are highly computer literate (Lane 1995; Thau 1995), and are avid users of the Internet. As a result, advertisers are clamoring to reach this group through their web sites rather than through traditional media such as television. In summary, those companies that wish to succeed with the Generation X marketplace should adhere to the following simple rules: You must first earn their trust. Be honest, they recognize hype. Show them how a product fits into their lifestyle. Do not use high tech unless it fits product image. Treat them like adults; do not stereotype them. Communicate messages in a straightforward fashion. Use fresh and targeted messages. Use family ties as a communication theme. Underpromise and over-deliver. Use alternative media. REFERENCES Anonymous 1 (1995), "Live Access is Alternative Delivery Catalyst for Bank," Bank Marketing, 27 (July), 10-11. Anonymous 2 (1995), "Pizza Hut Signs Stars," Marketing, (September 21), 4. Anonymous 3 (1995), "Store Cards' TV Debut," Credit Card Management, 8 (August), 8-10.

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Benezra, Karen (1995a), "Don't Mislabel Gen X," Brandweek, (May 15), 32, 34. Benezra, Karen (1995b), "New Hard Rock Brand Team Revs First, Edgy Marketing Effort," Brandweek, 36 (June 12), 8. Brooks, Steve (1995), "Home on the 'Net," Restaurant Business, 94 (September 1), 66-88. Carlino, Bill (1995), "Pizza Ranch Ad Campaign Serves Up Community Pie," Nation's Restaurant News, 28 (October 24), 12. Coeyman, Marjorie (1995), "Follow the Customer," Restaurant Business, 94 (July 20), 36-38. Crispell, Diane (1994), "Three Views of Tomorrow's Consumer--View 3: The Future of Households," Journal of Advertising Research, 34 (November/December), RC7-RC8. Crispell, Diane (1995), "Generations to 2025," America Demographics, 17 (January), 4. Cuneo, Alice Z. and Candace Talmadge (1995), "Financial Services," Advertising Age, 66 (October 16), S30. Dunn, William (1993a), The Baby Bust: A Generatio Comes of Age. New York: American Demographic Books. Dunn, William (1993b), "Conspicuous Consumers, American Demographics, (August), 6-7. Dyer, Robert F. and Terrence A. Shimp (1980), "Reaction to Legal Advertising," Journal of Advertising Research, 20 (April), 43-51. Fay, Bradford W. (1995), "Understanding Generation X," Marketing Research, 5 (February), 54-55. Gandolph, Craig (1995), "Optimize Marketing With Yellow Page Advertising," Nation's Restaurant News, 29 (October 30), 24. Hamstra, Mark (1995a), "New CPK Campaign Scales Adventurous Heights," Nation's Restaurant News, 29 (November 13), 14. Harnstra, Mark (1995b), "Trandescending Translation in Spanish-Language Ads," Nation's Restaurant News, 29

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(May 1), 12, 18. Heischimdt, Kenneth and John Elfrink (1991), "The Changing Attitude of CPAs Toward Advertising,' Journal of Advertising, 20 (Spring), 39-52. Herbig, Paul, William Koehler, and Ken Day (1993), "The Demographical and Psychographical Implications of the Baby Bust Generation: A Generation Apart," American Business Review, (January), 90-99. Hayes, Jack (1995), "Moore Puts Bigfoot Forward With Race Rocks Launch," Nation's Restaurant News, 29 (December 4), 14. Hodges, Jane (1995), "Getting a Taste of Cyberspace," Advertising Age, 66 (July 24), 17. Holliday, Karen Kahler (1995), "Understanding Generation X," Bank Marketing, 27 (December), 31-34. Landler, Mark (1992), "Move Over Boomers: The Busters Are Here and They Are Angry," Business Week, (December 14), 74-82. Liddle, Alan (1995), "The Outback Way: More Training, Less Paperwork," Nation's Restaurant News, 29 (May 1), 11. Lipsky, David and Alexander Abrams (1995), Late Bloomers: Coming of Age in Today's America--The Right Place at the Wrong Time. Times Books. Mahedy, William and Janet Bernardi (1995), Trailblazing Traditionalists--Generation Alone: Xers making a Place in the World. InterVarsity. Martin, Richard (1995), "Carl's JR. Shoots For Big Success With 'Messy' TV Ads," Nation's Restaurant News, 29 (June 19), 14, 123. Mitchell, Russell (1994), "The Schwab Revolution," Business Week, (December 19), 88-98. Miller, Cyndee (1995a), "Researcher Reaches Xers With Her Focus Groups," Advertising Age, (January 2), 10. Miller, Cyndee (1995b), "Marketers Find It's Hip To be On the Internet," Marketing News, 29 (February 27), 2.

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Papiernik, Richard L. (1995), "Study Finds Plenty of Room Left for Chain Unit Growth," Nation's Restaurant News, 29 (March 20), 1, 14. Porter, Jennifer L. (1995), "Visa Teams Up With LOCI to Talk to Generation X," Bank Marketing, 27 (December), 6-7. Rickard, Leah (1995), "GM Card Drives Car Discount Feature," Advertising Age, 66 (May 1), 42. Ritchie, Karen (1995), Marketing to Generation X. York: Lexington Books.

New

Rugglass, Ron (1995), "TGI Friday's Takes Giant Step With New 'Little Guy' Ads," Nation's Restaurant News, 29 (May 8),14-21. Schrage, Michael (1995), "The IQ Q&A: Mediaweek, 5 (May 29), IQ14-IQ20.

Carl Pascarella,"

Selinger, Iris Cohen (1995), "Lights! Camera! But Can We Get A Table?" Advertising Age, 66 (April 17), 48. Stafford, Marla Royne and Ellen Day (1995), "Retail Services Advertising: The Effects of Appeal, Medium and Service," Journal of Advertising, 24 (Spring), 57-71. Thau, Richard (1995), "Reality Bytes," Marketing Tools, (January/February), 68-75. Watson Tom (1995), "Click Here For a Slab of Peanut Pie," Restaurant Business, 94 (March 20), 15-18. Weir, June (1994), "Casual Look 'Defining Character of the '90s'," Advertising Age, 65 (November 7), S2, S12. Whalen, Jeanne (1994a), "Casual Dining, Not Fast-Food, Challenges Mom's Meatloaf," Advertising Age, 65 (November 7), S-6. Whalen, Jeanne (1994b), "Large Pepperoni, Hold the Phone," Advertising Age, 65 (June 27), 16, 17. Whalen, Jeanne (1995a), "Ad Plate Swells for Casual Dining," Advertising Age, 66 (September 27), 36. Whalen, Jeanne (1995b), "Satellites, No-Frills, Tandems Feed Fast-Food," Advertising Age, 66 (September 27), 36.

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Whalen, Jeanne (1995c), "Pizza Hut Topping Its Rivals," Advertising Age, 66 (October 9), 1, 4. Whalen, Jeanne (1995d), "Ad Age Power 50--Fast-Food," Advertising Age, 66 (October 16), 36. Yovovich, B. G. (1995), "Banking on Home Interactively," Advertising Age, 66 (January 16), 2 1, 23. Zill, Nicholas and John Robinson (1995), "The Generation X Difference," American Demographics, (April), 24-39. Zinkhan, George M. and C. S. Agnes Cheng (1992), "Marketing Communication Intensity Across Industries, "Decision Sciences, 23 (May/June), 758- 769.

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