Summary: This book provides an in-depth overview of the demographics of each generation, covering attitudes, education, health, housing, income, labor force, living arrangements, population, spending, time use, and wealth. It includes 2016 attitudes data from the General Social Survey, 2015 time use data from the American Time Use Survey, as well as recent income, housing, labor force, and spending data. Household net worth, assets, and debt are also profiled.

Contents PART I. OVERVIEW -- 1. Consumer Marketing -- 2. Market Research -- 3. B2C Marketing Benchmarks.
PART II. ADVERTISING -- 4. Advertising Spending -- 5. Consumer Response To Advertising -- 6. In-Cinema Advertising -- 7. Magazine Advertising -- 8. Newspaper Advertising -- 9. Out-Of-Home Advertising -- 10. Radio Advertising -- 11. Television Advertising -- 12. Top Advertisers -- 13. Top Advertising Agencies.
PART III. DIGITAL MARKETING -- 14. Digital Advertising -- 15. Consumer Response To Digital Ads -- 16. Email -- 17. Mobile Marketing -- 18. Search -- 19. Voice Search -- 20. Social Media Marketing -- 21. Digital Video Advertising -- 22. Digital Place-Based Video Advertising -- 23. Digital Audio Advertising -- 24. Website Strategy.
PART IV. MARKETING FOCUS -- 25. Generational Marketing -- 26. Gender-Specific Marketing -- 27. Hispanic Marketing.
PART V. ANALYSES -- 28. Artificial Intelligence In Marketing -- 29. Branding -- 30. Buy American Initiatives -- 31. Buy Local Initiatives -- 32. Cause Marketing -- 33. Celebrity Endorsements -- 34. Content Marketing -- 35. Coupons -- 36. Customer Analytics -- 37. Customer Communications -- 38. Customer Relationship Management -- 39. Customer Retention -- 40. Customer Service -- 41. Data-Driven Marketing -- 42. Direct Marketing -- 43. Direct Selling -- 44. Engagement -- 45. Event & Experiential Marketing -- 46. Green Marketing -- 47. In-Store Tracking -- 48. Influencer Marketing -- 49. Local Marketing -- 50. Location-Based Marketing -- 51. Loyalty Programs -- 52. Naming Rights -- 53. Native Advertising -- 54. Online Tracking -- 55. Personalization -- 56. Pricing -- 57. Programmatic Advertising -- 58. Promotions -- 59. Psychographic Segmentation -- 60. Shopper [In-Store] Marketing -- 61. Small- And Medium-Sized Business Advertising & Marketing -- 62. Sponsorships -- 63. The Shopping Experience - In-Store -- 64. The Shopping Experience - Online -- 65. The Shopping Experience - Omnichannel.

This eleventh volume in the long-running series has reviews 400 new consumer-related measurement scales that were reported in top marketing journal articles published in 2018 and 2019. Each review provides the scale items as well as information regarding the scale's origin, previous users, and measurement quality.