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Selected differences observed among segments of the public in terms of socio‐economic and sociographic characteristics, raise the hope that donors of voluntary contributions can be defined through behaviouristic giving variables, which can be profiled and accessed. Data collected from telephone interviews in Indiana regarding giving behaviour and socio‐economic/sociographic characteristics of the sample, plus individuals' media exposure, suggests that such surveys can isolate segments which are different in their giving orientations, and can aid the targeting of marketing/advertising strategies.

A sample of 217 Saudi children was surveyed to determine the impact of television commercials on their purchase behaviour. Reports the results of this survey, broken down by gender and discusses their implications. Offers suggestions for future research.

A trend which will have a significant impact on tomorrow's marketing is the growth of the market of the older consumers. In America in 1970 there were 18.6 million people in the 55–64 year age group and 20.0 million people in the 65‐year‐or‐over age group. Projections indicate that people in these age brackets will account for approximately 20 per cent of the American population, reaching 46.9 million by 1985. Besides growing in numbers, older consumers have also achieved a better standard of living within the past 20 years. Business Week claims that the expenditures of older consumers are far larger than the expenditures of the younger market. Projections, furthermore, suggest that older consumers will not only maintain their buying power but may also enjoy a substantially improved economic well being in the next two decades.