Search marketing is the process of utilizing search engines to drive traffic to a Web site through both paid and unpaid efforts. One potential paid component of a search marketing strategy is the use of a pay-per-click (PPC) advertising campaign in which advertisers pay search engine hosts only when their advertisement is clicked. This paper…

In our everyday lives we are surrounded by advertising in its various forms. Thus in the school context it is not surprising that the issue of advertising is addressed by different subjects, with the main foci being advertising-specific language, images and illustrations, use of stereotypes, strategies of persuasion, etc. But advertising also…

The advertising program at the University of Tennessee, Knoxville (UTK) has at least 12 measures of program assessment, which serve as a basis for discussion rather than as a prescription for an effective assessment program. The program assessment methods are accrediting, internal program review, teaching evaluations, a university survey of…

Writing, and the vocabulary building that goes with it, is a more complex process than merely putting words on a page. In the process of acquiring vocabulary, for example, students need to understand not just what individual words mean but also which combinations of these words in sentences or paragraphs convey a meaningful message to the reader…

Results of a national survey of two- and four-year colleges concerning their policies and procedures for nonfaculty personnel recruitment and advertising are reported. A list of participating institutions and the survey instrument and cover letter are included. (MSE)

A study was conducted to develop a curriculum to meet the information processing/management training needs of persons entering or continuing careers in the information marketing area. The process used for the study was based on Stufflebeam's Context, Input, Process, Product (CIPP) model of evaluation. The information gathering process included a…