The major advantage of television in an advertising course is the continuity with which the commercials are integrated into the lecture material. (HOD)

Noting that debates between theoreticians and practitioners of advertising are as old as the discipline itself, this paper discusses the logics of research for each group in order to identify strategies of research for both practitioners and researchers that will result in a satisfactory explanation of how advertising works. The various sections…

Discusses a rationale for developing behavioral objects for the introduction of computers and other information technologies into advertising classes. Explores specific objectives, and provides examples to illustrate incorporating them into the advertising curriculum. (HTH)

Summarizes some of the changes needed in an advertising curriculum to meet the rapidly changing demand for expertise in information and computer technology. (HOD)

Describes an attempt to deal with student-teacher interaction problems and shows how other types of interactions were maximized in a televised advertising course. (HOD)

In an effort to promote computer literacy among advertising students, an assignment was devised that required the use of online database search techniques to find secondary research materials. The search program, chosen for economical reasons, was "Classroom Instruction Program" offered by Dialog Information Services. Available for a…