Explores relations among three competitive schemes with respect to newspapers' price structures, including advertising rates and prices to consumers. Finds that readers get some benefit from greater competition, but that advertisers do not. (MM)

Measures the extent to which other media compete with newspapers in the market for national advertising, using coefficients of the cross-elasticity of demand between newspapers and eight other media. Concluded that no other media reside in the same product market for national advertising. (MM)

Investigates the effectiveness of humor in advertising, comparative advertising, and consumer involvement with the product. Finds that humorous ads are more eye catching but less impressive and less sufficient in information than nonhumorous ads. Finds the performance of comparative ads is generally negative and especially so in the high…

Discusses the self-regulatory processes of the broadcast industry as related to advertising and programing standards after the elimination of the National Association of Broadcasters (NAB) "Code." Asserts that, even though the code is gone, the process of self-regulation continues. (MM)

Concludes that designer magazine advertisements contain more traces of nostalgia than do those in consumer magazines and that they tend to be more extreme in their fluctuation patterns. Notes that nostalgia increases in ads when public confidence is decreasing. (FL)

Concludes that pricing equilibrium for advertising space is not present in metro editions of national magazines. (FL)

Examines the relationship between advertising copy readability and advertising effectiveness. Finds that recall is improved when the copy style is either fairly easy or fairly hard to read. Suggests the value of considering copy readability as a potential contributor, though a minor one, to the success of magazine advertising. (RS)

Investigates to what extent advertisements in women's magazines (traditional and nontraditional) reflect the goals of the second feminist movement. Explores whether advertising and the feminist movement are incompatible. Performs content coding of advertising images in women's magazines from the years 1959, 1969, 1979, and 1989. (SR)

An analysis of 600 advertisements from six publications revealed that almost twice as many were basically persuasive as were basically informative, and that only 1.2 percent could be classified as intimidating. (GW)

Reviews advertising typography in general interest, special interest, and trade magazines and concludes that special interest magazine ads are making the most effort to be fashionable, but also have the greatest chance of having functional problems. (FL)

The findings of a study of print readers' perceptions of the believability and interest of various advertising formats fail to support increasing either the frequency or specificity of comparative messages. The findings suggest that advertisers should consider the dimensions of intensity and directionality in their message development. (GT)

Concludes that advertising agency personnel frequently follow the standard of immediate consequences when deciding how to act. (FL)

Surveys mall shoppers to determine the relative informativeness of retail advertising. Finds that newspaper advertisements are considered the most informative with radio commercials next and television commercials least. Finds that newspaper ads are more irritating than radio or television advertising. Finds older and wealthier shoppers more…