Rationale for establishing microform advertising standards as well as a draft of a standard which includes scope and data elements for advertisements. (LS)

This monograph examines the life of Volney B. Palmer, who was the prototype of the modern advertising person. The first section discusses his background and early experience in Pennsylvania. The second section discusses the American Newspaper Agency, established as the first advertising agency in 1842. The third section examines the kind of man…

Equates good" written communication with the short paragraphs, small words, and little sentences" produced by advertising copywriters. (RD)

Descusses the gap between advertising curricula and actual agency work and suggests several ways both sides could cooperate to improve the training of future practitioners. (TO)

Advocates a reexamination of the basic premises that shape advertising curricula and structure its teaching. (TO)

Although this "thesaurus of headlines" was created in order to fill advertising copywriters' need for a source of writing stimulus, copywriters in all businesses and organizations may find it useful. Over 1900 headlines are included, grouped under 56 different categories. In addition, nearly 1000 descriptive words and phrases are listed,…

Last of a four part series, this article tells students how to advertise and sell a newsmagazine. (RB)

A comparison is made of the various cultural activities taking place in all the countries of the world. (CK)

Suggests ways to get the most out of yearbook advertising by planning the advertising section well in advance and shows examples of effective yearbook advertising. (RB)

A questionnaire survey of 300 advertising practitioners was used to determine the degree of job and career satisfaction among advertising practitioners. The subjects were separated according to whether they worked for advertising agencies, advertisers, or advertising media; 100 subjects in each area were selected from the prestigious directories…

Since limited funds restrict advertising by Public Broadcasting System (PBS) stations, and since PBS serves a variety of audiences, the selection of appropriate advertising media for PBS programs is difficult. It is further complicated by conflicting research reports on the public use of the daily papers. Availability to the target audience should…