Presents a procedure useful in assessing the probability of an individual marketer profitably employing advertising to stimulate demand for products or services. (MB)

Illustrates measurement techniques for print advertising, using persuasion and recall criteria. (RL)

Examines the jurisdictional activities of the Federal Trade Commission and traces the business and public interest interpretations of the commission in the development of regulatory standards. (MB)

Presents a conceptual framework for classifying and evaluating different comparative advertising formats on two multi-level dimensions. Provides examples of applicable research questions. (RL)

Indicates a strong link between product quality and national advertising. Shows that a positive correlation exists between purchase intentions and perceptions of brand quality. (RL)

Assesses the magnitude and incidence of experimentally determined deceptive advertising decisions in supermarket advertisements. Shows that many reduced-priced items are displayed less prominently, lessening a consumer's ability to show economically. (RL)

Investigated measures that match the advertisement to the "best" publication for the greatest exposure. (RL)

Examines the role of reference groups and promotional appeals in satisfying consumer motivations. Emphasizes three motivational reference group functions: informational, utilitarian, and value-expressive. (RL)

Presents an alternative (to government regulation of advertising) that would establish the advertising profession on the side of the government and the consumer in efforts to correct advertising abuses. (RL)