The mass media studies section of the proceedings includes the following 13 papers: "Say What?: Broadcasters' Use of Political Broadcast Regulation" (Elizabeth Krueger and Kimberly Corrigan); "Comparing Broadcaster Self-Reports to the Perceptions Viewers Have of Televsision Advertising: An Exploratory Study in One State" (Jan…

The health and environmental issues section of the proceedings includes the following 10 papers: "The Interplay of Journalistic and Scientific Conventions in Mass Communication about AIDS" (William F. Griswold, Jr. and Cathy Packer); "Refocusing Science News to Reach a Specialized Audience: AIDS Coverage, Mobilizing Information and…

This volume outlines potential uses of many of the topics associated with daily newspapers, music, film, theater, and sports for vocabulary development and grammar review in French language instruction. The emphasis is on the advantage of using authentic, current materials prepared for the general public but somewhat familiar to students. The…

This recruitment package consists of materials designed to assist those individuals who are responsible for recruiting students into postsecondary vocational education programs. The package, which may be used either as a guide to establishing and implementing a new promotional policy or as a resource to use when planning a specific promotional…

This combination curriculum and workbook, which was originally developed for use in a training workshop, is intended to assist adult educators in learning to market their adult literacy programs. The first chapter reviews basic marketing concepts (the definition of marketing, 10 truths about marketing, marketing versus promotion, steps in…

This two-volume textbook and collection of overhead transparency masters is intended for use in a course in setting up a small business. The following topics are covered in the first volume: getting off to a good start, doing market research, forecasting sales, financing a small business, understanding the different legal needs of different types…

This collection of abstracts is part of a continuing series providing information on recent doctoral dissertations. The 45 titles deal with a variety of topics, including the following: (1) gender portrayal in magazine advertising; (2) the role of special interest groups in agenda-setting; (3) the relationship between sensation-seeking and horror…

Alcohol education and rehabilitation programs are widely accepted as an integral part of the enforcement of drunk driving laws; however, careful evaluations of these programs generally fail to show subsequent beneficial effects on traffic crashes. This fact is due in part to the many barriers to conducting sound program evaluations and in part to…

The major objective of this project was to develop a series of specialized English-to-Spanish study modules for retail stores. The modules are to become part of the instruction in the small business, salesmanship, and advertising classes at Wenatchee Valley College (Washington). A minor objective was to survey the current perceived level of sales…

This paper discusses the ways in which pictures in current German magazine advertisements can be employed as effective visual aids in basic grammar drills. The structures discussed here are the reflexive verb construction and two aspects of the passive voice construction, namely the passive to indicate activity-as-such and the contrast between the…

The potential value of marketing principles to help solve educational problems in higher education is addressed. Four variables that are within the decision power of those in higher education and those in the commercial world are the product, distribution, promotion, and price. The marketing concept demands that policies be built on a base of…

The usefulness of marketing functions as they relate to higher education enrollment and financial problems is addressed, and proven marketing principles that have been violated by higher education decision-makers are considered. It is suggested that a college or university operation can be examined within the same context as any product…

These 23 Student Training Modules on parts counter comprise one of nine sets of self-paced learning modules developed for Pre-Apprenticeship Phase 2 Training. (A companion instructor's guide is available separately as CE 031 571.) The modules are designed to impart trade knowledge and skills to the student. Each module contains some or all of the…

Interdisciplinary approaches to the study of psychology can be employed to provide a continuity between the various subjects a student encounters in college. One approach--a total push remediation program--is exemplified by a project involving representatives of the psychology and physical education departments, as well as interested students, in…

Student recruitment is explored in a compilation of articles originally published in "CASE Currents." Focus is on marketing, market research, student consumerism, advertising, publications, recruitment tools, and students and alumni. Included in the 46 papers are the following: "A Management Approach to the Buyer's Market" (William Ihlanfeldt);…