Compared public relations sections in 12 introductory mass communication texts and found a confusion about the relationship of advertising and public relations, a lack of historical background, and an antipublic relations stance. Journal available from Communication Research Associates, 7100 Baltimore Blvd., Suite 500, College Park, MD 20740; sc…

Suggests that mass media advertisers are responsible for the creation of our modern mythologies. (JL)

Suggestions for producing a successful exhibit booth include the following: the effectiveness of an exhibit depends on the effectiveness of the people staffing it; avoid games and unrelated giveaway items; demonstrate product in the booth; give special attention to existing customers; and make literature available only from the booth personnel.…

Examines a simulation approach to teaching selected research concepts to marketing and distributive education students and to applying these concepts to advertising layout, broadcast media advertising, retail selling, and wholesaling. (CT)

Seeks to discover in advertising slogans, titles of all kinds, signs, and commercials, allusions to and reflections of French culture. Cultural allusions are treated according to source, technique used, and way of achieving double meaning. The structural aspect is studied according to the diverse forms of play on words. (AMH)

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

Recounts the advertising policies and strategies that a high school newspaper staff used to enable higher circulation and improved quality. (RL)

The author describes how her eighth-grade class created food packaging designs parodying actual supermarket products. (SJL)

Presents an annotated bibliography of 19 items from ERIC identifying troublesome paradoxes regarding the media and freedom of expression. Items are categorized by issues identified as relevant to radio and television, commercial advertising, and the press. (JMF)

Considers the implications of a court decision on administrative censorship of advertising in school newspapers. (RL)

An analysis of selected Mexican daily newspapers suggests that travel information is not gathered, processed, and disseminated systematically by Mexican newspapers. (GT)

Describes the decline of direct newspaper competition in terms of the loss of effective newspaper market segmentation. Examines the following influences on market segmentation: shift in advertising demand, advertiser preferences for differentiated audiences, shift in subscriber demand, growth of alternative media, increasing production costs, and…

Considers the confrontation between the Federal Trade Commission and marketers/broadcasters over the regulation of children's television advertising, illustrating the effects of ethical conduct on public policy. (Author/RL)

Recommends the establishment of policies for accepting advertisements from new companies and describes an instance in which more than 1,000 high school and college newspapers lost money on a "new" company ad. (JM)

Provides guidelines for developing a successful Web site. Among the topics are usefulness, including bookmarks, search engines, and organizational needs; change, including the need for periodic evaluation; appearance, including differences among browsers and use of color; organization of the site; and advertising. (LRW)