Discusses a journalism history teacher's attempts to provide students with context in discussions of the current state of journalism. Notes that students have trouble visualizing a print news medium that is not profit oriented and advertising based. (RS)

A study of 220 users and 198 nonusers of manufacturers' rebates found 3 motivational factors that predicted use: (1) consumers' price consciousness; (2) perceived time and effort to redeem rebates; and (3) perceived satisfaction from saving money. Recommendations for more effective redemptions resulted. (SK)

Evaluates the impact of dedicated media planning software in the undergraduate media planning course. Finds that a clear majority of teachers using software were enthusiastic about teaching media planning. Notes that teachers report more time spent teaching media theory and less time spent on doing redundant calculations or on teaching mechanics…

Presents research describing internship arrangements at colleges and universities with advertising programs. Finds that internships are widely used, are most often optional, and are usually awarded academic credit. Discusses grading systems, scheduling, employment offers, and types of work required. (SR)

Investigates issues surrounding undergraduate student advising in advertising. Examines adviser work loads, advising practices, rewards or recognition for advising, and faculty attitudes toward advising. Finds that innovative solutions for solving advising problems are in scarce supply in business, advertising, and, presumably, journalism and mass…

Introduces specifics related to production elements and message elements of college videos. Outlines aspects of lighting, audio, narration, backing music, and performance music. Discusses elements of pace, physical plant, people, and programs with regard to marketing. Suggests the goal is to create a unified vision to attract the target audience.…

Uses content analysis to show that, although "Ms." magazine sometimes compromised its promise to be a mass-mediated forum for feminist debate, its current format (ad-free, to do away with conflicts experienced between editors' ideology and advertisers' wishes) has allowed "Ms." to present a renewed vision of feminism. (SR)

Describes search by graduate advisor at the University of Victoria in Canada to find data regarding types of jobs available to person with degree in counseling. Includes characteristics of counseling positions available in British Columbia, areas of focus most likely to be advertised, and frequency of job titles. Concludes that considerable…

Assesses reader reactions to a broad range of lexical, syntactical, and text layout conditions, both in isolation and interactively. Finds that, although the role of these elements in affecting readers' perceptions is not as critical as was presumed, certain perceptions are significantly affected by specific lexical, syntactical, and layout…

Presents nine basic steps to teach students to sell advertising campaigns (not just one ad), thus bringing in more advertising revenue for the school paper by selling in quantity. (SR)

Describes the situation for college students in advertising, presenting information on numbers of advertising students, advertising graduates, and advertising faculty. Discusses the future noting that, after a decade of growth, the numbers have leveled off. (SR)

Challenges four commonly held myths about advertising and marketing effectiveness. Establishes the framework for a more comprehensive program of marketing communication involving traditional public relations, advertising, sales promotion, special events, along with new uses for public affairs work in marketing. (MG)

An experimental group of 98 business students taught advertising and management principles was compared to a group of 57 who were taught management principles only. Increased knowledge and understanding about the institution and instrument of advertising resulted in more positive attitudes. (Author/JOW)

Finds little or no difference in the interest of small market advertising and public relations practitioners in professional courses. Lends support to the idea of a common curriculum (an Integrated Marketing Communications program) to fulfill the educational needs of both groups. (SR)

Surveys farm magazine writers and editors regarding advertiser pressure and their attitudes toward it. Finds that 62 percent report receiving pressures from advertisers, whereas about half said that advertising had been withdrawn on occasion. Finds that about half reported that keeping distance from advertisers is a challenge. (SR)