The purpose of this paper is to report on who creates branding within institutions of higher learning, and what impact branding has on core institutional activities such as student recruitment and fundraising, as well as on socio-psychological factors such as community respect and national prestige. Eighty-nine tertiary education experts covering…

At the risk of seeming to make exaggerated claims for visual methodologies, what I set out to do is lay bare some of the key elements of working with the visual as a set of methodologies and practices. In particular, I address educational research in South Africa at a time when questions of the social responsibility of the academic researcher…

A new self-report measure of children's attitudes toward TV advertising is described. The self-report scale was administered to 300 8- to-10-year-old children, and their parents completed a questionnaire evaluating socioeconomic status, educational level, and peer influence. Results of a factor analysis supported three identifiable factors…

The definition of "English language classroom" is changing. When students have the opportunity to learn content and language at the same time, disciplinary boundaries overlap. Teachers are rethinking how they design courses, plan lessons, assess students, and collaborate with colleagues to support student learning and facilitate their…

The "Research & Action Report," published twice a year, is a window on the activities and initiatives at the Wellesley Centers for Women. The report typically features news about the Centers, interviews with researchers, commentary on recent events or social trends affecting women and girls, announcements of new publications, and…

A study explored advertising students' beliefs and attitudes about their learning and motivations within the context of the American Advertising Federation's (AAF) National Student Advertising Competition (NSAC). One hundred twenty-one students from 13 NSAC teams were surveyed in a 3-part questionnaire. Results indicated that students relished…

This study attempts to quantify the characteristics of "good" advertising guest speakers and compare the expectations of students in different settings. Sixteen guest speakers who spoke during the same academic year to introductory classes, advanced classes, and student organizations of an advertising program at a midwest university were…

This study examined the existence and use of student-operated public relations/advertising agencies which operate outside the classroom as well as in conjunction with a class. Journalism programs in the United States which were listed as having a public relations sequence, major, emphasis, or concentration were surveyed; of these 110 responded for…

This handbook contains a collections of nine articles on the subject of direct-response advertising. The handbook gives advice on how to create effective advertisements for home study courses. The nine articles are the following: "Overview of Home Study Advertising in the 1990s" (Michael P. Lambert); "Ad Features that Sell"…

A study explored the differences in consumer perceptions of product attributes for national brand and generic grocery products as they related to the frequency of generic purchases. It was hypothesized that consumers perceive national brands more favorably than they do generics, but that the more frequently they purchase generics, the more…

Finds willingness to buy is affected both by the content of the advertisement and the buyer's predisposition to buy the advertised brand. (RB)

Describes a journalism methods course in advertising in which college students observed and analyzed videotaped commercials produced by sixth graders. (RB)

Attesting to the continuing economic strength and institutional vitality of the newspaper business in 1987, this booklet presents a statistical summary of the industry in the United States and Canada. The statistics cover a wide range of topics, including (1) number of daily newspapers; (2) daily newspaper circulation; (3) single copy sales price;…

A study examined whether the suburban press is better off if competing metropolitan daily newspapers are allowed to merge operations in a joint operating agreement (JOA) as provided by the Newspaper Preservation Act of 1970, or if the weaker of the two dailies is allowed to close down, throwing the suburban paper into competition with a monopoly…

A review of the literature reveals that publishers have suggested that magazines would cost twice as much and newspapers five times as much if they were not supported by advertising revenues. However, recent research indicates that this is not true. Although statistics regarding magazine publication are easier to obtain than those regarding…