The issue of whether to "standardize" or "specialize" in international advertising campaigns is important because it may help determine whether each audience should be addressed separately or whether advertising agencies should attempt to address the collective global consumer. Print and television advertisements for American…

Cooperative education is an educational method that offers many opportunities and benefits to students, employers, and higher educational institutions. Higher education has traditionally resisted marketing in any form. This has largely been the result of the traditional, narrow promotional concept of marketing. In contrast to this view, marketing…

The ethical dilemma presented by the ratings sweeps is a fundamental operating principle of advertiser-financed television broadcasting: broadcasters generate operating revenue and profit by exchanging audiences for money with advertisers. In order to create or attract audiences to be sold, the broadcaster formulates or acquires and then…

Mobil Oil's program of "advertorials," or company stances on controversial issues appearing in principal print media, has had several significant results since its inception in 1970. The professed reasons for this campaign were to give the company itself more visibility and to stir up discussion on issues affecting the public. The…

Society has stereotyped the elderly as those who are unable, dependent, institutionalized, and handicapped in various other ways. Stereotyping older people in this manner allows them to be cast aside in the market as well. The marketing community should concentrate more on this thriving aggregate, for they have disposable income--some for the…

This document summarizes the Comprehensive Smokeless Tobacco and Health Education Act of 1985 bill. A summary of the impact of the bill is included which notes the following: (1) programs to inform the public of the dangers of smokeless tobacco are to be established; (2) smokeless tobacco products will carry one of three warning statements; and…

Self-regulation, as defined by the National Advertising Division/National Advertising Review Board (NAD/NARB), is a process whereby the advertising industry regulates itself and turns to the federal government only if the system fails. The NAD/NARB system involves a two-step process: complaints are initially handled by the NAD and then are either…

The question of why advertisements for contraceptives are not shown on television in the United States is explored in this paper. The statement is made that although television is permeated with sex, network broadcasters steadfastly ban contraceptive advertising from the airways on the grounds that they do not want to alienate or offend viewers.…

Provides a list of suggestions to induce advertisers in school publications to pay their bills. (RB)

Shows attitudes toward advertisements are positive, awareness of the Advertising Council is low, and message retention is poorer among older persons than younger persons. (RB)

Discusses the content of advertisements emphasizing societal problems between 1965 and 1972, concluding that most are self-serving for the sponsor. (RB)

A teacher looks back on how he and his college class discovered a new approach to teaching advertising and layout. (RB)

Concludes that print and broadcast media differ substantially in terms of the extent and nature of the responses to advertising they elicit from viewers. (RB)