Designed to help high school students interested in a career in advertising select a college or university, this booklet lists those schools where a program in advertising education is offered and presents some of the pertinent data about their programs. A long letter written by Leo Burnett to a high school student interested in a career in…

This report of two audience analyses at the University of Delaware Theatre was prepared as a guide for other university theatres that may need an understanding of the people who attend their dramatic presentations. Such analyses can provide information about who is attending the theatre, how performances are evaluated, what influences audience…

The social and economic functions of advertising, its role in business, how it works, and how it is planned and created are the subject of this textbook. Sections include basic values and functions, background for planning advertising strategy, the advertising message, advertising media, testing advertising effectiveness, and the advertising…

The report gives a picture, drawn from consumer research, of how the consumer perceives and uses advertising and establishes that the service advertising performs is at least comparable in value to the service it performs for manufacturers. Two major headings are included: (1) Advertising and the Consumer clarifies the terms, "advertising" and…

In order to determine the evidence upon which the Federal Trade Commission decides that an advertisement or other sales representation has the capacity or tendency to deceive, a census was conducted of the 3,337 cases in which such decisions have been made from 1916 through 1973. Findings showed that, of 22 categories of evidence, the three most…

Reports results of a study on the degree of competition in newspaper ownership, trends in use of press associations and other news services, changes in newspaper circulation, advertising revenue totals, and newspaper group ownership development. (GW)

Attempts to assess any significant change in the degree of sex-role stereotyping in television commercials in recent years. (MH)

Lists and annotates more than 100 publications on such topics as journalism, the mass media, book publishing, photography, and advertising. (GW)

Discusses how consumers interpret the complex stimuli presented by different television shows and by alternative products that might be advertised on such shows. (KS)

Describes the steps involved in a Federal Trade Commission deceptive advertising matter for the practitioner and the advertising professor. (KS)

Reveals varied criticisms and suggests that a better understanding of students' dissatisfaction with advertising is necessary. (KS)

Finds that "low-energy information seekers" of differing values are favorably oriented toward direct reference--or attacking--political and commerical advertisement. (KS)

This study analyzes more than 1,500 expressions or orthographic conventions adopted by advertisers for many consumer products that depart significantly from ordinary standards of correctness. (HOD)

This study attempts to determine how the role of advertising in the economic system is presented in economics texts. (MB)