Two levels of vividness and three levels of motivation were measured in reactions to product label warnings. Vivid product warnings proved to be an effective tool to communicate the hazards associated with product use. (JOW)

Given the importance of educating for democratic citizenship, the involvement of individual business people with policymaking bodies and task forces is highly desirable. However, schools should limit business involvement to civic-minded contributions free of marketing or advertising hype. To do otherwise betrays the spirit of educational…

Posits that as faculty search for teaching strategies to foster critical-thinking skills, teachers of advertising may find their discipline well suited to this type of curricular innovation. Describes the process of reflective thought and tactics for fostering critical-thinking skills. Concludes that students' decision-making abilities are…

States that advertisers have recently realized the value of tapping into a $63 billion market represented by college students and have increased advertising in student newspapers. Analyzes the demographics, newspaper characteristics, page formats, advertising rates, advertising inserts, management, and revenue of these newspapers. Concludes that…

Relates the marketing concept to library reference services. Highlights include a review of the literature and an overview of marketing, including research, the marketing mix, strategic plan, marketing plan, and marketing audit. Marketing principles are applied to reference services through the marketing mix elements of product, price, place, and…

Maintains that advertisements are useful in the writing classroom as nonthreatening "real" writing to promote student discussion, to demonstrate tone and voice, to demonstrate writing strategies, and to promote critical reading. (SR)

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…