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 Finds that 62 percent report receiving pressures from advertisers, whereas about half said that advertising had been withdrawn on occasion.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)

Presents a study interviewing recently hired copywriters or art directors in their first jobs in advertising, regarding how well university programs prepared them for their agency jobs, and the many paths they followed while creating their portfolios. (SR)

In two studies, physicians who viewed pharmaceutical ads enhanced with a Clinical Challenge (CC) (problem, solution, prescribing information) had greater knowledge gains than those viewing ads alone. Doctors needed no coaching on how to learn from CCs; increased knowledge was limited to information highlighted in them. (SK)

Provides an overview of materialism including concerns related to conceptualizations and measures of materialism, new developments in practice, and future prospects. (JOW)

Contributes to scholarship on the increased influence of advertising and commercialism in society by investigating the increased economic centrality and symbolic visibility of corporate sponsors to college football bowl games. Argues that corporate sponsorship further devalues the integrity and essence of amateur sports. (SR)

A survey of the factors that influence adolescents (n=246) to smoke found that family smoking behavior, peer pressure, and prior beliefs were more important in predicting smoking level than were advertising and antismoking information. (Author/JOW)

Presents product information and a suppliers' directory for school purchasing managers for the year 2000, including a detailed product showcase and case histories and a section on descriptions of free brochures, pamphlets, and guides from key suppliers. An advertiser index concludes the issue. (GR)

Investigates data reported in "Where Shall I Go to Study Advertising?" over the last five years and measures growth and decline of degrees granted, level of those degrees, and changes in enrollment and faculty. Finds that the number of advertising programs dropped 6.1% while public relations grew by only 5.1%, and joint programs…

In this technology education activity, students learn the importance of advertising, conduct a day-long survey of advertising strategies, and design and produce a tabletop point-of-purchase advertisement. (JOW)

Offers an overview of advertising as it relates to student publications. Discusses what advertising is; what the consumer wants; the buyer and seller; creating a selling strategy; basic building blocks; advertising art; and text. Describes basic guidelines for designing an ad, outlines some assignments for students, and notes a few things not to…