To assess the relationship between advertising and consumer promotion and to determine the optimal short-term advertising spending level for a product, a research project was undertaken by a major food manufacturer. One thousand homes subscribing to a dual-system cable television service received either no advertising exposure to the product or…

A survey was conducted of advertising practitioners in advertising agencies and in corporations to determine their beliefs about their own ethics, the ethics of their peers, the ethics of their management, and their opportunities to engage in certain potentially unethical situations. It was hypothesized that no differences exist between the two…

An overview of the international expansion of advertising agencies based in the United States is presented in the first part of this paper. The various types of strategies used by the agencies in their expansion efforts are discussed along with some of the problems they have faced. The second part of the paper focuses specifically on the expansion…

A study compared advertising media usage, advertising reach, and consumers' attitudes toward advertising in Israel and the United States. The study used data gathered from an Israeli survey of 1,600 consumers and an American survey of 1,500 consumers. The findings revealed that the press was the dominant advertising medium in both countries, in…

This is a report of a survey conducted to determine newspaper readership habits of persons living within the circulation of the "Amsterdam News," a black weekly published in New York City. The survey was conducted with the purpose of increasing advertising revenues and assisting the management of the "Amsterdam News" with…

John Kenneth Galbraith maintains that advertising is the prime instrument for the management of total consumer demand and results in increased consumption. Galbraith also maintains that television is a more effective advertising tool, in that it reaches people in all spectrums of intelligence. Other economists disagree, holding that it is actually…

While it is fashionable to use the semantic pun in advertising (for example, the meaning extension in "dollars and sense"), a lot of this humor slips past the American reader; not only unintentional bloopers that get past the proofreader but also intentional puns that escape the audience. Advertising humor has other pitfalls as well--the…

In its 1942 ruling in the "Valentine vs. Christensen" case, the Supreme Court established the doctrine that commercial speech is not protected by the First Amendment. In 1975, in the "Bigelow vs. Virginia" case, the Supreme Court took a decisive step toward abrogating that doctrine, by ruling that advertising is not stripped of…

The technique of subliminal information giving has been considerably broadened in recent years so that magazine ads now employ it by carefully hiding images where they are not usually perceived with the conscious eye. In his recent book, "Subliminal Seduction: Ad Media's Manipulation of a Not So Innocent America," Wilson B. Key…

The National Advisory Council on Vocational Education endorses the principle of Federal regulation of proprietary vocational institutions at this time. It supports the general thrust of the Federal Trade Commission (FTC) proposed rule covering advertising claims, disclosures to individuals, a contractual cooling-off period, and cancellations and…

The report summarizes findings of a detailed study to test the feasibility of determining whether want ads in daily newspapers are (1) an accurate reflection of local labor markets and (2) of significant use to employers and job seekers. The study found that want ads are a limited source of information about local labor markets. They are of some…

This booklet was prepared by the Magazine Publishers Association as a guide to some of the available sources of information about consumer magazines. Some of the data provided by the services listed in this booklet are based on circulation audits, actual measurements of advertising space, or factual statements of procedure and mechanical details.…

This report provides information on the background against which the "Readers Digest" began to carry advertising in the United States, the implementation of the decision to do so, the evolution from accepting ads to selling space aggressively, and the performance of the magazine's advertising sales forces as of early 1972. The…

These guidelines are intended broadly to promote ultimate consumer satisfaction with performance of products as related to consumers' understanding of claims made for those products. Although the guidelines should be of interest to all concerned with the subject of claims documentation, they were developed particularly for advertisers in the…

This discussion of advertising treats it as a communication system analyzable in structuralist terms. Building on the approaches of Levi-Strauss and others, the discussion begins with a general introduction to structuralism and goes on to outline the specific methodology adopted in this study. The approach is illustrated in two contexts: static…