First in a series of eight articles on financing high school and college student newspapers. (RB)

Describes the rationale and effectiveness of a course that introduces students to the necessity and advantages of cooperation between public relations and advertising people. (RL)

Explains how a high school newspaper can establish a sound financial program through organizing a business staff, setting up a realistic budget, and conducting advertising campaigns and subscription drives. (GW)

Suggests that speech communication instructors consider teaching a unit advertising course and offers a series of instructional alternatives for constructing such a unit. (MH)

Suggests that from 1972-1974 there was little change in the representation of women as authorative voice-overs or as on-screen experts in television commercials without voice-overs. (MH)

Contends that recent studies indicate that the representation of women in advertising continues to conform to traditional stereotypes including the stereotype of "the liberated woman". (MH)

Presents a mathematical model for simulating a newspaper financial system. Includes the effects of advertising and circulation for predicting advertising linage as a function of population, income, and advertising rate. (RL)

Illustrates measurement techniques for print advertising, using persuasion and recall criteria. (RL)

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

Relates two proposed attributes of both television shows and commercials--content and style--to television commercial performance. (KS)

Examines the usefulness of two aspects of personality--physique and temperament--as moderators of communication effect. (KS)

Describes research leading to a methodological model designed to help the United States Air Force Directorate of Advertising identify "opinion leaders" on high school campuses in order to focus a pro-Air Force advertising campaign. (KS)

Traces the evolution of services that advertising agencies perform and identifies major factors that are responsible for this evolution. The purpose is to explain or predict changes and to demonstrate "systems thinking." (MB)