Discusses ten major guidelines for conducting an effectively organized yearbook advertising campaign, based on methods used successfully at a Pittsburgh high school. (Last of a four-part article.) (GT)

Outlines attempts to establish a code of ethics in the advertising profession. Contends that advertising ethical codes and self-regulatory mechanisms are designed to present the impression of professionalism and to combat perceptions of the need for outside interference, and thus serve as superficial public relations tools. (JMF)

Examines the expanding use of advertising in China. Discusses the impact of transnational corporations in communication and other areas on the development of China, and the implications that the introduction of advertising has for China's role as one of the models for developing countries. (JMF)

Details a study of advertising appearing on United States and Canadian television. Findings suggest that the traditional economic defense of advertising as a source of information for the consumer is a weak one. (FL)

Advertising is seen as an important part of any college marketing strategy. A well-planned advertising campaign can increase public awareness and reinforce the positive attitudes of current students toward the program. Objectives, reaching the right people, and marketing strategy are discussed. (MLW)

Contradicts previous research, finding that differences in social class status were not significant predictors for the perceived utility of news or advertising. (RL)

Discusses two causes of newspaper monopoly and their legal implications: anticompetitive economic practices, particularly the use of combination rates; and government intervention in the media marketplace through the Newspaper Preservation Act. (JMF)

College and university public relation specialists are offered guidelines for getting stories published in magazines, including awareness of the market, characteristics of different publications, and tailoring the material to fit the publications. (JMF)

The NACS Placement Service, which consists of two activities--resume referral and advertisements in a special "positions wanted/available" supplement sheet distributed with the weekly NACS College Stores Confidential Bulletin--is described. The position available listing, position wanted listing, and the resume are discussed. (MLW)

Examines forms of communication used in commercials to convey social stereotypes. (Forms refer to production techniques such as level of action or movement, pacing, camera techniques, and auditory features.) (PD)

Notes that the proposed regulation of children's television advertising may eliminate competition, increase consumer costs, and result in poorer programing. (RL)

Methods for establishing an advertising budget are reviewed. They include methods based on percentage of sales or profits, unit of sales, and objective and task. Also discussed are ways to allocate a promotional budget. The most common breakdowns are: departmental budgets, total budget, calendar periods, media, and sales area. (JMD)

Details the steps required for organizing a presentation to sell advertising space in student publications. (KS)

Outlines the steps necessary in designing, selling, and printing appealing ads for school publications. (JM)

The American Library Association (ALA) enlisted the help of design students at the University of Illinois/Chicago to produce an advertising campaign for the nation's libraries. The campaign, which took 15 weeks to prepare, resulted in bold, unusual, sometimes ambiguous, and thought-provoking ads. It embodied the relationship between libraries and…