Intended for Head Start personnel, the manual outlines a recruitment campaign for identifying and enrolling children who have health impairments requiring special education and related services. Briefly covered are the following topics: rationale for the recruitment compaign; targets of recruitment (which include Head Start families, the general…

The purpose of this paper is to help identify newspaper advertisements which fall under the protection of the First Amendment. Although the Supreme Court declared in 1942 that advertisements which propose a purely commercial transaction were not protected by the First Amendment, in 1976 it decided that commercial expression, like other forms of…

Describes how the four traditional kinds of writing (description, narration, exposition, and argumentation) are used in advertising and suggests ways that advertising and the four modes may be used to teach composition. (DD)

The manager of the South Georgia College Bookstore describes several autograph parties used as a sales promotion technique. The planning process, including initial contacts with the guest authors, are discussed, and the schedules and events of the authors' visits are reviewed. (JMD)

Major differences in results obtained from three audience measurement methodologies (telephone coincidental, multi-media diaries, and personal interviews with roster recalls) confirm the need for a new methodology or technique by advertisers and their agencies. (RL)

Presents a conceptual framework for classifying and evaluating different comparative advertising formats on two multi-level dimensions. Provides examples of applicable research questions. (RL)

Indicates a strong link between product quality and national advertising. Shows that a positive correlation exists between purchase intentions and perceptions of brand quality. (RL)

Describes the use of commercial advertisements in an exercise in semantics in the French classroom. (Text is in French.) (AM)

Examines the role of adult-oriented campaign news and campaign advertising in the political socialization of children. (Author/GW)

Advertising should be viewed as a sales-building investment and not simply an element of business outlay that actually is a completely controllable expense. Suggestions deal with the sales budget, profiling the store and its customers, advertising media, promotional ideas, and consumer protection. (LBH)

Describes a study that compared advertising educator's judgments of students' creative talent with measures of each students' creative ability at two major universities and concludes that advertising educators are good judges of creative talent. (MB)

A College Board study shows that the most effective recruitment mailings go first class, are direct, thorough and spirited, consistent in tone and genuinely sympathetic to student concerns. Gimmicky presentations, exaggerated claims, and emphasis on recreational features should be avoided. (Author/LBH)

Analyzes how the manufacturer dealt with the Tylenol poisonings: the link between Tylenol and the poisoning was denied, its image as a safe product was bolstered, capsules were differentiated from other products, and as a result, sales recovered. Extends the applicability of apologia as a way to analyze other media campaigns. (SKC)

Describes a project in which students work in teams to prepare an advertising campaign for a real client, who chooses the best campaign at the end of the semester. (FL)

Three brief articles present ideas for classroom language instruction, including a beginner's lesson in imperatives using advertisements, an exercise in vocabulary related to royalty, and a group of information-seeking games. A fourth article, one of an ongoing series, presents 39 definitions of terms related to language instruction. (MSE)