A survey of 1,058 American Advertising Federation members and 806 Public Relations Society of America members (564 total responses) revealed widespread interest in continuing education in the form of seminars and workshops to keep current and advance. Interest in degree programs decreased with years of experience. Topic interests included…

Explores communication strategies and styles used in television advertising by female U.S. Senate candidates for the 1986 elections. Finds that they focused on issues and stayed away from negative advertising in their ads, tending to highlight their competency as political officials and their past accomplishments. (SR)

Discusses five ways (high school newspaper and yearbook advertising, summer jobs, internships, contests, and student-run advertising agencies) students can start to prepare for a career in the competitive field of advertising while still in high school and college. (SR)

Describes how separate graduate degree programs have been fused into an integrated marketing communications program at Northwestern University. Discusses the five-quarter program that includes a core of new marketing communications planning and management classes, professional specialization classes in corporate public relations, advertising, and…

Shows how online content analysis can be used to measure the frequencies and contexts of issues that advertisers circulate to major media markets. An example of a study of word strings of advertising slogans, a description of the benchmarks of successful sloganeering, and strategies for planning a study are described. (KRN)

Describes the types of stories that Channel One covers and the characteristics and configuration of its news sources. Focusing mostly on anchor personalities and politicians, Channel One news serves as a promotional vehicle for itself and youth culture, providing a friendly environment for controversial product advertisements. Such dramatic and…

Evaluates the portrayal of males and females in advertisements in veterinary medical journals. Uses multivariate Chi-square tests to explore gender, occupation or role, practice type, text, and product. Contains 33 references. (DDR)

Presents mathematics questions to analyze what advertisements are saying mathematically. (ASK)

Examines motivational factors associated with malt liquor consumption in African American youth. (Malt liquor is directly marketed to African-American youth.) Over 90% of respondents consumed alcohol in the past. Students viewed malt liquor commercials as being more associated with sex and power than were beer commercials. (MMU)

Examines the perceptions of sixth- through ninth-grade students (N=719) concerning evaluation of substance-abuse-prevention strategies. School-based programs were rated as significantly more effective on six prevention objectives than were television ads, testimonials by famous people, billboards, and print ads displayed on public transportation.…

Provides low-cost tips for keeping gymnasiums aesthetically pleasing as well as revenue supporting for their multi-team functions. Use of banners, logos for chairs and end-wall padding, scorer tables with illuminated front panels for advertisements, and logo and advertising space built into speakers are discussed as are bleacher maintenance and…

A study of advertising and recruitment for adult education in Denmark, Italy, Germany, England, Scotland, and Spain revealed that adult participation is shaped by access to program information. Decentralized, community-based information systems, publicity that helps overcome negative stereotypes and past schooling experiences, and high-quality…

The measurement of "consumer awareness" in health promotion campaigns is discussed. Seven effectiveness evaluations are reviewed. Problem areas, including interpretation of differently phrased awareness questions and response bias, are discussed. Recommendations for overcoming common problems are made, and an open discussion based on…

An exploratory study surveyed 59 colleges and universities concerning their advertising practices, specifically media usage, importance of communication objectives for institutional messages, and the importance of audiences targeted for advertising. All major media were used by most of the institutions. Communication objectives mentioned most…

Examines "social norms" marketing, an effort by several colleges and universities to encourage healthy student behaviors by countering perceptions of unhealthy "cool" behaviors and stressing the positive behaviors of "most" students. Examples of posters and other marketing strategies are from Virginia Commonwealth University, Gustavus Adolphus…