A shopper is a local newspaper-format periodical that carries advertising and is circulated free of charge to the general public. This document compares the impact of the free shopper with that of the major daily subscription papers among suburban residents. For the study, a sample region was selected from the Long Beach and Orange County area of…

In this paper, the first in a series of working papers on various significant aspects of advertising, the author examines in depth the writings of four essayists who have looked at advertising from the institutional viewpoint. James Carey sees advertising's basic institutional function as market information and the secondary function as social…

The method of campaigning politically on television has changed markedly between 1952, when speeches by candidates were the prevalent mode of television campaigning, and 1972, when 60-second and 30-second spot announcements had almost replaced broadcast addresses. However, studies show that spots do not constitute an important source of political…

This document contains all of the presentations given at the 1974 National American Academy of Advertising Conference in Newport, Rhode Island. The theme of the conference was "Perspectives on Advertising" and the areas of focus were curricula and instruction, descriptive and experimental research, cooperation between educators and the…

A survey of 900 residents of Gainesville, Florida, conducted in April and May 1974 assessed their opinions on a number of statements regarding advertising and programing on children's television shows. Of the 14 statements used, 6 were worded so that the television advertiser might be regarded as a "good guy" or his "commercial as hero." The other…

Advertisers and other mass media communicators are interested in the potential cognitive and affective effects of various graphic designs, specifically relating to the recall of information and the attitude toward information presented. This study deals with the respondent's recall of information contained within an advertisement as well as the…

There is a need in the advertising industry for prediction--of the future in general, of the new communication technology, and of the implications for advertising. Studies of the future in other disciplines have identified at least four separate future trends relevant to prediction and preparation for the future in advertising: within specified…

Past research into the effects of "exposure" in political advertising indicates that massive "exposure" campaigns alone can show good, and sometimes dramatic, results in elections. This research is partially confirmed by a study of several mass media public relation efforts designed specifically to increase citizen recognition…

Findings from a national study of 113 schools show that more copywriting and internship courses have been added to advertising school programs than courses in any other subject areas. Among supporting courses, marketing has been most frequently added as a requirement. (RL)

Reports on a survey of the perceptions of editors of 99 Pennsylvania daily newspapers regarding their coverage of business and economic news. Questions dealth with adequacy of coverage, news stories covered, how the news is covered and written, advertiser influence, decision makers, and space given to business coverage. (GW)

Investigated measures that match the advertisement to the "best" publication for the greatest exposure. (RL)

Reports on a study of 60 University of Georgia advertising majors' self-images and perceptions of the "successful" advertising executive. (KS)

Introduces students to the "invasions of privacy," the problems involved, and the protections needed for publishing news and for printing advertising photos. (MB)

Indicates, by analyzing two types of montage structures, that music television is a hybrid form of television programing displaying visual characteristics of both television commercials and drama. Argues that this amalgam of different characteristics gives music television its distinctive look and power as a promotional tool for the record…