Prior to the 1986 advertising ban, a study measured the effects of smokeless tobacco advertising on young people. A questionnaire was administered in the spring of 1985 to 133 sixth, eighth, and tenth grade students in rural Georgia. The probability of exposure to smokeless tobacco ads was measured by: (1) the number of hours per week the student…

Attesting to the continuing economic strength and institutional vitality of the newspaper business in 1985, this booklet presents a statistical summary of the industry in the United States and Canada. The statistics cover a wide range of topics, including (1) number of daily newspapers, (2) daily newspaper circulation, (3) daily newspapers by…

A study applied an associative coding model to discern how emotions experienced during television commercials affect the strength and content of viewer memory for the commercials. Subjects, 25 males and 49 females enrolled at a large midwestern university, tested the model. Emotion was indexed by having viewers continuously turn a dial as they…

Because local television news appears to be resilient to audience erosion, programmers may find it beneficial to develop strategies that are accommodating to the interests of audience segments. This also suggests that advertisers may communicate more effectively with consumers sorted according to benefit orientation. After telephone interviews…

Social advertisers--those responsible for public and nonprofit advertising and marketing--must employ many of the major psychological motivations used by commercial advertisers to stimulate desire and action on the part of target audiences. For example, commercial advertisers create psychological stimuli to facilitate motivation of the fulfillment…

This report surveys the basic research on how children understand and respond to television advertising messages in order to determine whether regulation is necessary. The implications of the research findings for likely marketplace developments in an unregulated environment are discussed, and it is concluded that there is no sound basis to expect…

This comprehensive guide to effectively marketing continuing education programs and courses consists of the following chapters: (1) "The Strategic Role of Marketing for Organizational Success" (Robert G. Simerly); (2) "Integrating Marketing into Strategic Planning" (Simerly); (3) "Learning More about Your Market: Sources and Uses of Data" (Dennis…

Television and television advertising, because of their pervasiveness and intrusiveness, have been identified by many as potent, formative, and usually negative influences within our culture. Print media, including magazine advertising, although perhaps less potent, are perceived as equally important. The effects of gender portrayals on audiences…

This report provides transcripts of two hearings held 6 months apart before a subcommittee of the House of Representatives on three bills which would require the Federal Communications Commission to reinstate restrictions on advertising on children's television programs. The texts of the bills under consideration, H.R. 3288, H.R. 3966, and H.R.…

In recent years, television spot advertising has become an important part of political campaigns because it allows candidates to select the most favorable content, medium, time, and audience available to them. In the 1984 United States Senate campaign in Michigan, both the incumbent, Democrat Carl Levin, and the challenger, Republican Jack Lousma,…

This annotated bibliography of 76 citations and abstracts focuses on communication with, by, and about the elderly. Publications span the period from 1949 to 1987. References to convention papers and materials that have not been published have been included only if available through the ERIC Document Reproduction Service or a similar organization.…

This report describes the development and evaluation of an interactive marketing diskette which describes the characteristics, advantages, and application procedures for each of the major computer-based graduate programs at Nova University. Copies of the diskettes were distributed at the 1988 Florida Instructional Computing Conference and were…

With fewer recent high school graduates available to attend college, colleges need to increase their efforts to attract adults. If colleges want to attract more adult students, they must develop a comprehensive marketing plan. The marketing process entails a thorough marketing study that includes a detailed institutional analysis, an analysis of…

Claims that the academic community ignores the subject of subliminal advertising led to a study designed to ascertain the degree to which the topic is introduced in the classroom, what opinions professors offer concerning it, and the source with which they acquaint their students. A questionnaire containing a series of open- and close-ended…

The failure of 17 newspaper markets between 1957 and 1975 raises the question of whether the 1982 entrance of "USA Today" into the newspaper market demonstrated fiscal prudence. A 20-month advertising content analysis was conducted to assess advertising trends in "USA Today." These data were compared with industry statistics…