This study attempts to compare the perceptions and self-reported behavior of high, middle, and low authoritarian advertising executives, business executives, and members of the general public concerning the social effects of advertising. For the advertising sample, a total of 393 men and women were selected according to their executive positions…

The objective of this study was to explore the semantic structure used by subjects in assessing (evaluating) a series of eight television commercials previously (but unofficially) rated for deceptiveness by FTC attorneys. Five local respondent groups were used: 158 undergraduate students enrolled in an introductory advertising course, 175…

One of the cherished myths of the 1960s and the 1970s has been that the countries of the world are at last giving up their long-standing nationalism and are approaching the one world that Wendell Wilkie, Dag Hammarskjold, and many others used to talk about. There is indeed much evidence to indicate that this may be true. On the other hand, Peter…

Teachers should understand how the persuasive process employed by advertisers affects consumers' cognitive responses. They should also be aware of the purposes and techniques employed by the American consumer movement, which is attempting to augment the rights and power of buyers in relation to sellers. Since a review of the current rights of…

This paper summarizes the findings of a study investigating the beliefs and attitudes of six key respondent groups regarding issues surrounding television advertising and children. The six groups included in the study are spokesmen for Action for Children's Television (ACT); the presidents and top executive officers of advertising agencies…

Part 1 of this report reviewed the three week teacher-training institute held at the University of Delaware during July and August 1971. Part 2 reviews some of the followup strategies used and demonstrated throughout Federal Region 3 over the past year (July 1971 to July 1972). Two model teaching demonstrations were developed and used throughout…

One of a series prepared by the Hawaii Newspaper Agency, this teaching guide offers ideas on using the newspaper advertisements to teach social studies. Suggestions for using newspaper advertisements include studying tour and travel items and locating places on the map, using restaurant advertisements to increase cultural awareness and examine…

All the steps in making a television commercial, from conception to writing through production, are laid out, and many examples of real commercials illustrate the process. The book is directed toward those who want to write successful commercials. Subjects include the use of research in constructing and evaluating commercials, budgeting, choosing…

The 1972 Cable Television Marketing Workshop reviewed in depth a wide variety of marketing and public relations techniques as they pertain to cable television. The workshop was attended by representatives of commercial television systems throughout the United States; it was intended to disseminate the sales and marketing experience of those…

The needs of publication advisers in general and specifically those whose responsibility it is to direct the advertising staffs of school publications are the concern of this booklet. It is also designed to be a framework of reference and a guide which will enable the adviser to make the advertising experience of the staff members exciting and…

This report is the result of efforts to encourage thoughtful individual corporate action in maintaining up-to-date internal policies and procedures relating to the functions of advertising and promotion. Information for the report was gathered by sending letters to the chief executives of major national advertisers requesting a personal review of…

Describes the over-all business and production operation of the "Daily Illini" at the University of Illinois to show how this college publication has assumed the burdens and responsibilities of true independence. (GW)

Lists and annotates articles dealing with such topics as advertising, broadcasting, editorial policy and methods, journalism education, journalism opportunities, media management, press law, and public relations. (GW)

Advertisers should note that married working women tend to read more magazines and watch less television than married non-working women. (RL)

Promotion is a consistent and on-going process at the Xavier University Bookstore in Cincinnati that results in good will among students, faculty, and staff. Promotion procedures for Greek Week, graduation, and seasonal holidays are outlined. (LBH)