This paper contains handouts and materials for use in a college level nonfiction television writing course. Following a description of the course and its assignments and texts, the major portion of the paper contains samples of various script formats, including a news commentary, a commercial advertisement, a documentary, and public and community…

This introductory guide to nonprofit social marketing provides marketing techniques and guidelines in seven chapters. Topics covered include a general discussion of social marketing, with several definitions; market research, including factors to be considered in planning a marketing strategy, forces for and against educational changes, cluster…

Twelve issues of Library Journal, randomly selected every other year from 1958 to 1980, were analyzed under the headings of general data, articles, text departments, book review sections, and advertisements to determine any changes such as scope, emphasis, and audience. Findings included increases in the number of pages per year during 1958 to…

This module on owning and operating a plumbing business is one of 36 in a series on entrepreneurship. The introduction tells the student what topics will be covered and suggests other modules to read in related occupations. Each unit includes student goals, a case study, and a discussion of the unit subject matter. Learning activities are divided…

When a major national news magazine decided to advertise on television to increase circulation, market researchers had to design research procedures that would assess the effectiveness of various advertising options. The system was designed around the toll-free telephone number given in the advertisement, with the receiving operator recording the…

Elderly residents of a large southern city were surveyed in a study designed to examine the effects of media advertising on the elderly's perceptions. The 91 subjects completed a questionnaire on social factors such as the subjects' self-image, their perceptions of the elderly as portrayed by the mass media, product brand preferences, sex role…

In the face of declining enrollments, the small rural community college can no longer afford not to include a full-time public information officer on the administrative staff. An investment in a public information office, with an expert officer supported by a full- or part-time secretary, can build a valuable cadre of college advocates in the…

The responses of 36 publishers and editors of city magazines--magazines such as "Chicago,""MPLS," and "Texas Monthly" that are published primarily for a local or regional market--provided data for an analysis of the positioning of these magazines in the media marketplace, factors leading to their success, their…

Historical sources show that advertising practitioners actively sought to improve the respectability of their profession between 1885 and 1917. Advertising professionals during that time wanted to rid their occupation of its poor public image and to create public acceptance by eliminating nonprofessional conduct and by patterning the advertising…

This essay explores cultural differences in pictorial perception, cites historical developments and relationships of the media and the black family, and provides a basis for using educational media to effect positive self-concepts within the black family. The interpretation of representations of blacks in films, television, radio, recordings,…

This record of the Select Committee on Narcotics Abuse and Control contains testimonies addressing the problems facing drug abusing women. The extensive prescribing of legal drugs such as tranquilizers, sedatives, pain killers, and stimulants is examined. The problems of polydrug abuse and alcohol abuse in combination with other drugs are also…

In the area of commercial speech, the courts face two competing rights: the public's right to know and the state's right to discipline members of the medical profession. The Federal Trade Commission has taken strong action against medical advertising prohibitions, and legal precedents have been set in Virginia Board of Pharmacy v. Virginia…

This is one of several papers presented at a Federal Trade Commission Symposium on Media Concentration. It describes one journalist's experience owning a free newspaper in the Richmond, Indiana, area and meeting competition when the local daily newspaper was purchased by a chain. It is suggested that methods of curtailing print competition in the…

A survey involving professors at 14 universities that offer advertising programs was conducted to discover how advertising management courses were taught, what resources were utilized, what problems have been incurred, what trends have been observed, and what improvements were recommended. Responses indicated that cases were the most common kind…

Interest in the phenomenon of oral communication is rapidly growing in organizations which range in size from giant corporations to small companies. This discussion focuses on practices in and attitudes toward speech training in the advertising industry. Information was gleaned from interviews with the executives of the 25 largest advertising…