According to a 1981 survey, advertising practitioners place more importance on the accreditation of college advertising programs when it comes to evaluating a graduate of such a program than do the educators who must earn the accreditation. Only directors of advertising education programs in the communication-journalism area that are currently…

Louisiana State University requires an advertising sales course of all advertising majors. A major objective of the course is to provide the student an opportunity to acquire some practical experience in the advertising field, often the only media experience a graduate has to offer a prospective employer. To help teach students how to plan,…

This module, first of a series of 36, contains a general overview of small business ownership and what it involves. In the first unit, the student is presented with a case study. This is followed by a definition of small business, kinds of small businesses, life as a small business owner, and personal qualities that small business owners should…

This module on owning and operating a housecleaning service 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…

This report describes a survey conducted by the University of California at Santa Barbara (UCSB) in which a questionnaire was sent to 101 research libraries in order to determine what their policies and practices were with respect to the promotion of user-access to online computerized bibliographic database services. Sixty usable responses were…

The possibility that the benefits sought by radio listeners could be used to further define demographically homogeneous audiences for marketing purposes was investigated by surveying a segment of college undergraduate listeners. Twenty-five interviews were conducted to determine where, why, what time of day, and to what station an individual…

The majority of the media in the United States is funded through revenues derived from the sale of advertising space. The problem that arises from this situation is fundamentally an economic one: if advertisers are paying the bills for the media, how much control over content should they have? This report offers a review of instances in which…

After a decade of debate, numerous Federal Communications Commission (FCC) rulings, and many court decisions, the application of the "fairness doctrine"--an act that mandates objectivity in the presentation of facts concerning controversial issues--remains unsettled. This report discusses issues involved in the application of the…

Prestel, Oracle, and Ceefax are telephone based video text systems currently in use in Great Britain. Rather than being considered as competitors, they should be viewed as complementary media with separate functions based on their differences. All use home television sets to receive information in print, and all broadcast on spare TV lines in the…

To determine whether differing attitudes toward, and the utilization of, the daily newspaper are related to the variable of age, 481 persons responded to a questionnaire designed to measure their attitudes and opinions about mass media in general and their evaluations of newspaper content in particular. The findings revealed the following…

A study was conducted to examine the relationship of advertising exposure to a variety of cognitive and affective variables in a nonprofit charity campaign. The study also tested the transactional model of advertising effects, which combines exposure, motivations, and gratifications for viewing. A sample of 350 adults was randomly selected and…

The articles collected in this book originated at a conference at which legal and economic scholars discussed the issue of First Amendment protection for commercial speech. The first article, in arguing for freedom for commercial speech, finds inconsistent and untenable the arguments of those who advocate freedom from regulation for political…

Designed for senior high school students, this one semester course focuses on four aspects of modern media: television, film, radio, and advertising. Each topic is worked into a weekly lesson plan format that stresses the active involvement of students in the learning process. The course outline contains lists of objectives and media materials…

Four hundred eight female users of cosmetics in Madison, Wisconsin, responded to questionnaires which sought to discover correlations among the goal of the purchaser and the type and source of information sought in the buying decision. Two goals were identified: rational (cost, functional benefits of product, or possible undesirable consequences…

The primary purpose of this booklet is to offer suggestions which will help alleviate some of the burdens involved in producing a school's publications, so that journalistic endeavors will not be damaged by economic difficulties. The first section discusses newspaper advertising and examines such topics as selling advertisements, sales approaches,…