A pilot study examined trends in the appearance of personal advertisements (individuals seeking dates/mates) in the classified columns of daily newspapers located in state capital cities, as well as newspaper guidelines for the acceptance of personal ads. Daily newspapers in the capital city of each state and some of the larger nationally…

This document is a guide for a workshop on marketing college cooperative education programs. The guide takes the reader/workshop participant through the marketing process, from defining needs and resources to planning a marketing campaign, implementing it, and evaluating its success. Samples and sources also are provided. Topics covered in the…

All aspects of school elections ranging from the nuts and bolts of campaign organization and media relations to effective long-term strategies to sustain community support for school funding and board member leadership comprise the 11 chapters of this two-part book. The first part offers an overview of board member election campaigns and effective…

This paper describes the successful use of student focus groups by the University of Wisconsin--Whitewater Student Health Center to assess marketing strategies for alcohol abuse prevention. The focus group is a group of 13 students who met several times with a facilitator to share perceptions, feelings, and attitudes about alcohol abuse…

A study tested an information processing model that incorporates the concepts of episodic and semantic memory. The model was designed to provide for the concurrent study of three advertising and communication variables: product involvement, message appeal, and distraction in viewing conditions. Among the five hypotheses being tested were that…

A study examined the changes in advertising agency personnel perceptions of media sales representatives in light of the developments in advertising and the mass media that occurred from 1950 to 1986. Data were collected from four previously conducted and published surveys, as well as a 1986 survey. The findings revealed that advertising agency…

One new approach to argumentative writing in an advanced composition course uses the creative juxtaposition of rhetorical and psychological theories and behavioristic research. All of the assignments for the course simulate the kinds of writing actually performed in the professional fields of advertising, politics, business, law, and religion.…

To examine the most important changes in marketing and advertising of the decade from 1976 to 1986, more than 100 people were interviewed, and their responses were fashioned into an oral history modeled on the technique used in Studs Terkel's popular books. Among those interviewed were advertising and marketing professionals, as well as casual…

Issue advertising is intended to inform an audience--most commonly with the intent of changing unfavorable opinions or reinforcing favorable ones--to affect cognition (in contrast to the behavioral emphasis of product and service advertising, intended to stimulate trail and adoption). To explore public reactions to printed and televised issues…

Focusing on situational and personality factors as predictors of two common types of sales behavior (the customer-oriented/marketing approach, and the adversarial/bottom-line approach), a study conducted a national survey of advertising sales people and media buyers in the summer and fall of 1987. A total of 3669 questionnaires were sent to…

A study examined job satisfaction among women in advertising. Subjects were 48 female respondents from a mail survey of membership of a Midwest advertising club. Two types of job satisfaction measures were used: items from the Minnesota Satisfaction Questionnaire and the action tendency scales developed by E. Locke. The results showed a high level…

Examining the evolution of the "Good Housekeeping" Seal of Approval--one of the first codes to set standards for the products advertised in a periodical, a study analyzed issues of "Good Housekeeping" magazine from 1909 to 1975 (with the exception of issues from July 1929 to December 1938). The study also examined elements that…

With increases in consumer focused advertising for prescription drugs, the Federal Drug Administration has renewed efforts to protect the public from false advertising. In 1982, it charged that the press kits Eli Lilly and Company distributed to reporters on its new antiarthritis drug, Oraflex, misrepresented the product. It recommended that Lilly…

A study was conducted to determine the effectiveness of direct mail appeals in a heart health campaign and to explore the effects of three appeal types (positive, negative, and informational) on knowledge levels and behavior patterns. Seven-hundred fifty randomly selected households were mailed brochures representing one of the three appeal types.…

To measure attitudes toward advertising program graduates versus non-advertising graduates, a study was conducted of advertising managers nationwide and advertising agency middle managers in New York, California, Illinois and Texas. Two hundred and eighty-three self-administered questionnaires were completed. Results included the following…