The purpose of this paper is to describe and discuss a conceptual model for experimentally investigating the effects of advertising puffery. The various sections contain a discussion of puffery as a legal concept, a description and discussion of the proposed model, research support for the model, and implications for future research on puffery.…

This booklet is designed to help local education associations utilize existing publicity techniques and develop others to provide visibility for the associations and their teachers. Discussion covers the role of publicity and its relationship to public relations (examples and guidelines are given), the development of a news-gathering network…

Several intermediate performance objectives and corresponding criterion measures are listed for each of 12 terminal objectives for a basic commercial and advertising art course. The materials were developed for a two-semester (2 hours daily) course to enable tenth, eleventh, and twelfth grade students to develop competencies in the care and use of…

These guidelines have been developed for the use of advertisers and advertising agencies and for the self-regulatory mechanism which these groups have established, the National Advertising Division, to help ensure that advertising directed to children is truthful, accurate, and fair to children's perceptions. Preliminary sections set forth basic…

The object of this book is to aid copywriters in creating effective advertising. It suggests orderly procedures for planning advertising, as well as some simple writing guidelines. Chapters discuss the function of the copywriter, organization and relationships, adapting advertising for the medium in which it will appear, applying psychology, basic…

Advertising and the advertising person have long been the subjects of criticism that has been prompted and reinforced by consumerism and mass media. A survey, conducted to determine present attitudes toward the advertising person, involved 70 advertising majors and an equal number of other college undergraduates; all completed questionnaires…

For decades research on mass media in political campaigns has yielded little evidence of direct, significant effects. Most survey research on elections found adequate explanations for voting decisions while excluding the impact of mass media. Although the increasing use of expensive television advertising campaigns is evidence of the confidence of…

The purpose of this paper is to examine deception in advertising from a behavioral perspective, and to attempt to formulate a definition that can guide both research and governmental regulation. Whether or not an advertisement is said to be "deceptive" depends on the definition of deception being used. The position advocated here is that…

One of a series of manuals developed by the Home and Community-Based Career Education Project, the outreach component publication describes how the project went about attracting clients for its adult vocational counseling services. Sections include: creating a publicity campaign, using an advertising agency, creating products for the mass media,…

This study was undertaken to describe the perceptual, demographic, and psychological characteristics of black businesspeople in the inner-city community of Buffalo, New York, in order to assist commercial and investment bankers in the formulation of advertising and loan strategies. Of 380 questionnaires distributed to the target population, 104…

This paper argues that the "back to basics" movement represents a simplistic assessment of the problem it is trying to deal with. It is not necessary for the English curriculum to "return" to narrowly defined basic skills because the English curriculum, in fact, never left them, and that is the real problem. Language…

Johnson County Community College, one of 20 institutions of higher education in the greater Kansas City metropolitan area, has developed a comprehensive communications program which works. Close to eight percent of the college's current operating budget is dedicated to the communication process. Most publications are printed on campus by the Word…

This paper suggests the applicability of metric multidimensional scaling for research within the political arena. Multidimensional scaling allows the researcher to simultaneously observe change and rates of change within the policy's attitudes toward the candidates and issues in election campaigns. Multidimensional scaling also reveals which…

The Committee on Children's Television (CCT) and five commercial television stations in San Francisco designed and broadcast television messages for children to help them to develop healthy eating habits and sound consumer skills. Surveys showed that: 1) children aged 9-13 spent about $10 per month, mainly for toys and sugar-related snacks; 2)…

Three major aspects of advertising/marketing communications are reviewed comprehensively in this report. Consumer behavior with its associated attitudes and purchasing behavior are discussed in regard to the choices of specific brands within major product categories. The relationship between advertising and the structure of markets is considered…