Intended to give experience to students hoping to begin careers in advertising and also to serve a neglected segment of advertisers, a specialized senior-level course in small business advertising was developed at Clarion University of Pennsylvania. Early in the semester, lectures and demonstration clients focused on the distinct promotional…

The use of mini-campaign projects in an introductory course in advertising can (1) provide students with actual experience in dealing with real advertising problems; (2) bring classroom lectures and laboratory assignments into a "real-world" perspective; (3) give students a broader perspective of advertising; (4) bring students into contact with…

This brief pamphlet describes and promotes educational partnerships that have been established over the past 5 years between schools and the private sector. The sponsoring partners described include banks, fast food restaurants, insurance companies, bakeries, law firms, dry cleaners, police departments, professional basketball teams, publishing…

A study examined differences in the language of direct mail advertising used by political campaigns at different levels--national state, and local. Seventeen direct mail fund-raising political campaign letters were content analyzed with Wiseman and Schenck-Hamlin's typology of compliance-gaining techniques, language style and readability. The…

Drawing upon the experiences of a participant in the Visiting Professor Program sponsored by the Advertising Education Foundation of the American Advertising Federation and the American Academy of Advertising, this paper discusses the advantages such programs can have for both the host company and the participant. The first section of the paper…

This publication presents the papers and discussion highlights of an international colloquium on new communications technologies which was held to provide a forum for debate on economic, political and social impacts of new communication technologies by western representatives from media, academia, politics, and industry. The following papers were…

Containing over 1,800 entries, this index to articles appearing in the "New York Times Sunday Magazine," is arranged by year (1900-1980), by author, decades, and general topic (radio, rhetoric, film). Among the topics covered are newspapers, music, theatre, telegraph, wireless, telephone, photography, public relations, advertising,…

During the last 30 years, direct mail campaigning has become an integral part of the political process, and more recently has also become an influential fund raising tool for other political and religious groups. Analysis of over 70 examples of direct mail campaigns reveals at least 4 major content norms featured in most direct mail. First, the…

This module on owning and operating a travel agency is one of 36 modules 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 module on owning and operating a restaurant 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 into…

This module on owning and operating a day care center 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…

The role of news media as gatekeepers controlling the flow of information that the public receives was explored during the 1978 Asbestos Awareness campaign conducted by the Department of Health, Education, and Welfare (HEW). In an effort to inform high risk workers and the general public about the health hazards associated with asbestos exposure,…

Multiple regression techniques were used to examine the business side of local television news operations for November 1978. Research questions examined the effect of several variables on local television news prices (advertising rates), including type of ownership, network affiliation/signal type, market size, cable network penetration, market…

Although extending constitutional protection to commercial expression might benefit the consumer, the First Amendment is the wrong instrument for carrying out what are basically economic policies. While in most First Amendment cases the nature of the content determines whether it is constitutionally protected, advertising is distinct in that it…

The 35 exercises presented in this paper have been designed to simulate real-life experiences involving the process of persuasion and to enhance understanding of the persuasive process. Among the aspects of the persuasive process dealt with are the identification of persuasive events, emotive language, language intensity, source credibility,…