This handbook is intended as a reference tool for use in the college or university's public information office, news bureau, information services, or public relations office. An update of an earlier edition, it presents articles by a number of authors, some from CASE Currents, bulletin of the Council for Advancement and Support of Education. It…

One hundred mother/child dyads were involved in a study to provide empirical evidence on parent/child interaction in grocery stores and on the contributions of Saturday morning television commercials to those interactions and to the purchase of candy and cereals. Data were collected in 15 supermarkets in two midwestern cities. First, the…

A nontechnical guide on practical promotional and managerial aspects of deferred giving is presented to aid nonprofit organization executives. Contents include the following topics: types of deferred gifts; organizing the deferred giving program; staffing the program; recognizing the deferred gift prospect (age, past interest in your program,…

The five chapters of this book are intended to prepare high school debaters and their coaches for the efficient investigation of the 1980-81 High Scbool Debate Problem Area and Resolutions. The first chapter contains an overview of the problem area--consumer interests--describing the basic concepts of regulation and risk, the definitions of the…

A handbook for a community relations coordinator for Literacy Volunteers of America, Inc. is presented. An explanation of placement and advance planning is included. Information on flyers, posters, and newsletters; advance preparation of photographs, identifying them, and getting releases; and examples of news releases and steps in preparing them…

Marketing in the community college serves to expand recruitment efforts in order to reach all members of the community, as a way to distribute information about the college, and as a means to discover new markets of students. The primary purpose of marketing is to increase the community's awareness of the college through better and more complete…

An instructor's manual and student activity guide on advertising are provided in this set of prevocational education materials which focus on the vocational area of distributive education. (This set of materials is one of ninety-two prevocational education sets arranged around a cluster of seven vocational offerings: agriculture, home economics,…

This paper offers techniques and strategies which high school and college teachers of speech communication can use for teaching units and/or courses in advertising. One such technique is role playing, which can involve the corporate chairperson, the executive coordinator, and chairpersons for magazine advertising, outdoor advertising, broadcast…

This paper discusses the use of television commercials as instructional aids in the teaching of persuasion. Utilizing commercials in considering the sexploitation of women is recommended. The triadic relationship of advertisers, programmers, and audiences is discussed. Television commercials as instructional innovations are advocated for the…

This study examined the effect of three different modes of presentation on elementary education majors' selection and rating of materials for reading instruction. Materials were chosen to represent each of the following propaganda techniques: glittering generalities, name calling, transfer, testimonial, bandwagon, and card stacking. Students in…

Four basic objectives were investigated in this study. Age differences were tested on various dependent skills measured to determine if consumer skills change over a period of time; the extent of integration of the dependent measures within the two age groups was ascertained; antecedent processes within groups that account for variation in…

The Council on Children, Media, and Merchandising, in a letter to the Federal Communication Commission (FCC), issued a formal complaint against the Columbia Broadcasting System (CBS). The Council charges that CBS has failed to meet its public interest obligations, as well as its obligations under the fairness doctrine, with respect to advertising…

The nature and extent of the news media coverage of political advertising in the presidential campaign of 1972 was shallow and spotty at best. The candidates' political advertising strategies received limited coverage by reporters and commentators. Even the "prestige" press--16 major newspapers--provided limited coverage to the nature…

Public service advertisements, disseminated via the mass media, have been credited with "positive attitudinal effects" in past research, but only certain kinds of such advertisements are really effective. Of the types of appeals used in television commercials--informative, emotional, "establishment" (or status quo), and…

The author claims that one of the results of the pressure put on broadcasting to increase its availability as a discussion forum is the development of "counteradvertising," editorial advertising that involves the broadcasting of opinion on controversial issues. This is an outgrowth of the FCC ruling that broadcasters provide free time…