The text of Part 1 of a Senate hearing on the Tobacco Product Education and Health Protection Act of 1990 is reported in this document. It is noted that this act would amend the Public Service Act to establish a center for tobacco products, to inform the public concerning the hazards of tobacco use, to disclose and restrict additives to such…

The text of Part 2 of a Senate hearing on the Tobacco Product Education and Health Protection Act of 1990 is reported in this document. It is noted that this act would amend the Public Service Act to establish a center for tobacco products, to inform the public concerning the hazards of tobacco use, to disclose and restrict additives to such…

The key to positioning is the creation of a clear benefit image in the consumer's mind. One positioning strategy is creating in the prospect's mind a position that takes into consideration the company's or agency's strengths and weaknesses as well as those of its competitors. Another strategy is to gain entry into a position ladder owned by…

In the early 1900s, the small, penny newspapers of E. W. Scripps were aimed primarily at working class readers, had a policy of limited advertising, and relied upon circulation to provide the bulk of revenues. The "Spokane Press" was conceived in 1902 with E. W. Scripps, his sister Ellen Browning Scripps, and George Putnam as copartners.…

The 1879 Post Office Act created the four categories of mailable matter used today and, in part, signalled the emergence of the modern mass circulated magazine. Between 1863 and 1879, Congress liberalized the terms on which regular periodicals could use the mails and put newspapers and magazines on the same footing. Requiring payment of postage at…

To determine if coupon collecting has any influence on product information processing like brand awareness, and to understand better the coupon collecting process, an exploratory study examined the relationship between coupon-collecting behavior and brand awareness for the coupons collected. Subjects, 152 randomly chosen respondents from a Midwest…

As the "New Deal" era of the "Great Depression" promised relief from the publicly perceived failures of business and industry, a corresponding attitude of consumerism arose, aimed at "Big Business's" accomplice, advertising. Across the nation, national and local consumer protection organizations arose, and nonconsumer…

Suggests ways to get the most out of yearbook advertising by planning the advertising section well in advance and shows examples of effective yearbook advertising. (RB)

In an age of little or no consumer protection, the St. Louis "Post-Dispatch," under the guidance of Joseph Pulitzer II, was the first and most successful practitioner of self-imposed censorship of advertising, a practice that continues to this day. Beginning on May 1, 1929, the "Post-Dispatch" announced an aggressive program of…

"The Ladies' Home Journal" and its founder Cyrus H. K. Curtis are often praised for establishing significant and lasting standards of reputable advertising in the United States. These standards include banning the profitable but offensive advertising of patent medicines, vouching for the integrity of advertising contained in the…

The right of privacy as it relates to advertising and the use of a person's name or likeness is discussed in this paper. After an introduction that traces some of the history of invasion of privacy in court decisions, the paper examines cases involving issues such as public figures and newsworthy items, right of privacy waived, right of privacy…

A questionnaire survey of 300 advertising practitioners was used to determine the degree of job and career satisfaction among advertising practitioners. The subjects were separated according to whether they worked for advertising agencies, advertisers, or advertising media; 100 subjects in each area were selected from the prestigious directories…

Since limited funds restrict advertising by Public Broadcasting System (PBS) stations, and since PBS serves a variety of audiences, the selection of appropriate advertising media for PBS programs is difficult. It is further complicated by conflicting research reports on the public use of the daily papers. Availability to the target audience should…

An analysis of 600 advertisements from six publications revealed that almost twice as many were basically persuasive as were basically informative, and that only 1.2 percent could be classified as intimidating. (GW)