The purpose of this paper is to report on who creates branding within institutions of higher learning, and what impact branding has on core institutional activities such as student recruitment and fundraising, as well as on socio-psychological factors such as community respect and national prestige. Eighty-nine tertiary education experts covering…

The advertising program at the University of Tennessee, Knoxville (UTK) has at least 12 measures of program assessment, which serve as a basis for discussion rather than as a prescription for an effective assessment program. The program assessment methods are accrediting, internal program review, teaching evaluations, a university survey of…

This information brief discusses the impact of commercialism in schools. It asks the question of whether such advertising is supporting students or is simply selling access. It describes how children are a desirable market since they have most of their purchases ahead of them; they can also frequently convince parents to buy items. The brief…

Providing a basic overview of issues related to advertising and the consumer, this digest discusses the omnipresence of advertisements, suggesting ways for consumers to recognize advertising appeals. Deceptive advertising is discussed, with particular attention paid to financial advertising. (RS)

A survey of 30 advertising agency researchers sought to determine (1) whether there are differences between agency researchers' perception of who benefits most from copy research and who should benefit most, and (2) whether there are differences between their perception of how copy research is used and how it should be used. Consistent with…

Analyzes advertisements for characteristics that produce readership across a variety of consumer magazines. (RB)

A look at the triangle approach, in which the three contributing bodies to an advertising message-the sponsoring firm the media and the advertising agency-are brought together by the advertising class to achieve a set of common goals. (Author)

A look at the triangle approach, in which the three contributing bodies to an advertising message-the sponsoring firm the media and the advertising agency-are brought together by the advertising class to achieve a set of common goals. (Author)

One of the major problems in advertising courses is that students are expected to generate original, exciting advertising ideas, but often are not taught how to go about the process. Idea generation techniques can help students generate quantities of creative ideas more quickly and fluently. By looking at ads and recreating the workings of the…

Recent Supreme Court decisions have fundamentally altered the attorney's right to advertise. This potentially revolutionary revision in prescribed professional communications has paradoxically had ambiguous results. Despite the freedom to advertise, most attorneys forego this opportunity to maximize profits, expand clientele, or merely enhance…

Television commercials convey to the audience through symbols, metaphors, and myths the feelings and emotions deeply rooted in our culture. While commercials on one level are concerned with a representation of the product or service, they are on another level a symbol of a larger meaning: love, family, romance, motherhood, or hero worship. A can…

The Intensify/Downplay schema is a useful pattern for analyzing communication, persuasion, and propaganda. All people intensify and downplay as they communicate in words, gestures, numbers, and so on. But, "professional persuaders" have more training, technology, money, and media access than the average citizen. The three most common…

Based on the pattern of "the pitch" (Hi/Trust Me/You Need/Hurry/Buy), this sequence of questions can be used to focus on the "skeleton" underneath the surface variations of radio and television commercials, and newspaper and magazine ads. The five questions, which include evaluation criteria, are as follows: (1) What attention-getting techniques…

A study was conducted to investigate the theory that the more finished a television commercial is when tested, the more soundly it can be evaluated. In an experimental design for a health maintenance organization, four commercials were tested in both storyboard slide show and finished commercial formats in a controlled laboratory environment.…

A study examined the knowledge of and attitudes toward nutrition in general and specifically toward cold breakfast cereals and cereal advertising with different creative appeals. Subjects, 117 undergraduate university students, completed a questionnaire about their use of cold breakfast cereal and their sources of information about nutrition.…