Despite a lack of evidence that subliminal messages experimentally embedded in advertisements produce predictable effects, many people believe they know what "subliminal advertising" is and believe that it is used and that it works. A study investigated this belief. Subjects, 206 Fostoria, Ohio residents, were given two questionnaires…

Based on the idea that the relationship between a client and its advertising agency is primarily a "people" relationship, a study was undertaken to examine the factors that influence a client's satisfaction with its agency, particularly in the day-to-day, or maintenance, phase of the relationship. Data were taken from responses given by…

This paper describes a study of 639 advertisements in the personals section of one newspaper in order to compare what females and males include in these advertisements. Results indicated that most advertisers described themselves rather than the person they would like to meet but that some differences did occur between male and female generated…

Noting that advertising agencies have not been examined as a collective industry, this paper looks at the development and structure of the advertising agency industry. The first portion of the paper discusses the development of the agency. The remaining two sections deal with trends in and the structure of the industry including: (1) the growth of…

Offers suggestions for designing a yearbook advertising section that sells the products and services represented. (TO)

A study was conducted in Canada to quantitatively and qualitatively analyze the presence of minority group members in mass media advertising. Television commercials, store catalogues, newspapers, and magazines were surveyed during a two week period in 1977. Additional surveys were conducted with advertising agencies and firms, the Association of…

The study reported in this paper was designed to determine how consumers perceive the newspaper and how they use it; specifically, how well read is newspaper advertising and how do readers of a small daily newspaper feel about advertising content. A team of trained, paid interviewers collected data in two waves, one week apart, from a random…

The ideal promotional effort for an educational television (ETV) station is dependent on a professional approach to the problem. This means that each ETV station should employ a public relations manager and should keep him informed about all major station decisions. The Public Broadcasting Service (PBS) has a campaign of its own to bring attention…

Using data published by "Editor & Publisher," annual reports, and confidential material made available by publishers, this paper examines budgets for papers of varying sizes from 1947 to 1974. While expenses have been increasing more rapidly than revenue since 1947, newspapers are above average in rate of return on revenue. Earnings of 15% after…

Applies Hugh Rank's intensification-downplay model of language analysis to the doublespeak in advertisements. (MKM)

Shows how an electrical circuit analogue can be used to plan the most appropriate advertising time pattern and to evaluate the effectiveness of an advertising campaign. (RL)

Discusses a study which found that the purposeful misspelling of words in advertising influenced the correct spelling of the words by children; these results have implications for the teaching of spelling and reading. (JM)

Surveys the media habits of 275 homemakers; implications for marketing strategies are outlined. (KS)