Presents data from a random sample of young adults (19-34 years of age) concerning their attitudes toward newspapers and media, their uses of the various media, and their interests in newspaper content. Findings showed that newspapers are not providing enough information relevant to their needs. (MB)

Examines the impact of the decorative or functionless female models in print advertising and indicates that models facilitate recognition of model/related information but do little to increase the recognition of brand names.

Presents a procedure useful in assessing the probability of an individual marketer profitably employing advertising to stimulate demand for products or services. (MB)

Examines the weekly variation in schedule gross rating points exhibited by a representative sample of advertising schedules similar to most schedules used by practicing advertisers. (MB)

Recommends ways that publications staffs can make money while promoting activities. (JK)

Discusses how the use of unregulated mass media to convey the health risks of smoking is severely limited by the tobacco industry's power, via advertising dollars, to minimize the coverage of the negative health aspects of smoking in the editorial content of these media. (JD)

In a study that included nonverbal measures, young children indicated little understanding of the selling intent of commercials. Researchers interested in advertising effects on children are urged to consider the necessity and desirability of improved nonverbal measures in dealing with a subject population with limited language facility.…

The author provides several tips and suggestions for marketing a proprietary school, involving newspaper advertising, television advertising, direct mail, high school marketing, and timing of promotional mailings. (CT)

Suggests that a combination of institution commitment, admissions professionalism and marketing know-how is a necessary prerequisite for success in today's competitive college admissions market. (BL)

Concludes that for voters highly dependent upon political commercials, an independent sponsor is more trustworthy and affects candidates' images more than a party or candidate sponsor. (FL)

Examines (1) whether previous research has actually measured the information content of ads; (2) how such content should be measured; and (3) trends in factual content of general magazine ads for 1958, 1968, and 1978. Concludes that while most ads contain nonfactual claims, most also have factual claims. (FL)

Indicates that while advertising faculty members at 151 colleges and universities published, 41 percent of the productivity came from just 20 schools. (FL)

Finds that total brand advertising in 63 consumer product categories is positively and significantly related to the total number of brands in the category and to the average number of brands consumers usually buy. (FL)

Examines the use of puffery in magazine ads for automobiles between 1930 and 1980 to see if advertisers varied the amount of puffery used in relation to increased pressures from government regulation. Finds puffery declined as regulatory pressures increased. (FL)