Discusses techniques used in advertising parity products (products that do not differ from brand to brand) to attract children's attention and advocates consumer education for children to make them aware of advertising claims. (HTH)

Surveys court rulings on "piracy," or misappropriation, of advertising; concludes that the courts have refused to give advertising the same protection from piracy that they have afforded news material. (GT)

Relates results of a survey of 118 advertising agency presidents: most think college training is useful in an ad agency, job opportunities in advertising are good, internship programs would be helpful to students, and courses in advertising principles and management are especially helpful. (TJ)

Offers ideas for raising yearbook advertising revenues. (RL)

Three methods of cooperative, discount advertising for college stores are outlined. Ways of using advertising dollars to best advantage are listed, including obtaining coop advertising money, expanding media use, and planning and creating effective ads. (MSE)

Suggests ways of training a yearbook sales force to sell advertising. (Third of a four-part article). (GT)

The author suggests ways in which the continuing education program administrator can find and use sources of marketing information and techniques to expand and effectively promote continuing education programs. (SK)

Accounting principles and tax considerations of advertising income are explained in terms of the Tax Reform Act of 1969. The discussion includes aspects of determining expenses, deductions, charge rates, definitions of advertising, subscription income, and nonprofit mailing privileges. (LBH)

Reveals that three factors--two involving customer prototypes and one involving store attributes--explain consumer images of retail stores. (KS)

Revealed a negative relationship to exposure to drug advertising and use of illicit drugs in the sample population. (KS)

Discusses the value and use of images as information. Topics include the information in images versus text; a taxonomy of image types; resources related to images; and the use of images in architecture, engineering, advertising, and competitive intelligence. (LRW)

Articulates a theoretical framework for understanding the fundamental functions of political advertising (acclaiming, attacking, defending) which occur on the twin grounds of policy considerations and character. Applies this theory of political discourse to presidential general election television spots from 1980-1996, finding that Democrats and…

Principals should be aware of Internet advertising targeted at children. According to a recent Center for Media Education study, many companies design online sites for children as a way to bypass adult authority and prey on children's vulnerabilities. Some companies use their online sites to develop brand loyalties or collect market-segment data…

Explains how organizations can buy listings on major Web search engines, making it the fastest growing form of advertising. Highlights include two network models, Google and Overture; bidding on phrases to buy as links to use with ads; ad ranking; benefits for small businesses; and paid listings versus regular search results. (LRW)

Conducted a pilot survey of community colleges to assess their online marketing efforts. Found that while all had Web sites, only a minority of sites were truly interactive. Involvement of marketing offices with Web sites varied considerably, and a minority had used e-mail or Web ads for marketing. (EV)