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)

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)