A 1989 comprehensive report addressed the then-current status of curricula in all of the mainstream components of most mass communication programs: journalism, advertising, broadcasting, magazines, public relations, and visual communication. Recently, a study replicated the advertising portion of the original report, using a questionnaire based…

Campaign workers paid significantly greater heed to both newspaper and television advertising of political candidates than did the voting public. (RB)

"Several years ago an unpublished study reported that 85 per cent of established ETV stations (on-the-air two years or longer and replying to the questionnaire) used newspaper advertising for program promotion. The CPB commissioned the study reported here to determine the effects of such newspaper advertising on ETV audience size."…

Presents a model for the teaching of a creativity component in an advertising course. (HOD)

Reports on an analysis of prices and amounts of advertising in magazines showing that price per page is not related to amount of advertising. (FL)

Advises that good ad design, student and advertiser incentives, sales team organization, and hard work can help school yearbook staffs raise more money. (JL)

Describes the events surrounding a high school newsmagazine taking an advertiser to small claims court for bill settlement. (HOD)

The Jastak System of obtaining scores on "personality" dimensions is currently widely promoted. It is shown to be totally spurious, based on hereditarian doctrines long in disrepute, and dangerous in use. The promotional techniques used are also described. (Author)

Concludes that Chinese media may one day be indistinguishable from their Western counterparts: promoting consumer goods, fostering television, dampening group discussion and active political interest, and presenting a conception of the world as an area for unresolved social conflict and drama. (PD)

There are unlimited resources of information for marketing and advertising teachers. Sample resources include newspapers (which relate statistics concerning the price of advertising on top TV shows), trade magazines, and ads for TV or print. All can be clipped and brought in for class discussion. (CT)

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)