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)

Students at Bremerton High School developed marketing ideas for a local small business. They identified target markets; designed business cards, brochures, and advertisements; and created a new advertising campaign they presented to the business. (JOW)

Evaluated the advertising content contained in physical activity print materials. Analysis of print materials obtained from 80 sources (e.g., physicians' offices and fitness events) indicated that most materials contained some form of advertising. Materials coming from commercial product vendors generally contained more advertising than materials…

Reviews work on language contact phenomena in advertising. More emphasis is being placed on multilingual discourses in advertising and the ways in which these index identities, both of the products and services with which multiple cods are associated and of the consumers who peruse them. Also examines the various functions of different contact…

Examines the relationships between Irna Phillips, the most powerful woman in soap opera production from the 1930s through the 1960s, and the sponsors of her radio soap operas. Explores how Phillips represented women both in her scripts and in her public relations efforts. (MM)