Whittle Communication's specialty is publishing magazines distributed free to a place where a specific audience will read them. Other firms distribute similar advertising products to schools. (MLF)

Discusses the World Wide Web, its importance for marketing, its advantages, non-commercial promotions on the Web, how businesses use the Web, the Web market, resistance to Internet commercialization, getting on the Web, creating Web pages, rising above the noise, and some of the Web's problems and limitations. (SR)

Finds that, to enhance the value of a newspaper's advertising, newspaper executives seek to broaden the scope of their operations by adding new subscribers and advertisers, while marketers tend to prefer narrowing the focus of operations, serving the existing customer base or concentrating exclusively on select market segments. (SR)

Analyses 476 food advertisements in newspapers from 3 different sized cities. Finds that brand names, food names, and descriptive vocabulary comprise the majority of language in food ads across newspaper groups. Offers suggestions for using newspaper ads in the classroom. (RS)

Each technology learning activity describes context and lists objectives, needed materials and equipment, student assignment, and evaluation questions. (SK)

Finds that (1) for neutral ads, people estimated themselves to be more resistant than others, but for emotional ads, more yielding to influence than others; (2) for public service announcements, there were no differences in perceived self and other influence; and (3) judgments of persuasive influence on self and others were markedly overestimated.…

Contends that public relations and advertising curriculums should be taken out of journalism/mass communication and/or business schools, and positioned as separate entities. (SR)

Investigates whether there is any correlation between successful advertising agency careers and undergraduate education. Finds that the educational tracks pursued by executives of the top 50 advertising agencies are so varied and remarkably evenly distributed that educational background appears to have little, if any, to do with success in…

Presents tips for selling ads in school newspapers. Discusses getting started in sales, the sales call, after the sale, and beyond the basics. (SR)

Discusses teaching visual literacy by teaching students how to decode advertising images, thus enabling them to move away from being passive receivers of messages to active unravelers. Shows how teachers can use concepts from semiotics to deconstruct advertising messages. (SR)

Describes how to teach business using critical thinking methods and how to assess elements of critical thinking including standards for judging it. Illustrates teaching methods, materials, and student activities for a course using a critical thinking approach to advertising principles. (SK)

Describes the Web presence in print advertisements to determine how marketers are creating bridges between traditional advertising and the Internet. Content analysis showed Web addresses in print ads; categories of advertisers most likely to link print ads with Web sites; and whether the Web site attempts to develop a database of potential…

Two antismoking advertisements produced in Scotland, one using a fear appeal, the other a positive image, were compared using an interview questionnaire. Subjects' (N=394) preferences and advertising effectiveness were studied. Findings are discussed in terms of psychosocial theories, and a "Preference Model" is proposed. (Author/EMK)

Presents a study in which ads in simulated telephone directory pages were highlighted in red, green, and blue colors. States that the pages were presented to subjects in order to be recalled and recognized among other ads. Finds that red and green highlighting increases recallability and recognizability whereas blue decreases it. (PA)

Makes a case for using advertising as the common subject matter in a composition course, and for analyzing advertisements as a means of teaching argumentation. Discusses seeking a social-epistemic curriculum in the heterogeneous writing class. Shows why the close analysis of print advertisements provides an ideal opportunity to discuss questions…