Urges advertising educators to examine their own orientations toward research and scholarship in advertising, to encourage student research and scholarship in advertising, and to provide students with opportunities to develop a personal philosophy of advertising. (RL)

This information brief discusses the impact of commercialism in schools. It asks the question of whether such advertising is supporting students or is simply selling access. It describes how children are a desirable market since they have most of their purchases ahead of them; they can also frequently convince parents to buy items. The brief…

A study was conducted to investigate the theory that the more finished a television commercial is when tested, the more soundly it can be evaluated. In an experimental design for a health maintenance organization, four commercials were tested in both storyboard slide show and finished commercial formats in a controlled laboratory environment.…

A review of the literature reveals that publishers have suggested that magazines would cost twice as much and newspapers five times as much if they were not supported by advertising revenues. However, recent research indicates that this is not true. Although statistics regarding magazine publication are easier to obtain than those regarding…

Considers the confrontation between the Federal Trade Commission and marketers/broadcasters over the regulation of children's television advertising, illustrating the effects of ethical conduct on public policy. (Author/RL)

Notes that the proposed regulation of children's television advertising may eliminate competition, increase consumer costs, and result in poorer programing. (RL)

Prompted by the fact that personal sales is an area of human communication that has received little attention from communication scholars, this paper integrates previous sales research relevant to communication inquiry into a foundation for future research. The first section of the paper discusses the importance of personal sales, while the second…

Examines the attitude among 161 Black teenagers toward athletic shoe television advertisements featuring Black athletes, the perceived influence of such ads on the perception of the product and on the purchase intent, and any parent-child purchasing conflict. Findings show the ads had influence in the purchase decision and that parent-child…

The construct of involvement, used by marketers and consumer behaviorists for many years as a predictive measure of the qualitative relationship between an individual and a stimulus, has long been defined as having affective or cognitive roots. However, definitions that favor one or the other too heavily are less helpful because they are too…