Enumerates information that advertising sales people for school newspapers should have before they call on potential customers. Includes ideas on what to know about a number of items, including the publication, readers and nonreaders, advertising, sales opportunities, prospects, prospects' problems, shopping factors, and stores' images. (TJ)

Describes innovative techniques for including members of the student body in yearbook planning and for motivating students to buy copies of the yearbook. (GT)

Methods for establishing an advertising budget are reviewed. They include methods based on percentage of sales or profits, unit of sales, and objective and task. Also discussed are ways to allocate a promotional budget. The most common breakdowns are: departmental budgets, total budget, calendar periods, media, and sales area. (JMD)

Commercial television's global development into a multibillion dollar business is explored in this "Notebook." The first half consists of a transcript of a symposium on "Selling the World," with representatives of governments, universities, and the three major networks' foreign subsidiaries. The international activity of the…

Posters' power in academic advertising to persuade and inform is successful when message and graphics are combined. Design principles and techniques are identified: symbolism, symbiosis, substitution, sequence, scale, silhouette, script, spectrum, and simplicity. Designers should avoid: typographic fog, color confusion, excessive elements, and…