The conceptions and preparations for a successful author autographing party at the University of Virginia's bookstore are described. Suggestions for selecting authors, publicity, and planning are given. (MSE)

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)

Responses from 38 of 184 retailing graduates, 24 of 111 recruiters in the apparel field, 58 of 200 retail merchandising educators, and 45 of 47 current students found that differences in their ratings of the importance of 53 competencies for entry workers centered on three factors: merchandising, leadership, and monitoring. (SK)

Describes a five-step process for using research techniques of the nation's best newspapers to transform high school students into a professional sales staff. (RS)

Presents information on the manufacture of cosmetics, toiletries, and fragrances. Includes a design brief, giving context, challenge, objectives, material and equipment needs, evaluation, student outcomes, and quiz. (SK)

The authors discuss a consumer opinion survey that analyzes local service and retail business activity. The survey identifies where consumers shop and why. Findings provide community development practitioners with information to develop educational programs involving local business management. (Author/CH)

Argues that traditional bridges between the literary culture and publishing culture have increasingly weakened in past decade. The publishing culture has become like that of big business, marked by effort to standardize product, distribution, and consumer, and the advent of bookstore chains has put into practice the mass-merchandising system.…

Concludes that brand names that begin with plosives are more frequently recalled and recognized than are those that do not begin with plosives. (FL)

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)

Describes the efforts of Henry Crowell, developer of Quaker Oats, to develop a market for breakfast cereals using market research and advertising. Examines how innovations in communications technology have been brought about by the struggle to control the material economy in the face of industrialization. Traces the development of the information…

Describes three principles of direct mail sales letters intended to entice readers to read them: the personalized look; an indirect arrangement of support; and readability ease. (SR)

Studying imagery, irrespective of the kind, must focus equally upon its aesthetic attractiveness, its sensory lures, and its oftentimes dubious social ideology. The terms "aesthetic" and "ideology" are addressed as problematic and are defined in current, ordinary language terms: aesthetics as visual appearances and their effects and ideology as a…

Discusses basic principles of marketing (referred to as the six p's: product, pricing, point of sale, people, promotion, and positioning) and shows how they can be applied to the marketing of day care centers. (SKC)

Recounts the activities that a number of bookstores have sponsored in order to generate children's interest in books, such as making valentines in February, having Santa Claus pay a visit in December, and having children tape record their favorite stories so that blind children can listen to them. (DF)

The problem of getting books to students in outlying areas was solved when the bookstore at Des Moines Area Community College began direct mail of textbooks. Course coordinators take return mail labels for students to complete along with an instruction form with them when they register their students. (MLW)