Greenwashing is defined as "the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service" (UL Environment, 2013). As "green living" has become a marketable concept, and desirable consumers seek to enact a green identity, more companies are utilizing…

Describes the decline of direct newspaper competition in terms of the loss of effective newspaper market segmentation. Examines the following influences on market segmentation: shift in advertising demand, advertiser preferences for differentiated audiences, shift in subscriber demand, growth of alternative media, increasing production costs, and…

Focusing on access to audience through broadcast time, this paper examines the status of research into the economics of broadcasting. The paper first discusses the status of theory in the study of broadcast economics, both as described directly and as it exists in the statement of the basic assumptions generated by prior work and general…

The Alternatives Project, a 60-week, mass media, mental health education project, had as its goals community education and increased public awareness of mental health facilities in the community. Sponsored by the River Region Mental Health/Mental Retardation Board in Louisville, Kentucky, the program made use of creatively produced, coordinated…

The first in a series that examines the role of radio broadcasting in the process of socioeconomic and cultural change in three countries with different types of broadcasting organization--Austria, Czechoslovakia, and Venezuela--this volume focuses on Austria. It deals with the cultural implications of broadcasting structures and their ownership…

To address the issues of drunk driving and failure to use car restraints among teens and young adults, a 21-month-long media campaign has been developed especially for the 15- to 24-year-old audience to compare the effectiveness of paid advertisements and public service announcements. A formative research approach to message design will be used to…

The second in a series that examines the role of radio broadcasting in the process of socioeconomic and cultural change in three countries with different types of broadcasting organization--Austria, Czechoslovakia, and Venezuela--this volume focuses on Czechoslovakia. It deals with the cultural implications of broadcasting structures and their…

Focusing on media literacy, this yearbook compiles information on recent and current trends in media effects, including research on children and media, declarations related to the area, and a selection of relevant organizations and Web sites. The report first delineates children's rights as stipulated in the U.N. Convention on the Rights of the…