Through a review of data from the Campbell-Ewald Advertising Agency and its creative director, the Chevrolet car company, and a review of the award-winning television commercials, this paper explores the successful relationship between Chevrolet and that agency from 1955 to 1965. Following an introduction and a list the questions asked about both…

Heretofore, researchers have perceived women as the ones concerned with having children, generally excluding males from their samples. In order to look at male attitudes on childbearing, an investigation was conducted on personality differences between childless males preferring children within five years of marriage and those preferring to delay…

A study investigated the trend of current U.S. television commercial informativeness by comparing the results with Alan Resnik and Bruce Stern's previous benchmark study conducted in 1977. A systematic random sampling procedure was used to select viewing dates and times of commercials from the three national networks. Ultimately, a total of 550…

To determine consumer preference regarding four forms of mass communication, an 18-item questionnaire was devised that asked individuals where they sought information on national and world affairs, local events, entertainment, and shopping (advertising). Results from the 108 respondents in the random sample indicated the following: newspapers…

A five-point, seven-item semantic differential scale was used to collect data from 130 high school students about their perceptions of foreign-made products and the relation of national stereotypes to product stereotypes. To assure consistency, the same product classes (all products, automobiles, cameras, and mechanical toys) and foreign countries…

This paper summarizes the findings of a study investigating the beliefs and attitudes of six key respondent groups regarding issues surrounding television advertising and children. The six groups included in the study are spokesmen for Action for Children's Television (ACT); the presidents and top executive officers of advertising agencies…

Some of the confusion surrounding evaluations of case management results from lack of clarity about value frames used to arrive at judgments of the merit of case management. Six value frames commonly applied to human service evaluation are reviewed, and the relevance of each perspective is examined. (SLD)

Three case studies are presented demonstrating the application of straight-forward Rasch techniques to rank order data. Paired comparisons are the simplest form of rank ordering. A consumer preference test with 56 pairs of cups of coffee tasted by each of 26 consumers illustrates analysis of these rankings. When subjects are allowed the option of…

To determine if variables predicting cable subscription differed in markets of different demographic makeups, a survey was administered to 596 adults in two suburban areas served by the same cable company. Analysis of data on audience demographics, media use, knowledge of and attitudes toward television and cable television, channel popularity,…

The introduction of Direct Broadcasting Satellites (DBS) in the United States sparked both government's regulatory development of domestic DBS services and the communication industry's efforts to implement a commercial DBS system. J. D. Slack's symptomatic causality and technological assessment models help to explain how these practices were…

A longitudinal study examined both the short term and the long term effects of television advertising on the development of adolescents' consumption-related orientations. Questionnaires were administered to 556 adolescents in a number of schools in a southern state; a second wave of questionnaires was administered to a subsample of 230 of these…

Cognitive and affective impacts of the "Give and Take" series on students and sources of differences in the impacts are investigated. "Give and Take," an audiovisual series on topics and concepts in personal economics for use in grades 9-10, consists of twelve 15-minute programs designed to help students increase their…

Since two-thirds of all adult learners plan their own education programs without professional help, outreach to these learners in their own community settings is the next important movement in education. Outreach also applies to those many adults who need help simply in coping with everyday life in this complex society. A recent study found that…

The role of attitudes in the conduct of buyer behavior is examined in the context of two competitive models of attitude structure and attitude-behavior relationship. Specifically, the objectives of the study were to compare the Fishbein and Sheth models on the criteria of predictive as well as cross validities. Data on both the models were…

In a lecture for the American Home Economics Association (AHEA) 1987 Annual Meeting, the author addresses futuristic life-styles and discusses how home economics must meet these changes. Specific visions cited are (1) better communications between practitioners and higher education and (2) evolution of the field into a professional discipline…