A questionnaire survey of 300 advertising practitioners was used to determine the degree of job and career satisfaction among advertising practitioners. The subjects were separated according to whether they worked for advertising agencies, advertisers, or advertising media; 100 subjects in each area were selected from the prestigious directories…

The Supreme Court tentatively extended First Amendment protection to commercial speech, but left the issue of defining and regulating deceptive advertising to the Federal Trade Commission (FTC), which has employed tools such as the cease-and-desist order, affirmative disclosure, and corrective advertising. The FTC Act did not define deception, but…

This description of the marketing process as a practical way to manage the function of instruction development emphasizes the importance of the identification and evaluation of customer needs before developing objectives. To assist the instructional development agency in focusing on this aspect of planning, a check list of possible marketing…

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.…

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…

A survey was conducted of 51 company sales managers in the Los Angeles, California, area to determine their opinion of the importance of the telephone as a sales instrument. The managers were asked a series of questions concerning their responsibilities and their attitudes toward selling by telephone. Results revealed that the managers (1)…

Political campaigns are major, high-budget marketing efforts, but because they are usually managed by people with little training in either marketing or communications, they fail to persuade voters to vote in the desired way. Political targeting can be treated as a segmentation problem, one of identifying and responding to the specific qualities…

With Coca-Cola's selection of a digital, computer-constructed "spokesthing" named Max Headroom, came a dramatic shift toward a reliance on high technology to deliver the advertising message. Headroom was developed in Britain, and made his debut on the Home Box Office television network in 1985. Coca-Cola then bought the rights to…

A study analyzed the relationship between reading in various community structures and where people shop for goods and services, and whether this relationship differs by the type of community in which individuals reside. Telephone interviews were conducted with samples of 100 or more subjects in each of 10 Minnesota communities, including a small…

John Kenneth Galbraith maintains that advertising is the prime instrument for the management of total consumer demand and results in increased consumption. Galbraith also maintains that television is a more effective advertising tool, in that it reaches people in all spectrums of intelligence. Other economists disagree, holding that it is actually…

Few individuals think of the theatrically exhibited motion picture as supported by advertising like other major forms of mass communications. Cinema screen advertising can be defined as the presentation of individual advertising messages on movie theatre screens in a distinct and discrete fashion. Screenvision ads run prior to the start of each…

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…

This paper provides an overview of the literature about Walt Disney and his many diverse enterprises. In order to show how the processes of production shape and affect the final content and form of items of popular culture, the paper first discusses some of the many technological advances achieved by the Disney studio. Disney's groundbreaking use…

The concept of "frame of reference" offers a perspective from which to examine the many factors which affect advertising response. The advertiser is interested in affecting two types of overt behavior. First, the individual is induced to select a particular stimulus (the advertisement) from competing stimuli (such as other people, noise,…