A study was conducted to determine business community attitudes toward and uses of advertising agency services in a major midwestern market. Two hundred and thirty-eight business executives responded to a questionnaire that measured their attitudes toward and uses of advertising in their organization. Pertinent demographic and job related…

A study explored the differences in consumer perceptions of product attributes for national brand and generic grocery products as they related to the frequency of generic purchases. It was hypothesized that consumers perceive national brands more favorably than they do generics, but that the more frequently they purchase generics, the more…

Finds that "low-energy information seekers" of differing values are favorably oriented toward direct reference--or attacking--political and commerical advertisement. (KS)

This paper reports the successive steps in the development of an adjective rating scale for measuring audience responses to short previews of coming films. Seven filtering steps were used to reduce an original list of 600 adjectives and adjectival phrases into a final rating scale with 101 words. From factor analyses of the responses of college…

A study compared advertising media usage, advertising reach, and consumers' attitudes toward advertising in Israel and the United States. The study used data gathered from an Israeli survey of 1,600 consumers and an American survey of 1,500 consumers. The findings revealed that the press was the dominant advertising medium in both countries, in…

Reveals that some respondents to a survey concerning attitudes toward ethics view ethical problems as involving objectivity, while others see them in terms of extra-professional morality. (FL)

Indicates that consumers place little value on advertisements in nationally circulated magazines and on television as sources of information. Television commercials seem to be valued even less than print advertisements. (FL)

Contradicts previous research, finding that differences in social class status were not significant predictors for the perceived utility of news or advertising. (RL)

A study examined the effects of media advertising on the elderly to determine whether they use the media to help combat social disengagement, whether they perceived the elderly as positively portrayed in advertising, whether they perceive their role as consumer as declining, whether television advertising reinforced sex roles, and whether the…

Details a study that investigated how middle-aged housewives responded to different age portrayals for different age-oriented products in advertisements. Concludes that there was a clear interaction between age-orientation of product and age of model in an advertisement, but no pervasive "younger is better" effect. (FL)

Presents brief reports of research conducted in the following areas: media credibility, network television news audiences, influences of television newscasters' on-camera image, Blacks in introductory advertisements, children's television preferences, messages in Depression-era photographs, and journalism education issues covered in two…

This monograph examines the impact of media advertising on the poor. The first half of the report discusses research on the conceptual styles of the poor, mass communication among the poor, and advertising and the low-income consumer. The second half describes the methodology and results of a study of the advertising evaluation capacity and…

Advertisers and other mass media communicators are interested in the potential cognitive and affective effects of various graphic designs, specifically relating to the recall of information and the attitude toward information presented. This study deals with the respondent's recall of information contained within an advertisement as well as the…

Preliminary data from a study-in-progress support the view that public information campaigns may have greater efficacy than shown by previous research. To evaluate the public impact of the Advertising Council's "Take a Bite Out of Crime" campaign, which was aimed at promoting greater citizen involvement in crime prevention activities,…