A study examined the effect of humor on the perceived credibility, character, and authority of an advertisement and on the recall of that advertisement. Two groups of subjects each heard two radio spot announcements, one humorous and one serious. Two different products were advertised, so that the first group of subjects, 117 college advertising…

Reveals that political advertisements in newspapers covered more issues than did their counterparts in either radio or television in the 1978 gubernatorial campaign in Alabama. (FL)

Reports that audiences found newspaper advertisements to be more useful than those appearing in other media and that the more exposure a person had to a given medium, the more useful s/he perceived its advertisements to be. (FL)

Major differences in results obtained from three audience measurement methodologies (telephone coincidental, multi-media diaries, and personal interviews with roster recalls) confirm the need for a new methodology or technique by advertisers and their agencies. (RL)

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 basic arrangements and practices of American broadcast audience research and measurement were established during the first decade (1920-29) of the field's existence, and were motivated by commercial and competing institutional concerns within the broader context of evolving forms of imagination and expression. A review of the evidence found in…

This document presents witness testimonies and prepared statements from the Congressional hearing called to examine the impact of broadcast alcohol advertising on alcohol-related problems, the responsibility of the broadcast media in shaping attitudes about alcohol, and how to reduce any negative impact of advertising. Statements were heard from…

Eight brief research reports concerning a newspaper's conversion to VDTs, media evaluation by police chiefs, defending and indemnifying reporters in tort actions, newsmagazine coverage of the Supreme Court, pricing of advertising in weekly newspapers, the importance of writing, "yeasaying" in readership surveys, and public service utilization by…

Examines the history of alcoholic beverage advertising and the possible outcome of a constitutional challenge to laws that attempt to prohibit such ads from radio and television. (FL)

The possibility that the benefits sought by radio listeners could be used to further define demographically homogeneous audiences for marketing purposes was investigated by surveying a segment of college undergraduate listeners. Twenty-five interviews were conducted to determine where, why, what time of day, and to what station an individual…

Reports on United States news coverage in third world nations; editorial patterns of the Chicago "Tribune" under three editors; use of newsprint in the South from 1970 to 1980; preelection polls and voter turnout; news directors' and managing editors' attitudes; sexual egalitarianism on "P.M. Magazine"; commercialism of…

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…

Annotates a number of journal articles dealing with a variety of subjects, including (1) advertising, (2) audience and communicatory analysis, (3) broadcasting, (4) communication theory, (5) courts and the law, (6) media criticism, (7) editorial policy and methods, (8) journalism education, (9) government and media, and (10) technology. (FL)

The mass communication and society section of the Proceedings contains the following 20 papers: "Media, Bureaucracy and the Success of Social Protest: Media Coverage of Environmental Movement Groups" (Julia B. Corbett); "How People Use Newspaper-Sponsored Community Bulletin Boards: A Field Test of 'The Evansville Courier's' Courier…

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…