Suggestions for economical and effective lighting that will contribute to overall productivity are offered by a vice-president of Bloomingdale's. (LBH)

Presents a variety of ideas for promoting sales and profits in college bookstores. (PG)

Presents the winners of a competition for novel advertising ideas in campus bookstores. (PG)

Electronic cash registers can perform functions ranging from simple change and tax computation to sophisticated merchandise accounting and inventory control information and records. The manager needs to outline the needed capabilities such as capacity, programmability, and servicing availability. User comments suggest varied benefits, uses, and…

An effective trademark protection program is advocated. The protection of a college's or university's reputation through preemption of the use of its name in a manner that subjects it to misrepresentation or ridicule is considered as well as protection of school profits from the use of its trademarks. (MLW)

Misuse of infant formula products in third-world countries is discussed with regard to the World Health Organization's International Code of Marketing of Breastmilk Substitutes. The Nestle Company's response to the code is presented and the Infant Formula Action Committee (INFACT) boycott of Nestle products is described. (CM)

A microcomputer fair held during homecoming and in conjunction with the opening of the ISU Microcomputer Learning Facility resulted in an unprecedented explosion of interest and buying. The store was also selling computer books, supplies, and software. (Author/MLW)

Colleges and universities that license the use of their insignia to capitalize on their athletic reputations are being challenged in court by manufacturers and retailers who question the institutions' right to restrict the use of, and require royalties on, symbols that have been freely available for years. (MSE)

Examines a study of how human models affect the impression conveyed by an advertisement, particularly the effect of a Black model's physical characteristics on product evaluations among Black and White females.Results show that the physical appearance of the model influenced impressions of product quality and suitability for personal use. (JMF)

Because of real estate tax problems, most college stores are unable to advertise off campus, but at the University of Rochester the public relations department periodically prepares a news release that centers around the bookstore. Another public relations tool, a pamphlet with rules, procedures, and operational information, is reprinted. (MLW)

Presents results of a study of 300 magazine advertisements assessing the level at which the ads are objective and informative. Discusses how these ads are communications designed to influence consumer behavior to the extent that they correspond to the facts, are relevant, comprehensive, adequately supported, intelligible, and logical. (JMF)

High freight costs stimulated the idea of renting a truck to pick up publisher textbook orders. Benefits, including lower cost per 100 pounds of freight and scheduling when there is room to receive cartons and crew to process the books, outweigh the problems encountered. (MLW)

Notes that the proposed regulation of children's television advertising may eliminate competition, increase consumer costs, and result in poorer programing. (RL)

Describes innovative techniques for including members of the student body in yearbook planning and for motivating students to buy copies of the yearbook. (GT)

Methods for establishing an advertising budget are reviewed. They include methods based on percentage of sales or profits, unit of sales, and objective and task. Also discussed are ways to allocate a promotional budget. The most common breakdowns are: departmental budgets, total budget, calendar periods, media, and sales area. (JMD)