With the help of a professional consultant and the results of a questionnaire to determine faculty opinions and preferences, the University of Chicago Bookstore was able to evaluate its problems and revitalize its operation. Problems addressed included: physical environment, staff development, management and business practices, and special…

The Federal Trade Commission's (FTC) enactment of a change in the time-honored concept of the holder-in-due-course applies to consumer credit sales contracts and consumer service contracts. The holder-in-due-course concept is discussed in terms of the old ruling, new ruling, effect of ruling, abuses cited by the FTC, and implications for the…

Local bookstore owners charge that the selling of best-sellers and trade books unrelated to coursework by community college bookstores violates California's education code. The decision was not based on free-speech grounds but on the language of the state code. (MSE)

Criticizes basing public relations efforts in art education unquestioningly upon the practices found in corporate advertising. Urges judicious use of public relations in the arts when applicable. Stresses careful application as the key to survival for the arts in a world dominated by economic and technological priorities. (KO)

Argues that the participation of the business community can supply expertise and financial support through investment and commercial services as the National Research and Education Network (NREN) and the resulting sophisticated and expensive technology develop. Describes the function of the National Science Foundation's backbone network service,…

A 1989 centennial celebration at Thacher School in California prompted the college preparation boarding school to move from selling one item--the traditional striped school tie--to a range of products that matched their mission to celebrate their centennial and inspire alumni support. Thacher School found it is best to keep merchandise simple and…

The oldest of the mass communication technologies, books, needs to be examined in mass communication research. Accordingly a study analyzed the structure and format of the "New York Times Book Review" to identify its dual roles: evaluating books and providing information crucial to book marketing. Also explored was how the text of the…

Various major business marketing actions and their analogous educational functions are examined in this exploration of the application of the marketing concept to higher education, along with modification that institutional differences (e.g. goals and operating climate) impose upon the use of such techniques (e.g. market analysis, product line…

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…

Because local television news appears to be resilient to audience erosion, programmers may find it beneficial to develop strategies that are accommodating to the interests of audience segments. This also suggests that advertisers may communicate more effectively with consumers sorted according to benefit orientation. After telephone interviews…

Social advertisers--those responsible for public and nonprofit advertising and marketing--must employ many of the major psychological motivations used by commercial advertisers to stimulate desire and action on the part of target audiences. For example, commercial advertisers create psychological stimuli to facilitate motivation of the fulfillment…

This study explored children's play behavior as it may be influenced by a particular type of television programming, i.e., shows based on commercially available toys. Subjects were two groups of 5- to 6-year-old and 7- to 8-year-old boys who were exposed to a representative program, The Transformers, which features the Transformer toys. Exposure…

This curriculum guide for junior high school students contains 17 information acquisition lessons, 5 values awareness lessons, and 6 open-ended discussion lessons. Some lessons contain activities that extend over several days; other lessons contain one specific activity. The nutrition education goals are directed toward the attainment of nutrition…

This book summarizes and appraises current knowledge and practice in the field of advertising research. The material is presented under the following chapter headings: aim and scope, how advertising communicates, how advertising sells, theme research, selecting target audiences, copy research, studies of advertising frequency, media research,…

This secondary distributive education performance-based instructional unit on buying and pricing contains thirteen lesson plans, each based on a fifty-five minute period. Among the topics covered are the following: (1) the importance of analysing the customers' demands for merchandise before planning what and when to buy, (2) questions about…