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Advertising
Activism 0026 Paskowskl, M. I~age ca=palgn attacks chemophobia. Ind ~ t (Jul) Ii. The three-year effort to eradicate chemophobla success is due in part to Monsanto's advertising themes. 0027 Pay now or pay later. Newswk (Nov 10) 67. Plans for more than 50 nuclear generating units cancelled due to pressure groups, costs and conservatism. 0028 Poe, Randall. }~sters of the advertorlal. ATB (Sep) 15. }bbil's advocacy campaign still makes waves. 0029 Sethl, S. P. Corporate political activism. PRJ (~:ov) 14. Strategy suggestions for corporate participation in pol~tlcs. Article focuses on indirect lobbying and advocacy advertising. 0030 Smith, Lee. Dome on top of the world. Fort (Aug ii) 114. Oil explorers search the frigid North and encounter many problems, including Eskimo d Issenslon. 0031 8werdlow, Joel. ~bbil. WJR (Jan) 13. The continuing fight by }bbil to get networks to accept issue advertising. 0032 Vogel, David. A funny thing happened on the do~-wlth-blg-buslness movement. ATB (Dec) 45. Documents a prediction that the failure of left-llberal groups to deal with the A~erlean economy will increase the political power of big business. BOOKS 0033 Case for a Corporate Democracy Act of 1980. Washington, D.C.: Public C1tlzens Congress Watch, Council on Economic Priorltles, Building Construction Trade Council, AFL-CIO. An overview from the perspective of the organization of 'Big Business Day.' 0034 Thompson, Taby. The '60s Report. New York: Atheneum, 278 pp. A collection of biographies about individuals who experienced that turbulent decade. DOCTORAL DISSERTATION 0035 Durranee, J. C. Citizens groups and the transfer of publlc policy information in a co~-munity. (Michigan) Conditions which preclpi~ate citizen group action, types of activities and characteristics of ~he of the group members. ~h~STER'S ~IESES 0036 Harris, Frank III. The press, race and society: American daily newspaper editorials on the Jonesto~m, Guyana tragedy. (Texas) 0037 Johnson, A. H. III. The Chapel Hill Journal: a blueprint for Journalistic activism. (North Carolina) Study of a Black-oriented weekly in the South. 0038 Miehaelt, J. E. The metro press and action for children's television (ACT): how five daily newspapers reported on ACT from 1972 to 1978. (California-Northrldge)
ADVERTISING ~ C A Z I N E ARTICLES 0039 Admen's view for 1980: optimism and caution. E&P (Jan 26) 19. Sum~.ary of forecasts made in the closing months of '79. 0040 Advertising delivers the message. Ind Distr (Aug) 38. Walter B. Gallagher Co. expects to double its business due to aggressive advertising, direct mail, promotion and corporate image program. 0041 Advertising Jlngle-Jangles through the slump. Econ (Sep 20) 85. Despite the recession, advertising spending will top $I08 billion, up 11.5% over 1979.
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Advertising 0042 Advertising must adapt. BRDST (Pmy 5) 60. Media Day conference of 4As stresses that media will adapt to changes in llfe-styles and new technologies. 00~3 Air Time's in trouble. BRDST ( ~ r 31) 30. A leading media buying company asks stations to continue business as usual despite severe cashflow problem. 0044 Anderson, R. E. & M. A. Jolson. Technical wording in advertising: implications for market segmentation. J DGct (Win) 57. Results of an experiment show that it may profit advertisers to use a certain degree of technical language in their ads. 0045 Bacot, Eugene & Richard Gordon. Children shrewd critics of ads: b~ study. Ad Age (Nov 24) 28. Personal interviews with 300 children 8-14 years. 0046 Barry, T. E. A framework for ascertaining deception in children's advertising. J Ad (i:ii) Criteria explained for Judging deceptive or unfair advertising, especially when directed toward children. 0047 Baxter, R. L. The Gannett Ad: public's perception of institutional advertising more important than the message. PRQ (Win) 8. Gannett advertisement tooting its o~m horn in co=~zunlty improvement is poor c o = u n i t y relations. 0048 Benson, Richard. h%at I've learned during 33 years in dlreet mail. Folio (Fmr) 33. To succeed, you must be creative and test. 0049 Blood, Jack. Energy labeling seen giving Fmy sales an added boost. Merch ( ~ y ) 17. }~ndatory posting of energy usage data on some major appliances adds to advertising potential. 0050 Boutwell, W. B. Public service utilization by Texas radio stations. JQ (Win) 674. High competition for public service messages. 0051 Calder, B. J. & B. Sternthal. Television c o ~ e r c i a l wearout: an information processing view. J ~ t Res (May) 173. Good introductory information on the existence and causes of wearout is supported by study. 0052 Cannon, H. M. & G. R. Merz. A new role for psychographlcs in media selection. J Ad (2:33). }~st media selection p r o b l ~ s involve some kind of matching between media audience and target market m~mbershlp. 0053 Clay, Robert. Client relations ad industry. AD-E (Dec 15) 46. Problems advertising and public relations agencies face In trying to overcome client and company poor quality products, services, and indifferent attitudes. 0054 Cohen, S. E. Advertising in China. Ad Age (Sep 8) 43. Outdoor boards are ushering in a philosophy the Chinese once abhorred--consumerlsm. 0055 _ _ & others. Reflections on the role changes of Four A's. Ad Age (Feb 4) 51. Interview wlth executive in charge of Washington operation of the American Association of Advertising Agencies. 0056 Comparative ads source of complaints. E&P (Jan 19) 29. The proportion of complaints from competitors about comparative advertising claims is increasing. 0057 Corporate advertising: images and issues. PRJ (Nov). Issue is devoted to the topic. 0058 Corporate advertising: too many objectives equal mush. Duns R (Jan) 127. Rules to follow to deal with these problems. 0059 Dardenne, Peg. Cost of corporate advertising. PRJ (Nov) 18. Results of survey. 0060 Doff, A. & others. Television literacy for young children. J Comm (Sum) 71. Children must be taught to view television critically. 0061 Dougherty, P.H. ABC sells its young audience. D~T (May 7) IV:I2. Importance of creating eo~-mercials to reach 18-to-25 age group. 0062 . Brand character draws special interest, hXT (Jun 20) IV: 15. Brand characters give a sense of 'who' brands are. 0063 . Foreign ad sales in the US. h~/T (Apt 9) IV:II. Increase in number of advertising sales offices noted in US by foreign publications.
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Advertising 0064 . General Foods executive defends copy testing. N~T ( ~ r 20) IV:f7. ---------~mrketing director co~-r~.ents on methods of advertising copy testIng. 0065 . Grasp of TV content analyzed. N~T ( ~ y 19) IV:7. Certain amount of audience misconception of TV advertising should be expected. 0066 . Joining the video revolution. N~T (Mar 5) IV:f3. Advertisimg will become integral part of cable and satellite transmissions, video tapes and disks. 0067 . Poney's sneaker strategy. NYT (Nov 21) IV:IS. Increasing number of celebrltles are doing TV co~erclals. 0068 Doyle, P. & M. CorstJens. Why clients switch agencies. Chl Trlb (Oct 28) 4:8. Chart shows cause of cllent dissatisfaction and rates them by frequency of mention. 0069 Earl, R. L. & W. M. Pride. The effects of advertisement structure, message sldedness and performance test results on print advertisement informativeness. J Ad (3:36). Tests a=ount of information in advertlsing. 0070 Enis, B. PL & others. Television advertising and children: regulatory vs. competitive perspectives. J Ad (1:19). Proposes that the power of advertising be harnessed to address influence of advertising on children's consumption bePmvior. 0071 Ernst, S. B. Analysis of Cleo-wlnnlng ads. JQ (Sum) 321. An analysis of production techniquesused to produce award-winnlng ads. 0072 Farris, P. ~. & M. S. Arblan. The impact of advertising on the price of consumer products. J ~ t (Sum) 17. Examines the question 'Does advertising increase prices?' in a thorough study of the subject. 0073 For better or for worse the copy chasers flnd these ads 'different.' Ind Mkt (Jan) 80. Review and critique of numerous ads, their copy and headlines and suggested improvements. 0074 Fowler, E. M. Direct mail: a growing job area. N~T (Jan 16) IV:I7. Direct mail advertising accounts for $80 billion worth of sales a year. 0075 Frankfurt, S. O. Middle age: a forgotten market. Ad Age (Jan 21) 49. Focusing attention, awareness and challenge on creating ads for the often forgotten adult market between 45-64. 0076 Fraser, N. L. Room for improvement. Sales & }~t Mgt (Jul 7) 70. Everything fro~ newspaper ads to radio copy leave much to be desired. 0077 Get ready for cable. BRDST (Mar 31) 58. Advertisers are told to prepare for future viewer loss due to cable's impact. 0078 Glassman, Myron & W. J. Pieper. Processing advertising information: deception, salience, and inferential belief formation. J Ad (1:3). Four recent FTC cases on deceptive advertising used to examine concepts. 0079 Gloede, Bill. Ayer finds few benefits in newsplan. E&P (Jan 19) 22. Effort to Increase newspaper advertising believed to be a failure. 0 0 8 0 Newsday proves total market coverage works. E&P (Jan 12) 14. A case study of a successful total-market-coverage selling campaign. 0081 Cordon, J. R. M. & P. R. Richardson. Productivity alone is not enough. Can Bus R (Spr) I0. Innovation, capacity management, and flexibility also. 0082 Grant, H. & E. Vick. r~slc can be the right note to add to advertising. Brdst (Far 24) 16. Experts explain when and how to develop a good musical campaign. 0083 Great copywriters are also great salespersons. Brdst (Sep 22) 12. Executive explains what makes a good copywriter. 0084 Greene, C. S. Needed: consumer support of desirable advertising. Sales & }~t )~t (Oct 6) 94. The quality of advertising is ultimately up t o US. 0085 Healthy TV growth tracked for newcomers to advertising. Brdst ( ~ r 24) 58. Professional personal-servlce firms are increasing television advertising budgets. 0086 Herman, Robin. False advertising. NYT (}~y 18) 50. New York State Senate approves measures to allow individuals to sue for false advertlslng.
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Advertising 0087 Howard, Niles. Advertising vs. recession. Duns R (Apr) 1269 Deals with the question of cutting back on advertising during a recession. 0088 ~ d l s o n Ave. rediscovers creativity. Duns R ( ~ y ) 82. Shows how the big ad agencies are moving away from the scientific approach and stressing innovation again. 9 0089 Jeanlng of America, The. Newswk (Oct 6) 83. Designer Jean commercials domlnate TV ads, but saturation of the market and public protest may put an end to it. 0090 Jenkins, T. H. Needed: a public critic of advertising. Sales & P/
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Advertising 0111 Morgan, llugh. Special section craze swecping the country. E&P ( ~ r 29) 31. Special sections can generate increased circulation and advertising revenue. 0112 ~brrlson, A. M. The boss as pitchman. Fort (Aug 25) 66. CEOs appear In their o ~ commercials to make the corporatlonts posture and product more credible. 0113 Murray, V. & J. Gandz. Games executives play: politics at work. Bus }! (Dec) II. Studies the polltlcs in the workplace and suggests what to do about it. 0114 Nagel, Madellne. Media diversity challenges today's ad agencies. Ad Age (Aug 18) 38. The media planning and research functions should be integrated to deal with the new media. 0115 New products research LAA expert witness. AD-E (Dee 8) 50. League of Advertising Agencies forms an 'expert witness co~s to answer questions about advertising, promotion and eo,.-=.unlcatinns. 0116 Norris. V. P. Advertising history according to the textbook. J Ad (3:3). A study of 17 introductory texts reveals an inaccurate and nnive aCCOUNt. Ol17 Panasonlc complains Amanats ads on microwave ovens are 'mlsleadlng. I Morch (Jan) 128. A formal complaint filed. Ol18 Pohlner, Carl, Jr. Frolicking. hXT (Aug 23) 23. Effect of advertising on behavior. 0119 Porno movie ad refusal upheld. E&P (Feb 16) 15. Suit against Th___e Los Angeles Times for refusing to print an ad decided in newspaper's favor. 0120 Radio code board adopts guidelines; releases study showing stations air 18 minutes or less of co-----aerelals. Brdst (May 5) 58. 0121 Roberts, D. F. & others. Developing discriminating consumers. J Comm (Sum) 94. Children learn how television advertising %Drks. 0122 Rosslter, J. R. & Larry Percy. Attitude change through visual imagery in advertising. J Ad (2:10) A new theory of the way in which advertising can influence consumers' attitudes toward products. O123 Rotzoll, K. B. Gossage revisited: reflections of advertlsing's legendary iconoclast. J Ad (4:6). A look at the philosophies of an unorthodox advertising man. O124 Sehmellng, D. G. & C. E. Wotrlng. }hklng antl-drug-abuse advertising work. J Ad Res (Jun) 33. Evaluates the factors leading to success or failure in publlc-servlce advertising campaigns. 0125 Silverman, William. Rising media costs prompt larger direct mail outlays. Mereh (Nov) 36. Direct mall advertising is becoming a more important tool for retailers faced with rising advertising costs in other media. 0126 Singer, D. G. & others. Helping elementary school children learn about TV. J Comm (Sum) 84. Parents remain a strong influence on the child's behavior. 0127 Stone, Bob. Long narrative copy: a marketer's view. Ad Age (Aug 25) 48. Narrative copy or the narrative ad Is effective. 0128 Smith, R. E. & T. S. Meyer. Attorney advertising: a consumer perspective. J P~
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Advertising 0134 Williams, D. A. The battle of the TV ads. Newswk (Oct 27) 45. Approximately $37 million spent by the big three In '80. 0135 WRG looks I0 years down the road. Brdst (,Mar 31) 58. T%~ studies show TV networks will be mass advertising medium, with cable being used for targeting specialized audiences. 0136 Zanot, E. J. A review of eight years of NARB casework: guidelines and parameters of deceptive advertising. J Ad (4:20) Decisions and guidelines of the National Advertising Review Board. BOOKS 0137 Albion, H. S. & P. W. Farris. Advertlsing controversy: evidence on the economic effects of advertising. Boston, ~ : Auburn Hse, 224 pp. 0138 Bellavance, Diane. Advertising and public relations for a small business. Boston, ~ : DBA books, 80 pp. 0139 Burton, P. W. & William Ryan. Advertising fundamentals, 3rd ed. Columbus, O: Grld. An overview of advertising intended to be used as a text. 0140 Falson, E. W. Advertising: a behavorlal approach for managers. New York: Wiley. 0141 Gibson, Christopher & H. W. Bet -k~nn. Advertising: concepts and strategies. New York: Random Hse, 581 pp. Contains standard text material. 0142 Gold-~n, Judith. The windows of Tiffany's: the art of Gene Moore. New York: Abrams, 224 pp. Display art and advertising in a collection of famous window displays. 0143 Jugenhelmer, D. W. & P. B. Turk. Advertising media. Columbus, O: Grid. 0144 Key, W. B. The clam-plate orgy: and other sublimlnals the media use to mnnipulate your behavior. Englewood Cliffs, NJ: P-H, 209 pp. How advertising uses subliminal techniques to achieve buying and consumptlon. 0145 ~andell, H. I. Advertising, 2nd ed. Englewood Cliffs, NJ: P-H. 0146 Oxenfeldt, A. R. Cost-beneflt analysis for executive decision making. New York: Axacom. Discusses concepts which demonstrate the unreliability of cormon sense approach. 0147 Parker, R. B. YJture advertising: a handbook of effectiveness In print. Reading, Pl: Addlson-Wesley, 182 pp. Sets a doctrine of value for those who prepare or pay for print ads. 0148 Percy, Larry & J. R. Rossiter. Advertising strategy: a com=unloatlon theory approach. New York: Praeger, 314 pp. 0149 P~tzoll, K. B., ed. Advertising and the public: Sandage symposium II. Urbana, IL: Dept. of Advertising, University of Illinois, 109 pp. Views of speakers from the profession, academia, and government. 0150 Vaughn, Richard. flow does advertising work? New York: Foote, Cone & Beldlng. A full-length answer from an agency. O151 ~%ite, Roderlck. Advertising: what it is and how to do It. New York: }~Graw Hill, 230 pp. A range of basic information on advertising practice and theory.
ADVERTISING RESEARCll MACAZINE ARTICLES
0152 Ad Age survey shows newspaper losing to TV as top ad medium. E&P (Jan 26) 13. Television advertising will outpace newspaper advertising by the mid to late 1980s. 0153 Arc we closing in on the truth? }~t & Hedla Dec (}~r) 59. Detailed discussion of magazine audience research. 0154 Axelrod, J. N. Advertising wearout. J Ad Res (Oct) 13. Reviews studies and proposes research strategy.
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ADVERTISING ~ C A Z I N E ARTICLES 0039 Admen's view for 1980: optimism and caution. E&P (Jan 26) 19. Sum~.ary of forecasts made in the closing months of '79. 0040 Advertising delivers the message. Ind Distr (Aug) 38. Walter B. Gallagher Co. expects to double its business due to aggressive advertising, direct mail, promotion and corporate image program. 0041 Advertising Jlngle-Jangles through the slump. Econ (Sep 20) 85. Despite the recession, advertising spending will top $I08 billion, up 11.5% over 1979.
2
Advertising 0042 Advertising must adapt. BRDST (Pmy 5) 60. Media Day conference of 4As stresses that media will adapt to changes in llfe-styles and new technologies. 00~3 Air Time's in trouble. BRDST ( ~ r 31) 30. A leading media buying company asks stations to continue business as usual despite severe cashflow problem. 0044 Anderson, R. E. & M. A. Jolson. Technical wording in advertising: implications for market segmentation. J DGct (Win) 57. Results of an experiment show that it may profit advertisers to use a certain degree of technical language in their ads. 0045 Bacot, Eugene & Richard Gordon. Children shrewd critics of ads: b~ study. Ad Age (Nov 24) 28. Personal interviews with 300 children 8-14 years. 0046 Barry, T. E. A framework for ascertaining deception in children's advertising. J Ad (i:ii) Criteria explained for Judging deceptive or unfair advertising, especially when directed toward children. 0047 Baxter, R. L. The Gannett Ad: public's perception of institutional advertising more important than the message. PRQ (Win) 8. Gannett advertisement tooting its o~m horn in co=~zunlty improvement is poor c o = u n i t y relations. 0048 Benson, Richard. h%at I've learned during 33 years in dlreet mail. Folio (Fmr) 33. To succeed, you must be creative and test. 0049 Blood, Jack. Energy labeling seen giving Fmy sales an added boost. Merch ( ~ y ) 17. }~ndatory posting of energy usage data on some major appliances adds to advertising potential. 0050 Boutwell, W. B. Public service utilization by Texas radio stations. JQ (Win) 674. High competition for public service messages. 0051 Calder, B. J. & B. Sternthal. Television c o ~ e r c i a l wearout: an information processing view. J ~ t Res (May) 173. Good introductory information on the existence and causes of wearout is supported by study. 0052 Cannon, H. M. & G. R. Merz. A new role for psychographlcs in media selection. J Ad (2:33). }~st media selection p r o b l ~ s involve some kind of matching between media audience and target market m~mbershlp. 0053 Clay, Robert. Client relations ad industry. AD-E (Dec 15) 46. Problems advertising and public relations agencies face In trying to overcome client and company poor quality products, services, and indifferent attitudes. 0054 Cohen, S. E. Advertising in China. Ad Age (Sep 8) 43. Outdoor boards are ushering in a philosophy the Chinese once abhorred--consumerlsm. 0055 _ _ & others. Reflections on the role changes of Four A's. Ad Age (Feb 4) 51. Interview wlth executive in charge of Washington operation of the American Association of Advertising Agencies. 0056 Comparative ads source of complaints. E&P (Jan 19) 29. The proportion of complaints from competitors about comparative advertising claims is increasing. 0057 Corporate advertising: images and issues. PRJ (Nov). Issue is devoted to the topic. 0058 Corporate advertising: too many objectives equal mush. Duns R (Jan) 127. Rules to follow to deal with these problems. 0059 Dardenne, Peg. Cost of corporate advertising. PRJ (Nov) 18. Results of survey. 0060 Doff, A. & others. Television literacy for young children. J Comm (Sum) 71. Children must be taught to view television critically. 0061 Dougherty, P.H. ABC sells its young audience. D~T (May 7) IV:I2. Importance of creating eo~-mercials to reach 18-to-25 age group. 0062 . Brand character draws special interest, hXT (Jun 20) IV: 15. Brand characters give a sense of 'who' brands are. 0063 . Foreign ad sales in the US. h~/T (Apt 9) IV:II. Increase in number of advertising sales offices noted in US by foreign publications.
3
Advertising 0064 . General Foods executive defends copy testing. N~T ( ~ r 20) IV:f7. ---------~mrketing director co~-r~.ents on methods of advertising copy testIng. 0065 . Grasp of TV content analyzed. N~T ( ~ y 19) IV:7. Certain amount of audience misconception of TV advertising should be expected. 0066 . Joining the video revolution. N~T (Mar 5) IV:f3. Advertisimg will become integral part of cable and satellite transmissions, video tapes and disks. 0067 . Poney's sneaker strategy. NYT (Nov 21) IV:IS. Increasing number of celebrltles are doing TV co~erclals. 0068 Doyle, P. & M. CorstJens. Why clients switch agencies. Chl Trlb (Oct 28) 4:8. Chart shows cause of cllent dissatisfaction and rates them by frequency of mention. 0069 Earl, R. L. & W. M. Pride. The effects of advertisement structure, message sldedness and performance test results on print advertisement informativeness. J Ad (3:36). Tests a=ount of information in advertlsing. 0070 Enis, B. PL & others. Television advertising and children: regulatory vs. competitive perspectives. J Ad (1:19). Proposes that the power of advertising be harnessed to address influence of advertising on children's consumption bePmvior. 0071 Ernst, S. B. Analysis of Cleo-wlnnlng ads. JQ (Sum) 321. An analysis of production techniquesused to produce award-winnlng ads. 0072 Farris, P. ~. & M. S. Arblan. The impact of advertising on the price of consumer products. J ~ t (Sum) 17. Examines the question 'Does advertising increase prices?' in a thorough study of the subject. 0073 For better or for worse the copy chasers flnd these ads 'different.' Ind Mkt (Jan) 80. Review and critique of numerous ads, their copy and headlines and suggested improvements. 0074 Fowler, E. M. Direct mail: a growing job area. N~T (Jan 16) IV:I7. Direct mail advertising accounts for $80 billion worth of sales a year. 0075 Frankfurt, S. O. Middle age: a forgotten market. Ad Age (Jan 21) 49. Focusing attention, awareness and challenge on creating ads for the often forgotten adult market between 45-64. 0076 Fraser, N. L. Room for improvement. Sales & }~t Mgt (Jul 7) 70. Everything fro~ newspaper ads to radio copy leave much to be desired. 0077 Get ready for cable. BRDST (Mar 31) 58. Advertisers are told to prepare for future viewer loss due to cable's impact. 0078 Glassman, Myron & W. J. Pieper. Processing advertising information: deception, salience, and inferential belief formation. J Ad (1:3). Four recent FTC cases on deceptive advertising used to examine concepts. 0079 Gloede, Bill. Ayer finds few benefits in newsplan. E&P (Jan 19) 22. Effort to Increase newspaper advertising believed to be a failure. 0 0 8 0 Newsday proves total market coverage works. E&P (Jan 12) 14. A case study of a successful total-market-coverage selling campaign. 0081 Cordon, J. R. M. & P. R. Richardson. Productivity alone is not enough. Can Bus R (Spr) I0. Innovation, capacity management, and flexibility also. 0082 Grant, H. & E. Vick. r~slc can be the right note to add to advertising. Brdst (Far 24) 16. Experts explain when and how to develop a good musical campaign. 0083 Great copywriters are also great salespersons. Brdst (Sep 22) 12. Executive explains what makes a good copywriter. 0084 Greene, C. S. Needed: consumer support of desirable advertising. Sales & }~t )~t (Oct 6) 94. The quality of advertising is ultimately up t o US. 0085 Healthy TV growth tracked for newcomers to advertising. Brdst ( ~ r 24) 58. Professional personal-servlce firms are increasing television advertising budgets. 0086 Herman, Robin. False advertising. NYT (}~y 18) 50. New York State Senate approves measures to allow individuals to sue for false advertlslng.
4
Advertising 0087 Howard, Niles. Advertising vs. recession. Duns R (Apr) 1269 Deals with the question of cutting back on advertising during a recession. 0088 ~ d l s o n Ave. rediscovers creativity. Duns R ( ~ y ) 82. Shows how the big ad agencies are moving away from the scientific approach and stressing innovation again. 9 0089 Jeanlng of America, The. Newswk (Oct 6) 83. Designer Jean commercials domlnate TV ads, but saturation of the market and public protest may put an end to it. 0090 Jenkins, T. H. Needed: a public critic of advertising. Sales & P/
5
Advertising 0111 Morgan, llugh. Special section craze swecping the country. E&P ( ~ r 29) 31. Special sections can generate increased circulation and advertising revenue. 0112 ~brrlson, A. M. The boss as pitchman. Fort (Aug 25) 66. CEOs appear In their o ~ commercials to make the corporatlonts posture and product more credible. 0113 Murray, V. & J. Gandz. Games executives play: politics at work. Bus }! (Dec) II. Studies the polltlcs in the workplace and suggests what to do about it. 0114 Nagel, Madellne. Media diversity challenges today's ad agencies. Ad Age (Aug 18) 38. The media planning and research functions should be integrated to deal with the new media. 0115 New products research LAA expert witness. AD-E (Dee 8) 50. League of Advertising Agencies forms an 'expert witness co~s to answer questions about advertising, promotion and eo,.-=.unlcatinns. 0116 Norris. V. P. Advertising history according to the textbook. J Ad (3:3). A study of 17 introductory texts reveals an inaccurate and nnive aCCOUNt. Ol17 Panasonlc complains Amanats ads on microwave ovens are 'mlsleadlng. I Morch (Jan) 128. A formal complaint filed. Ol18 Pohlner, Carl, Jr. Frolicking. hXT (Aug 23) 23. Effect of advertising on behavior. 0119 Porno movie ad refusal upheld. E&P (Feb 16) 15. Suit against Th___e Los Angeles Times for refusing to print an ad decided in newspaper's favor. 0120 Radio code board adopts guidelines; releases study showing stations air 18 minutes or less of co-----aerelals. Brdst (May 5) 58. 0121 Roberts, D. F. & others. Developing discriminating consumers. J Comm (Sum) 94. Children learn how television advertising %Drks. 0122 Rosslter, J. R. & Larry Percy. Attitude change through visual imagery in advertising. J Ad (2:10) A new theory of the way in which advertising can influence consumers' attitudes toward products. O123 Rotzoll, K. B. Gossage revisited: reflections of advertlsing's legendary iconoclast. J Ad (4:6). A look at the philosophies of an unorthodox advertising man. O124 Sehmellng, D. G. & C. E. Wotrlng. }hklng antl-drug-abuse advertising work. J Ad Res (Jun) 33. Evaluates the factors leading to success or failure in publlc-servlce advertising campaigns. 0125 Silverman, William. Rising media costs prompt larger direct mail outlays. Mereh (Nov) 36. Direct mall advertising is becoming a more important tool for retailers faced with rising advertising costs in other media. 0126 Singer, D. G. & others. Helping elementary school children learn about TV. J Comm (Sum) 84. Parents remain a strong influence on the child's behavior. 0127 Stone, Bob. Long narrative copy: a marketer's view. Ad Age (Aug 25) 48. Narrative copy or the narrative ad Is effective. 0128 Smith, R. E. & T. S. Meyer. Attorney advertising: a consumer perspective. J P~
6
Advertising 0134 Williams, D. A. The battle of the TV ads. Newswk (Oct 27) 45. Approximately $37 million spent by the big three In '80. 0135 WRG looks I0 years down the road. Brdst (,Mar 31) 58. T%~ studies show TV networks will be mass advertising medium, with cable being used for targeting specialized audiences. 0136 Zanot, E. J. A review of eight years of NARB casework: guidelines and parameters of deceptive advertising. J Ad (4:20) Decisions and guidelines of the National Advertising Review Board. BOOKS 0137 Albion, H. S. & P. W. Farris. Advertlsing controversy: evidence on the economic effects of advertising. Boston, ~ : Auburn Hse, 224 pp. 0138 Bellavance, Diane. Advertising and public relations for a small business. Boston, ~ : DBA books, 80 pp. 0139 Burton, P. W. & William Ryan. Advertising fundamentals, 3rd ed. Columbus, O: Grld. An overview of advertising intended to be used as a text. 0140 Falson, E. W. Advertising: a behavorlal approach for managers. New York: Wiley. 0141 Gibson, Christopher & H. W. Bet -k~nn. Advertising: concepts and strategies. New York: Random Hse, 581 pp. Contains standard text material. 0142 Gold-~n, Judith. The windows of Tiffany's: the art of Gene Moore. New York: Abrams, 224 pp. Display art and advertising in a collection of famous window displays. 0143 Jugenhelmer, D. W. & P. B. Turk. Advertising media. Columbus, O: Grid. 0144 Key, W. B. The clam-plate orgy: and other sublimlnals the media use to mnnipulate your behavior. Englewood Cliffs, NJ: P-H, 209 pp. How advertising uses subliminal techniques to achieve buying and consumptlon. 0145 ~andell, H. I. Advertising, 2nd ed. Englewood Cliffs, NJ: P-H. 0146 Oxenfeldt, A. R. Cost-beneflt analysis for executive decision making. New York: Axacom. Discusses concepts which demonstrate the unreliability of cormon sense approach. 0147 Parker, R. B. YJture advertising: a handbook of effectiveness In print. Reading, Pl: Addlson-Wesley, 182 pp. Sets a doctrine of value for those who prepare or pay for print ads. 0148 Percy, Larry & J. R. Rossiter. Advertising strategy: a com=unloatlon theory approach. New York: Praeger, 314 pp. 0149 P~tzoll, K. B., ed. Advertising and the public: Sandage symposium II. Urbana, IL: Dept. of Advertising, University of Illinois, 109 pp. Views of speakers from the profession, academia, and government. 0150 Vaughn, Richard. flow does advertising work? New York: Foote, Cone & Beldlng. A full-length answer from an agency. O151 ~%ite, Roderlck. Advertising: what it is and how to do It. New York: }~Graw Hill, 230 pp. A range of basic information on advertising practice and theory.
ADVERTISING RESEARCll MACAZINE ARTICLES
0152 Ad Age survey shows newspaper losing to TV as top ad medium. E&P (Jan 26) 13. Television advertising will outpace newspaper advertising by the mid to late 1980s. 0153 Arc we closing in on the truth? }~t & Hedla Dec (}~r) 59. Detailed discussion of magazine audience research. 0154 Axelrod, J. N. Advertising wearout. J Ad Res (Oct) 13. Reviews studies and proposes research strategy.
7