- Email: [email protected]
Advertising
Activism ,%CTIVISM 0001 Bourne vs. Stroup, part II, one's KO'd, the other's reeling; NOP~? New Times (Ag 21) 14+. Tells of the battle between Stroup and Bourne over the paraquat issue. 0002 Brewer, A. Stroup sees White House smoke signal and says he'll resign; director of N O P ~ . New Times (Oct 30) i0. Tells why Stroup chose to resign from NORML. 0003 Burstein, P. and W. Freudenburg. Changing public policy: the impact of public opinion anti-war demonstrations, and war costs on Senate voting on Vietnam War motions. Am J Soci, 84, 1:99. 0004 Business climate battle moves to a new arena. Ind Dev (Je) 8. A new group of business leaders are taking legal issue with "public interest" groups on the issues of energy, environment, economics and regulation. 0005 Chaplin, Gordon. Lobbying the underdog. Wash Post Mag (My 28). Explains how lobbying efforts for "underdog" causes can identify influential supporters. 0006 Effect: the growth of the special interests; political action committees. Wash M (Oct) 32. Investigations into the growth, status and effects on business of special interest groups and political action committees. 0007 Johnson's NCCB: Nader takeover may be in offing. Brdst (Sept 4) 30. A Ralph Nader takeover of the National Citizens Committee for Broadcasting may be in the offing. 0008 Jones~ B. L. Issue management by objective: the new frontier for business. Enterprise (Nat Assn Mfrs) (Je) 19. Recommended methods of business response to issues raised by public groups critical of business policies. 0009 Klapper, Z. A boycott list to not buy by. Bus & Soe R (F) 33. Provides examples and offers explanations of some of thebiggest nationwide boycotts now in effect. 0010 Marsh, D. Singing for the world's supper; H. Chapin's antihunger campaign. Roll Stone (Apr 6) 32. Tells of efforts of Chapln to end hunger in the world. 0011 }~yer, C. E. Rude awakening for activists in government. US (Mar 6) 52. Governmental activists in high public posts are having difficult time winning points for their cause. 0012 McGill, W. J. Simple justice and existential victims. VS (Dee i) 102. Advocacy groups and their inclusion into framewor~ of society. 0 0 1 3 Silverman, F. Censorship. VS (Ja i) 175. Pressure groups' and boycotts' impact on the television industry. ADVERTISING
0014 Abourezk unit looks into regulation of image advertising. Brdst (Apr 24) 49. The Abourezk subcommittee subpoenas documents from major oil companies and their agencies in an attempt, it says, to determine the effectiveness of regulations of such commercials. 0015 Advertising management: cases and concepts. Columbus, OH: Grid.
I
Advertising Cases in advertising which offer an analysis of problem areas that confront the advertising manager. 0016 American Association of Advertising Agencies. The advertising agency business around "the world: reports from advertising agency associations and agency leaders in 51 countries, 7th ed. New York: AAAA, 244 pp. 0017 Barnouw, Erik. The sponsor: notes on a modern potentate. New York: Oxford University Press, 220 pp. A history and analysis of both radio and television sponsorship and other forms of broadcast advertising support. 0018 Benn, A. The 27 most common mistakes in advertising. New York: Am Mgt Assn. Lessons on how to measure ad results, cost saving techniques, and ways to add to profits. 0019 Bogart L. Is all this advertising necessary. J Adv Rsch (Oct) 17. The article examines the role of advertising in today's society. 0020 Brouillard, J. Larger picture in corporate advertising. Brdst (Oct 2) 25. When it comes to growth in advocacy advertising, you haven't seen anything yet, says author. 0021 Can advertising help energy crisis? Ad Age (Feb 20) 2. How to reconcile the need to promote consumer energy conservation with the implicit energy-relevance of a vast array of commercial marketing. 0022 CBS radio tunes to Sears show, news specials. Ad Age (Oct 2) 6. A look into the making of the "Sears Radio Theatre" series. 0023 Christian, R. 1978: year of changes for the marketing communicator. Ind ~ t (Je) 50. An examination of the changing advertising buying and selling environment. 0024 Coates, C. P&G sicks 3 PR agencies on daytime soaps. Ad Age (Oct 2) 98. Agencies unleashed a publicity blitz for P&G daytime soap operas. 0025 Crosier, K. The advertising dimensions of "social marketing." Adv (London) (Aut) 33. Advertising transferred to a new setting in which a cause or idea becomes the product. 0026 Dockins, W. Loctile uses new 'numbers game' to assist in media selection. Ind Mkt (Je) 70. Scientific approach reveals reading habits of company's customers. 0027 Durie, E. Is government persuasion in advertising acceptable? Ad Age (Mar 13) 196. As governments advertise more, agencies will have to think seriously about such questions as advertising by the government or government by advertising. 0028 Dyeus, R. D. The effect of proposal appearance on the technical evaluation scoring of government proposals. J Tech Writing & Comm (Apr) 285. Study tests whether the appearance of two reports have an effect on theperception of these reports. 0029 Energy action eyeing attack on Chevron spot. Ad Age (My i) 90. A Chevron TV spot was studied by an anti-big oil group as the target for its next attack on oil company institutional ads. 0030 Ewen, S. Women's place in the advertising culture. Bus & Soc R (F) 61. The article examines the role of women in advertising and the effect this has had on our culture. 0031 Firms that use corporate ads rate better. Ind ~ t (My) 7.
2
Advertising According to Yankelovieh, Skelly and White study, those who use corporate ads have significantly better images khan those who do hot. 0032 Fischer, C. S. Urban-to-rural diffusion of opinion in contemporary America. Am J Soei (Ja) 151. Model for why and how urban-rural cultural differences are continually generated. 0033 Fletcher, W. The overt persuaders go on the offensive. New Statesmen (Ag 4) 140. A look at the background and impact of London's election advertising. 0034 Francis, J. H. In defense of utility advertising. E&P (My 27) 17. A case in favor of advertising by public utilities. 0035 Friedman, H. H. and W. S. Dripple. The effect of masculine and feminine brand names on the perceived taste of a cigarette. Dee Sci, 9, 3:467. Implications for marketers are discussed. 0036 Gillman, W. The human hoardings. Vision (Paris) (Je) 61. Importance of commercial sponsorship in sports. 0037 Glover, D. R. and K. L. Hetland. The effects of circulation and advertising rates on newspaper lineage: a pilot study. J Adv (Ja) 52. 0038 Gordon, R. L. Corporate ads get high court boost. Ad Age (My i) I. A strongly divided Supreme Court has dropped paid corporate ads on political issues from the cloak of the First Amendment. 0039 Gordon, R. L. Senate panel subpoenas oil companies' image ad data. Ad Age (Apr) i. Shows how oil companies' corporate advertising is being scrutinized by the government. 0040 Greif, E. Coordinating business advertising with industrial shows. Inc Mkt (Nov) 40. More businesses are coordinating their advertising with participation in industrial expositions. 0041 Harper, J. M. Modeling newspaper advertising. J Adv (Ja) ii. Demonstrates how financial models are built for measuring a news ~ paper's financial basis. 0042 Hart, N. A. Industrial advertising and the technical press. Adv Q (Win '77-'78) 16. From the author's forthcoming book, "Industrial advertising and publicity." 0043 Hopkinson, P. A. Politics and economics: keys to ad growth in Europe. Ind Mkt (Jl) 66. Trends in advertising in major European markets. 0044 How good are advocacy ads? Dun's R (Je) 76. Poll measures the effectiveness of corporate public-issue ads, particularly the Mobil campaign. 0045 Johnson, C, Rohm and Haas revamps direct mail approach. Ind Mkt (Sept) 56. Takes a look at a successful direct mail campaign. 0046 Johnson, L. Jacksonville vs. the big apple. Fla Trend (Oct) 76. The Jacksonville chamber's aggressive industrial recruiting ads bring down the fury of New York. 0047 Kanner, B. Public skepticism fuels growth of corporate ads. Ad Age (Feb) 42. Explores reasons for escalation of corporate advertising. 0048 Kanner, B. Trahay's pro-ERA ads aim at Illinois passage. Ad Age (Apr) 38. Tells how an image-maker hopes to devise an ad to help the passage of ERA in Illinois.
3
Advertising 0049 Kent, F. H. Legal and business problems of the advertising industry. 1978. New York: Practising Law Institute, 423 pp. Patents, copyrights, trademarks and literary property handbook. 0050 ~ k i n , V. W. Admen, management needs you in the decision-making process. Ind Mkt (Mar) 66. A marketing communicator is the "nerve center" of his company. 0051 Manville, R. Industrial companies must advertise; consumer companies should. Ind ~ t (Oct) 46. Explains why industrial advertising is vital to the selling of industrial products. 0052 McNutt, G. C. Business/Industrial marketing and communications: key to more productive selling. Chicago: Crain Books. 180 pp. Discusses the special requirements of industrial marketing as well as the mechnaics for achieving a more effective program. 005S Most industrial ads are boring and ponderous, O'Connor says. Ind Mkt ( ~ ) i. President of Campbell-Ewald says most industrial ads are "heavy, ponderous, and boring." 0054 O'Donnell, W. J. Product promotion cycle planning stretches marketing dollars. Ind ~ t (Mar) 69. Combined promotion activities increase chances of acceptance. 0055 O'Donnell, W. J. and K. J. Update sex role messages on TV commercials: what does 'she' mean? J Comm (Ja) 156. Authors coded commercials of 3 major TV networks to identify sex of voice-over, visible product representative. Found male voice/representation dominance. 0056 Pearce, E. Ad madness: political advertising. Spectator (Sept) 15. Author looks at political advertising campaigns in London. 0057 Peebles, D. M. & J. K. Ryans. Advertising as a positive force. J Adv, 7, 2:48. Explores the reasons why there may he declining public support and a deteriorating public image of advertising. 0058 Peebles, D. M. Coordinating international advertising. J Mkt (Ja) 28. A step-by-step program to help management analyze the advantages and disadvantages of standardized advertising. 0059 Pulver, R. Advertising servlces--make or buy? Ind ~ t (Jl) 72. Examination of the in-house organization versus the outside agency. 0060 Roth, R. Selecting the right overseas advertising agency. Ind Mkt (Jl) 44. Choosing an overseas agency requires special evaluation factors. 0061 Rothschild, M. L. Political advertising: a neglected policy issue in marketing. J ~ t Rsch (Ja) 58. Examination of advertising in the political election process. 0062 Safer, D. A. & C. E. Zoerner. Interdisciplinary team-taught course closes ad/PR gap. JE (Jl) 56. Common ground upon which to beg%n to build a more positive, cooperative and more cost-effective relationship. 0063 Sawyer, H. G. 'Corporate' advertising is a sloppy term. Ind ~ t (Dec) 65. Author favors the use of the term to "represent that advertising which aims to create understanding of, and admiration for the company." 0064 Sethi, P. S. Advocacy advertising--the American experience. CA ~ t R (F) 55. Argues that advocacy advertising, as practiced, is
4
Advertising of questionable value on ideological, economic and sociological grounds. 0065 Sethi, P. S. & H. Schmertz. Industry fights back: the debate over advocacy advertising. Sat R (Ja 21) 20. Looks at the pros and cons of advocacy advertising. 0066 Shimp, T. & R. Dyer. How the legal profession views legal service advertising. J Mkt (Jl) 74. Knowing why this group of professionals opposes advertising should help marketers understand many salient issues. 0067 Siegel, G. & J. P. Martin. Institutional advertising: how it works for state professional society. Assoc Mgt (Sept) 102. Why and how the Georgia Society of CPAs undertook an institutional ad campaign. 0068 Siegel, G. & J. P. Martin. Need for national institutional advertising. CPA J (Apr) 27. Authors propose that the accountancy profession mount a national institutional ad campaign to correct its public image. 0069 Siegfried, C. Goodall Rubber Co.'s winning ad campaign features consumer approach. Ind ~ t (Je) 66. Human interest angle can be a viable industrial advertising approach. 0070 Sissors, J. Z. Another look at the question: does advertising affect values? J Adv (}~r) 26. Author discusses need for agreement on the term "values," how the cumulative effect of long-term advertising changes values, and which values it has changed. 0071 Smith, D. R. & K. H. Rabin. What broadcasters want in public service spots. PRR (Win) 29). The authors surveyed the managers of the five top-ranked radio stations about public service advertising. 0072 Smith, R. C. The magazines' smoking habit. CJR (Jan/Feb) 29. The article charges that most magazines that accept cigarette advertising have failed to report on tobacco's threat to health. 0073 Sobel, Robert. They satisfy: the cigarette in American life. Gardner City, New York: Doubleday. 255 pp. The effects of advertising and public image on the attitudes of Americans toward cigarettes. 0074 Some new ideas in industrial ads--and other matters. Ind Mkt (}~) 56. Panel introduces innovative industrial advertising concepts. 0075 Subheads boost ad information, interest, readability levels. Ind Mkt (Mar) 88. Ads with subheads are winners. 0076 Sunoo, D. and L. Lin. Sales effects of promotion and advertising. J Adv Rsch (Oct) 37. Tells of how advertising and promotion can affect sales. 0077 The 800 number--an overlooked sales and advertising tool. Ind Mkt (Ag) 41. The toll-free number can pack a powerful marketing punch. 0078 Tibball, G. The 'blocking back' role of high technology advertising. Ind }~t (Nov) 48. Explores characteristics of high technology advertising whose principal objective is getting the salesman in the door.
5
Advertising
Research
0079 Trebus, R. Reaching overseas business markets: no stereotypes, please. Ind }~t (Jl) 48. Advertising based on superficial observations won't work. ADVERTISING
RESEARCll
0080 Assmus, G. An empirical investigation into the perception of vehicle source effects. J Adv, 7, 1:4. Article discusses the qualitative or the vehicle source effect of a magazine as the success of an advertising effort. 0081 Bellinger, D. N. Impulse buying varies by product. J Adv Rsch (Dee) 15. On-site survey of 1,600 customers at large department store determines that nearly 40% of purchases are made on impulse. 0082 Dyer, R. F. & P. G. Kuehl. A longitudinal study of corrective advertising. J Mkt Rsch (Ja) 30. Study determines whether exposure to a single deceptive advertisement can reduce residual effects from exposure. 0083 Halbrook, M. B. More on content analysis in consumer research. J Cons Rsch, 4, 3:176. Author discusses lack of systematic effort in advertising and marketing research to explore the underlying psyeholinguistic dimensions of key content variables and their effects. 0084 Kaid, L. L. & K. R. Sanders. Political television commercials-an experimental study of type and length. Comm Rsch, 5, 1:57. This article compares type and length of TV political commercials in several categories. 0085 Lamb, C. W., W. M. Pride & B. A. Pleehter. A taxonomy for comparative advertising research. J Adv (Ja) 43. A conceptual framework for classifying and evaluating different comparison advertising formats. ," 0086 Leckenby, J. D. An empirical approach to the multiple criteria problem in copytesting research. J Adv (Ja) 19. This study illustrates the measurement of persuasion and recall criteria for print advertising. ," 0087 Leigh, James & C. R. Martin. Current issues & research in advertising. Ann Arbor, MI: Division of Research, Graduate School of Business Administration, University of Michigan. 159 pp. Eleven essays on areas of comparative advertising, public policy and measurement technique. 0088 Lessig, V. P. & C. W. Park. Promotional perspectives of reference group influence: advertising implications. J Adv (Feb) 41. The authors suggest various theoretical and practical promotional implications based on empirical tests of reference group influence. 0089 Lynn, J. R. How source affects response to public service advertising. JQ (Win) 716. Study was to determine whether different type affects receiver evaluation and if source type influences simulated responses to psa messages. 0090 Meyer, T. P. How black children see TV commercials. J Adv Rsch (Oct) 51. Effects of various television commercials on black children.
6
0014 Abourezk unit looks into regulation of image advertising. Brdst (Apr 24) 49. The Abourezk subcommittee subpoenas documents from major oil companies and their agencies in an attempt, it says, to determine the effectiveness of regulations of such commercials. 0015 Advertising management: cases and concepts. Columbus, OH: Grid.
I
Advertising Cases in advertising which offer an analysis of problem areas that confront the advertising manager. 0016 American Association of Advertising Agencies. The advertising agency business around "the world: reports from advertising agency associations and agency leaders in 51 countries, 7th ed. New York: AAAA, 244 pp. 0017 Barnouw, Erik. The sponsor: notes on a modern potentate. New York: Oxford University Press, 220 pp. A history and analysis of both radio and television sponsorship and other forms of broadcast advertising support. 0018 Benn, A. The 27 most common mistakes in advertising. New York: Am Mgt Assn. Lessons on how to measure ad results, cost saving techniques, and ways to add to profits. 0019 Bogart L. Is all this advertising necessary. J Adv Rsch (Oct) 17. The article examines the role of advertising in today's society. 0020 Brouillard, J. Larger picture in corporate advertising. Brdst (Oct 2) 25. When it comes to growth in advocacy advertising, you haven't seen anything yet, says author. 0021 Can advertising help energy crisis? Ad Age (Feb 20) 2. How to reconcile the need to promote consumer energy conservation with the implicit energy-relevance of a vast array of commercial marketing. 0022 CBS radio tunes to Sears show, news specials. Ad Age (Oct 2) 6. A look into the making of the "Sears Radio Theatre" series. 0023 Christian, R. 1978: year of changes for the marketing communicator. Ind ~ t (Je) 50. An examination of the changing advertising buying and selling environment. 0024 Coates, C. P&G sicks 3 PR agencies on daytime soaps. Ad Age (Oct 2) 98. Agencies unleashed a publicity blitz for P&G daytime soap operas. 0025 Crosier, K. The advertising dimensions of "social marketing." Adv (London) (Aut) 33. Advertising transferred to a new setting in which a cause or idea becomes the product. 0026 Dockins, W. Loctile uses new 'numbers game' to assist in media selection. Ind Mkt (Je) 70. Scientific approach reveals reading habits of company's customers. 0027 Durie, E. Is government persuasion in advertising acceptable? Ad Age (Mar 13) 196. As governments advertise more, agencies will have to think seriously about such questions as advertising by the government or government by advertising. 0028 Dyeus, R. D. The effect of proposal appearance on the technical evaluation scoring of government proposals. J Tech Writing & Comm (Apr) 285. Study tests whether the appearance of two reports have an effect on theperception of these reports. 0029 Energy action eyeing attack on Chevron spot. Ad Age (My i) 90. A Chevron TV spot was studied by an anti-big oil group as the target for its next attack on oil company institutional ads. 0030 Ewen, S. Women's place in the advertising culture. Bus & Soc R (F) 61. The article examines the role of women in advertising and the effect this has had on our culture. 0031 Firms that use corporate ads rate better. Ind ~ t (My) 7.
2
Advertising According to Yankelovieh, Skelly and White study, those who use corporate ads have significantly better images khan those who do hot. 0032 Fischer, C. S. Urban-to-rural diffusion of opinion in contemporary America. Am J Soei (Ja) 151. Model for why and how urban-rural cultural differences are continually generated. 0033 Fletcher, W. The overt persuaders go on the offensive. New Statesmen (Ag 4) 140. A look at the background and impact of London's election advertising. 0034 Francis, J. H. In defense of utility advertising. E&P (My 27) 17. A case in favor of advertising by public utilities. 0035 Friedman, H. H. and W. S. Dripple. The effect of masculine and feminine brand names on the perceived taste of a cigarette. Dee Sci, 9, 3:467. Implications for marketers are discussed. 0036 Gillman, W. The human hoardings. Vision (Paris) (Je) 61. Importance of commercial sponsorship in sports. 0037 Glover, D. R. and K. L. Hetland. The effects of circulation and advertising rates on newspaper lineage: a pilot study. J Adv (Ja) 52. 0038 Gordon, R. L. Corporate ads get high court boost. Ad Age (My i) I. A strongly divided Supreme Court has dropped paid corporate ads on political issues from the cloak of the First Amendment. 0039 Gordon, R. L. Senate panel subpoenas oil companies' image ad data. Ad Age (Apr) i. Shows how oil companies' corporate advertising is being scrutinized by the government. 0040 Greif, E. Coordinating business advertising with industrial shows. Inc Mkt (Nov) 40. More businesses are coordinating their advertising with participation in industrial expositions. 0041 Harper, J. M. Modeling newspaper advertising. J Adv (Ja) ii. Demonstrates how financial models are built for measuring a news ~ paper's financial basis. 0042 Hart, N. A. Industrial advertising and the technical press. Adv Q (Win '77-'78) 16. From the author's forthcoming book, "Industrial advertising and publicity." 0043 Hopkinson, P. A. Politics and economics: keys to ad growth in Europe. Ind Mkt (Jl) 66. Trends in advertising in major European markets. 0044 How good are advocacy ads? Dun's R (Je) 76. Poll measures the effectiveness of corporate public-issue ads, particularly the Mobil campaign. 0045 Johnson, C, Rohm and Haas revamps direct mail approach. Ind Mkt (Sept) 56. Takes a look at a successful direct mail campaign. 0046 Johnson, L. Jacksonville vs. the big apple. Fla Trend (Oct) 76. The Jacksonville chamber's aggressive industrial recruiting ads bring down the fury of New York. 0047 Kanner, B. Public skepticism fuels growth of corporate ads. Ad Age (Feb) 42. Explores reasons for escalation of corporate advertising. 0048 Kanner, B. Trahay's pro-ERA ads aim at Illinois passage. Ad Age (Apr) 38. Tells how an image-maker hopes to devise an ad to help the passage of ERA in Illinois.
3
Advertising 0049 Kent, F. H. Legal and business problems of the advertising industry. 1978. New York: Practising Law Institute, 423 pp. Patents, copyrights, trademarks and literary property handbook. 0050 ~ k i n , V. W. Admen, management needs you in the decision-making process. Ind Mkt (Mar) 66. A marketing communicator is the "nerve center" of his company. 0051 Manville, R. Industrial companies must advertise; consumer companies should. Ind ~ t (Oct) 46. Explains why industrial advertising is vital to the selling of industrial products. 0052 McNutt, G. C. Business/Industrial marketing and communications: key to more productive selling. Chicago: Crain Books. 180 pp. Discusses the special requirements of industrial marketing as well as the mechnaics for achieving a more effective program. 005S Most industrial ads are boring and ponderous, O'Connor says. Ind Mkt ( ~ ) i. President of Campbell-Ewald says most industrial ads are "heavy, ponderous, and boring." 0054 O'Donnell, W. J. Product promotion cycle planning stretches marketing dollars. Ind ~ t (Mar) 69. Combined promotion activities increase chances of acceptance. 0055 O'Donnell, W. J. and K. J. Update sex role messages on TV commercials: what does 'she' mean? J Comm (Ja) 156. Authors coded commercials of 3 major TV networks to identify sex of voice-over, visible product representative. Found male voice/representation dominance. 0056 Pearce, E. Ad madness: political advertising. Spectator (Sept) 15. Author looks at political advertising campaigns in London. 0057 Peebles, D. M. & J. K. Ryans. Advertising as a positive force. J Adv, 7, 2:48. Explores the reasons why there may he declining public support and a deteriorating public image of advertising. 0058 Peebles, D. M. Coordinating international advertising. J Mkt (Ja) 28. A step-by-step program to help management analyze the advantages and disadvantages of standardized advertising. 0059 Pulver, R. Advertising servlces--make or buy? Ind ~ t (Jl) 72. Examination of the in-house organization versus the outside agency. 0060 Roth, R. Selecting the right overseas advertising agency. Ind Mkt (Jl) 44. Choosing an overseas agency requires special evaluation factors. 0061 Rothschild, M. L. Political advertising: a neglected policy issue in marketing. J ~ t Rsch (Ja) 58. Examination of advertising in the political election process. 0062 Safer, D. A. & C. E. Zoerner. Interdisciplinary team-taught course closes ad/PR gap. JE (Jl) 56. Common ground upon which to beg%n to build a more positive, cooperative and more cost-effective relationship. 0063 Sawyer, H. G. 'Corporate' advertising is a sloppy term. Ind ~ t (Dec) 65. Author favors the use of the term to "represent that advertising which aims to create understanding of, and admiration for the company." 0064 Sethi, P. S. Advocacy advertising--the American experience. CA ~ t R (F) 55. Argues that advocacy advertising, as practiced, is
4
Advertising of questionable value on ideological, economic and sociological grounds. 0065 Sethi, P. S. & H. Schmertz. Industry fights back: the debate over advocacy advertising. Sat R (Ja 21) 20. Looks at the pros and cons of advocacy advertising. 0066 Shimp, T. & R. Dyer. How the legal profession views legal service advertising. J Mkt (Jl) 74. Knowing why this group of professionals opposes advertising should help marketers understand many salient issues. 0067 Siegel, G. & J. P. Martin. Institutional advertising: how it works for state professional society. Assoc Mgt (Sept) 102. Why and how the Georgia Society of CPAs undertook an institutional ad campaign. 0068 Siegel, G. & J. P. Martin. Need for national institutional advertising. CPA J (Apr) 27. Authors propose that the accountancy profession mount a national institutional ad campaign to correct its public image. 0069 Siegfried, C. Goodall Rubber Co.'s winning ad campaign features consumer approach. Ind ~ t (Je) 66. Human interest angle can be a viable industrial advertising approach. 0070 Sissors, J. Z. Another look at the question: does advertising affect values? J Adv (}~r) 26. Author discusses need for agreement on the term "values," how the cumulative effect of long-term advertising changes values, and which values it has changed. 0071 Smith, D. R. & K. H. Rabin. What broadcasters want in public service spots. PRR (Win) 29). The authors surveyed the managers of the five top-ranked radio stations about public service advertising. 0072 Smith, R. C. The magazines' smoking habit. CJR (Jan/Feb) 29. The article charges that most magazines that accept cigarette advertising have failed to report on tobacco's threat to health. 0073 Sobel, Robert. They satisfy: the cigarette in American life. Gardner City, New York: Doubleday. 255 pp. The effects of advertising and public image on the attitudes of Americans toward cigarettes. 0074 Some new ideas in industrial ads--and other matters. Ind Mkt (}~) 56. Panel introduces innovative industrial advertising concepts. 0075 Subheads boost ad information, interest, readability levels. Ind Mkt (Mar) 88. Ads with subheads are winners. 0076 Sunoo, D. and L. Lin. Sales effects of promotion and advertising. J Adv Rsch (Oct) 37. Tells of how advertising and promotion can affect sales. 0077 The 800 number--an overlooked sales and advertising tool. Ind Mkt (Ag) 41. The toll-free number can pack a powerful marketing punch. 0078 Tibball, G. The 'blocking back' role of high technology advertising. Ind }~t (Nov) 48. Explores characteristics of high technology advertising whose principal objective is getting the salesman in the door.
5
Advertising
Research
0079 Trebus, R. Reaching overseas business markets: no stereotypes, please. Ind }~t (Jl) 48. Advertising based on superficial observations won't work. ADVERTISING
RESEARCll
0080 Assmus, G. An empirical investigation into the perception of vehicle source effects. J Adv, 7, 1:4. Article discusses the qualitative or the vehicle source effect of a magazine as the success of an advertising effort. 0081 Bellinger, D. N. Impulse buying varies by product. J Adv Rsch (Dee) 15. On-site survey of 1,600 customers at large department store determines that nearly 40% of purchases are made on impulse. 0082 Dyer, R. F. & P. G. Kuehl. A longitudinal study of corrective advertising. J Mkt Rsch (Ja) 30. Study determines whether exposure to a single deceptive advertisement can reduce residual effects from exposure. 0083 Halbrook, M. B. More on content analysis in consumer research. J Cons Rsch, 4, 3:176. Author discusses lack of systematic effort in advertising and marketing research to explore the underlying psyeholinguistic dimensions of key content variables and their effects. 0084 Kaid, L. L. & K. R. Sanders. Political television commercials-an experimental study of type and length. Comm Rsch, 5, 1:57. This article compares type and length of TV political commercials in several categories. 0085 Lamb, C. W., W. M. Pride & B. A. Pleehter. A taxonomy for comparative advertising research. J Adv (Ja) 43. A conceptual framework for classifying and evaluating different comparison advertising formats. ," 0086 Leckenby, J. D. An empirical approach to the multiple criteria problem in copytesting research. J Adv (Ja) 19. This study illustrates the measurement of persuasion and recall criteria for print advertising. ," 0087 Leigh, James & C. R. Martin. Current issues & research in advertising. Ann Arbor, MI: Division of Research, Graduate School of Business Administration, University of Michigan. 159 pp. Eleven essays on areas of comparative advertising, public policy and measurement technique. 0088 Lessig, V. P. & C. W. Park. Promotional perspectives of reference group influence: advertising implications. J Adv (Feb) 41. The authors suggest various theoretical and practical promotional implications based on empirical tests of reference group influence. 0089 Lynn, J. R. How source affects response to public service advertising. JQ (Win) 716. Study was to determine whether different type affects receiver evaluation and if source type influences simulated responses to psa messages. 0090 Meyer, T. P. How black children see TV commercials. J Adv Rsch (Oct) 51. Effects of various television commercials on black children.
6