Chaffee,Steven H., and Petrick,Michael J. Using the Mass Media: Communication Problems in American Society. New York: McGraw-Hill, 1974

Abstract

In recent years, a number of internal and external forces have urged companies to pay increased attention to the role that corporate advertising plays in marketing communications strategy. Despite this increased importance, a comprehensive view of current corporate advertising practices does not exist. This study reports the practices of the 500 largest manufacturing and the 300 largest non-manufacturing firms in the U.S. and makes observations on several key management issues, including the definition of corporate advertising, objectives and measurement, funding, and future directions.     

Gordon,George N. Communications & Media: Constructing a Cross-Discipline. New York: Hastings House, 1975. 209 pp. $12.50

A laboratory experiment was conducted to examine the impact of ego state congruity, as defined by transactional analysis, among three elements in an ad: vehicle, ad message, and product. The data support the notion that the greater the number of congruent elements, the higher the recall. A partial replication was conducted which supported this finding.