Bunce,Richard. Television in the Corporate Interest. New York: Praeger, 1976

Abstract

Conventional wisdom suggests that advertisers should approach the use of negative advertising with a great deal of caution. Perhaps because of its success in the political arena, negative advertising has recently been featured more prominently in the marketing of goods and services. Such a tactic is risky given that so little research on the subject is currently available. Prior to using negative advertising (if this genre of advertising should be used at all) in the marketing of non-political goods and services, a better understanding of the factors influencing its effectiveness must be achieved. This paper examines the literature, models, and theory applicable to the study of negative advertising. Thirteen research propositions are suggested.     

Weiner,Richard. Professional's Guide to Publicity. New York: Richard Weiner,Inc., 1975

Abstract

An experiment involving 400 randomly selected professionals from the midwestern United States indicated that the response rate to a mail questionnaire was significantly increased by the use of an enclosed one dollar incentive. Promised incentives of two dollars and entry into a lottery with awards of fifty dollars, thirty dollars, and twenty dollars in return for a completed questionnaire did not significantly change the response rate to the mail questionnaire relative to the no incentive (control) group response rate. The two dollar promised incentive group had a higher response rate than the lottery-type promised incentive group with prizes of fifty, thirty, and twenty dollars.     

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.     

Advertising,the Uneasy Persuasion. Schudson,Michael. New York: Basic Books,Inc., 1984. 288 Pp. $17.95

Abstract

Leckenby, John D. and Shizue Kishi (1982), “How Media Directors View Reach/Frequency Estimation,” Journal of Advertising Research, 22 (June/July), 64–69. Reviewed by Charles Frazer

Millman, Nancy (1988), EMPERORS OF ADLAND, New York: Warner Books, 225 pp. $18.95. Reviewed by Charles Frazer     

Nie,Norman H., et at. Spss Statistical Package for the Social Sciences,Second Edition. New York: McGraw-Hill Book Co., 1975

Abstract

This paper examines a commonly used indicator of reliability in advertising studies (the test-retest correlation coefficient), and shows that reliability values obtained by this method are not as simple to interpret nor as closely related to the idea of stability or reproducibility as many casual readers in the area might presume them to be. Examples from the advertising literature are provided to demonstrate these points, and several cautions in using test-retest correlations as reliability estimates are offered. It is also suggested that other statistics may prove useful to the researcher as supplements to the limited amount of information contained in the estimated reliability number.     

Corporate moral responsibility and the moral audit: Challenges for Refuse Relief Inc.

Much debate has occurred as to whether or not moral responsibility should be ascribed to corporate entities. The present study advances the theory that moral responsibility is a self-imposed or attributable aspect of corporate operations which extends beyond the parameters established by law.In this context, the corporation must consciously endeavor to discharge its moral responsibility to avoid, minimize, eliminate and compensate for the potential or actual harm which its operations cause. To achieve this objective, consideration is given to the establishment of a Moral Audit Committee, an internal monitoring mechanism, with a proposed generic structure. The corporate Mission Statement and Code of Ethics play a vital role as well in building an institutional environment which supports this self-appraisal process. With this system in place, the ambit of a Moral Audit is then examined. This study concludes with a case analysis, which partly depicts the Moral Audit process.S. Andrew Ostapski is Assistant Professor of Business Law, University of Miami, School of Business Administration, Coral Gables, Florida. A.B., 1975 Oberlin College; J.D., 1978, Capital University Law School; LL.M. in International Law, 1986, University of Miami School of Law.Camille N. Isaacs is a Foreign Service Officer at the Ministry of Foreign Affairs and Foreign Trade, Kingston, Jamaica. B.A., 1983, University of the West Indies; M.B.A., 1991, University of Miami, School of Business Administration.The name of the corporation and other data have been altered to preserve the anonymity of the firm, but the essential factual basis has not been materially distorted.