Advertising, 2nd Edition. Runyon,Kenneth E. Columbus,OH: Charles E. Merrill Publishing Co., 1984. 702 pp

Abstract

Despite cultural similarities between the United States and the United Kingdom, there are substantial differences between American and British television advertising. British commercials tend to contain less information, employ a soft sell rather than a hard sell approach, and attempt to entertain the viewer. British viewers' opinions of advertising are also more favorable than those of American viewers. It is important that scholars and practitioners concerned with these two markets and with international advertising generally be aware of these differences and understand why they have evolved. Possible explanations are evaluated and implications of these findings discussed, including areas for future research.     

Devine,Philip E., Natural Law Ethics

Teaching Business Ethics -     

Sternberg,E., Just business: Ethics in Action

Teaching Business Ethics -     

Rogers,Everett M., and Rekha Agarwala-Rogers. Communication in Organizations. New York: The Free Press, 1976

Abstract

A review of past research on the persuasive effects of source expertise and source similarity reveals inconsistent results. In an effort to provide more direction for advertisers and other communicators, insight into source effects was sought through examining the relationship between source expertise and source similarity. Results revealed that there is no underlying relationship between expertise and similarity. The presence of one source characteristic does not impact the other source characteristic. As a result, the advertiser's decision relating to what type of communication source to use remains an important one. In view of these findings and past research, future research directions are identified.     

Effective Public Relations. Cutlip,Scott M., and Allen H. Center. 5th Edition. Englewood Cliffs,New Jersey: Prentice-Hall, 1978

Abstract

ADSPLIT is a computer-based, interactive, marketing model which optimally allocates a specified corporate promotional budget among individual brands competing for limited resources. The model requires either (a) regression-based response function coefficients based on historical data, or (b) judgments on what sales should be for different values of price and advertising expenditure for the brands, which the program then uses to estimate the function parameters. The advertising-sales response function is modeled through a flexible form that allows both concave and S-shaped relationships, while sales are related to price through a constant elasticity (Cobb-Douglas) function. The model uses the estimated or input functions to compute the optimal budget allocation for the brands, given an upper bound for the total promotional expenditures and upper- and lower-budget bounds for every brand, using nonlinear optimization heuristics. Optimal prices for the brands are also computed.