Kennedy,Sherril H., and David R. Corkindale. Managing the Advertising Process. Lexington,Mass.: Lexington,Books, 1976

Abstract

A mail survey was conducted among a sample of account and creative services personnel working in advertising agencies nationwide to determine areas of conflict in working relationships between these two groups. Additionally, respondents were asked to perform the same critical analysis of their colleagues within their own departments. Analysis of responses from 256 agency employees indicate that some disagreement between account management and creative services exists. Creative services personnel tended to be more critical of account management than account managers were of creative people. Results are explained by the differing perspectives of the generalist (i.e., account managers) and specialist (i.e., creative services) that must be brought together in an agency to produce effective advertising.     

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     

Benevolent Dictators. Cummings,Bart A. Chicago: Crain Books, 1984. 344 Pp. $24.95

Abstract

A mall-intercept study recruited 601 subjects in three cities who viewed simulated Yellow Pages ads for florists or caterers. Ad information was either generally stated or specific to the product involved. Ads either did or did not contain color. Color was used to attract attention to the ad or else to enhance product appearance. Subjects selected an initial consideration set and a final set of ads to call. Ads with product-specific information were more likely to be considered and called. Findings showed that ads with color were more likely to be considered, but only using product-enhancing color increased chances that an ad would be called. Ads that used enhancing color in a manner that substantiated verbal claims were most likely to be called first.     

New Product Development. Gruenwald,George. Chicago: Crain Books, 1985, 414 Pp. $34.95

A core value throughout much of American history, frugality received official sanction during World War II when the U.S. government, to mobilize the home front, launched poster campaigns that preached being thrifty with goods and services, recycling metals and other materials, growing and storing food at home, obeying price and ration controls, and buying war bonds. This paper examines the consumption context, implementation, creative execution, and impact of government-sponsored poster advertising during this important turning point in the history of American consumer culture. The final section considers the significance of these campaigns in consumption and poster history, as well as some implications for reinspiring frugal values and behaviors.