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.     

Howard,John A. and J. Hulbent. Advertising and the Public Interest. Chicago: Crain,Inc., 1973

Abstract

This study presents a content analysis of sexual portrayals in magazine advertisements during 1964 and 1984. The results show that the percentage of ads with sexual content did not increase over the twenty-year period, but that the types of sexual portrayals did; sexual illustrations became more overt; and there was a greater reliance on visual than verbal sex in 1984 than 1964. The study also found that female models are more likely to be portrayed as sexually clad, partially clad or nude than were male models.     

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.