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.     

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.     

Cases in Advertising. Burton,Philip Ward and Richard Sandhusen. Columbus,Ohio: Grid Publishing,Inc., 1981

Abstract

Advertising, consumerism and consumer psychology are very much in the public eye these days and teachers, teaching advertising and marketing courses, see themselves, and are seen by others, as torn between opposing polar orientations. A survey of one group of teachers of advertising and advertising-related courses shows most such teachers orienting their courses, predominantly, toward the interests of the market place “professionals” rather than that of the general public. Yet humanistic and social conscience considerations would seem to demand the opposite. Several alternative, possible positions are considered and a practical, ethically supportable position is indicated.