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.     

Haight,William. Retail Advertising: Management and Technique. Morristown,N. J.: General Learning Press, 1976

Abstract

Corporate sponsorship is growing in importance as an element of the communications mix. The number of companies participating in sponsorship, as well as corporate expenditures for sponsoring events, is on the rise as organizations seek new ways to reach audiences and enhance their image. The importance of corporate sponsorship is now generally acknowledged, but little research has been done to understand its value and effectiveness. An exploratory study was conducted to examine the relationship between sponsorship and corporate image. The results suggest that corporate sponsorship can improve corporate image, but its effects differ among companies. Moreover, sponsorship is only one of the information sources consumers use to form their impressions of an organization. Under certain circumstances, corporate sponsorship can damage, rather than enhance, the image of a company.     

Heighton,Elizabeth J. and Don R. Cunningham. Advertising in the Broadcast Media. Belmont: Wadsworth Publishing Co., 1976

Abstract

Surrealistic ads are common in the print media, but empirical investigations of their persuasive impact are lacking. Findings of a study manipulating surrealism and priming (i.e., leading subjects to expect forthcoming messages with product-relevant information) supports the social adaptation theory and further investigation of this phenomenon.     

Simon,Raymon. Public Relations Management: Cases and Simulations. Columbus,Ohio: Grid,Inc., 1973

Abstract

A content analysis of 814 advertisements from three major television networks was conducted to assess the representation and role portrayal of senior citizens in television advertising. While 12 percent of the current U.S. population is over 65 years of age, only seven percent of the advertisements containing people utilized elderly characters. In the majority of commercials, the elderly are not typically cast in major roles, but instead appear most often in home settings with members of other age groups present. In those advertisements where older persons are portrayed as major role advisors about a product or service, the advisor is likely to be male.     

Simon,Raymond. Public Relations Management,Cases and Simulations. Columbus,Ohio: Grid,Inc., 1977

This study represents an initial empirical test of a new construct--attitude toward on-line advertising format (A_format). An on-line survey was used to examine both antecedents and consequences of A_format for each of six on-line ad formats (e.g., pop-ups, banners, skyscrapers). Regression analyses revealed A_formatto be significantly related to attitude toward the ad (A_ad) for all formats. Furthermore, A_format was significantly related to self-reported on-line ad behaviors such as clickthrough. Overall, the results strongly suggest that the nature of the on-line ad format is an important characteristic that influences on-line advertising response.     

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.