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.     

Petrick,J.A. and Qulnn,J.F., Management Ethics: Integrity at Work

Teaching Business Ethics -     

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.     

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.     

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.