Fundamentals of Copy and Layout. Book,Albert C. and C. Dennis Schick. Chicago: Crain Books, 1984. $14.95

Abstract

The Federal Communications Commission relaxed commercial television licensee obligations regarding deceptive advertising in 1985. Local broadcasters may now decide which clearance policies to use to determine if advertisements are deceptive. A national mail survey of commercial television station sales managers was conducted to determine whether advertising clearance policies vary by station profitability or organization size. The proposition that clearance policies may be used to make a station's airtime more attractive to viewers was also given a preliminary test. Results suggest that clearance policies are affected by profitability level and organization size. The implications of study findings are discussed.     

U.S. Citrus Import Demand: Seasonality and Substitution

Citrus fruits make up 1/5 of all fresh fruit consumed in the United States. Given the increasing importance of imported citrus in the diet of American consumers, it is perhaps surprising that no import demand analysis of U.S. citrus has been conducted. Using quarterly U.S. import data for 6 citrus commodities, we employed a demand systems model and evaluated aspects of seasonality. The results suggest wide variations in price responses to different types of imported citrus. The average amplitude and phase shift suggest that all citrus fruits exhibit some seasonality in their imports, likely a result of peak harvesting schedules of exporters.     

The Beliefs Which Influence Young Males to Speed and Strategies to Slow Them Down: Informing the Content of Antispeeding Messages

Young male drivers are overrepresented in road‐related fatalities. Speeding represents a pervasive and significant contributor to road trauma. Antispeeding messages represent a long‐standing strategy aimed at discouraging drivers from speeding. These messages, however, have not always achieved their persuasive objectives that may be due, in part, to them not always targeting the most salient beliefs underpinning the speeding behavior of particular driver groups. The current study elicited key beliefs underpinning speeding behavior as well as strategies used to avoid speeding, using a well‐validated belief‐based model, the theory of planned behavior, and in‐depth qualitative methods. To obtain the most comprehensive understanding about the salient beliefs and strategies of young male drivers, how such beliefs and strategies compared with those of drivers of varying ages and gender, was also explored. Overall, 75 males and females (aged 17–25 or 30–55) participated in group discussions. The findings revealed beliefs that were particularly relevant to young males and that would likely represent key foci for developing message content. For instance, the need to feel in control and the desire to experience positive affect when driving were salient advantages; while infringements were a salient disadvantage and, in particular, the loss of points and the implications associated with potential license loss as opposed to the monetary (fine) loss (behavioral beliefs). For normative influences, young males appeared to hold notable misperceptions (compared with other drivers, such as young females); for instance, young males believed that females/girlfriends were impressed by their speeding. In the case of control beliefs, the findings revealed low perceptions of control with respect to being able to not speed and a belief that something “extraordinary” would need to happen for a young male driver to lose control of their vehicle while speeding. The practical implications of the findings, in terms of providing suggestions for devising the content of antispeeding messages, are discussed.     

The Effect of Availability,Point of Purchase Advertising,and Sampling on Children's First Independent Food Purchases

The dramatic rise in childhood obesity has triggered great concern among parents, health providers and researchers, public policy makers and politicians. In a controlled experiment with 166 primary school children in Australia, this study investigates the effects of availability, point-of-purchase advertising and sampling on children's food preferences and their first independent food purchases. The results indicate that availability and point of purchase advertising has a significant effect on changing children's preferences. The effects of sampling, in the presence of other forms of promotion, are less clear. The implications of these findings for marketers and public-policy makers are discussed.     

Tourism in Maasai communities: a chance to improve livelihoods?

This paper examines community-based tourism among Maasai communities in Tanzania in the context of national policies that have increasingly devolved control over natural resources to local communities. It focuses on economic revenues generated from tourism growth, their distribution to village communities and the constraints and conflicts resulting from attempts to control or access resources. Specific cases illustrate the political and economic complexity of devolved resource management and increased income generation at the community level. Ecotourism and community-based tourism are frequently claimed to be possible remedies for wildlife and natural resources conservation, but research indicates that implementation and revenue-sharing are far from straightforward. The paper uses case studies from communities in northern Tanzania, in Ngorongoro District (Loliondo and Lake Natron), Simanjiro District and Longido District (West Kilimanjaro) to explore issues between pastoralism, cultivation, hunting tourism, photographic tourism, conservation and governance systems. It discusses the implementation of the 1998 National Forestry and Wildlife Policies, the creation of Wildlife Management Areas and the 1999 Land Act and Village Land Act. Data and experiences were gathered over a three-year period working with the Sand County Foundation – Tanzania from 2006 to 2008. The paper contributes to the assessment and discussion of pro-poor tourism and poverty alleviation concepts.     

Public meetings about local cancer clusters: exploring the relative influence of official versus symbolic risk messages on attendees’ post‐meeting concern

Scholars have long lobbied for a view of risk communication that supplants a conventional ‘transmission’ model of risk communication with an alternative that considers the complex social environment that accompanies any risk communication effort. Along these lines, this study examines the relative influence of official health messages versus symbolic risk messages on public meeting attendees’ post‐meeting concern about cancer clusters in six US communities. As part of a larger study of cancer clusters, we obtained written responses from 125 individuals who attended a government‐sponsored public meeting in their community. We asked respondents whether attending the meeting influenced their concerns and, if so, why. The results found that, despite the largely reassuring messages that health officials were giving, most attendees reported feeling more concerned after the meetings in their communities. Regarding why, explanations that denoted symbolic risk messages – unofficial sources of risk information and procedural cues – outnumbered explanations that pointed to official risk messages – scientific presentations – by a score of three to one. The results lend support for a broader view of risk communication, which accounts not only for multiple sources of risk information but also for procedural cues regarding the trustworthiness of an investigation.     

Social Media Sites as a Means of Coping with a Threatened Social Identity

Since their inception in the early- to mid-2000s, social media sites (SMS) have burgeoned into a popular leisure pursuit with millions of users worldwide. Defined as Internet-based software programs that facilitate communication among individuals, members use them to exchange information, develop friendships, and find social support. Despite their rapid growth as a leisure time activity, there is a dearth of research exploring use of SMS. Using social identity theory as a framework, this study uses quantitative and qualitative data to explore how people who identified as “Penn Staters” used SMS to connect with others and exchange information during and in the wake of the breaking news of the Sandusky Scandal (SS). As predicted, highly identified Penn Staters used SMS to cope with news of the SS. However, interesting variations in usage based on demographic information are presented and discussed, providing greater insight into this increasingly popular leisure trend.     

The Value to Consumers of Health Labeling Statements on Breakfast Foods and Cereals

Food manufacturers have an incentive to include nutrient content claims, health claims, or other types of labeling statements on foods if they believe that consumers will be willing to pay more for products with specific attributes. We estimated semi-log hedonic price regressions for five breakfast bar and cereal product categories using Nielsen Scantrack scanner data for 2004 and found that labeling statements for these foods are often associated with substantially higher prices, reflecting higher implicit value to consumers. The largest effects were associated with “carb-conscious” carbohydrate labeling (reflecting the time period of the data), followed by fat and sugar content labeling statements.