Development of a Yellow Pages Media Unit for a Promotion/Advertising Course

Abstract

The Yellow Pages are relegated to the “other media” discussion sections of traditional advertising and promotion management textbooks. The medium in total now represents approximately $10.5 billion in total sales through more than 6,000 directories which are published annually. Yellow Pages now meets the total volume of radio as a medium.

This paper develops an outline for suggested topics for either a promotion management or advertising course to investigate the Yellow Pages as a vital and necessary medium. Topics include background of the Yellow Pages, advantages and disadvantages of the medium, creative work, placement, research and future trends.

Students are generally not being exposed to the Yellow Pages in an effective manner either in textbooks or in the classroom. There exist manifold career opportunities in the field, for employment after graduation. Further, since most Yellow Pages advertising is local in scope, many graduates may find the need to work with the medium in their marketing careers.

The teaching unit, as presented, can be utilized in a skeleton format for a single class period. At the instructor's choice, the unit can also be presented in enough depth for a week of class sessions. The goal is to provide students with a working familiarity with the Yellow Pages, for career growth and educational development.     

Rigor and Relevance: The Application of The Critical Incident Technique to Investigate Email Usage

Information systems research is often criticized for its high rigor, but low relevance. One approach to overcome the low relevance issue is to employ sound qualitative methods, out of which this study focuses on the critical incident technique (CIT) that has mostly been overlooked in IS research. The primary goal of this study is to demonstrate and validate the usage of the critical incident technique in the management information systems domain. The secondary objective is to develop a number of practical recommendations for email service providers and to offer novel theoretical insights that may be employed in future research. To this end, 107 positive and 113 negative critical incidents pertaining to email usage were collected and analyzed through classical content analysis techniques. Overall, this investigation validates the usage of the CIT in the MIS field and presents practical and theoretical recommendations.     

企业技术创新目标的特征及选择与设定初探

企业技术创新目标所具有的层次性、导向性、涌现性和不确定性等主要特征。在企业技术创新目标的选择与设定上存在的目标模糊不清、盲目求新求大、脱离市场实际等问题。探讨企业在技术创新目标的选择与设定方面应需要注意把握的具体问题,力图在这方面为企业技术创新实践提供一些启示和具体的可操作的方法。     

浅谈军民结合高技术产业标准化工作的实施战略

军民结合高技术产业标准化工作是国防科技工业标准化工作的重要组成部分,随着国防科技工业标准化工作的发展,军民结合高技术产业标准化得以快速发展,但从军民结合高技术产业发展对标准的需求而言,当前的标准在数量和技术水平等方面还不能完全适应发展需要.本文从标准制定、标准整合、标准市场化及标准化人才建设等方面提出了发展战略,以促进军民结合高技术产业标准化工作的发展.     

超短脉冲干涉自相关导数光谱的啁啾特性

采用对二次干涉自相关（IAC）迹线求一阶导数,得到干涉自相关导数光谱（D-MOSAIC）,并利用该导数光谱对啁啾有很高灵敏度的特性,对高斯型强度分布的线性啁啾、平方啁啾脉冲进行数值计算与模拟,得到导数光谱的峰值与啁啾大小的对应关系．提出了一种新颖的测量超短激光脉冲啁啾的方法,同时得出干涉自相关导数光谱能够精确地测量超短激光脉冲的啁啾大小．     

计算机基础NBICAI系统设计初探

随着多媒体技术、人工智能技术和网络技术的发展,NBICAI系统的开发与应用已经成为当今教育技术领域的一大热点。本文介绍了在这些技术的支持下,计算机基础NBICAI系统的基本组成和主要功能。     

试论煤矿开采方法与技术应用

随着社会经济的发展,我国许多煤矿由于生产技术和生产设备的落后,及安全条件差而导致被关闭。所以,提高煤矿开采技术政策,使煤矿开采技术机械化以及提高生产设备,改进煤矿的开采方法和技术工艺对我国煤矿的开采起着重要意义。     

浅谈柬埔寨王国水利灌溉项目测绘中RTK的应用

本文立足测量学中全球定位系统实时动态测量(RTK)技术进行系统论证,从概念理论的阐释,到该测量方法在实际水利测量工程中的具体应用。通过对柬埔寨王国水利灌溉测量结果的精度分析,得出了RTK的测量精度是可以达到工程前期测量的精度,并且结合水利工程测量实例说明了RTK具有工作效率高、定位精确和操作简单易于使用等特点。     

采用层次分析法确定技术标权重的实践

文章首先介绍了综合评标法,说明了在招投标评审中,合理设定技术标指标评审权重的重要性。然后,引入了层次分析法,并以天津滨海旅游区溴化锂空调项目为例,实践了如何运用层次分析法设定技术指标评审权重,最终得到各个指标权重的方法。     

浅谈桥梁预应力加固技术

在当前公路桥梁维护工作中预应力加固是应用非常广泛的,主要针对结构的要求和设计,采用高强度的钢丝对桥梁体进行预应力的施加,通过预加力的反弯矩的荷载产生一定的反作用力,从而让桥梁的结构承载力的作用,通过这种加固方式来防止桥梁通过某些因素而出现桥梁体裂缝,本文主要分析道路桥梁预应力加固技术。