ADVERTISING OF HOSPITAL SERVICES: A CONSUMER PERSPECTIVE (pp. 5 - 12, 1980)
William A. Flexner and Eric N. Berkowitz

The objective of this paper is two-fold. First, a demographic and attitudinal profile of those individuals who favor hospital advertising will be developed. This information can aid the potential advertiser in selecting appropriate media. Secondly, for this market segment, attributes which are important in hospital selection will be identified. These factors may provide the foundation for copy development.

Because of the alleged widespread abuses on the retail side of the funeral industry, funeral home marketing practices became the target of a FTC proposed Trade Regulation Rule. A number of statements were made by the FTC which referred to expected buyer behavior, the level of consumer knowledge concerning the need to purchase various funeral affiliated services, the influence of immediate environmental circumstances on the purchase, as well as the influence of social and cultural factors on purchase related behavior. This paper tests those expectations.

There are some trends in Latin American advertising. There are advertisements that are simple translations from United States advertising, and there are many advertisements that are similar to those that would be used in this country. But there is also the use of colorful graphics, societal differentiation, and a simpler and cleaner approach.

This paper has two objectives. First, it describes the new marketing environment which has evolved in Eastern Europe, and in Poland in particular. It gives special attention to the new role of advertising activity, and to the gap which has developed between practice and traditional socialist theory regarding advertising. The supporting data were developed from a review and synthesis of Western literature, mostly of the past decade. Second, it introduces in translation contemporary thinking of Polish economists and managers about advertising's role in the socialist state, as expressed in a sampling of contemporary Polish journals and books.

Bill C-58 was enacted by the Parliament of Canada in order to redirect advertising expenditures toward media owned by Canadians and exhibiting primarily Canadian content. This paper describes the genesis of the Bill and attempts to evaluate its impact.

For critics and supporters alike, national advertising has frequently been a topic of pressing interest. Yet, the myriad of historical treatments of the emergence of advertising in the United States often seem incomplete or suffer from lack of overview in this regard. This investigation, then, attempts to place this important phenomenon -- the rise of the advertising of branded products by producers -- in a meaningful economic and social context.

The purpose of this paper is to argue that advertising regulation and the First Amendment, in their underlying intent, based on their common historical roots, are not nearly as incompatible as may appear. The appearance of incompatibility is exhibited, for example, in a law review article which speaks of the application of the First Amendment to advertising law as a "rude shock" and as a "dilemma" for the Federal Trade Commission.

The purpose of this paper is to resolve the impasse between economists and policymakers by reviewing the opposing theories and by demonstrating that they are actually compatible, rather than conflicting since each theory applies to different market circumstances. By identifying the circumstances in which advertising can have either pro-competitive or anti-competitive effects, our analysis addresses the issue more realistically than previous attempts. Similarly, this analysis provides a needed justification for the concurrent and conflicting effects of advertising on market structure which explains FTC ambivalence on the issue.

In order to gain some insights into the degree to which consumers favor regulation of advertising, and to find out what type of regulation they would like to see enacted, a measuring instrument was developed and tested on one segment of the consumer public -- high school students.

The purpose of this study was to analyze the remedies that might be constructed to eliminate or ameliorate the alleged deception or unfairness of television advertising directed to or seen by children. Each remedy is analyzed in terms of two fundamental considerations: 1) the definition of advertising directed to or seen by children; and 2) the scope, or comprehensiveness, of the remedy.

Overall, findings suggest that 1) seven-year-olds have little problem in differentiating programs from commercials and in understanding the intent of commercials, 2) most five-year-olds can respond to a commercial by placing their hands on the red square, but cannot verbalize what a commercial is or its content, 3) three-year-olds cannot differentiate programs from commercials, nor do they understand the intent of a commercial, and 4) treatment three -- the animated magician character -- appears to be useful in helping older children to more quickly differentiate programs from commercials.

This experiment uncovered a direct relationship between realistic, understated, and overstated newspaper ads and the expectations generated in relation to the subjects' ratings of the actual value of the pen. The overstated ad produced the highest ratings, the realistic ad produced the next highest, and the understated ad produced the lowest ratings.

The objective of this study is to examine the role portrayal of women in advertisements in "business magazines." The audience for these magazines is primarily male. However, the influx of women into the work force is changing the composition of the target market for business publications.

Psychological research results suggest that women are more likely than men to find humor arising out of nonsensical or incongruous situations amusing. These data definitely do not support that finding. Instead, the sexes are the same in evaluating the funniness of ads showing men.

Advertising designers are constantly making decisions which test the legibility findings. Since advertising has no loyal followers, no dedicated audience of readers, it is incumbent upon the creative decisions to woo the audience and win their attention. The typography, then, must function both on the functional level, to carry the message, and on the persuasive level, to establish mood and get attention.

The purpose of this paper is to look at the presentation of price in retail newspaper advertising by a variety of retailers. The presentation of price in retail advertising appears to accomplish two objectives. The first is an attempt to gain a differential advantage over competition, who may sell identical products or products which are very similar. The second objective of most price advertising is the convincing of the potential customer of the value of an item so that when a discounted price is presented, the lower price becomes the motivation for purchase.

This study seeks to overcome the generalizability question by applying the Resnik and Stern criteria to a much larger sample. Consumer magazines were chosen to be the population of the study in order to parallel the earlier television study. Some 1500 hundred magazine advertisements across 100 consumer magazines were selected for analysis.

In a recent paper, Russell and McGann analyzed advertising costs and advertising efficiencies for nine major media for the period of 1970-77. Their evidence suggested, while television had received the lion's share of criticism for unjustified media price increases, that print media (and particularly newspapers) exhibited an inverse relationship between space price increases and circulation changes. This report amplifies those findings in two important ways; first it updates the situation in national newspaper advertising for the period 1977-78, and second, it also analyzes several aspects of the economic environment relevant to the newspapers studied here.

The psychographic and demographic differences in audiences of different radio formats may affect "reach" and "frequency." The purpose of this study is to determine how format affects reach and frequency. While Arbitron publishes reports on audience listenership, no information is provided about audience delivery capabilities of specific formats or the formats used by stations.

An important criterion in media selection is the efficiency with which media audiences are matched with target market membership. Traditionally, this matching is evaluated by means of a "selectivity index" which is provided as a standard feature of syndicated product-media research reports. This paper will compare the matching efficiency of media selections made using two selectivity index approaches with that of media selected purely at random.

While there can be no question that new hypotheses at the theoretical level need to be pursued, there is a very large question of whether they will be pursued anywhere -- either in agencies, client organizations, or universities.

Copy testing is a central enigma of advertising practice. No one in the advertising industry seriously believes that copy tests predict sales results. Yet, the advertising industry spent, according to an estimate by Kevin Clancy and Lyman Ostlund, some seventy-five million dollars in 1976 on copy testing.

Today's economy is forcing public relations departments in a growing number of companies to prove to management that money which goes into PR activities is money well-spent. AT&T recognized the difficulties involved in trying to measure public relations, but reasoned that such a program could be developed.

This investigation was stimulated by questions raised by a research team from New York Institute of Technology interested in testing the impact of anti-stereotypical commercials on occupational choice. Anti-stereotypical commercials were defined as those visual sequences depicting a woman in a male-intensive occupational role.

The evidence regarding the professional preparation and orientation of military public affairs officers is very thin. The purpose of this paper is to add to that empirical case. Specific attention is focused on professional preparation and experience, work environment and routine, sources of influence, and attitudes and values.

This paper was originally to focus upon and document the research tools being used to measure promotions/communications. In the process of gathering information for this report a new perception of research, or the lack of it, presented itself and will be discussed. It is important to see where marketing strategies are heading to better understand the role of research today.

In early 1978, the Reynolds Metals Company of Richmond, VA began to wonder what would happen to readership of its bimonthly, four-color slick employee magazine if the company were to introduce closed-circuit television news program as another source of employee information. An experiment was designed to test the impact of CCTV introduction on readership of the employee publication.

This plenary session focused on the National Advertising Review Board. It also contains a brief history of NARB.

"American Academy of Advertising Panel on Self-Regulation Through the NAD and NARB" Kenneth Cox

"Self-Regulation in Advertising" Robert Gertenbach

Speech by the Washington Editor of Advertising Age Stanley E. Cohen

A speech on getting academia and advertisers to work together to create better graduates from advertising programs and, eventually, better advertising.

The time has come for us to fully integrate our mutual efforts in order to raise the standards of advertising education above the heights they already have reached.