TELEVISING THE BASIC ADVERTISING COURSE: NEW TECHNOLOGY AND STUDENT ATTITUDES (pp. 1-3, 1981)
Keith Adler

This paper describes a case study on the introduction of televised lectures to the basic course in advertising at Michigan State University. Special emphasis is placed on the attitudes of students viewing the televised lectures from off-campus settings. Census data from students in the course generally support the move to studio-produced lectures, and to the offering of lectures over public television channels.

The unique characteristics of the solar energy products market are discussed in terms of both demand stimulating and demand inhibiting factors. Existing findings from diffusion of innovation research are applied to redefine the role of advertising in this market.

The shift from a monopolistic position in an industry to one of many competitors in a newly competitive market requires changes in advertising philosophy, objectives, media strategies, and budgeting and appropriation approaches. In industrial sectors experiencing competitive changes, the role of advertising has often become that of helping to ensure adequate cash flow in the firm in the short and long run through emphasis on aggressive positioning of the product line in direct competition with new competitors. Getting both marketing and advertising people to think in strategic long run terms has been a major difficulty in adapting advertising to this new role. How the changes have been accomplished in seven industrial companies and the effect on the role of advertising is outlined.

This article reports findings from an experiment which measured the value of a celebrity spokesperson in advertising. The research compared consumer attitudes toward a kitchen appliance when test advertisements contained a non-expert celebrity versus an ordinary consumer endorser. The experimental ads were tested for a well-known and an unknown advertiser. The study showed that the celebrity non-expert was fairly ineffective in raising consumer attitudes toward the advertised product, even when the advertiser was unfamiliar.

GuttmanÍs theory of attitude components offers a mechanism for identifying the relevant properties of attitudes to help explain the relationship of attitude to behavior. Attitude content, intensity, closure, and involvement were measured in a study of a metropolitan newspaper market and related to readership behavior. Segmenting the market by attitude content and closure improved newspaper management's ability to target communication strategy to prospective readers.

Total brand advertising in 63 consumer product categories is positively and significantly related to the total number of brands in the category and to the mean number of brands consumers usually buy. Even when advertising is skewed in the direction of the top brands in the category, it does not appear to decrease the number of available alternatives and it actually increases the number of alternatives consumers usually buy.

The Lennen & Newell Advertising agency was declared bankrupt in 1972, triggering a suit by CBS to recover nearly $500,000 in unpaid television time. Columbia Broadcasting System, Inc. vs Stokely-Van Camp, Inc. raised questions in conflict with prevailing financial practices among advertisers, agencies and media. This pilot study indicates that fundamental weaknesses leading to the bankruptcy are still present, and the potential for future bankruptcies is still a factor for Florida advertising agencies.

The objective of the investigation was to determine if the women's liberation movement and societal pressures spawned by this movement have had an effect on advertisers' portrayal of women in their advertisements. A content analysis of magazine advertisements which appeared during three stages in the evolutionary development of the women's movement was used to evaluate the issue. The results indicate some surprising changes over time.

This paper presents the results of a pilot study that was conducted into consumers' uses of advertising as a source of buying information. The purpose of this study was to find out where consumers go for product information for a variety of goods and services; how they rate different media as a source of product information; which media are generally the most helpful when making a purchase decision; and which media contain the most useful advertisements/commercials for making a purchase decision. The research project consisted of two phases: a random telephone sample of households from the Kansas City metropolitan area to inquire into general opinions of advertising as an information source; and follow-up in-home interviews with a selected subsample of the respondents to gather more detailed product and purchase habit information.

This paper is intended to give its reader a better understanding of consumer advertising practices in a highly industrialized socialist state. Data were developed from an analysis of the advertising content of seven leading Polish consumer magazines over a one year period. Specific aspects addressed in the study are the volume of advertising; the range of products and services advertised; characteristics of individual advertisements, such as size, use of color and illustrations, length and nature of copy, and placement within the magazine; and seasonality of magazine advertising.

Four exposure distribution models, Metheringham Beta Binomial Distribution, the Compound Dirichlet Multinomial Distribution, Hofmans-Geometric Distribution, and Kwerel-Geometric Distribution models, are tested on their performance in the estimation of the exposure distributions and reach. Then, error factors in each estimation method are investigated with respect to the structure of media schedules.

While pressure for advertising regulation has continued to increase throughout the decade of the 70s, little has been done to attempt to find out what consumers feel concerning the need for such regulation. This study looks at the responses to 28 Likert-like statements regarding various aspects of advertising regulation by 100 high school students in an attempt to detect any similarities and differences in their views. Factor analysis was used as a means of clustering these individuals on the basis of their responses to the statements. Four 'types' of respondents emerged--'Authoritarians,' 'Libertarians,' 'Annoyed Laissez Faire,' and 'Guardians,' with the majority of the respondents falling into the first type. Results suggest that unless changes occur in the views held by this group public pressure may continue for more advertising regulation.

This paper discusses the issues of product differentiation and market segmentation in the casino gaming industry, a commodity-based service industry which is experiencing rapid growth in the United States. It presents issues of advertising strategy development, a methodology for collecting and evaluating market segmentation data, and the implications of the resultant user profiles for advertising strategy decisions.

The paper builds on the earlier work of the authors and identifies two additional concerns about the use of voice analysis as a measurement tool in advertising research. The paper summarizes the concept of voice analysis, briefly reviews major technical and methodological concerns associated with its implementation in advertising, and then raises and discusses the two additional concerns. These dual problem areas hinge around the diagnostic validity of the technique and the predictive capacity that it exhibits. The authors conclude that there are significant problems associated with the use of voice analysis in advertising research, which, if overcome, would give us a physiological measurement tool superior to other more obtrusive and subjective measures.

This study focuses on the evaluation of a product's and supplier's characteristics by industrial buyers and engineers within the same firms. The study is limited to the purchase of an industrial product (pneumatic pumps, valves and cylinders) in a "First buy" situation. The results show that buyers and engineers rank the characteristics very similarly for these pneumatic products. The implication is that suppliers use a cost-efficient common format in their trade publication promotional efforts.

This study is an analysis of basic advertising message strategies from 1945 to 1980. A total of 1,848 full-page magazine advertisements from news and women's magazines were classified as reason-why, straightforward, emotional or other. The study found that reason-why approaches were more frequent before 1960 and straightforward approaches more frequent since 1965. Emotional strategies represent a small proportion of the advertisements. The study also found that there have been two definable periods of change in basic advertising strategy: one right after the war and the other from 1960-1970.

No single explanation of how advertising influences consumers suffices. Five ideal types of national consumer product advertisements are identified, a psychological or other theory of their functioning is discussed, their physical appearance is described, and examples are presented.

The experimental literature has generally found very few--and very weak--negative reactions by white consumers to black models in advertising. Only one study found major significant negative reactions, and a recent replication failed to find evidence of the previously reported "white backlash." Evidence of negative responses tended to be indications of possible interaction effects between product type, race characteristics of models, and situational factors of ad settings. This experiment examined one often mentioned example.

Print advertising research suffers from limitations inherent to the experimental environment, namely, limited exposures (usually a single exposure), an artificial setting for presentation, and in cases where multiple exposures are employed, limited control. This paper describes a new experimental environment which, at least in part, offers a viable alternative to current methods.

During most of the last century local advertising has been dominated by metropolitan newspapers. In recent years technological and sociological changes have brought serious challenges to metro newspapers' role as the most practical outlet for local advertising. The flight to the suburbs has made small dailies attractive to some advertisers and newspaper technology of the last decade has made the quality of these small papers more appropriate for national advertising. This study examines the relationship between a major metro paper and growing competition from small dailies in the State of Georgia.

Using the methodologies of linguistics and stylistic analysis, this study closely examines a single ad in the determination of how specific stylistic devices on the copywriter's part can manipulate the reader's response and stimulate continued engagement throughout the body copy. Similarities between the dynamics of advertising copy and face to face interaction are hypothesized to account for the efficacy of stylistic devices.

This paper traces the intellectual, economic, cultural and political roots of professional ideology in the advertising business. It shows how the business in the Progressive Era first conceived of the ideology of economic efficiency and social control as a defense for practitioners' actions and as a way of building the business's social status in the nascent industrial nation.

A recent study found that investors could receive significantly better than market average growth and return if they invested their money in the stocks of the largest advertisers. This study examines that hypothesis in terms of the measures used for evaluation and the time period covered. The results indicate a much more complex relationship and more inconsistent performance than previously implied.

This study examines file history of the FCC's Inquiry into current broadcasting practices in the airing of Public Service Advertising. A content analysis was performed which isolated the major groups submitting comments to the FCC in the Inquiry, and the type of evidence they presented. Although the FCC specifically requested the submission of statistical data, less than thirty percent of the submitted comments presented the type of evidence requested by the Commission. The statistical data that were submitted in the inquiry presented two different pictures of broadcaster performance. Supporters of PSA regulation offered data showing that broadcasters aired thirty percent less PSA's than the data submitted by broadcasters. The separation of those submitting comments into three major groups -- broadcast interest groups, current users of PSA time, and parties wishing greater access to PSA time--and the evidence that they submitted, tends to support the Krugman and Reid contention that the decision-making policy of the Commission attempts primarily to balance "heterogenic group interests" rather than to rely on "valid" data when arriving at decisions.

This study evaluated the use of statistical techniques used in research reports appearing in the Journal of Advertising from its inception in 1972 to the last issue of 1979. The study compared its findings with published reports on the use of statistical techniques in two other communication journals: Journal of Broadcasting and Journal of Communication. The study found that the Journal of Advertising contained proportionately fewer statistical articles than did the other journals but noted a trend toward the use of statistics in the Journal of Advertising. It found that the percentage of articles containing statistical analyses has more than doubled since 1975, the year J. Thomas Russell became editor of the Journal. The evaluation showed, however, that statistical techniques are frequently misapplied and that reports often fail to include statistical information necessary for interpretation of the findings. The study noted frequently made errors and makes recommendations for strengthening statistical reports appearing in the Journal.

Three versions of Fishbein's "extended" Intentions Model were tested on six subgroups of participants in an advertising message field experiment. Results indicate that the ability of the model to predict behavioral intention toward a new hair color brand is dependent on message and respondent characteristics. Two generalized motivation-to-comply measures performed better than a product-specific measure.

Accreditation in advertising education is important to directors of programs in communication that are presently accredited. Accreditation is not important to business educators or non-accredited communication educators. Student attitude and the opinion of potential employers has not been surveyed. Advertising practitioner organizations take no part in educational accreditation. Advertising faculty are poorly represented on the American Council for Education in Journalism (ACEJ) and the American Assembly of Collegiate Schools of Business (AACSB).

The relationship between associative creative ability and advertising creativity has been supported both by practitioners' intuitive logic and a few studies reported in the advertising literature. This study takes an exploratory look at the relationship between associative creative ability and student performance on writing assignments in different media. Results reported suggest that associative creative ability is associated with performance on assignments for magazine, newspaper, and television but not for radio.

This paper examines trends over twenty years in Cigarette advertising to determine the nature of tactical changes which the industry employed to adapt to the new regulatory contingencies while remaining competitively viable. To examine these issues, a number of hypotheses are set forth and tested using media spending and market share data, as well as data gathered in a content analysis of cigarette ads in select magazines.

This article chronicles the 38 public opinion polls and surveys concerning advertising that have taken place over the past 50 years. It attempts to include all of the major studies concerning advertising as an institution as well as those which deal with the personality and moral characteristics of advertising practitioners.

TELEVISING THE BASIC ADVERTISING COURSE: NEW TECHNOLOGY AND STUDENT ATTITUDES (pp. 1-3, 1981)
Keith Adler

This paper describes a case study on the introduction of televised lectures to the basic course in advertising at Michigan State University. Special emphasis is placed on the attitudes of students viewing the televised lectures from off-campus settings. Census data from students in the course generally support the move to studio-produced lectures, and to the offering of lectures over public television channels.

The unique characteristics of the solar energy products market are discussed in terms of both demand stimulating and demand inhibiting factors. Existing findings from diffusion of innovation research are applied to redefine the role of advertising in this market.

The shift from a monopolistic position in an industry to one of many competitors in a newly competitive market requires changes in advertising philosophy, objectives, media strategies, and budgeting and appropriation approaches. In industrial sectors experiencing competitive changes, the role of advertising has often become that of helping to ensure adequate cash flow in the firm in the short and long run through emphasis on aggressive positioning of the product line in direct competition with new competitors. Getting both marketing and advertising people to think in strategic long run terms has been a major difficulty in adapting advertising to this new role. How the changes have been accomplished in seven industrial companies and the effect on the role of advertising is outlined.

This article reports findings from an experiment which measured the value of a celebrity spokesperson in advertising. The research compared consumer attitudes toward a kitchen appliance when test advertisements contained a non-expert celebrity versus an ordinary consumer endorser. The experimental ads were tested for a well-known and an unknown advertiser. The study showed that the celebrity non-expert was fairly ineffective in raising consumer attitudes toward the advertised product, even when the advertiser was unfamiliar.

GuttmanÍs theory of attitude components offers a mechanism for identifying the relevant properties of attitudes to help explain the relationship of attitude to behavior. Attitude content, intensity, closure, and involvement were measured in a study of a metropolitan newspaper market and related to readership behavior. Segmenting the market by attitude content and closure improved newspaper management's ability to target communication strategy to prospective readers.

Total brand advertising in 63 consumer product categories is positively and significantly related to the total number of brands in the category and to the mean number of brands consumers usually buy. Even when advertising is skewed in the direction of the top brands in the category, it does not appear to decrease the number of available alternatives and it actually increases the number of alternatives consumers usually buy.

The Lennen & Newell Advertising agency was declared bankrupt in 1972, triggering a suit by CBS to recover nearly $500,000 in unpaid television time. Columbia Broadcasting System, Inc. vs Stokely-Van Camp, Inc. raised questions in conflict with prevailing financial practices among advertisers, agencies and media. This pilot study indicates that fundamental weaknesses leading to the bankruptcy are still present, and the potential for future bankruptcies is still a factor for Florida advertising agencies.

The objective of the investigation was to determine if the women's liberation movement and societal pressures spawned by this movement have had an effect on advertisers' portrayal of women in their advertisements. A content analysis of magazine advertisements which appeared during three stages in the evolutionary development of the women's movement was used to evaluate the issue. The results indicate some surprising changes over time.

This paper presents the results of a pilot study that was conducted into consumers' uses of advertising as a source of buying information. The purpose of this study was to find out where consumers go for product information for a variety of goods and services; how they rate different media as a source of product information; which media are generally the most helpful when making a purchase decision; and which media contain the most useful advertisements/commercials for making a purchase decision. The research project consisted of two phases: a random telephone sample of households from the Kansas City metropolitan area to inquire into general opinions of advertising as an information source; and follow-up in-home interviews with a selected subsample of the respondents to gather more detailed product and purchase habit information.

This paper is intended to give its reader a better understanding of consumer advertising practices in a highly industrialized socialist state. Data were developed from an analysis of the advertising content of seven leading Polish consumer magazines over a one year period. Specific aspects addressed in the study are the volume of advertising; the range of products and services advertised; characteristics of individual advertisements, such as size, use of color and illustrations, length and nature of copy, and placement within the magazine; and seasonality of magazine advertising.

Four exposure distribution models, Metheringham Beta Binomial Distribution, the Compound Dirichlet Multinomial Distribution, Hofmans-Geometric Distribution, and Kwerel-Geometric Distribution models, are tested on their performance in the estimation of the exposure distributions and reach. Then, error factors in each estimation method are investigated with respect to the structure of media schedules.

While pressure for advertising regulation has continued to increase throughout the decade of the 70s, little has been done to attempt to find out what consumers feel concerning the need for such regulation. This study looks at the responses to 28 Likert-like statements regarding various aspects of advertising regulation by 100 high school students in an attempt to detect any similarities and differences in their views. Factor analysis was used as a means of clustering these individuals on the basis of their responses to the statements. Four 'types' of respondents emerged--'Authoritarians,' 'Libertarians,' 'Annoyed Laissez Faire,' and 'Guardians,' with the majority of the respondents falling into the first type. Results suggest that unless changes occur in the views held by this group public pressure may continue for more advertising regulation.

This paper discusses the issues of product differentiation and market segmentation in the casino gaming industry, a commodity-based service industry which is experiencing rapid growth in the United States. It presents issues of advertising strategy development, a methodology for collecting and evaluating market segmentation data, and the implications of the resultant user profiles for advertising strategy decisions.

The paper builds on the earlier work of the authors and identifies two additional concerns about the use of voice analysis as a measurement tool in advertising research. The paper summarizes the concept of voice analysis, briefly reviews major technical and methodological concerns associated with its implementation in advertising, and then raises and discusses the two additional concerns. These dual problem areas hinge around the diagnostic validity of the technique and the predictive capacity that it exhibits. The authors conclude that there are significant problems associated with the use of voice analysis in advertising research, which, if overcome, would give us a physiological measurement tool superior to other more obtrusive and subjective measures.

This study focuses on the evaluation of a product's and supplier's characteristics by industrial buyers and engineers within the same firms. The study is limited to the purchase of an industrial product (pneumatic pumps, valves and cylinders) in a "First buy" situation. The results show that buyers and engineers rank the characteristics very similarly for these pneumatic products. The implication is that suppliers use a cost-efficient common format in their trade publication promotional efforts.

This study is an analysis of basic advertising message strategies from 1945 to 1980. A total of 1,848 full-page magazine advertisements from news and women's magazines were classified as reason-why, straightforward, emotional or other. The study found that reason-why approaches were more frequent before 1960 and straightforward approaches more frequent since 1965. Emotional strategies represent a small proportion of the advertisements. The study also found that there have been two definable periods of change in basic advertising strategy: one right after the war and the other from 1960-1970.

No single explanation of how advertising influences consumers suffices. Five ideal types of national consumer product advertisements are identified, a psychological or other theory of their functioning is discussed, their physical appearance is described, and examples are presented.

The experimental literature has generally found very few--and very weak--negative reactions by white consumers to black models in advertising. Only one study found major significant negative reactions, and a recent replication failed to find evidence of the previously reported "white backlash." Evidence of negative responses tended to be indications of possible interaction effects between product type, race characteristics of models, and situational factors of ad settings. This experiment examined one often mentioned example.

Print advertising research suffers from limitations inherent to the experimental environment, namely, limited exposures (usually a single exposure), an artificial setting for presentation, and in cases where multiple exposures are employed, limited control. This paper describes a new experimental environment which, at least in part, offers a viable alternative to current methods.

During most of the last century local advertising has been dominated by metropolitan newspapers. In recent years technological and sociological changes have brought serious challenges to metro newspapers' role as the most practical outlet for local advertising. The flight to the suburbs has made small dailies attractive to some advertisers and newspaper technology of the last decade has made the quality of these small papers more appropriate for national advertising. This study examines the relationship between a major metro paper and growing competition from small dailies in the State of Georgia.

Using the methodologies of linguistics and stylistic analysis, this study closely examines a single ad in the determination of how specific stylistic devices on the copywriter's part can manipulate the reader's response and stimulate continued engagement throughout the body copy. Similarities between the dynamics of advertising copy and face to face interaction are hypothesized to account for the efficacy of stylistic devices.

This paper traces the intellectual, economic, cultural and political roots of professional ideology in the advertising business. It shows how the business in the Progressive Era first conceived of the ideology of economic efficiency and social control as a defense for practitioners' actions and as a way of building the business's social status in the nascent industrial nation.

A recent study found that investors could receive significantly better than market average growth and return if they invested their money in the stocks of the largest advertisers. This study examines that hypothesis in terms of the measures used for evaluation and the time period covered. The results indicate a much more complex relationship and more inconsistent performance than previously implied.

This study examines file history of the FCC's Inquiry into current broadcasting practices in the airing of Public Service Advertising. A content analysis was performed which isolated the major groups submitting comments to the FCC in the Inquiry, and the type of evidence they presented. Although the FCC specifically requested the submission of statistical data, less than thirty percent of the submitted comments presented the type of evidence requested by the Commission. The statistical data that were submitted in the inquiry presented two different pictures of broadcaster performance. Supporters of PSA regulation offered data showing that broadcasters aired thirty percent less PSA's than the data submitted by broadcasters. The separation of those submitting comments into three major groups -- broadcast interest groups, current users of PSA time, and parties wishing greater access to PSA time--and the evidence that they submitted, tends to support the Krugman and Reid contention that the decision-making policy of the Commission attempts primarily to balance "heterogenic group interests" rather than to rely on "valid" data when arriving at decisions.

This study evaluated the use of statistical techniques used in research reports appearing in the Journal of Advertising from its inception in 1972 to the last issue of 1979. The study compared its findings with published reports on the use of statistical techniques in two other communication journals: Journal of Broadcasting and Journal of Communication. The study found that the Journal of Advertising contained proportionately fewer statistical articles than did the other journals but noted a trend toward the use of statistics in the Journal of Advertising. It found that the percentage of articles containing statistical analyses has more than doubled since 1975, the year J. Thomas Russell became editor of the Journal. The evaluation showed, however, that statistical techniques are frequently misapplied and that reports often fail to include statistical information necessary for interpretation of the findings. The study noted frequently made errors and makes recommendations for strengthening statistical reports appearing in the Journal.

Three versions of Fishbein's "extended" Intentions Model were tested on six subgroups of participants in an advertising message field experiment. Results indicate that the ability of the model to predict behavioral intention toward a new hair color brand is dependent on message and respondent characteristics. Two generalized motivation-to-comply measures performed better than a product-specific measure.

Accreditation in advertising education is important to directors of programs in communication that are presently accredited. Accreditation is not important to business educators or non-accredited communication educators. Student attitude and the opinion of potential employers has not been surveyed. Advertising practitioner organizations take no part in educational accreditation. Advertising faculty are poorly represented on the American Council for Education in Journalism (ACEJ) and the American Assembly of Collegiate Schools of Business (AACSB).

The relationship between associative creative ability and advertising creativity has been supported both by practitioners' intuitive logic and a few studies reported in the advertising literature. This study takes an exploratory look at the relationship between associative creative ability and student performance on writing assignments in different media. Results reported suggest that associative creative ability is associated with performance on assignments for magazine, newspaper, and television but not for radio.

This paper examines trends over twenty years in Cigarette advertising to determine the nature of tactical changes which the industry employed to adapt to the new regulatory contingencies while remaining competitively viable. To examine these issues, a number of hypotheses are set forth and tested using media spending and market share data, as well as data gathered in a content analysis of cigarette ads in select magazines.

This article chronicles the 38 public opinion polls and surveys concerning advertising that have taken place over the past 50 years. It attempts to include all of the major studies concerning advertising as an institution as well as those which deal with the personality and moral characteristics of advertising practitioners.