THE BRITISH SYSTEM OF ADVERTISING SELF-REGULATION: AN HISTORICAL PERSPECTIVE (1986, R2--R6)
Terence R. Nevett and Gordon E. Miracle

BritainÍs system of advertising self-regulation is the most highly developed in the world in terms of integrating the interests of consumers with those of advertisers, agencies and media, though it does not extend to television and radio. This paper traces the systemÍs evolution and identifies those factors which were important in determining its present form.

In mid-1985 the management of PEWEX, PolandÍs "hard-currency" shop network, sponsored the production of a videotape which promotes forty or more imported products and brands. This activity represents a dramatic departure from traditional socialist philosophy concerning promotion in Poland. It is "hard sell," set to the beat of popular Western music, with goods presented at a pulsating rate, occasionally with ten or more products appearing within a single minute. This paper describes the PEWEX videotape, and introduces its showing to American Academy of Advertising conference attendees.

Advertising is an inexact science to be sure. The theories behind, modes and methods of developing advertising campaigns are often based on assumptions that are extremely hard to prove. Therefore, it is difficult at best, to take these advertisements one step further, to translate them into another language. International advertising poses some very unique problems that need to be of concern to those advertisers wishing to introduce their products in other countries. This article addresses some of these problems by discussing the current state of international advertising. A content analysis of a selected group of advertisements by international advertisers is used to determine the effectiveness of these advertisers.

From a face-to-face survey of 289 college students this study demonstrates the importance of sales promotion in influencing purchase behavior in fast food restaurants. The study also demonstrates the efficacy of segmentation variables such as brand loyalty and purchase frequency as well as the impact of various sales promotion techniques.

From a series of more than 70 depth interviews with people inside and outside the specialty advertising industry, a profile of perceptions concerning the industry has emerged. Specialty distributors, suppliers, and users as well as media representatives, ad agency personnel, and advertising educators contributed valuable insights into specialty advertisingÍs strengths and weaknesses. This article summarizes the prevailing perceptions concerning the industry, discusses reasons why these perceptions have been formed and continue to persist, and suggests some strategies to alleviate negative perceptions of the industry.

A field study measuring the effects of advertising on golf courses which appears in the form of product messages positioned at the start of each hole reveals poor recall of advertisements. In addition, negative relationships are discovered between recall of advertisements and both education and age, making the potential for golf course advertising suspect. The similarities between golf course advertising and billboard/poster advertising suggest the need to investigate the relationships between audience demographics and recall for billboard/poster ads.

This study attempts to explore one possible explanation for why professionals have negative attitudes toward professional advertising. It is hypothesized that in times of uncertainty people turn to their professional organization as a reference group for guidance in their attitude formation. These societies have typically opposed advertising. Therefore, it was hypothesized that the more highly involved an individual was with this organization, the more negative his attitude would be toward advertising. The data generally support this hypothesis.

Several issues surround the advertising of professional services. Concerns of professional associations, consumer opinions of advertising by professionals and the technical problems inherent in the advertising process have served to limit professional advertising. The professional service provider is a distinct brand of marketer with a unique set of needs in the promotional area. Sales promotion may offer a respectable and potentially valuable alternative to advertising. Sales promotion techniques can be classified according to their effects and the promotional needs they satisfy. This paper discusses a possible classification of professional sales promotion techniques and attempts to develop guiding rules for a promotional mix which uses sales promotion. Finally, directions for future research are outlined.

A telephone survey of a purposive sampling of AmericaÍs leading advertising managers was conducted in order to determine their attitudes about advertising research and research publications. Results of the study reinforce earlier findings that there is uncertainty about the research function on the client side, but that neither research services offered by advertising agencies, nor work reported in academic journals provide a satisfactory solution to the research needs of corporate advertising management.

Analysis of 1,327 models featured in womenÍs magazines from the 1950s, 60s, 70s, and 80s revealed a marked increase in the past two decades toward thin body types. A ñyendex,î or desirability scale, showed thin models were judged most attractive and successful, while overweight and obese models were judged happiest. Results are discussed in the context of advertisingÍs role in shaping the socio-cultural milieu in which eating disorders occur.

This study examines one aspect of symbolic interactionism in a print advertising context. Message-evoked role associations are generated and content analyzed. A thought verbalization procedure is used to elicit audience responses. Support is presented for the proposition that explicit role portrayals evoke more role associations than nonexplicit and nonrole portrayals in print advertising. The findings indicate a potentially rich source of symbolic information for advertising creatives and managers.

To demonstrate how allocation decisions can be operationally handled and to give this area of advertising planning some deserved notice, this paper will describe a model that systematically responds to allocation planning in media operations. The model to be demonstrated is typical of those used by the author in professional planning situations and has been further modified by more current developments in syndicated research support services. It should not be construed as an ideal one. The only ñidealî model is one that best suits the marketerÍs needs.

Using both secondary and primary data, this paper examines the relationships between the population of an urban market and two measures of aggregate advertising activity: (1) advertising intensity, or advertising/retail sales ratio, and (2) media market share. Although the results are tentative, there are indications that advertising intensity increases with market size. That is, aggregate advertising expenditures increase faster than aggregate retail sales in urban markets. Media share, however, appears less affected by market size.

This paper provides a look at how subscribers and nonsubscribers of cable and pay cable perceive those services. It also examines satisfaction and dissatisfaction with the services. The study is part of a first wave of data that has been generated from a large field experiment in a major Midwestern market. The experiment includes 375 noncable, cable, and pay cable viewers.

This study examined nonverbal power cues, the types of goods, the gender association of those goods, and the correlation of nonverbal power cues and recall scores of television commercials of male and female presenters. In general, female presenters exhibited fewer nonverbal power cues; they exhibited less power in products association with their gender, and they presented more inexpensive products than male presenters.

This paper reports the results of an examination of the responses of adult consumers to time-compressed comparative and non-comparative television commercials across eight measures of advertising performance. The findings indicate that time-compression had no significant effect on almost all measures of commercial performance. Further, the effectiveness of time-compressed commercials appears to be situation specific and may be interactive with variables such as product usage and commercial format.

This paper explores the relationship among music, emotional response, and traditional measures of advertising effectiveness like recall and attitude toward the ad. A typology for measuring how people respond emotionally to advertising on three progressively involved levels (ñdescriptive,î ñempathic,î and ñexperientialî) is applied to verbatim responses of 60 respondents viewing one of two commercials. The commercials are similar except for the presence of background music. Findings suggest that the commercial without music is better liked by respondents and elicits a higher degree of empathic and descriptive emotional response. Music had no significant effect on the objective recall measures studied, nor was there a significant difference at the experiential level of emotional response.

The present study assessed the relative effectiveness of product benefit advertising vis-a-vis comparative advertising for the brand leader and second ranked brand within a product category. Ten sets of hypotheses were derived and tested among 707 subjects participating in a between subjects experiment. Results are compared with previous studies and recommendations are tendered.

Advertisements may tell consumers wonderful things about their product alone. A competing brand may be mentioned in less glowing terms. Are these advertisements seen as biased? How might perceived bias or unexpectedly unbiased messages impact advertising effectiveness? This study used an experimental design to examine these effects on consumer responses. Results provided a level of support for predicted response patterns from reporting bias and disconfirmed expectancy.

Gorn [1982] observed that the classical conditioning paradigm may account for the impact of background features in advertisements on product preference. The present study employed a classical conditioning manipulation to explore the effect of the background color in print advertisements on product preference.

Public service campaigns against drinking and driving are a major weapon in the fight to get drunk drivers off of the nationÍs highways. However, within the public domain, little is actually known about the content and effects of these campaigns. This paper reports the results of a content analysis conducted to provide some preliminary insight regarding the content properties of anti-drinking and driving public service announcements (PSAs). Five content variables were identified and operationalized: (1) length of PSA; (2) actor characteristics; (3) setting; (4) display of alcohol; and (5) consequences of drinking and driving. Future directions for research are suggested.

Sign vandalism is a costly and dangerous national safety problem. This paper describes a survey conducted in Iowa on teenagerÍs attitudes toward sign vandalism. Based on the survey, public service advertising messages were developed and tested. The ads were shown to be significantly effective in raising students' awareness of the fines and penalties attached to sign vandalism.

A survey was undertaken to uncover causes and severity of problems in working with creatives and account people from the creative perspective. A mail questionnaire was sent to approximately 500 creatives across the country. Results revealed less perceived conflict between account and creative people than anticipated. Inequality was the greatest problem reported both between the two departments and within the creative department.

In assessing the legal environment affecting alcoholic beverage advertising, one must remember that advertising has only recently been granted First Amendment protection. And, perhaps more important, it received a limited degree of protection.... [F]ive cases are of particular interest to the future of alcoholic beverage advertising.... The future of alcoholic beverage advertising in the electronic media really seems to hinge on questions related to state versus federal control. That the FTC declined to institute a national ban of alcoholic beverage advertising last year should in no way be taken as a sign that this kind of advertising is safe from further control. On the contrary, the battle may have just begun.

The research evidence to date provides no theoretical basis for hypothesizing a link between beer and wine advertising [and consumption]. The few empirical studies, which might best be described as demonstration projects, provide no conclusive evidence of a relationship. Research from the areas of mental health, highway safety, and mass communication does, however, suggest constructive approaches to reducing alcohol problems.

Advertising research has characteristically been empirical in nature, concerned primarily with providing solutions to short-term practical problems. This has led to a diminished emphasis upon broader, less industry-driven issues. Two ways to "expand" this definition of advertising research are through methodological diversification and expansion of the domain considered legitimate for investigation. This paper suggests that self-reflection upon the research traditions of the advertising field is a valuable domain for investigation, and that such research might best be conducted through the use of historical method, particularly a cultural historical method.

Research strategy based on the perspective of symbolic interactionism can further theoretical formulations about the institutional role of advertising. The deliberations and opinions of the American Bar Association's Committee on Ethics are offered as an example.

This paper reviews and adds to previous research into the alleged effect of advertising revenues on the costs and prices of magazines. The evidence indicates that the magazine prices are not lower because of advertising support.

The following paper discusses the importance of exploring the evolution of advertising ideas as an important and valuable research exercise. Using the concept of brand image, the paper demonstrates the importance of reviewing the historical development of a concept. The author concludes that researchers and educators must exercise caution in application of concepts without examining the epistemology of the ideas upon which they are based.

Magazine advertising revenues can be expected to continue increasing at significant levels. With such an investment, advertisers will rely more and more on copy testing as the primary method of measuring the impact of advertising budgets and campaigns. Since copy testing offers such a variety of methods, the advertiser must choose carefully. The greatest area of controversy in copy testing concerns method. In order to introduce the reader to copy testing, this paper explores in detail the means and the ends of one of the most widely used methods of copy testing, Gallup and Robinsons' Magazine Impact Research Service.

Advertising researchers help develop a relationship between customer and product by acting as an interpreter between customer and advertiser. Researchers need to be smart about the client's product, consumer perceptions of the product and category, and the prevailing "social context".... Basic principles of copytesting include: (1) determine the level of risk involved, (2) identify and prioritize objectives of advertising, (3) provide measurements that are relevant to the advertising's objectives, (4) agree in advance how the results will be used; state criteria in a meaningful way, (5) test among target market, and (6) allow for multiple exposures.... As long as the testing procedures are appropriate to the objectives of the advertising, and as long as we [J. Walter Thompson] understand the applications and limitations of the techniques, we are receptive to any number of advertising testing systems and the findings that they produce.

After describing and evaluating the Starch technique, the paper reviews the discussion of the merits of recall-vs-recognition in copy testing. While it was found that recall has come under more attack than recognition in recent years, it is suggested that recognition may be more suited for product categories with low involvement and little brand loyalty, while recall may be better for testing product categories where brand decisions are more involved and the alternative brands arenÍt visually present at the time brand decisions are made.

This paper provides an overview of an advertising media planning text and a software system that have been developed for the microcomputer in order to facilitate advertising education. The text, "Advertising Media Plan Development and Evaluation," in working paper form, is nearly 400 pages, and also includes five BASIC language programs for use with IBM-PCs and compatible systems. All material described here is available by writing the authors.

This is a working paper on how to use IBM-PC WRITE & CALC in an advertising class. Students graduating from business schools today need to have a better understanding of how advertising fits in a business plan. They also need to develop their skills in using personal computers. The purpose of this paper is to demonstrate how these two goals were accomplished in a basic junior level advertising class.

With the expanding availability of personal computers in marketing education, it is now possible and increasingly important for educators to teach innovative and state-of-the-art methods of new product modeling to marketing management students. This paper focuses on the author's experience in using personal computers to teach the N.W. AYER new product model to graduate business students. The manuscript examines the process involved in teaching this approach, discusses student reactions and offers an overall evaluation. This approach proved to be an effective, easily implemented and enjoyable method for developing modern marketing management skills, as well as enhancing computer literacy.

While microcomputers have been used to help teach the advertising media course, little has been done to introduce them into the creative courses. The following paper suggests ways which the new microcomputers with their enhanced graphics may be used to help students learn the fundamentals of ad layout.

Negative space is a visual element that is equally as important as the positive elements, such as art and type, of an advertisement. Graphics students who are assigned exercises in which they are asked to manipulate space can improve their ability to see the way design works and thus can create more effective, attractive layouts. Three exercises are described.

This paper reports a unique teaching method used in teaching Advanced Advertising (MKT 466) at Troy State University, Troy, Alabama. The class is conducted as a staff meeting. Among the results are the students gain valuable experience working on and with a staff, build their own professional data base which they know how to update, and coverage of key topics in advanced advertising.

Because of the limited number of openings for beginning copywriters and art directors at major New York City advertising agencies, and due to the difficulty students encounter in their first job search, an extracurricular student organization, the Creative Club, has been developed at Syracuse University. This paper outlines how the Creative Club helps students prepare for the creative recruitment process.

Guided by a sequence of worksheets, student groups, organized as advertising agencies, prepare case-based advertising campaigns. Workshop seminars alternate with lecture/discussion sessions, providing students with immediate opportunities to apply textbook concepts in real-life situations. Before each workshop session, group members received feedback on previous workshop performance. Grading procedures encourage individual and group participation.

Teaching a case course requires considerable preparation the first time through. The instructor must do all the cases, the grading, covertly direct the discussion, and keep students motivated. Normal student feedback is that the course is one of the most demanding, but also one of the most rewarding they have taken. When setting up a case course, four things should be taken into consideration, 1) class structure, 2) case write-ups, 3) classroom discussion, and 4) grading. Following are some ideas and suggestions for each of these areas.

This special session on grantsmanship shows the proposal writing process to be a step-by-step procedure. Both federal and private sources of funding are discussed. Then a general plan for preparing proposals is presented with particular attention to a detailed budget format.

THE BRITISH SYSTEM OF ADVERTISING SELF-REGULATION: AN HISTORICAL PERSPECTIVE (1986, R2--R6)
Terence R. Nevett and Gordon E. Miracle

BritainÍs system of advertising self-regulation is the most highly developed in the world in terms of integrating the interests of consumers with those of advertisers, agencies and media, though it does not extend to television and radio. This paper traces the systemÍs evolution and identifies those factors which were important in determining its present form.

In mid-1985 the management of PEWEX, PolandÍs "hard-currency" shop network, sponsored the production of a videotape which promotes forty or more imported products and brands. This activity represents a dramatic departure from traditional socialist philosophy concerning promotion in Poland. It is "hard sell," set to the beat of popular Western music, with goods presented at a pulsating rate, occasionally with ten or more products appearing within a single minute. This paper describes the PEWEX videotape, and introduces its showing to American Academy of Advertising conference attendees.

Advertising is an inexact science to be sure. The theories behind, modes and methods of developing advertising campaigns are often based on assumptions that are extremely hard to prove. Therefore, it is difficult at best, to take these advertisements one step further, to translate them into another language. International advertising poses some very unique problems that need to be of concern to those advertisers wishing to introduce their products in other countries. This article addresses some of these problems by discussing the current state of international advertising. A content analysis of a selected group of advertisements by international advertisers is used to determine the effectiveness of these advertisers.

From a face-to-face survey of 289 college students this study demonstrates the importance of sales promotion in influencing purchase behavior in fast food restaurants. The study also demonstrates the efficacy of segmentation variables such as brand loyalty and purchase frequency as well as the impact of various sales promotion techniques.

From a series of more than 70 depth interviews with people inside and outside the specialty advertising industry, a profile of perceptions concerning the industry has emerged. Specialty distributors, suppliers, and users as well as media representatives, ad agency personnel, and advertising educators contributed valuable insights into specialty advertisingÍs strengths and weaknesses. This article summarizes the prevailing perceptions concerning the industry, discusses reasons why these perceptions have been formed and continue to persist, and suggests some strategies to alleviate negative perceptions of the industry.

A field study measuring the effects of advertising on golf courses which appears in the form of product messages positioned at the start of each hole reveals poor recall of advertisements. In addition, negative relationships are discovered between recall of advertisements and both education and age, making the potential for golf course advertising suspect. The similarities between golf course advertising and billboard/poster advertising suggest the need to investigate the relationships between audience demographics and recall for billboard/poster ads.

This study attempts to explore one possible explanation for why professionals have negative attitudes toward professional advertising. It is hypothesized that in times of uncertainty people turn to their professional organization as a reference group for guidance in their attitude formation. These societies have typically opposed advertising. Therefore, it was hypothesized that the more highly involved an individual was with this organization, the more negative his attitude would be toward advertising. The data generally support this hypothesis.

Several issues surround the advertising of professional services. Concerns of professional associations, consumer opinions of advertising by professionals and the technical problems inherent in the advertising process have served to limit professional advertising. The professional service provider is a distinct brand of marketer with a unique set of needs in the promotional area. Sales promotion may offer a respectable and potentially valuable alternative to advertising. Sales promotion techniques can be classified according to their effects and the promotional needs they satisfy. This paper discusses a possible classification of professional sales promotion techniques and attempts to develop guiding rules for a promotional mix which uses sales promotion. Finally, directions for future research are outlined.

A telephone survey of a purposive sampling of AmericaÍs leading advertising managers was conducted in order to determine their attitudes about advertising research and research publications. Results of the study reinforce earlier findings that there is uncertainty about the research function on the client side, but that neither research services offered by advertising agencies, nor work reported in academic journals provide a satisfactory solution to the research needs of corporate advertising management.

Analysis of 1,327 models featured in womenÍs magazines from the 1950s, 60s, 70s, and 80s revealed a marked increase in the past two decades toward thin body types. A ñyendex,î or desirability scale, showed thin models were judged most attractive and successful, while overweight and obese models were judged happiest. Results are discussed in the context of advertisingÍs role in shaping the socio-cultural milieu in which eating disorders occur.

This study examines one aspect of symbolic interactionism in a print advertising context. Message-evoked role associations are generated and content analyzed. A thought verbalization procedure is used to elicit audience responses. Support is presented for the proposition that explicit role portrayals evoke more role associations than nonexplicit and nonrole portrayals in print advertising. The findings indicate a potentially rich source of symbolic information for advertising creatives and managers.

To demonstrate how allocation decisions can be operationally handled and to give this area of advertising planning some deserved notice, this paper will describe a model that systematically responds to allocation planning in media operations. The model to be demonstrated is typical of those used by the author in professional planning situations and has been further modified by more current developments in syndicated research support services. It should not be construed as an ideal one. The only ñidealî model is one that best suits the marketerÍs needs.

Using both secondary and primary data, this paper examines the relationships between the population of an urban market and two measures of aggregate advertising activity: (1) advertising intensity, or advertising/retail sales ratio, and (2) media market share. Although the results are tentative, there are indications that advertising intensity increases with market size. That is, aggregate advertising expenditures increase faster than aggregate retail sales in urban markets. Media share, however, appears less affected by market size.

This paper provides a look at how subscribers and nonsubscribers of cable and pay cable perceive those services. It also examines satisfaction and dissatisfaction with the services. The study is part of a first wave of data that has been generated from a large field experiment in a major Midwestern market. The experiment includes 375 noncable, cable, and pay cable viewers.

This study examined nonverbal power cues, the types of goods, the gender association of those goods, and the correlation of nonverbal power cues and recall scores of television commercials of male and female presenters. In general, female presenters exhibited fewer nonverbal power cues; they exhibited less power in products association with their gender, and they presented more inexpensive products than male presenters.

This paper reports the results of an examination of the responses of adult consumers to time-compressed comparative and non-comparative television commercials across eight measures of advertising performance. The findings indicate that time-compression had no significant effect on almost all measures of commercial performance. Further, the effectiveness of time-compressed commercials appears to be situation specific and may be interactive with variables such as product usage and commercial format.

This paper explores the relationship among music, emotional response, and traditional measures of advertising effectiveness like recall and attitude toward the ad. A typology for measuring how people respond emotionally to advertising on three progressively involved levels (ñdescriptive,î ñempathic,î and ñexperientialî) is applied to verbatim responses of 60 respondents viewing one of two commercials. The commercials are similar except for the presence of background music. Findings suggest that the commercial without music is better liked by respondents and elicits a higher degree of empathic and descriptive emotional response. Music had no significant effect on the objective recall measures studied, nor was there a significant difference at the experiential level of emotional response.

The present study assessed the relative effectiveness of product benefit advertising vis-a-vis comparative advertising for the brand leader and second ranked brand within a product category. Ten sets of hypotheses were derived and tested among 707 subjects participating in a between subjects experiment. Results are compared with previous studies and recommendations are tendered.

Advertisements may tell consumers wonderful things about their product alone. A competing brand may be mentioned in less glowing terms. Are these advertisements seen as biased? How might perceived bias or unexpectedly unbiased messages impact advertising effectiveness? This study used an experimental design to examine these effects on consumer responses. Results provided a level of support for predicted response patterns from reporting bias and disconfirmed expectancy.

Gorn [1982] observed that the classical conditioning paradigm may account for the impact of background features in advertisements on product preference. The present study employed a classical conditioning manipulation to explore the effect of the background color in print advertisements on product preference.

Public service campaigns against drinking and driving are a major weapon in the fight to get drunk drivers off of the nationÍs highways. However, within the public domain, little is actually known about the content and effects of these campaigns. This paper reports the results of a content analysis conducted to provide some preliminary insight regarding the content properties of anti-drinking and driving public service announcements (PSAs). Five content variables were identified and operationalized: (1) length of PSA; (2) actor characteristics; (3) setting; (4) display of alcohol; and (5) consequences of drinking and driving. Future directions for research are suggested.

Sign vandalism is a costly and dangerous national safety problem. This paper describes a survey conducted in Iowa on teenagerÍs attitudes toward sign vandalism. Based on the survey, public service advertising messages were developed and tested. The ads were shown to be significantly effective in raising students' awareness of the fines and penalties attached to sign vandalism.

A survey was undertaken to uncover causes and severity of problems in working with creatives and account people from the creative perspective. A mail questionnaire was sent to approximately 500 creatives across the country. Results revealed less perceived conflict between account and creative people than anticipated. Inequality was the greatest problem reported both between the two departments and within the creative department.

In assessing the legal environment affecting alcoholic beverage advertising, one must remember that advertising has only recently been granted First Amendment protection. And, perhaps more important, it received a limited degree of protection.... [F]ive cases are of particular interest to the future of alcoholic beverage advertising.... The future of alcoholic beverage advertising in the electronic media really seems to hinge on questions related to state versus federal control. That the FTC declined to institute a national ban of alcoholic beverage advertising last year should in no way be taken as a sign that this kind of advertising is safe from further control. On the contrary, the battle may have just begun.

The research evidence to date provides no theoretical basis for hypothesizing a link between beer and wine advertising [and consumption]. The few empirical studies, which might best be described as demonstration projects, provide no conclusive evidence of a relationship. Research from the areas of mental health, highway safety, and mass communication does, however, suggest constructive approaches to reducing alcohol problems.

Advertising research has characteristically been empirical in nature, concerned primarily with providing solutions to short-term practical problems. This has led to a diminished emphasis upon broader, less industry-driven issues. Two ways to "expand" this definition of advertising research are through methodological diversification and expansion of the domain considered legitimate for investigation. This paper suggests that self-reflection upon the research traditions of the advertising field is a valuable domain for investigation, and that such research might best be conducted through the use of historical method, particularly a cultural historical method.

Research strategy based on the perspective of symbolic interactionism can further theoretical formulations about the institutional role of advertising. The deliberations and opinions of the American Bar Association's Committee on Ethics are offered as an example.

This paper reviews and adds to previous research into the alleged effect of advertising revenues on the costs and prices of magazines. The evidence indicates that the magazine prices are not lower because of advertising support.

The following paper discusses the importance of exploring the evolution of advertising ideas as an important and valuable research exercise. Using the concept of brand image, the paper demonstrates the importance of reviewing the historical development of a concept. The author concludes that researchers and educators must exercise caution in application of concepts without examining the epistemology of the ideas upon which they are based.

Magazine advertising revenues can be expected to continue increasing at significant levels. With such an investment, advertisers will rely more and more on copy testing as the primary method of measuring the impact of advertising budgets and campaigns. Since copy testing offers such a variety of methods, the advertiser must choose carefully. The greatest area of controversy in copy testing concerns method. In order to introduce the reader to copy testing, this paper explores in detail the means and the ends of one of the most widely used methods of copy testing, Gallup and Robinsons' Magazine Impact Research Service.

Advertising researchers help develop a relationship between customer and product by acting as an interpreter between customer and advertiser. Researchers need to be smart about the client's product, consumer perceptions of the product and category, and the prevailing "social context".... Basic principles of copytesting include: (1) determine the level of risk involved, (2) identify and prioritize objectives of advertising, (3) provide measurements that are relevant to the advertising's objectives, (4) agree in advance how the results will be used; state criteria in a meaningful way, (5) test among target market, and (6) allow for multiple exposures.... As long as the testing procedures are appropriate to the objectives of the advertising, and as long as we [J. Walter Thompson] understand the applications and limitations of the techniques, we are receptive to any number of advertising testing systems and the findings that they produce.

After describing and evaluating the Starch technique, the paper reviews the discussion of the merits of recall-vs-recognition in copy testing. While it was found that recall has come under more attack than recognition in recent years, it is suggested that recognition may be more suited for product categories with low involvement and little brand loyalty, while recall may be better for testing product categories where brand decisions are more involved and the alternative brands arenÍt visually present at the time brand decisions are made.

This paper provides an overview of an advertising media planning text and a software system that have been developed for the microcomputer in order to facilitate advertising education. The text, "Advertising Media Plan Development and Evaluation," in working paper form, is nearly 400 pages, and also includes five BASIC language programs for use with IBM-PCs and compatible systems. All material described here is available by writing the authors.

This is a working paper on how to use IBM-PC WRITE & CALC in an advertising class. Students graduating from business schools today need to have a better understanding of how advertising fits in a business plan. They also need to develop their skills in using personal computers. The purpose of this paper is to demonstrate how these two goals were accomplished in a basic junior level advertising class.

With the expanding availability of personal computers in marketing education, it is now possible and increasingly important for educators to teach innovative and state-of-the-art methods of new product modeling to marketing management students. This paper focuses on the author's experience in using personal computers to teach the N.W. AYER new product model to graduate business students. The manuscript examines the process involved in teaching this approach, discusses student reactions and offers an overall evaluation. This approach proved to be an effective, easily implemented and enjoyable method for developing modern marketing management skills, as well as enhancing computer literacy.

While microcomputers have been used to help teach the advertising media course, little has been done to introduce them into the creative courses. The following paper suggests ways which the new microcomputers with their enhanced graphics may be used to help students learn the fundamentals of ad layout.

Negative space is a visual element that is equally as important as the positive elements, such as art and type, of an advertisement. Graphics students who are assigned exercises in which they are asked to manipulate space can improve their ability to see the way design works and thus can create more effective, attractive layouts. Three exercises are described.

This paper reports a unique teaching method used in teaching Advanced Advertising (MKT 466) at Troy State University, Troy, Alabama. The class is conducted as a staff meeting. Among the results are the students gain valuable experience working on and with a staff, build their own professional data base which they know how to update, and coverage of key topics in advanced advertising.

Because of the limited number of openings for beginning copywriters and art directors at major New York City advertising agencies, and due to the difficulty students encounter in their first job search, an extracurricular student organization, the Creative Club, has been developed at Syracuse University. This paper outlines how the Creative Club helps students prepare for the creative recruitment process.

Guided by a sequence of worksheets, student groups, organized as advertising agencies, prepare case-based advertising campaigns. Workshop seminars alternate with lecture/discussion sessions, providing students with immediate opportunities to apply textbook concepts in real-life situations. Before each workshop session, group members received feedback on previous workshop performance. Grading procedures encourage individual and group participation.

Teaching a case course requires considerable preparation the first time through. The instructor must do all the cases, the grading, covertly direct the discussion, and keep students motivated. Normal student feedback is that the course is one of the most demanding, but also one of the most rewarding they have taken. When setting up a case course, four things should be taken into consideration, 1) class structure, 2) case write-ups, 3) classroom discussion, and 4) grading. Following are some ideas and suggestions for each of these areas.

This special session on grantsmanship shows the proposal writing process to be a step-by-step procedure. Both federal and private sources of funding are discussed. Then a general plan for preparing proposals is presented with particular attention to a detailed budget format.