CONSENSUS BETWEEN ADVERTISING PRACTITIONERS AND EDUCATORS REGARDING EFFECTIVE ADVERTISING (1989, RC-2--RC-7)
John H. Murphy

In light of doubts expressed by skeptical practitioners concerning the value of advertising education, this paper examines the extent to which advertising practitioners and educators agree in their evaluations of advertisements. The evaluations of magazine ads by two groups of practitioners (advertising agency creatives and regional marketing managers) plus David Ogilvy are contrasted with the evaluations of advertising educators. Although the results indicate encouraging agreement among practitioners and educators, an expansion of the study is suggested.

This paper calls for a reevaluation of the usefulness of the scientific discourse in understanding the work of advertising. The emphasis on experimental research with its particular reference to behaviorism tends to obscure the social processes of making and reproducing meanings. This paper reviews the debate among researchers between quantitative vs. qualitative methods and also reviews the taxonomic literature with the view that both of these areas represent ways in which researchers strive to make research more useful. The assertion is that advertisements, like literature, film, architecture, videos, photography and other cultural forms, work in similar ways, as languages to convey meanings. To analyze ads at the level of either the individual ad or the individual reader/viewer is to miss the most important work of the ad, of advertising. Advertising cannot operate alone and in fact its discourses are constantly referential, not to a specific reality, but to the cultural codes or social knowledge which organize understandings of the world--the social "common sense." The suggestion is that a retheorization of the work of advertising will situate advertising more convincingly, will help researchers methodologically and will yield results that are useful to both researchers and creative advertisers. The scientific discourse and the emphasis on experimental research, with its particular reference to behaviorism, tends to obscure the social processes of making and reproducing meanings. Therefore some questions may best be answered through experimental research; however many of the important questions to ask about advertising including questions about the construction of meanings require cultural theories and alternative methodologies.

An expert system, or knowledge based system is a decision support tool that uses qualitative information in the form of human expertise to solve problems or make decisions. The expert system usually takes the form of an interactive computer program designed to imitate the problem solving process of an "expert".... A description of [various] factors and their possible implications for the interpretation and use of competitive information is described in the paper. Additionally the implications of this decision frame for the development of the present expert system and for future research in this area of advertising decision making are given.

The effects of previews of upcoming news items (news teasers) on visual and verbal recognition memory for and attention to emotion-eliciting commercials was examined. Decremental effects of news teasers on verbal memory were found while news teasers facilitated attention and visual recognition memory. Theories of proactive interference, dual code processing and attentional inertia were used to predict and evaluate results.

This study investigated the effects of advertisements that vary in 1) the way an intended message is conveyed with verbal claims (directly or indirectly) and 2) the existence of visual cues that hint at the intended message. It was found that persuasion was enhanced by including visual cues that suggest the intended message. Results also indicated that when visual cues were absent, indirectly induced persuasion showed less decay over time than directly induced persuasion. Implications of the findings for understanding advertising effects are discussed.

Indirect media-market matching traditionally uses demographics to mediate the relationship between product and media usage. While traditional syndicated advertising media research lends itself to indirect matching, companies can sponsor proprietary research to facilitate direct matching between product and media usage if the potential increase in matching efficiency merits the investment. This paper reports a study designed to determine whether the strength of the relationship between product usage and the demographic category used to represent it in indirect matching can be used to predict indirect matching efficiency.

Though a potentially sound and valuable strategy in media planning, the effective frequency concept has some major challenges in successful implementation. One of these concerns is the adjustments demanded by environmental variables found in television advertising. This paper highlights current developments in this qualitative research area with suggestions on how researchers could assist in establishing values to be incorporated into EF modeling.

In the present study, two new models, PBD and HPBD, were developed employing the binomial approach. To explore their potential as useful planning tools, an empirical test comparing the performance of newly developed models against that of two univariate models, BBD and HBBD, was conducted on a random sample of 515 magazine schedules. Results demonstrate that a reach/frequency estimation model employing the binomial approach can provide as accurate estimate as a model based on the beta binomial distribution. The PBD model requiring no duplication data was found to perform as well as, if not better than, the popular BBD model. The HPBD model using the same amount of information as required for the BBD or HBBD yielded the most accurate reach and frequency estimation.

Several recent studies have investigated the attitudes of professionals toward advertising. This research first replicates the earlier studies and then extends that work by disaggregating responses according to characteristics of the practitioner and the nature of the practice. While several significant differences are found across dental practices, perhaps the most striking finding is that attitudes are not as positive as suggested by some other investigators. Some methodological caveats are offered, which may enhance both validity and reliability of subsequent research on this topic.

The first official issues of Ms. appeared in July 1972. The magazine was intended to be a forum for feminist political debate, to give "direct voice to basic feminist issues in an undiluted manner" (Wasson 1973). A very real concern about the power of advertising, both as a social and as an economic institution, seemed to be at the very core of the magazine's emergence. The goals of the publication at the time were: (1) to maintain editorial control; (2) to maintain a fair and aesthetic proportion of advertising to editorial content; (3) to present advertising that accurately reflected the way women spend their money; (4) to present advertising that treated women as people; and (5) to train advertising salespeople who themselves would be agents of change ("Personal Report from Ms." 1974).... The changes observed in Ms. may indicate that the publication has come to place greater emphasis on the "bottom line" than on its original feminist agenda, but even that would not completely explain some of the changes in advertising content observed in this study. More advertising does not necessarily mean more "sexist" advertising unless, for example, clearance policies have been relaxed or advertising in general has become more "sexist." Alternatively, the very concept of "sexism" may have evolved over time, calling into question the construct validity of the latent content measures employed in this study. In light of this, researchers in this area would do well to consider possible re-conceptualization and validation activity, as well as the adoption of other methodologies, in their efforts to further understand the nature of "sexist" role portrayals.

The recent growth of Western based multi-national advertising has spawned concerns in the Third World countries of cultural imperialism. The author argues that this criticism may be due to the fact that the current empirical paradigm which guides most American advertising research is incapable of dealing with the concept of culture. The paper calls for a reconceptualization of advertising to include its role not merely as a marketing tool but also as a cultural artifact. As such, methods would need to be developed which elucidate the complex and subtle cultural content of advertising.

The implicit advertising elasticities are calculated for the 100 leading national advertisers (as identified by Advertising Age) in the United States. Two sources of data (i.e., Form 10K data and Advertising Age) are assessed in terms of average elasticities, median elasticities, and range of elasticities for the entire sample and for industry subsets. A comparison of the findings to previous meta analyses of directly measured advertising elasticities indicates the likelihood of a slight net upward bias in the implicit elasticities.

This paper examines the effects of framing upon the perception of sales promotions. Nonmonetary promotions (i.e., extra product and premiums) are theorized to be framed as gains while monetary promotions (i.e., discounts) are theorized to be framed as reduced losses. This difference in framing was hypothesized to affect the "just noticeable differences" and "latitudes of acceptance" of promotions. Experimental results indicated that monetary promotions have smaller just noticeable differences than nonmonetary promotions. Nonmonetary promotions had broader latitudes of acceptance than monetary promotions. This suggests that monetary promotions are more readily compared to the reference price of the product than nonmonetary promotions are. Because of their relatively small just noticeable difference, monetary promotions may be particularly effective for small deals. Nonmonetary promotions, which have a broader latitude of acceptance, would be better for larger offers.

Issues pertaining to local advertising have been neglected by advertising researchers. This study examines the effect of three types of variables--media perceptions, budget size and product type--on the ratings and use of eight media by local advertisers. The results indicate that these variables influence the choice of media for local advertisers in the five product categories examined.

A posttest telephone survey was conducted to determine the attitudes of viewers and nonviewers of broadcast condom commercials in the northern suburbs of Detroit. Attitudes were hypothesized to be negatively related to age, perceived religiousness and political stance, and positively related to education. Respondents were also asked whether they would air condom commercials if they occupied the role of a television station manager. This decision was predicted to be similarly related to the demographic and attitudinal variables. The hypothesized relationships were confirmed. Attitudes toward condom advertising were found to be stronger predictors of the decision to air broadcast commercials for condoms, than demographic predictors of that decision. However, both sets of variables were statistically significant.

While recent research has led authors to conclude that brand differentiation is the "single most important executional factor for explaining both recall and persuasion" (Stewart and Furse, 1986), little research has focused on what executional variables contribute to the brand differentiating power of an advertising. Using content analysis and audience ratings, this study was designed to determine the effect of television advertising executional variables on the ability of commercials to differentiate the advertised brand. The results of the study suggest that story line, consumer benefit and realism are the most important executional variables for influencing brand differentiation with intent to buy.

This study has shown that zipping interferes with the television viewer's ability to process advertising information. Intraub's (1980) finding on the effects of rapid presentation of stimuli along with Nelson, Reed and Wallings' (1976) research on presentation rates, served as aids in the development of predictions about the effects of zipping. As hypothesized, zipping hampered subjects' ability to recall and recognize the brand name and ad content. These findings reinforce the notion that when a consumer views a zipped commercial, the effects of zipping (i.e., increased speed of visual presentation and elimination of audio track), do not allow adequate processing of information presented in the commercial.

The author examines the classical literary technique of rhetorical irony and relates it to contemporary advertising. Rhetorical irony derives from classical aesthetics, and is characterized by a blend of pleasure and persuasion in messages which "teach by delight." Humor messages use entertaining appeals to deliver information in a soft sell. Irony is defined as any statement which conveys a meaning different from the one it professes to give. A discrepancy exists between what the words say and what they mean, and it is entertaining without necessarily being funny.... Four areas for future research are suggested: development of a humor taxonomy, miscomprehended messages, unintentional cross-cultural ironies, and intentionally deceptive advertising.

A content analysis of information cues in 8,475 full-page direct response and general type magazine ads, revealed that 94.1% of all the ads examined contained at least one information cue; 66.4% had at least two information cues; and 35% displayed at least three cues. There was a significant difference in the kinds of cues presented in the two types of ads. Furthermore, direct response ads were found to have higher levels of information cues than general type ads with this difference persisting across four product categories.

The present study reports a replication of the Stewart and Furse study of the influence of executional factors on advertising performance. Using a new set of 1017 commercials, coded for content, the present study finds the original results reported by Stewart and Furse are highly robust. The use of a brand differentiating message and a strong product focus continue to manifest a positive impact on measures of recall, comprehension, and persuasion.

Though it was not acknowledged, the legal profession finally came full circle after 80 years last June with its policy concerning attorneys' use of direct mail advertising. The U.S. Supreme Court ruled in Shapero (1988) that a state may not categorically prohibit lawyers from soliciting legal business for monetary gain by sending truthful and nondeceptive letters to potential clients known to face particular legal problems. Throughout this century, the legal profession has struggled to define a role for advertising for its members. Attorneys' use of direct mail has figured prominently in the debate, and restrictions on direct mail have lingered longer than those imposed on any other medium. This paper examines the history and debate regarding direct mail and explains why direct mail has been the subject of intense scrutiny and regulation.

Use of the federal Lanham Act has increased in recent times as a vehicle for advertisers to bring suits against each other. Prosecution of false implications appears to be as prevalent in Lanham cases as in FTC cases. Therefore an analysis is conducted here, similar to a prior interpretation of FTC activity, of the categories of implications identified and prohibited in Lanham suits.

Mergers, wild business swings and employee layoffs have led some to wonder how much satisfaction one can experience from a job in the advertising business today. A survey of advertising personnel in a Midwest market shows that although job satisfaction overall is high, differences exist based on characteristics such as gender, type of job and size of company. In the process of this study, a usable and reliable measure of job satisfaction is developed.

Despite the importance of advertising media planning in the United States, there is currently no comprehensive theory of how the process works to enable planners to forecast the communication effects of their plans. This study offers an initial framework that attempts to include all concepts, resources and methods involved in media planning, placed within the broader contexts of advertising and marketing decision areas. To assess its value, a national survey of over 300 media executives was conducted, focusing on cable television advertising. The framework revealed that executives do not utilize all of the tools available to them when evaluating cable. This example illustrates how educators and practitioners can use this model as a guide to organizing knowledge of the discipline and to help predict campaign effects.

The adoption of 3+ effective reach as a key criterion in media planning is widespread, yet the full ramifications of its use have yet to be discovered. This paper shows that effective reach produces an S-shaped response curve in a variety of media types. An efficient operating range relevant to most advertisers can be identified by using cost-per-effective-reach as the corresponding measure of efficiency. The traditional measures of efficiency (i.e., CPM and CPRP) are based upon diminishing returns reach functions and are inadequate when applied to media plans involving effective reach.

Qualitative information about television viewing has proliferated in recent years, prompting the question of whether media selection models which are primarily quantitative in nature are capable of including these phenomena. Three television schedule selection models, MEDIAC, Ad-ME-SIM, and VIDEAC, are evaluated with regard to their ability to accommodate qualitative factors. We find that these models are very capable of incorporating qualitative variables, which suggests the continuing appropriateness of applications of television advertising schedule selection models, incorporating qualitative measures of viewing.

The purposes of this session were to: (1) stimulate discussion of the need for international advertising education, (2) acquaint internationally inexperienced advertising educators with information, materials and methods that are useful to initiate a university course on international advertising, or a section on international advertising that will fit into another course, (3) give internationally experienced advertising educators an opportunity to share materials and methods with others and to enrich their own courses or sections of courses on international advertising, (4) explain IAA international advertising educational activities, and (5) illustrate the need for educator and business exchanges between nations.

Competitive strategy in discount retailing requires that the company know its own image and the image of its major competitors. While customers can be affected by instore changes, noncustomers can only be approached through advertising. This paper reports on the image research done for K mart as parts of its strategic planning efforts.

The client, City National Bank of Norman, OK had two problems. First, CNB had never had a complete promotion plan. It had a plan only for its advertising. Second, management believed the emerging crisis in banking might result in a decline in consumer confidence in banks overall.

Business Month (formerly Dunn's) sponsored this study in order to compare the readership and attitudes of executive readers for controlled circulation versus paid circulation business publications. The perception within the industry has been that a complimentary publication with controlled circulation is not read or valued as highly by readers as are other business publications which readers have paid to received. A key objective of this study, then, was to determine if differences in readership or attitudes, should they exist, could be related to the nature of the subscription source.... In conclusion, while differences in regular readership and attitude ratings do appear between controlled and paid circulation business publications, these differences do not seem to be related to knowledge of the subscription source. While information on editorial content was not collected, it is this variable that is most likely affecting readership and attitudes.

The purpose of this session is to throw the spotlight on the Advertising & Society course and the issues it encompasses by bringing together the people who teach the course (in its various forms) and anyone interested in the subject matter. The individuals who make up our panel have each influenced the development of the course and the body of knowledge it represents. Each participant was asked to prepare some remarks on something relating to the course including: the basis or purpose of the course, how to teach it, what to include, and techniques for making it a successful course. So both pedagogical and content issues will be addressed. Jef Richards will begin by presenting a statement of basis for the class. Ivan Preston will then discuss his focus on "consumer mass communication" in his course. Four "pronouncements" or guidelines for the class will be offered by Kim Rotzoll. He will be followed by Ron Taylor, who will suggest a framework for organizing such a course. Dean Krugman will then tell us about how he balances content and structure in his class. And, last but not least, Michael Schudson will explain how his approach has changed and how he currently handles his Persuasion and Society course.

There has long existed a healthy tension between academic advertising professionals and industry professions. This tension has existed despite substantial exchange of personnel and a significant amount of substantive exchange of theory, facts, and applications. One reason for this lingering tension is that industry and academic professionals approach the same problems but arrive at different solutions because of the differences in reward structure and work environments. We might all be better served if we paid less attention to the differences in solutions and more attention to common problems, however. This seems a particularly useful strategy in an era when many individuals and corporations are questioning the value of advertising as a tool for marketing and communication. Advertising professionals are in many ways responsible for this latter circumstance since we have often failed to communicate what advertising really is and how it can work. This is the result of a number of problems in the perspective of advertising that we share with others.

I want to talk today about two important challenges facing advertising education--enrollments and credibility with the advertising industry. I will then get to the listed topic of my speech--Relations Between the Academy and AEJMC--and talk about how those organizations can work together to face those challenges.

CONSENSUS BETWEEN ADVERTISING PRACTITIONERS AND EDUCATORS REGARDING EFFECTIVE ADVERTISING (1989, RC-2--RC-7)
John H. Murphy

In light of doubts expressed by skeptical practitioners concerning the value of advertising education, this paper examines the extent to which advertising practitioners and educators agree in their evaluations of advertisements. The evaluations of magazine ads by two groups of practitioners (advertising agency creatives and regional marketing managers) plus David Ogilvy are contrasted with the evaluations of advertising educators. Although the results indicate encouraging agreement among practitioners and educators, an expansion of the study is suggested.

This paper calls for a reevaluation of the usefulness of the scientific discourse in understanding the work of advertising. The emphasis on experimental research with its particular reference to behaviorism tends to obscure the social processes of making and reproducing meanings. This paper reviews the debate among researchers between quantitative vs. qualitative methods and also reviews the taxonomic literature with the view that both of these areas represent ways in which researchers strive to make research more useful. The assertion is that advertisements, like literature, film, architecture, videos, photography and other cultural forms, work in similar ways, as languages to convey meanings. To analyze ads at the level of either the individual ad or the individual reader/viewer is to miss the most important work of the ad, of advertising. Advertising cannot operate alone and in fact its discourses are constantly referential, not to a specific reality, but to the cultural codes or social knowledge which organize understandings of the world--the social "common sense." The suggestion is that a retheorization of the work of advertising will situate advertising more convincingly, will help researchers methodologically and will yield results that are useful to both researchers and creative advertisers. The scientific discourse and the emphasis on experimental research, with its particular reference to behaviorism, tends to obscure the social processes of making and reproducing meanings. Therefore some questions may best be answered through experimental research; however many of the important questions to ask about advertising including questions about the construction of meanings require cultural theories and alternative methodologies.

An expert system, or knowledge based system is a decision support tool that uses qualitative information in the form of human expertise to solve problems or make decisions. The expert system usually takes the form of an interactive computer program designed to imitate the problem solving process of an "expert".... A description of [various] factors and their possible implications for the interpretation and use of competitive information is described in the paper. Additionally the implications of this decision frame for the development of the present expert system and for future research in this area of advertising decision making are given.

The effects of previews of upcoming news items (news teasers) on visual and verbal recognition memory for and attention to emotion-eliciting commercials was examined. Decremental effects of news teasers on verbal memory were found while news teasers facilitated attention and visual recognition memory. Theories of proactive interference, dual code processing and attentional inertia were used to predict and evaluate results.

This study investigated the effects of advertisements that vary in 1) the way an intended message is conveyed with verbal claims (directly or indirectly) and 2) the existence of visual cues that hint at the intended message. It was found that persuasion was enhanced by including visual cues that suggest the intended message. Results also indicated that when visual cues were absent, indirectly induced persuasion showed less decay over time than directly induced persuasion. Implications of the findings for understanding advertising effects are discussed.

Indirect media-market matching traditionally uses demographics to mediate the relationship between product and media usage. While traditional syndicated advertising media research lends itself to indirect matching, companies can sponsor proprietary research to facilitate direct matching between product and media usage if the potential increase in matching efficiency merits the investment. This paper reports a study designed to determine whether the strength of the relationship between product usage and the demographic category used to represent it in indirect matching can be used to predict indirect matching efficiency.

Though a potentially sound and valuable strategy in media planning, the effective frequency concept has some major challenges in successful implementation. One of these concerns is the adjustments demanded by environmental variables found in television advertising. This paper highlights current developments in this qualitative research area with suggestions on how researchers could assist in establishing values to be incorporated into EF modeling.

In the present study, two new models, PBD and HPBD, were developed employing the binomial approach. To explore their potential as useful planning tools, an empirical test comparing the performance of newly developed models against that of two univariate models, BBD and HBBD, was conducted on a random sample of 515 magazine schedules. Results demonstrate that a reach/frequency estimation model employing the binomial approach can provide as accurate estimate as a model based on the beta binomial distribution. The PBD model requiring no duplication data was found to perform as well as, if not better than, the popular BBD model. The HPBD model using the same amount of information as required for the BBD or HBBD yielded the most accurate reach and frequency estimation.

Several recent studies have investigated the attitudes of professionals toward advertising. This research first replicates the earlier studies and then extends that work by disaggregating responses according to characteristics of the practitioner and the nature of the practice. While several significant differences are found across dental practices, perhaps the most striking finding is that attitudes are not as positive as suggested by some other investigators. Some methodological caveats are offered, which may enhance both validity and reliability of subsequent research on this topic.

The first official issues of Ms. appeared in July 1972. The magazine was intended to be a forum for feminist political debate, to give "direct voice to basic feminist issues in an undiluted manner" (Wasson 1973). A very real concern about the power of advertising, both as a social and as an economic institution, seemed to be at the very core of the magazine's emergence. The goals of the publication at the time were: (1) to maintain editorial control; (2) to maintain a fair and aesthetic proportion of advertising to editorial content; (3) to present advertising that accurately reflected the way women spend their money; (4) to present advertising that treated women as people; and (5) to train advertising salespeople who themselves would be agents of change ("Personal Report from Ms." 1974).... The changes observed in Ms. may indicate that the publication has come to place greater emphasis on the "bottom line" than on its original feminist agenda, but even that would not completely explain some of the changes in advertising content observed in this study. More advertising does not necessarily mean more "sexist" advertising unless, for example, clearance policies have been relaxed or advertising in general has become more "sexist." Alternatively, the very concept of "sexism" may have evolved over time, calling into question the construct validity of the latent content measures employed in this study. In light of this, researchers in this area would do well to consider possible re-conceptualization and validation activity, as well as the adoption of other methodologies, in their efforts to further understand the nature of "sexist" role portrayals.

The recent growth of Western based multi-national advertising has spawned concerns in the Third World countries of cultural imperialism. The author argues that this criticism may be due to the fact that the current empirical paradigm which guides most American advertising research is incapable of dealing with the concept of culture. The paper calls for a reconceptualization of advertising to include its role not merely as a marketing tool but also as a cultural artifact. As such, methods would need to be developed which elucidate the complex and subtle cultural content of advertising.

The implicit advertising elasticities are calculated for the 100 leading national advertisers (as identified by Advertising Age) in the United States. Two sources of data (i.e., Form 10K data and Advertising Age) are assessed in terms of average elasticities, median elasticities, and range of elasticities for the entire sample and for industry subsets. A comparison of the findings to previous meta analyses of directly measured advertising elasticities indicates the likelihood of a slight net upward bias in the implicit elasticities.

This paper examines the effects of framing upon the perception of sales promotions. Nonmonetary promotions (i.e., extra product and premiums) are theorized to be framed as gains while monetary promotions (i.e., discounts) are theorized to be framed as reduced losses. This difference in framing was hypothesized to affect the "just noticeable differences" and "latitudes of acceptance" of promotions. Experimental results indicated that monetary promotions have smaller just noticeable differences than nonmonetary promotions. Nonmonetary promotions had broader latitudes of acceptance than monetary promotions. This suggests that monetary promotions are more readily compared to the reference price of the product than nonmonetary promotions are. Because of their relatively small just noticeable difference, monetary promotions may be particularly effective for small deals. Nonmonetary promotions, which have a broader latitude of acceptance, would be better for larger offers.

Issues pertaining to local advertising have been neglected by advertising researchers. This study examines the effect of three types of variables--media perceptions, budget size and product type--on the ratings and use of eight media by local advertisers. The results indicate that these variables influence the choice of media for local advertisers in the five product categories examined.

A posttest telephone survey was conducted to determine the attitudes of viewers and nonviewers of broadcast condom commercials in the northern suburbs of Detroit. Attitudes were hypothesized to be negatively related to age, perceived religiousness and political stance, and positively related to education. Respondents were also asked whether they would air condom commercials if they occupied the role of a television station manager. This decision was predicted to be similarly related to the demographic and attitudinal variables. The hypothesized relationships were confirmed. Attitudes toward condom advertising were found to be stronger predictors of the decision to air broadcast commercials for condoms, than demographic predictors of that decision. However, both sets of variables were statistically significant.

While recent research has led authors to conclude that brand differentiation is the "single most important executional factor for explaining both recall and persuasion" (Stewart and Furse, 1986), little research has focused on what executional variables contribute to the brand differentiating power of an advertising. Using content analysis and audience ratings, this study was designed to determine the effect of television advertising executional variables on the ability of commercials to differentiate the advertised brand. The results of the study suggest that story line, consumer benefit and realism are the most important executional variables for influencing brand differentiation with intent to buy.

This study has shown that zipping interferes with the television viewer's ability to process advertising information. Intraub's (1980) finding on the effects of rapid presentation of stimuli along with Nelson, Reed and Wallings' (1976) research on presentation rates, served as aids in the development of predictions about the effects of zipping. As hypothesized, zipping hampered subjects' ability to recall and recognize the brand name and ad content. These findings reinforce the notion that when a consumer views a zipped commercial, the effects of zipping (i.e., increased speed of visual presentation and elimination of audio track), do not allow adequate processing of information presented in the commercial.

The author examines the classical literary technique of rhetorical irony and relates it to contemporary advertising. Rhetorical irony derives from classical aesthetics, and is characterized by a blend of pleasure and persuasion in messages which "teach by delight." Humor messages use entertaining appeals to deliver information in a soft sell. Irony is defined as any statement which conveys a meaning different from the one it professes to give. A discrepancy exists between what the words say and what they mean, and it is entertaining without necessarily being funny.... Four areas for future research are suggested: development of a humor taxonomy, miscomprehended messages, unintentional cross-cultural ironies, and intentionally deceptive advertising.

A content analysis of information cues in 8,475 full-page direct response and general type magazine ads, revealed that 94.1% of all the ads examined contained at least one information cue; 66.4% had at least two information cues; and 35% displayed at least three cues. There was a significant difference in the kinds of cues presented in the two types of ads. Furthermore, direct response ads were found to have higher levels of information cues than general type ads with this difference persisting across four product categories.

The present study reports a replication of the Stewart and Furse study of the influence of executional factors on advertising performance. Using a new set of 1017 commercials, coded for content, the present study finds the original results reported by Stewart and Furse are highly robust. The use of a brand differentiating message and a strong product focus continue to manifest a positive impact on measures of recall, comprehension, and persuasion.

Though it was not acknowledged, the legal profession finally came full circle after 80 years last June with its policy concerning attorneys' use of direct mail advertising. The U.S. Supreme Court ruled in Shapero (1988) that a state may not categorically prohibit lawyers from soliciting legal business for monetary gain by sending truthful and nondeceptive letters to potential clients known to face particular legal problems. Throughout this century, the legal profession has struggled to define a role for advertising for its members. Attorneys' use of direct mail has figured prominently in the debate, and restrictions on direct mail have lingered longer than those imposed on any other medium. This paper examines the history and debate regarding direct mail and explains why direct mail has been the subject of intense scrutiny and regulation.

Use of the federal Lanham Act has increased in recent times as a vehicle for advertisers to bring suits against each other. Prosecution of false implications appears to be as prevalent in Lanham cases as in FTC cases. Therefore an analysis is conducted here, similar to a prior interpretation of FTC activity, of the categories of implications identified and prohibited in Lanham suits.

Mergers, wild business swings and employee layoffs have led some to wonder how much satisfaction one can experience from a job in the advertising business today. A survey of advertising personnel in a Midwest market shows that although job satisfaction overall is high, differences exist based on characteristics such as gender, type of job and size of company. In the process of this study, a usable and reliable measure of job satisfaction is developed.

Despite the importance of advertising media planning in the United States, there is currently no comprehensive theory of how the process works to enable planners to forecast the communication effects of their plans. This study offers an initial framework that attempts to include all concepts, resources and methods involved in media planning, placed within the broader contexts of advertising and marketing decision areas. To assess its value, a national survey of over 300 media executives was conducted, focusing on cable television advertising. The framework revealed that executives do not utilize all of the tools available to them when evaluating cable. This example illustrates how educators and practitioners can use this model as a guide to organizing knowledge of the discipline and to help predict campaign effects.

The adoption of 3+ effective reach as a key criterion in media planning is widespread, yet the full ramifications of its use have yet to be discovered. This paper shows that effective reach produces an S-shaped response curve in a variety of media types. An efficient operating range relevant to most advertisers can be identified by using cost-per-effective-reach as the corresponding measure of efficiency. The traditional measures of efficiency (i.e., CPM and CPRP) are based upon diminishing returns reach functions and are inadequate when applied to media plans involving effective reach.

Qualitative information about television viewing has proliferated in recent years, prompting the question of whether media selection models which are primarily quantitative in nature are capable of including these phenomena. Three television schedule selection models, MEDIAC, Ad-ME-SIM, and VIDEAC, are evaluated with regard to their ability to accommodate qualitative factors. We find that these models are very capable of incorporating qualitative variables, which suggests the continuing appropriateness of applications of television advertising schedule selection models, incorporating qualitative measures of viewing.

The purposes of this session were to: (1) stimulate discussion of the need for international advertising education, (2) acquaint internationally inexperienced advertising educators with information, materials and methods that are useful to initiate a university course on international advertising, or a section on international advertising that will fit into another course, (3) give internationally experienced advertising educators an opportunity to share materials and methods with others and to enrich their own courses or sections of courses on international advertising, (4) explain IAA international advertising educational activities, and (5) illustrate the need for educator and business exchanges between nations.

Competitive strategy in discount retailing requires that the company know its own image and the image of its major competitors. While customers can be affected by instore changes, noncustomers can only be approached through advertising. This paper reports on the image research done for K mart as parts of its strategic planning efforts.

The client, City National Bank of Norman, OK had two problems. First, CNB had never had a complete promotion plan. It had a plan only for its advertising. Second, management believed the emerging crisis in banking might result in a decline in consumer confidence in banks overall.

Business Month (formerly Dunn's) sponsored this study in order to compare the readership and attitudes of executive readers for controlled circulation versus paid circulation business publications. The perception within the industry has been that a complimentary publication with controlled circulation is not read or valued as highly by readers as are other business publications which readers have paid to received. A key objective of this study, then, was to determine if differences in readership or attitudes, should they exist, could be related to the nature of the subscription source.... In conclusion, while differences in regular readership and attitude ratings do appear between controlled and paid circulation business publications, these differences do not seem to be related to knowledge of the subscription source. While information on editorial content was not collected, it is this variable that is most likely affecting readership and attitudes.

The purpose of this session is to throw the spotlight on the Advertising & Society course and the issues it encompasses by bringing together the people who teach the course (in its various forms) and anyone interested in the subject matter. The individuals who make up our panel have each influenced the development of the course and the body of knowledge it represents. Each participant was asked to prepare some remarks on something relating to the course including: the basis or purpose of the course, how to teach it, what to include, and techniques for making it a successful course. So both pedagogical and content issues will be addressed. Jef Richards will begin by presenting a statement of basis for the class. Ivan Preston will then discuss his focus on "consumer mass communication" in his course. Four "pronouncements" or guidelines for the class will be offered by Kim Rotzoll. He will be followed by Ron Taylor, who will suggest a framework for organizing such a course. Dean Krugman will then tell us about how he balances content and structure in his class. And, last but not least, Michael Schudson will explain how his approach has changed and how he currently handles his Persuasion and Society course.

There has long existed a healthy tension between academic advertising professionals and industry professions. This tension has existed despite substantial exchange of personnel and a significant amount of substantive exchange of theory, facts, and applications. One reason for this lingering tension is that industry and academic professionals approach the same problems but arrive at different solutions because of the differences in reward structure and work environments. We might all be better served if we paid less attention to the differences in solutions and more attention to common problems, however. This seems a particularly useful strategy in an era when many individuals and corporations are questioning the value of advertising as a tool for marketing and communication. Advertising professionals are in many ways responsible for this latter circumstance since we have often failed to communicate what advertising really is and how it can work. This is the result of a number of problems in the perspective of advertising that we share with others.

I want to talk today about two important challenges facing advertising education--enrollments and credibility with the advertising industry. I will then get to the listed topic of my speech--Relations Between the Academy and AEJMC--and talk about how those organizations can work together to face those challenges.