ERIC Number: ED059992
Record Type: RIE
Publication Date: 1958
Reference Count: N/A
Advertising in School Publications.
McCarthy, Helen M-E.
The needs of publication advisers in general and specifically those whose responsibility it is to direct the advertising staffs of school publications are the concern of this booklet. It is also designed to be a framework of reference and a guide which will enable the adviser to make the advertising experience of the staff members exciting and challenging with unique career guidance opportunities. The booklet is divided into fifteen major sections. Section I is introductory, and Section II gives some of the historical background of advertising. Section III defines advertising and other related terms, and the organization of advertising offices is described in Section IV. Sections V and VI cover the youth market. Section VII outlines the steps for planning an advertising campaign. The differences between Newspaper and Yearbook advertising are discussed in Section VIII, while in Sections IX through XI, small space ads and type choice are covered. Section XII discusses how to arrange advertisements in publications. In Section XIII, career guidance in advertising is explored. Section XIV discusses the C.S.P.A.-Vincent Edwards Socrates Junior Award, and Section XV contains a glossary, an operational chart of an advertising agency, a bibliography, and notes on the author. (Author/CK)
Descriptors: Administrative Organization, Advertising, Bibliographies, Career Opportunities, Counseling Services, Guides, Journalism, Publicize, School Newspapers, School Publications, Yearbooks, Youth
Columbia Scholastic Press Association, Box 11, Low Memorial Library, Columbia University, New York, New York 10027 ($0.75 to members, $1.00 to non-members)
Publication Type: N/A
Education Level: N/A
Authoring Institution: Columbia Scholastic Press Association, New York, NY.