Investigates the effectiveness of humor in advertising, comparative advertising, and consumer involvement with the product. Finds that humorous ads are more eye catching but less impressive and less sufficient in information than nonhumorous ads. Finds the performance of comparative ads is generally negative and especially so in the high…

A study to determine the cost effectiveness of newspaper display advertising for cooperative extension programs showed such publicity to be more effective in large metropolitan areas. Though not a technique for increasing enrollment, this method provided long-range benefits in the overall promotion of extension educational services. (SK)

These two volumes of a 5-volume report on commercial broadcaster compliance with the Federal Communications Commission (FCC) 1974 policies on programming and advertising to children provide an overall analysis of children's television, as well as a detailed analysis of broadcast industry compliance. The first volume reviews the social, cognitive,…

Mental health (MH) stigma affects help seeking behaviors of youth, particularly youth of color. This article reports the impact of Look Around (LA), a social media campaign designed to reduce MH stigma and increase help seeking in 6th- to 12th-grade youth in one Midwestern county. The campaign utilized movie theater advertising, social media,…

Alcohol media literacy is an emerging field that aims to address the link between exposure to alcohol advertising and subsequent expectancies and behaviours for children and adolescents. The design, rigour and results of alcohol media literacy programmes vary considerably, resulting in a number of unanswered questions about effectiveness. To…

This study explored whether Personal and Social Development (PSD) teachers, school-based counsellors, and students in Maltese secondary schools perceived processing experiences as empowering to seek counselling, if and when needed. The study investigated if processing techniques within PSD methodology helped develop self-awareness. The research…

This article provides educators in business schools with a new interdisciplinary experiential lab game called Supply Chain-Marketing (SC-Mark) Shark Tank game, which can be implemented in both Supply Chain Management (SCM) and Marketing courses. The SC-Mark experiential lab game is a real-life business environment simulation that explores…

This document present witnesses' testimonies from the Congressional hearing called to examine condom advertising and Acquired Immune Deficiency Syndrome (AIDS). Opening statements are included by Congressmen Henry Waxman, William Dannemeyer, and Jim Bates. C. Everett Koop, United States Surgeon General, and Gary Noble, AIDS coordinator for the…

Discusses a collaborative study between Mayo Clinic's departments of human resources and marketing to identify the factors that influence candidates' decisions to accept or decline job offers and the reasons behind staff resignations. Study aimed to increase the effectiveness of employee recruitment advertising, streamline its interviewing…

The need for hands-on learning in advertising education has been expressed for decades. With the increasing push toward live tweeting by brands, more attention needs to be given in advertising classrooms to opportunities for students to practice online engagement. In this study, a class "war room" simulation offered an experiential…

Purpose: The purpose of the paper is to analyse the prevalence and effectiveness of methods and strategies for job searches amongst recent graduates of Russian universities. Design/methodology/approach: The empirical analysis is carried out on data from the Russian Graduate Survey 2016, which is representative of individuals graduating during…

This paper investigates the potential effectiveness of counter advertising in influencing the buying habits of a convinced audience. One month before the actual study, 109 subjects indicated a brand preference in a consumer questionnaire. The subjects were randomly assigned to groups that viewed one of the following: (1) a pro-Bayer aspirin…

This study investigates the effect of advertising with physically attractive models on male and female adolescents. The findings suggest that highly attractive models are less effective than those who are normally attractive. Implications of social comparison are discussed.

A telephone survey of 1,487 adults in 91 nonmetropolitan areas of Tennessee was conducted to determine the nonmetropolitan newspaper audience, the exposure and effectiveness of nonmetro newspaper advertising, and the complementary relationship of advertising media, particularly newspapers and television, in nonmetropolitan markets. The results…

Relevance theory, the premise that a hearer will make the effort to process a communication if he or she feels it will alter or enrich his/her cognitive environment, can be useful for increasing the effectiveness of advertising communication. It is particularly helpful for analyzing and improving the effectiveness of the creative devices often…