Discusses the relationship between mass media and education, and stresses the need for better media education in the United States. The Channel One project is discussed, advertising and marketing strategies are considered, media studies in other countries are described, and U.S. barriers to media education are suggested. (33 references) (LRW)

Audience analysis is essential for creating successful messages across communication fields. The audience persona is an effective tool for understanding the characteristics and needs of a target audience. Through this unit activity, students experience the process of persona development, build skills in data collection and analysis, and gain…

Across the globe, the use of English is a popular advertising technique. The ever expanding body of studies on this topic has revealed a number of explanations for the use of English in the advertising. It can be related to the larger marketing strategy of a campaign, to the cultural connotations English carries, or English can be used for…

This study analyzed data from 118,743 adolescents completing 30 different Global Youth Tobacco Surveys conducted in 15 different Middle Eastern countries between 1999 and 2007 to determine the proportion of young smokers who usually smoked Marlboro, other cigarette brands, or no usual brand smoked in these countries. Marlboro was the most…

Advertising is seen as an important part of any college marketing strategy. A well-planned advertising campaign can increase public awareness and reinforce the positive attitudes of current students toward the program. Objectives, reaching the right people, and marketing strategy are discussed. (MLW)

Discusses how advertisers use information (i.e., how they organize and present words) and suggests similarities with educators who try to attract attention, impart information, and foster retention of that information. Positioning in marketing is explained; and educational implications are discussed, including focusing on the audience and studying…

The idea of media literacy prompts an increasingly divisive debate between educators who wish to protect children from the commercialization of global markets and those who challenge critical media studies as misguided, outdated, and ineffective. We have provided a historical overview of changing conceptions of media literacy as preparation and…

Provides advice on marketing campus events to the local community at large, using the experiences of the programming board at Eastern Oregon State University. Focuses on the development of a marketing team, interviews with community organizations and the media, a market survey snapshot, marketing strategies for various local media, and examples of…

Argues that effective marketing is essential for community colleges to keep pace with a changing environment. Presents a broad definition of marketing that includes delivery of educational services and maintenance of a student-centered college environment. Reviews award-winning two-year college marketing strategies and outlines a step-by-step…

Describes a focus group exercise used with advertising creative- and strategy-development students that was designed to cultivate awareness of the ethnic consumers' purchase-decision process. Offers an overview of the project's stages, describes the assignment, and notes that members of the original-product focus group also reviewed students'…

This issue focuses on uses and techniques of radio for educational purposes in developing nations. Two health education projects are described which are utilizing open broadcasting to attract a mass audience of listeners not committed to a structured radio education program. Kenya's Swahili language radio serial, "Giving Birth and Caring for your…