Advocates of social marketing in the 1970s rarely went beyond discussion of the marketing 4Ps (product, place, promotion, and price) and their application to case studies. After two decades of research on social marketing, some misunderstanding of the approach persists, and a substantial theoretical base for social marketing has not been…

An examination of the "Los Angeles Times," the "Long Beach Independent Press-Telegram," the "Register," and the "Herald Examiner" as well as personal interviews conducted at the editorial and management levels reveal the effect of changing American social values. Changing values can be marked by such broad…

Television and television advertising, because of their pervasiveness and intrusiveness, have been identified by many as potent, formative, and usually negative influences within our culture. Print media, including magazine advertising, although perhaps less potent, are perceived as equally important. The effects of gender portrayals on audiences…

Restructuring of U.S. agriculture ("neoindustrialization") is having important effects on rural residents, requiring adaptations of supporting institutions such as education. Neoindustrialization involves concentration, specialization, and vertical and horizontal integration of agricultural production and marketing, as well as further…

Exploring the idea that urban culture has changed food sharing practices and, in effect, produced a cultural "advertisement" in the marketing and selling of the fast food franchise, this paper discusses the commercial replication of community and the communion of food sharing in this new fast food culture. Following an introduction that…

This paper analyzes principles of knowledge diffusion and provides a framework for applying new ideas or innovations, particularly in relation to rural community development. As new knowledge is created or old knowledge is found to have new applications, the art of spreading knowledge and managing innovation has become more crucial in both urban…

The R. J. Reynolds Tobacco Company is planning to introduce a so-called "smokeless cigarette". This product called Premier is an aluminum cylinder filled with porous alumina beads, corked with charcoal. The company has strongly hinted that the cigarette will provide the user with a dose of nicotine adequate to sustain nicotine dependence…

An overview of the international expansion of advertising agencies based in the United States is presented in the first part of this paper. The various types of strategies used by the agencies in their expansion efforts are discussed along with some of the problems they have faced. The second part of the paper focuses specifically on the expansion…

This is one of several papers presented at a Federal Trade Commission Symposium on Media Concentration. It expresses views of the National Association of Advertising Publishers regarding problems that publishers of advertising shoppers and free newspapers encounter from chain-owned newspapers. Shoppers and free newspapers are described and…

This paper is related to a similar statement presented at a Federal Trade Commission Symposium on Media Concentration. It was submitted by the Authors Guild to Senator Edward Kennedy's Subcommittee on Antitrust and Monopoly on May 10, 1978. It is one of several memoranda by the Guild opposing the acquisitions and mergers they feel have given…

Issues related to the illegal copying or piracy of educational software in the schools and its potential effect on quality software availability are discussed. Copyright violation is examined as a reason some software producers may be abandoning the school software market. An explanation of what the copyright allows and prohibits in terms of…