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Perspectives on Advertising Education: Curricula, Research--Descriptive DOCUMENT RESUME ED 106 865 CS 202 073 AUTHOR Zeigler, Sherilyn K., Ed. TITLE Perspectives on Advertising Education: Curricula, Research--Descriptive, Research--Experimental, Industry /Educators' Cooperation, Special Interest Areas, and Instruction; Proceedings of the 1974 National Conference for University Professors of Advertising at the Univ. of Rhode Island. INSTITUTION American Academy of Advertising, Knoxville, Tenn. PUB DATE 74 NOTE 537p.; Not available in hard copy due to marginal egibility of original document EDRS PRICE MF-$ 0.92HC Not Available from EDRS. PLUS POSTAGE DESCRIPTORS Communication (Thought Transf r); Conference Reports; Curriculum Development; Educational Research; *Journalism; Managcment Development; *Publicize; *Public Relations ABSTRACT This document contains all of the presentations given at the 1974 National American Academy of Advertising Conference in Newport, Rhode Island. The theme of the conference was "Perspectives on Pdvertising" and the areas of focus were curricula and instruction, descriptive and experimental research, cooperation > between educators and the advertising industry, and special area concerns of public policy, international advertising, andpublic relations. Among the presentations included here are the following: "How Advertising Is Really Used: Success and Failure" by Norman Levy and B. Michael Moore; "The Introductory Course in Advertising" by E. S. Lorimor; "Some Observations on Closing the Communications Gap Between Teachers and Practitioners" by Melvin S. Hattvick; "Truth in Retail Newspaper Advertising" by James R. Krum; "An Empirical Analysis of Commercial Message Credibility" by Ross L. Goble, John Lillibridge, and Harold Pazer; "How to Evaluate Your Advertising" by Harry Wayne McMahon; "Television Viewing, Sleeping Habits, and Energy Conservation" by Donald Hendon; and "Communication with Middle-class Blacks: A Public Relations Perspective" by Jacob M. Duker. (TS) US OEPARTMENT OF HEAL TH. EOUCATION &WELFARE NATIONAL INSTITUTE OF EOUCATION THIS DOCUMENT HAS BEEN REPRO DUCE° EXACTLY AS RECEIVE° FROIS THE PERSON OR ORGANIZATION ORIGI% A TiND IT POINTS OF VIEW OR OPINIONS STA EC) DO NOT NECESSARILY REPE PERSPECTIVES ON ADVERTISING EDUCATION SENT OFFICIAL NATIONAL INSTITUTE Of COUFATiON POSITION OR POLICY CURRICULA RESEARCH - DESCRIPTIVE' RESEARCH - EXPERIMENTAL INDUSTRY/EDUCATORS' COOPERATION SPECIAL INTEREST AREAS Public Policy International Advertising Public Relations INSTRUCTION Management Curriculum Creative Curriculum Research Curriculum THE AMERICAN ACADEMY OF ADVETTISING PROCEEDINGS OF THE 1974 NATIONAL CONFERENCE FOR UNIVERSITY PROFESSORS OF ADVERTISING AT THE ulawksTy OF RHODE ISLAND C°Y ....CS.004 70 I PuOtfur IT.'s (00YW.1.1(() PlArf fOlAtfly TMCRO FICHE OILY 1145 (III TI (lotoof-0 By Sherilyn K. Zeigler Edited BY Try I WIC 6110 ()VG:04VA (07 Vhi ojr, iNtlf ml ' I .4A Sherilyn K. Zeigler, Ph.D. 10`,TiT0TE 0 I OW AT 03,j ift0 T of N 10 1,40011( T101.1 0.11t.or flq CUIC SYSr f PI Pf 00141 S Pf Pills Associate Professor of Advertising 5.011 01 TOW (01.Y1+1,04T 0/1011+ The University of Tennessee,Knoxville 1974 2 FOREIORD The American Academy of Advertising is the national association of advertising educators. Its more than 250 members teach advertising at all academic levels and in colleges and universities with orientations in communications, journalism, and marketing management. The following set of Presentations represents the written record of the 1974 national AAA Conference, held April 28 -30., in Newport, Rhode Island. The Conference was divided into eight sessions and each has been identified within this set of Proceedings with its respective papers immediately following; all presentations made before the Conference appear herein in the order in which they were given. Educators' papers have been reproduced in their entireties, except for illustrative materials. Some footnotes and tables were placed within the context of their papers in an effort to save space. Presentations and panel discussions given by non-educators were summarized by the editor and have been included. Sherilyn K. Zeigler Editor The University of Tennessee Knoxville Copyright ©1974, American Academy of Advertising, Knoxville, Tennessee 37916 3 CONFERENCE PROGRAM Sunday, April 28 Noon Check-In and Registration 5:00 p.m. Meeting of Executive Committee, A.A.A. 5:30 p.m. Social Hour 6:30 p.m. Dinner Welcome Dean Richard R. Weeks, College of Business, University of Rhode Island Stephen A. Greyser, President, A.A.A. PAGE How Advertising is Really Used: Success and Failure 1 Norman Levy and B. Michael Moore Procter & Gamble Company, Cincinnati 8:30 p.m. SESSION I - PERSPECTIVES ON ADVFRTISING CURRICULA Chairman: E. S. Lorimor, East Texas State University The Introductory Course in Advertising 2 E. S. Lorimor, East Texas State University Tommy Thomason, Southern State College The Teaching of Advertising in Business Schools and Journalism /Communication Schools: A Comparison 16 Barbara J. Coe, New York University Advertising Education:A Real World Client/Competitive Model 22 Thomas E. Barry, Southern Methodist University Robert L. Anderson, University of South Florida Evolution of an Emphasis 33 Fenton E. Calhoun, California State University Some Observations on Closing the Communications Gap Between Teachers and Practitioners 15 Melvin S. Hattwick, Colorado State University Discussants: S. Bernard Rosenblatt, Texas Tech. University Lilyan M. Alspaugh, Central Michigan University Curc.1 Curtis, Arizona State University Harry Ainsworth, University of Arkansas ii 4 Monday, April 29 PAGE 7:30 a.m. Breakfast Meeting: Board of Directors, Journal of Advertising Arnold Barban, University of Illinois, Chairman Daniel Stewart, Northern Illinois University, EditorI 8:30 a.m. SESSION II - PERSPECTIVES ON RESEARCH:DESCRIPTIVE Chairman: Leonard W. Lanfranco, University of South Carolina Unanticipated Effects of Pogramming Content on Advertising. Awareness and General Attitudes Toward Advertising h8 Dean Krugman, Illinois State University Bruce L. Stern, Illinois State University Advertising Changes and Stock Price Movements Anthony F. McGann, University of Wyoming Frank K. Reilly, University of Wyoming Raymond A. Marquardt, University of Wyoming Store Brands and the National Advertiser:A Historical Perspective with Contemporary Options 75 Kim B. Rotzoll, University of Illinois Charles H. Patti, University of Illinois Advertising Vignettes or How Much Have We Learned Since" the Days of P. T. Barnum? 311 John E. Mertes, Eastern Illinois University John S. Wright, Georgia State University Considerations in the Use of Comparative Advertising Harry Ainsworth, University of Arkansas Nutritional Labelling: Do Consumers Read It? An Edmonton Pilot -Study . l')2 R. H. D. McCormick, University of Alberta, Canada M. H. Hawkins, University of Alberta, Canada Truth in Retail Newspaper Advertising 110 James R. Krum, University of Delaware The Dysfunctional Consequences of Client Centered Advertising 116 Pat L. Burr, University of Texas Richard M. Burr, University of Texas Some Consequences of Personalizing Mail Surveys 120 Robert W. Jefferson, Western Illinois University Michael J. Houston, Western Illinois University A Study of Readability Levels for Editorial and Advertising Material in Six Selected Magazines 126 S. Bernard Rosenblatt, Texas Tech. University Ronal P. Lentz, The Anderson (S. Car.) Independent iii 5 Monday, April 29 (Continued) PAGE Sunday Shopper Fsychographics and Promotion Possibilities . 133 Dale L. Varble, Western Michigan University Discussants: Alan D. Fletcher, University of Tennessee Donald W. Jugenheimer, University of Kansas 10:15 a.m. Coffee Break 10:30 a.m. SESSION III - PERSPECTIVES ON RESEARCH: EXPERIMENTAL Chairman: Donald W. Hendon, Columbus College, Georgia Perceptions of Children's Television Advertising: An Empirical Investigation of the Beliefs and Attitudes of'Consumer, Industry, and Government Respondents 144 James D. Cul ley, University of Delaware Evaluating Research Projects - A Ba esian Solution 154 Irving Roshwalb, Vice President, Audits & Surveys, Inc. The Effectiveness of tLe FTC's "Corrective Advertising" Policy: flew Empirical Insights 166 Robert F. Dyer, George Washington University Philip G. Kuehl, University of Maryland Advertising Budget Allocation Models: A New Perspective . 178 R. Eugene Klippel, University of Florida Robert L. Anderson, University of South Florida An Empirical Analysis of Commercial Message Credibility - ..185 Ross L. Goble, Clarkson College, New York John R. Lillibridge, State University of New York Harold L. Pazer, State University of New York The Perceived Credibility of Advertisements and Other Channels of Information Among Women 193 Thomas L. Parkinson, University of Delaware The Cumulative Effects of Advertising: Some_Exsples 199 Harvey A. Maertin, University of Toledo Robert D. Mason, University of Toledo Donald K. Wedding, University of Toledo The Authoritarian Personalit : Its Relationshito Enterin the Advertising Field and Socially Responsible Advertising Behavior 203 H. Surlin, University of Georgia John D. Leckeriby, University of Georgia iv 0 Monday, April 29 (Continued) PAGE A Statistical Appraisal of the Potential InteractionProcess 217 Analysis for Communication Research Charles H. Martin, University of Texas A Subjective Investigation of Motorcycle Advertising. 225 Richard A. Schreiber, Northern 'Illinois University The Effects of Integrated Advertisingon Selected Dimensions and Elements of Department Store Image 233 John B.
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