DOCUMENT RESUME r. ED '1132729 CS 202 315 TITLE Current Developments in Advertising: Advevtising and Society, Management, Creative, 'Media, Production, Research, and Teaching and Research in Advertising Education; Proceedings of, National 'Conference for University Professors of iavertising (Tempe, Arizona, March; 11 -14, 1973) . INSTITUTION American Academy of Advertis,ing,,.Knoxville, Tenn.; American Association of Advertisibq Agencies Educational Foundation, New York, N:Y; Arizona State Univ., Tempe. PUB DATE 73 4 30TE 223p. 1' . AVAILABLE FROM American Association of Advertising Agencies, 2D0 Park Avenue, New York, New York 10017 (Write for. price) EDRS PRICE MF-$0.76 Plus Postage. 'HC Not Available from,EDRS. DESCRIPTORS Conference Reports; *Consuer Economics; *Consumer Education; Higher Education; *Mass Media; Media Research; Merchandise Information; *Publicize; *Teaching bethods;*Television Commercials; Television Research' ABSTRACT .This set of papers represents the written r.ecord oft tIle 1973 national conference -four advertising educators held at Arizona State University in March. The conference focus was on current developments in the practice andteaching of advertising. The purpose of the conference was to bring insights about current advertising developments totthe attention of advertising educators. Thte papers are divided into those presented by educators and those by noneducators. The educators' papers rare subdivided into two categories, research papers and papers related to the teaching of advertising. The .research papers deal with consumer behavior as it has impact on and input-to advertising. The papers on "teaching advertising describe recent developments in pedagogical 'approaches and methodology. The noneducators' papers include perspectives on advertising regulation, views trends in advertiser management and `agency service, a review df media procedures, analyses of the employment and placement situation, and an overview of advertisingls. - next generation. (RB) 0. 1 ******************************************************************4* * Documents acquired by ERIC include many informal unpublished * * materials not available from other'sources. ERIC makes every. effort *to obtain the best copy available. Neverthelegs, items of marginal * ,*reproducibility.are often encountered and this affects the quality * *of the microfiche, and hardcopy.reproductions ERIC makes available * 1! via the ERIC Document Reproduction Service (EDRS). EDRS is not * *respohsible for the quality of the original document. Reprod-tictions* *supplied by EDRS are the best that can be made from the original,: * ****************************************************,****************** .. U S 0E1ANTMENyoFHEALTH EOUtitTiON A WELFARE NATIC*AL INSTITUTE-OF , % EDUC AT ION Dc,s,C,,4E..' A> BEEN REPRO 0,-CED Ex4(., SF;:E +ED FPO... .E PER T.,44 0Q,7.4. '%C., . Et CSR OE hOhS QEppE ,Ec)cec.:. E EcoCA'.7% P05 ON DEVELOPMENTS-IN ADVERTISING * ADVERTISING VD SOCIETY *-MANAGEMENT, CREATIVE, MEDIA, PRODUCTION, RESEARCH * TEACHING AND RESEARCH INADVERTISING EDUCATION PROCEEDINGS OF 1973 NATIONAL' CONFERENCE FOR UNIVERSITY-PROFESSORS OF ADVERTISING Arizona State University Tempe, Arizona March 11714,,1973 Sponsored Jointly by AMERICAN ACADEMY OF ADVERTISING ARIZONA STATE UNIVERSITY 4 THE EDUCATIQWAL FOUNDATION OF THE AMERICANASSOCIAT/ON OF ADVERTISING AGENCIES; - ! /F . 1 . 4. , Copyright 973, Amerdan Association of Advertising Agencies, 200 Park Avenue,.New York, N.Y. 10017 I PERMISSION 0 i EP PODUCE THIS COPYR rGH TED MATE P 1AL. Y 'MICRO 1 FICHE NLY HAS BEEN (ANTED By American AssociatiQn_ Advertising Age AND OR rAN Z ArONIrdlti ,N(., UNDER AGRECmEN TS WITH THE NA rONAL t TuTF OF EDUCATION UP THEN PEPPODV T ION 09 TSI DE 11.,F- ERIC SYSTEM PEOWPES PERMIT `,,ON OF r,HE rOPYA+C,HT OWNFP . CONTENTS t Page INTRODUCTION CONFERENCE PROGRAM a I. PAPERS PRESENTED BY NON-EDUCATORS Perspectives on Advertising Regulation = MARY GARDINER JONES" 1 te AdvertisingbsNext Generation-- Its OpportUnities; Its Problems, Its People - 'HERBERT ZELTNER -33 The Changing Face of Agency Serli:ice- ANDREW KERSHAW The Changing F.b.ce of Advertiser Management- JACK 4. "YOUNG N. W. Ayer /.s Media Procedures- HA* CARSTENSON 51 . 3 , C Agency loyment.Trends DOUGLAS JOHNSON 59 e Remailts on Placement ROBERT HAVERFIELD . I II. PACERS PRESENTED BY EDUCATORS A. RESEARCH PAPERS .some Critical Viewpoints of "Ads We Can Do Without"- ALAN D. FLETCHER & DEAN KRUGMAN 75 the Effects of TV Commercials on "Norma " and' Mentally Retarded Children - DONALD W. HENDON 81 Contents (Continued) Page A Multifacetei. Model of, Resistance to TV Advertis'ing JACOB HORNIK 95 Information Input and Consumer Characteristics As Determinants of Consumer Attitude Formation- RICHARD NIELSEN 123 Critique -- Developments in Research- EMMA AUER 135 B. DEVELOPMENTS IN THE TEACHING OF ADVERTISING Computerized Instruction in Advertising Education- FRANK PIERCE 139 N Expanding Advertising Education to Encompass the 4.. Tot 1 Business System - - JOHN WRIGHT & CHARLES STEILEN . 159 Propo al and Support Material or Nation Clearinghouse for Education in the Ma s Media - RUCE REEVES 171 Educator Involvement in Local Advertising Self-Regulation - MARTIN L. BELL 187 Yes, Virginia, There is'Another Bookstore --- Or, When We Say Fall Down, We 'Don't Mean Hurt Yourself ---- Students Advertising For Experience (SAFE) - JAMES R. MORRIS 199 Advertising Courses for Whom: Advertisers or Cozwumers? - J. N. FETEHMAN 207 Performance Contracting -- Good or Bad? - S.-BERNARD ROSENBLATT 29 Contents (Continued) Page The Basic Advertising Coursse -- At What College Level - ROBERT E. J. SNYDER 229 APPENDIX Roster of Participants 235 Joint A.A.A. - A.A.A.A. Task Force and Officers, American Academy of Advertising 241 -te INTRODUCTION This set of papers represents the writtenrecord of the 1973 national conference -for advertilIng edutators, held at Arizona State Universityin March. Conference Content The conference focus was on current developments in the practiceand teaching of advertising. Its content provided broad coverage within the overall theme. Major areas treated included adVertising and society; operating areas of advertising, e.g., management, media,creative; production, *( and research; ant teaching and research issues inadvertising education. The purpose of the conference was to bring insights into these current developmentsto the,advertising educator community. It was addressed to all advertising educators-- whether their teaching be undergraduate or graduate, and whether t r orientation be communications, journalism, or marketing management. These Papers The papers themselves are divided into those presented byeducators and those by non-educators. The latter comprinthe first section of thesepro- ceedings. They include perspectives on advertising.regulation, viewsof trends in advertiser management and agency service,4 review of media procedures, analyses of the employment and placement situation, andan overview of "adVer- tising's next generation." These non-educators' papers come from both adver- tising agency and advertiser executives, and also froma government representa- tive. The educators' papers are subdiviled into two categories--research papers and papers related to the teaching of advertising. The first group (research papers) deal mostly withconsumer behavior impacts of, and inputs to, advertising. The second group reflects a wide range of developments in pedagogical approaches and methodolpgy. As with any proceedings from a conference of thistype, not all the conference sessions -,and speakers are represented. The complete program of the conference (which accompanies this introductory material)reflects the wide coverage of current deVelopments in the practiceand teaching of -advertising. Special Conference Context Theconferenceconstituted the annual meeting of the American Acade 'of Advertising, he national association of teachers of advertising. The, meeting, in conjunction with host school Arizona StateUniversity, was alOo co-sponsored by the American Association of AdvertisingAgencies' Educational Foundation. The Foundation cooperated in the planning of the conference,in helping to arrange for induStry spep.kers, and_in providingfinancial support for the meetings. The conference built upon the success of the Foundation's 1971 conference for advertising educators at the Universityof Illinois. & Thus the conference was special in several ways. First, its content reached beyond the usual re- search and teaching-oriented material that tradi-' tion acterizes .Acader*- meetings. ;While the conferehce was addressed _ to an Scade c audience, much of its content came from industry representa- tives. Seco d, in order to accommodate the material on current developments, as well as s e research and curricular sessions, the meetings were a full,day longer than the usual Academy meetings. Finally, the conference was the prod- uct of a Joint effort on thepart of industry and the academic community. Auspices and Sponsors The American Association of Advertising Agencies' Educational Foundation was established in 1967 to encourage closer cooperation between the, advertising industry and advertising education and research. It has provided extensive support of professorial research involving doctoral candidates in advertising, marketing communications, and consumer behavior. The Foundation's grants pro - gram -has supported the research efforts of some 28 faculty members, wor ing with .,624 doctoral candidates at 22 school's.