Advertising

How it Was in Advertising: 1776-1976 ($6.95, paper, 110 pp.)

Vernon Fryburger, The New World of Advertising ($6.95, paper, 129 pp.)

William A. Robinson, 100 Best Sales Promotions (annual, $19.95, about 140 pp. each)

Herbert S. Gardner Jr. The Advertising Agency Business ($19.95, 211 pp.)

Jack Z. Sissors and E.R. Petray Advertising Media Planning ($12.95, 341 pp.)

Arthur Bellaire Controlling Your TV Commercial Costs ($19.95, 166 pp.)

Julie M. Moss '77 Ayer Public Relations and Publicity Style Book (Ayer Press, 210 West Washington Square, Philadelphia, Pa. 19106—$9.95)     

Advertising Content and Television Advertising Avoidance

This article proposes a new measure of television advertising avoidance, the Passive/Active Zap (PAZ), as an occurrence of a set-top box switching channels during a commercial break after at least 5 min of inactivity prior to the break. Twenty-seven percent of eligible commercial breaks are interrupted by a PAZ. A proportional hazards model is applied to a unique dataset to estimate the impact of advertising content and commercial break characteristics on PAZ behavior. The results show that advertising avoidance is negatively associated with movie ads and positively associated with advertising for websites, auto insurance and women’s clothing. Ad avoidance also tends to rise with repeated exposures to the same ad creative, advertising aired on general-interest television networks, later hours of the evening, and rainfall.     

Advertising

Eight recent titles are described     

Advertising

Richard W. Pollay, ed. Information Sources in Advertising History (Westport, Conn.: Greenwood Press, 1979---$22.50)

James H. Leigh and Claude R. Martin Jr., eds. Current Issues and Research in Advertising 1979 (Division of Research, Graduate School of Business Administration, University of Michigan, Ann Arbor, Mich.---$5.00, paper)

Charles H. Patti's Advertising Management: Cases and Concepts (Columbus, Ohio: Grid, 1978---$14.95)     

Advertising

Advertising Age Yearbook 1981 (Chicago: Crain Books, 1981 —$29.95)

How to Produce an Effective TV Commercial (Chicago: Crain Books, 1981—$25.95)     

明星代言广告与卡通形象广告比较研究

本文主要从明星代言广告与卡通形象广告内涵出发,分析明星代言广告和卡通形象广告的优势和劣势所在,并且指出我国明星广告使用中存在的泛滥现象和使用卡通形象的缺失问题。     

Advertising/PR

ADVERTISING AGE YEARBOOK 1983 (Chicago: Crain Books, 1983---$34.95)

WRITING FOR THE MEDIA: PUBLIC RELATIONS AND THE PRESS by Sandra Pesmen (Chicago: Crain Books, 1983---$12.95, paper)

MEDIA PLANNING WORKBOOK by Jack Z. Sissors and William B. Goodrich (Chicago: Crain Books, 1983---$12.95, paper)     

Marketing and Advertising

Abstract

The Web is one of the best starting points for marketing and advertising information. The author covers Web sites for top publications as well as sites from academic institutions and professional associations.     

公益广告十五年

所谓公益广告,是指经媒介发布的为公众利益服务的不以营利为目的的广告。它旨在通过传播公益观念,促使人们公益行为的形成,甚至进而促使某些公益事业的发展。非商业性、公益性和非人际直接传播性是公益广告的三个主要特性,正是这三个特性使它有别于商业广告、其他意识形态广告和具有公益性质的口头宣传。所谓公益广告十五年是指公益广告事业史而非公益广告史十五年,换句话说,以《广而告之》问世为开端的中国公益广告事业史的基本事实是本文评述的主要对象。     

Advertising and Media

Stuart Ewen's Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture (New York: McGraw-Hill, 1976---$10.00)

Wilson Bryan Key's Media Sexploitation (Englewood Cliffs, N.J.: Prentice-Hall, 1976---$8.95)

Jib Fowles's Mass Advertising as Social Forecast: A Method for Futures Research (Westport, Conn.: Greenwood Press, 1976---$10.95)

James E. Combs and Michael W. Mansfield (eds.) Drama in Life: The Uses of Communication in Society (New York: Hastings House, 1976---$18.50/10.50)

Walter E. Hurst and Don Rico's How to Be a Music Publisher (Seven Arts Press, 6605 Hollywood Blvd., Hollywood, Calf. 90026---$10.00 paper)     

Advertising/Marketing

TRADE BOOK MARKETING: A PRACTICAL GUIDE edited by Robert A. Carter (New York: Bowker, 1983---$29.95/19.95)

ELEMENT'S OF DIRECT MARKETING by Martin Baier (New York: McGraw-Hill, 1983---price not given)

BROADCAST ADVERTISING: A COMPREHENSIVE WORKING TEXTBOOK by Sherilyn K. Zeigler and Herbert H. Howard (Columbus, Ohio: Grid Publishing, 1984---$34.95/17.95)

PUBLIC RELATIONS: MANAGEMENT BY OBJECTIVES by Norman R. Nager and T. Harrell Allen (New York: Longman, 1984---$29.95/16.95)

CHOOSING AN ADVERTISING AGENCY by William M. Weilbacher (Chicago: Crain Books, 1983---$19.95, paper)     

论模糊广告

模糊广告是相对精确广告而言的,它不是含糊不清的广告,也不同于歧义广告。模糊广告所研究的模糊性包含了客体的模糊性、认识的模糊性和方法的模糊性。     

Advertising and Media

William L. Rivers and Michael J. Nyhan (eds.) Aspen Notebook on Government and the Media (New York: Praeger Special Studies, 1973 — $3.95, paper)

Ray B. Browne (ed.) Popular Culture and the Expanding Consciousness (New York: Wiley, 1973 — price not known)

Dennis P. Forcese and Stephen Richer's Social Research Methods (Englewood Cliffs, N.J.: Prentice-Hall, 1973 — $7.95)

Arthur W. Lavidge's A Common Sense Guide to Professional Advertising (Blue Ridge Summit, Pa.: Tab Books, 1973 — $9.95)

John D. Burke's Advertising in the Marketplace (New York: McGraw-Hill, 1973 — $10.95)     

试析“大广告”时代的我国广告教育

我国现代广告业发展已经30年,广告专业教育亦已25载。本文试从我们已经进入大广告时代这一时代背景出发,摒弃对我国广告教育就事论事改革创新之讨论,从较为宏观的层面认识把握我国广告教育的地位、观念、责任等问题,以期对我国广告教育的层次结构、课程设置、师资队伍建设、学术研究、就业指导等方面的具体问题产生积极的指导作用。     

Advertising Practitioner Perceptions of HDTV Advertising: A Diffusion of Innovations Perspective

Abstract

A nationwide online survey of advertising agency executives was conducted to investigate attitudes toward high-definition television (HDTV) diffusion. The survey was completed by 70 practitioners. The majority of respondents (85.9%) had viewed HDTV, but only 18.6% owned an HDTV set. Among non-owners of HDTV sets, 50% said they would not be acquiring 1 for at least 24 months. More than one half of the respondents believed that HDTV would not become the norm for 5 or more years. Respondents recognized the benefits of HDTV, but were not yet comfortable recommending HD advertising to clients. Factors inhibiting greater support of HDTV advertising include perceptions of insufficient HDTV programming, low HDTV diffusion among viewers, and greater cost of producing HD ads. Agency executives feel under-informed about HDTV, and would like to learn more about it. Industry groups interested in promoting greater acceptance of HDTV among advertising practitioners need to educate executives about the actual rate of HDTV diffusion to convince them that the medium is capable of attaining critical mass.     

Advertising and Consumer Culture

A content analysis examined how well alcohol ads from televised sporting events adhered to self-regulatory advertising guidelines. Although nearly every ad followed the guidelines literally, there were numerous instances of strategically ambiguous content that could be interpreted as violating the guidelines' spirit. For example, a joke about designated drivers hinted at drunkenness without explicitly showing it, and many ads showed drinking as well as risky activities like driving or swimming, although not necessarily occurring simultaneously. The study also confirmed that alcohol ads are common in televised sporting events, and that the most frequent themes are humor, friendship, sex, and romance, a potentially troubling finding given that beliefs about the social benefits of alcohol predict drinking in young people. These findings suggest that alcohol advertising might contribute to the formation of expectancies in young people, and that current self-regulation may not be an effective way to prevent alcohol advertising from appealing to people under the age of 21.     

Popular Culture and Advertising

WHATEVER HAPPENED TO MADISON AVENUE? ADVERTISING IN THE '90s by Martin Mayer (Boston: Little, Brown, 1991—$22.95, ISBN 0-316- 55154-6, 269 pp.)

THE CODES OF ADVERTISING: FETISHISM AND THE POLITICAL ECONOMY OF MEANING IN THE CONSUMER SOCIETY by Sut Jhally (New York: Routledge, 1990—price not given, paper, ISBN 0-415-90353-X, 225 pp.)

ROCK AROUND THE BLOCK: A HISTORY OF ROCK MUSIC IN EASTERN EUROPE AND THE SOVIET UNION by Timothy W. Ryback (New York: Oxford University Press, 1990—$21.95, ISBN 0-19-505633-7, 272 pp.)

MUSIC AT THE MARGINS: POPULAR MUSIC AND GLOBAL CULTURAL DIVERSITY by Deanna Campbell Robinson, Elizabeth B. Buck, and Marlene Cuthbert (Newbury Park, CA: Sage, 1991—$39.95/19.95, ISBN 0-8039- 3192-1 hard, 0-8039-3193-X paper, 312 pp.)

THE MANY LIVES OF THE BATMAN: CRITICAL APPROACHES TO A SUPERHERO AND HIS MEDIA edited by Roberta E. Pearson and William Uricchio (New York: Routledge, 1991—$39.95/13.95, ISBN 0-415-90346-7 hard, 0-415-90347-5 paper, 213 pp.)

BROADCAST ADVERTISING: A COMPREHENSIVE WORKING TEXTBOOK by Sherilyn K. Zeigler and Herbert H. Howard (Ames: Iowa State University Press, 1991—$34.95, ISBN 0-8138-0072-2, 358 pp.)

FUNDAMENTALS OF ADVERTISING RESEARCH by Alan Fletcher and Thomas Bowers (Belmont, CA: Wadsworth, 1991—price not given, ISBN 0-534-14778-X, 364 pp.)

THIS BUSINESS OF MUSIC by Sidney Shemel and M. William Krasilovsky (New York: Billboard/Watson-Guptill, 1991—$27.50, ISBN 0-8230-7706-3, 688 pp.)