Perspectives on Advertising Education: Curricula, Research--Descriptive, Research--Experimental ...

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DOCUMENT RESUME
CS 202 073
ED 106 865
Zeigler, Sherilyn K., Ed.
AUTHOR
Perspectives on Advertising Education: Curricula,
TITLE
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.
American Academy of Advertising, Knoxville, Tenn.
INSTITUTION
74
PUB DATE
537p.; Not available in hard copy due to marginal
NOTE
egibility of original document
MF-$ 0.92HC Not Available from EDRS. PLUS POSTAGE
EDRS PRICE
Communication (Thought Transf r); Conference Reports;
DESCRIPTORS
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
public
concerns of public policy, international advertising, and
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
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FICHE OILY 1145 (III TI (lotoof-0 By
Sherilyn K. Zeigler
Edited BY
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Sherilyn K. Zeigler, Ph.D.
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Associate Professor of Advertising
5.011 01 TOW (01.Y1+1,04T 0/1011+
Knoxville
The University of Tennessee,
1974
2
FOREIORD
The American Academy of Advertising is the national association of
Its more than 250 members teach advertising at all
advertising educators.
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
The Conference was divided into eight sessions and each has been
Island.
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
Some footnotes and tables were placed within
for illustrative materials.
Presentations
the context of their papers in an effort to save space.
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
Meeting of Executive Committee, A.A.A.
5:00 p.m.
Social Hour
5:30 p.m.
Dinner
6:30 p.m.
Welcome
Dean Richard R. Weeks, College of Business,
University of Rhode Island
PAGE
Stephen A. Greyser, President, A.A.A.
1
Success and Failure
How Advertising is Really Used:
Norman Levy and B. Michael Moore
Procter & Gamble Company, Cincinnati
SESSION I - PERSPECTIVES ON ADVFRTISING CURRICULA
8:30 p.m.
E. S. Lorimor, East Texas State University
Chairman:
2
The Introductory Course in Advertising
E. S. Lorimor, East Texas State University
Tommy Thomason, Southern State College
The Teaching of Advertising in Business Schools and
16
A Comparison
Journalism /Communication Schools:
Barbara J. Coe, New York University
22
A Real World Client/Competitive Model
Advertising Education:
Thomas E. Barry, Southern Methodist University
Robert L. Anderson, University of South Florida
33
Evolution of an Emphasis
Fenton E. Calhoun, California State University
Some Observations on Closing the Communications Gap Between
15
Teachers and Practitioners
Melvin S. Hattwick, Colorado State University
S. Bernard Rosenblatt, Texas Tech. University
Discussants:
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
I
Daniel Stewart, Northern Illinois University, Editor
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
133
Sunday Shopper Fsychographics and Promotion Possibilities
.
.
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.
EXPERIMENTAL
SESSION III - PERSPECTIVES ON RESEARCH:
Chairman:
Donald W. Hendon, Columbus College, Georgia
An Empirical
Perceptions of Children's Television Advertising:
Investigation of the Beliefs and Attitudes of'Consumer,
144
Industry, and Government Respondents
James D. Cul ley, University of Delaware
154
Evaluating Research Projects - A Ba esian Solution
Irving Roshwalb, Vice President, Audits & Surveys, Inc.
The Effectiveness of tLe FTC's "Corrective Advertising"
166
Policy:
flew Empirical Insights
Robert F. Dyer, George Washington University
Philip G. Kuehl, University of Maryland
178
A New Perspective
Advertising Budget Allocation Models:
.
R. Eugene Klippel, University of Florida
Robert L. Anderson, University of South Florida
.185
.
An Empirical Analysis of Commercial Message Credibility
-
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
193
Channels of Information Among Women
Thomas L. Parkinson, University of Delaware
199
Some_Exsples
The Cumulative Effects of Advertising:
Harvey A. Maertin, University of Toledo
Robert D. Mason, University of Toledo
Donald K. Wedding, University of Toledo
to Enterin
Its Relationshi
The Authoritarian Personalit
:
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 Interaction
Process
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 Advertising
on Selected Dimensions
and Elements of Department Store Image
233
John B. Gifford, Miami University, Ohio
An Analysis of Psychological Shift Paradigms
for Advertising
243
David R. Wheeler, University of North Dakota
D1-cussants:
Zane Cannon, Western Michigan University
Franklin S. Houston, University of Missouri
12:15 p.m.
Luncheon
Pilot Program for Working with Educators
251
Herbert Zeitner, Senior Vice President, Kenyon & Eckhardt
1:45 p.m.
SESSION IV - PERSPECTIVES ON INDUSTRY/EDUCATORS' COOPERATION
252
Chairman: Stephen A. Greyser, Harvard University
Panel:
John Del Mar, American Association of Advertising
Agenciei
Jonah Gitlitz, Amerilan Advertising Federation
Herbert Ahlgren, Association of National Advertisers
3:30 p.m.
Coffee Break
3:45 p.m.
SESSION V - ANNUAL BUSINESS MEETING
American Academy of Advertising
Stephen A. rreysers Presiding
Social Hour
5:30 p.m.
6:30 p.m.
Dinner
How to Evaluate Your Advertising
253
Harry Wayne McMahan, International TV Consultant
9:00 p.m.
SESSION VI - PERSPECTIVES ON EMPLOYMENT
254
Chairman:
S. Watson Dunn, University of Illinois
Panel:
Herbert Ahlgren, Association of National Advertisers
Leo Bogart, Newspaper Advertising Bureau.
Blake Byrne, WJAR-TV, Providence
Elias Buchwald, Burson-Marsteler
Douglas Johnson, McCann- Erickson
J. Carroll Bateman, Insurance Information Institute
7
Tuesday, April 30
PAGE
7:30 a.m.
Ex-Presidents, A.A.A.
Breakfast Meeting:
SESSION VII - PERSPECTIVES ON SPECIAL INTEREST AREAS
8:30 a.m.
. . .
.
(Concurrent Roundtable Sessions)
ROUUDTAKE A - Public Policy
Steven Permut, Yale University
Chairman:
An Evaluation of Recent FTC Aegulations Under the Fair
255
Packaging and Labeling Act ("Cents -Off" Representations)
.
.
F. Robert Shoaf, New York University
Edward L. Melnick, New York University
262
Television Viewing, Sleeping Habits, and Energy Conservation
Donald W. Hendon, Colinas College, Georgia
Application of Advertising Techniques in the Solution of
270
Social Problems
Barbara J. Coe, New York University
A Study of Seals and Certifications of Approval and Their
Results and Implications
Role in Consumer Information Processing:
290
for Public Policy
Thomas L. Parkinson, University of Delaware
295
Prime-Time Access:
Economics and Advertising
John D. Leckenby, University of Georgia
John T. Russell, University of Georgia
Applications of Belief Measures to Specific and Overall
311
A Program for Research
Advertising Claims:
James E. Haefner, University of Illinois
Melinda T. Birchmore, University of Illinois
Steven E. Permut, Yale University
318
The Wonder Bread Case and Implief4 Uniqueness Claims
.
.
.
.
Laird Landon, Jr., Consultant, FTC Office of Policy Planning
and Evaluation
H. Keith Hunt, Consultant, FTC Office of Policy Planning
and Evaluation
ROUNDTABLE B - International Advertising
8:30 a.m.
William Mindak, University of Texas
Chairman:
A Two-Nation Comparison of Advertising Law and Regulation:
Norway and the United States of America
323
Gordon E. Miracle, Michigan State University
vi
Tuesday, April 30 (Continued)
PAGE
Standardization...Localization:
A Pro
sed Alternative Methodolo
SO
for the Development of Multinational Promotional Campaigns
334
.
Michael Harvey, Southern Methodist University
Roger A. Kerin, Southern Methodist University
U.S. Marketers in West Germany:
Do They Use Standardized
Advertising? ACross-Cultural Study of Sixteen Cases in
International Advertising
Claus D. Anderson, University of Texas, Norman, Craig & Kummel
Penetration Analysis Within a "Confined International Market"
344
Pat L. Burr, University of Texas
Richard M. Burr, Trinity University
Donald W. Hendon, Columbus College, Georgia
Discussants:
S. Watson Dunn, University of Illinois
Roland Hicks, Ferris State College
8:30 a.m.
ROUNDTABLE C - Public Relations
Chairman:
Frazier Moore, University of Georgia
Journalism Enrollment Study
348
John T. Russell, University of Georgia
Frazier Moore, University of Georgia
Communication with Middle-Class Blacks:
A Public Relations
Perspective
350
Jacob M. Duker, University of Connecticut
We Huff and We Puff, But Can We Really Pump the Candidate Up?
361
Fact and Fancy_ in Political Campaign Television
Noel L. Griese, University of Georgia
Current Emphasis on Corporate Public Relations Advertising
393
.
Lilyan M. Alspaugh, Central Michigan University
401
9:40 a.m.
Public Relations Education in Colleges and Universities
.
J. Carroll Bateman, President, Insurance Information
Institute and fOrmer Chairman of the Board, PRSA
405
Speech Writing a Major Public Relations Activity?
Otis Baskin, Texas Lutheran College
Coffee Break
10:30 a.m.
SESSION VIII - PERSPECTIVES ON INSTRUCTION
10:45 a.m.
(Concurrent Roundtable Sessions)
ROUNDTABLE A - Management Curriculum
David Furse, Michigan State University
Chairman:
vii
-9
PAGE
Tuesday, April 30 (Continued)
411
A Pedagogical Interpretation
Buyer Behavior:
Richard H. Evans, Syracuse'University
Definitional, Conceptual, and
Measurement and Attitudes:
418
Methodological Considerations
Jeffrey A. Lowenhar, University of Connecticut
.
432
The Teaching of Advertising for non-Marketing Majors
.
.
.
Barbara J. Coe, New York University
The Advertising Cooperative Training Program at Baruch
439
College, CUNY
Stanley M. Ulanoff, City University of New York
Some.Frustrations in the Teaching._
Field Consulting in Promotion:
44-8
of a New Course in Advertising
J. Patrick Kelly, Virginia Commonwealth University
Lilyan M. Alspaugh, Central Michigan University
Discussants:
John T. Russell, University of Georgia
ROUNDTABLE B - Creative Curriculum
10:45 a.m.
Edward Stephens, Northwestern University
Chairman:
2tocoitij
456
Ex erimentai Approaches
John T. Russell, University of Georgia
W. Ronald Lane, University of Georgia
Background
Behavioral Science and Television Commercials:
466
for Creativity
Sherilyn K. Zeigler, University of Tennessee
473
Theatrical Devices in the Classroom
That New Ghost:
.
.
Phillip A. Sinclair, University of Toledo
Campaigns
484
Adding a Professional Touch to Your Advertising
.
Donald R. Holland, University of Florida
488
The Creative Class as Ad Agency
Jim R. Morris, Kansas State University
ROUNDTABLE C - Research Curriculum
10:45 a.m.
Wilma Crumley, University of Nebraska
Chairman-
493
Humor Appeals and Advertising Strategy
Charles E. Treas, University of Mississippi
Ronald F. Bush, University of Mississippi
Joseph F. Hair, Jr., University of Mississippi
viii