Clarke L. Caywood

Effects of issue‐image strategies, attack and support appeals, music, and visual content in political commercials

One of the barriers to understanding how people process political commercials has been the scarcity of studies that manipulate the presence of significant dimensions of advertising content so that the impact of those dimensions can be examined individually and as they interact with each other. In this study, four characteristics often touted as important determinants of the impact of political ads were chosen for analysis. Two values for each of the four characteristics were completely crossed with each other by editing from components of real ads for Senate candidates unfamiliar to the participants. The ad characteristics sampled included: (a) whether issue or image strategies were articulated in the scripts, (b) whether attack or support appeals were used, (c) the presence or absence of music in the background, and (d) whether the visual content showed the candidate in the context of his family or performing his professional campaign activities.

Ethics and Personal Selling: Death of a Salesman as an Ethical Primer

AbstractUsing the motif of the famous play, Death of a Salesman, this article discusses a number of critical issues facing sales managers that involve ethical concerns. The play provides a launching point for the discussion of sales ethics and the development of an ethical primer intended for sales representatives and managers.

Integrated marketing communications: A new master's degree concept

Abstract For years Northwestern University offered separate graduate degree programs in corporate public relations, advertising, and direct marketing. Those programs have been fused into an integrated marketing communications program. The five-quarter program includes a core of new marketing communications planning and management classes, professional specialization classes in corporate public relations, advertising, and direct marketing along with a cluster of MBA-level business classes.

Do attitudes toward political advertising affect information processing of televised political commercials

This study tested whether attitudes toward politics and political advertising correlated with specific responses to issue/image, attack/support ads and the candidates who sponsored the ads. Memory, attitudinal, and emotional responses to the ads were measured. Liking for attack advertising, liking political ads for their information content and for their entertainment value, and interest in the political process all correlated primarily with attitudes toward and emotional responses to specific kinds of commercials.

The application of "integrated marketing communications" to social marketing and health communication: Organizational challenges and implications

Influencing consumer behavior is a difficult and often resource-intensive undertaking, with success usually requiring identifying, describing, and understanding target audiences; solid product and/or service positioning relative to competitors; and significant media and communication resources. Integrated marketing communication (IMC) is a new way of organizing and managing persuasive communication tools and functions which involves realigning communications to consider the flow of information from an organization from the viewpoint of end consumers. Although the application of IMC to social marketing remains relatively unexplored, the IMC literature and recent efforts by the US Centers for Disease Prevention and Control suggest that integrated communication approaches have much to offer social marketing and health communication efforts. IMC, IMC and social marketing, and implications of IMC for public and private sector social marketing programs are discussed.

An Assessment of the ‘Sins’ and ‘Virtues’ Portrayed in Advertising

Some writers have called for an investigation of whether the seven sins and seven virtues are portrayed in advertising. This seven/seven model was used for a content analysis of print advertisements appearing in general readership magazines published in the 1980s. First, definitions for each of the sins and virtues were developed. Then trained coders searched for explicitly stated sins and virtues in a sample of advertisements. The majority of the advertisements did indeed contain a sin or virtue. Over three-quarters of the advertisements portray a virtue: relatively few advertisements presented a sin.

Microcomputer applications: An electronic bulletin board system for the sales profession-a review and proposal

» Find a copy: The library has the publication available. Abstract (Document Summary) The nature of contemporary personal computer communications on bulletin board systems (BBS) is discussed briefly, and a national BBS is proposed to enhance professional communications between persons and associations interested in sales. Also reviewed are several communications programs and operating systems appropriate for BBS use, along with opportunities to apply computer communications to the sales field. There are a number of functions on the standard BBS that could be used by the marketing and sales discipline. For example, bulletins might be used as a special notice to augment dated information, and the BBS offers the advantage of making conferences possible using the bulletin board format. There are only minor disadvantages to the BBS concept; for example, the initial cost of subscribing to a host commercial BBS service is high. Criteria that should be used in selecting the BBS include ease of access and availability of baud rates. It is proposed that the suggested national BBS be sponsored by Pi Sigma Epsilon and the Direct Selling Education Foundation.

Definitional Issues Related to Using the Seven Sins and Seven Virtues as a Model for Advertising Analysis

Abstract The question of whether advertising affects or reflects societys values has been hotly debated for decades. Recently some authors suggested that it is also necessary to analyze the positive and negative values portrayed in advertising. They proposed using the seven deadly sins and seven cardinal virtues as a model for this analysis. Before this analysis can be conducted, however, there are a number of definitional and methodological issues that must be addressed.

Issues Management. Corporate Public Policymaking in an Information Society@@@Issues Management: How You Can Plan, Organize, and Manage for the Future@@@Managing the New Bottom Line: Issues Management for Senior Executives

Issues Management an Old Hat or a New Ball Game? Issues Management and the Search for Order Case Studies in Issues Communication Mobil Sets the Stage The Regulatory Environment of Issues Communication Social Responsibility and Corporate Planning Issues Monitoring and the Issues Communication Campaign Issues Management and Special Interest Groups Issues Management in the New Corporate Information Environment Conclusion The Future of Issues Management