James E. Haefner

Can TV Advertising Influence Employers to Hire or Train Disadvantaged Persons

Campaign using prime time spots achieves higher recall and comprehension rates than is usual for informational campaigns.

An Approach to the Evaluation of Deception in Television Advertising

Abstract Public policy decisions dealing with the behavioral responses to deceptive television advertising have relied strictly on a legal definition of deception. This study provides tentative factor analytic dimensions for the evaluation of deception across eight television commercials unofficially rated for deceptiveness by the FTC. Using two different measurement approaches, some degree of factorial similarity was observed. Deception emerged as an independent factor—a finding not previously acknowledged in the literature. While summary (aggregate) judgments across all test ads were used. future research might focus on specific components of an ad to be more compatible with current FTC and judicial requirements. Suggestions for future research are offered.

Unofficial FTC judgments of deception Vs. Adults' and students' judgments of deception

Ninety-six adults and one hundred seventy-eight students rated five experimental television advertisements for their deceptiveness. These ratings were then compared with the ratings of four attorneys, active in the evaluation of actual advertisements at the Federal Trade Commission. Both students and adults did not agree with the unofficial deception ratings made by the attorneys at the Federal Trade Commission. Although there was major disagreement between the subject groups and the FTC, it was difficult to determine whether subjects had been literally deceived by the ads or whether true disagreement existed.

Comparison of Retail Store Images Based on Shopping and Ad Exposure

Three factors—two involving customer prototypes and one store attributes—explain images of retail stores.

How Farmers View Advertising

Study of Illinois farmers finds less favorable attitudes toward advertising than in similar study 16 years ago, but overall attitudes are still favorable.