Priscilla A. Labarbera

Analyzing and Advancing the State of the Art of Advertising Self-Regulation

Abstract Personal in-depth interviews with executives of trade and professional business associations are the basis of a report on the state of the art of industrywide advertising self-regulation. Based on the experience developed by over 20 disparate industry groups, five essential criteria for effective advertising self-regulation programs are proposed. The article demonstrates that within industry is the knowledge and experience to increase the effectiveness of advertising self-regulation.

Toward Enhancing the Quality and Quantity of Marketing Majors

This article reports the findings of a survey of undergraduate students designed to examine the key factors involved in selecting a marketing major. A discussion follows, dealing with the initiatives undertaken by marketing departments at various universities in an attempt to enhance the quality and quantity of marketing majors.

Hierarchical Models of Attitude

Although the philosophy of science literature argues that a distinction should be made between different levels of abstraction, it is only recently that such models have been developed and estimated by researchers in the social sciences. Estimation of such hierarchical models, which was not possible earlier, is made easier by the work of Bentler and Weeks (1979) and Joreskog and Sorbom (1981). This paper illustrates the application and use of hierarchical models using the structure of attitude as an example. Hierarchical models of attitude showed considerably better fit and interpretable results than the non-hierarchical model. Such models also appear to be a better way to conceptualize and estimate models in the presence of collinear constructs. Caution should be exercised, however, as higher-order models may not be uniquely determined.

The Antitrust Shadow over Advertising Self-Regulation

Abstract In response to public criticism and government regulation, the advertising community has developed programs of industry-wide self-regulation. A major difficulty with these programs, however, is the potential danger of antitrust violation. This paper reports findings of interviews with representatives of industry and government designed to clarify the limitations of the antitrust laws on advertising self-regulation. Guidelines for minimizing the antitrust risks of advertising self-regulation, which are derived from empirical data and the legal literature, are suggested.