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Tackles the need to improve media measurement systems in relation to the changes in market fundamentals. Implications of market fundamental changes for the advertising industry; Factors that need to be considered in advertising management; Ways to improve media measurement systems.

The article discusses the selection of Jane Maas as president of an advertising agency, Muller Jordan Weiss (MJW). At age 41, this award-winning executive has built an enviable career in advertising management and packaged goods marketing. Jane's track record as a strong marketer, coupled with her creative strengths, make her the ideal person to lead MJW in its continuing expansion plans. Jane Maas feels that her appointment at MJW, aside from being the highlight of her professional life, represents a milestone for women in advertising. Although many women have founded their own successful ad agencies, the achievement of such high status at a long-established agency is breaking new ground.

The article presents views of Edwin H. Sonnecken, the chairman of Marketing Science Institute, presented at a workshop on Advertising Financial Marketing organized by the Association of National Advertisers Inc. in California in 1982. Sonnecken, says that the current economic conditions possess perceptions of future activities of consumers and investors rather than focusing on changes in taxation or spending. He discussed the goal of advertising business, problems in the recent recession, consumer purchases, the level of attitudes and expectations which affects the business factors.

Presents tips for advertising and marketing managers on maximizing limited advertising budgets. Integration of advertising and marketing plans; Use of marketing research; Development of a campaign program.

The article focuses on the role of marketing and advertising strategies for developing new buyers. Marketing and advertising must be dynamic depending on the level of discontinuity in the product category. Strategies must change based on what segments want to hear, not what marketers want to say. The Technology Adoption Life Cycle Model postulates that when a discontinuous technology is introduced, the marketplace will realign itself relative to individual members' willingness to adopt the new offering.

The article focuses on the career of advertising agency executive Tony Weisman, President of Digitas Chicago, a leading digital and direct marketing firm. Weisman's father was a prominent agency executive in the 1950s and 1960s. The younger Weisman's 25 years in the business have seen the emergence of the multifaced marketing world, a fact he embraces. Weisman states the rise of new media have made the 2000s a golden age of advertising.

The article presents an interview with Mary Bishop, former head of Leo Burnett USA, the arm of Boom3 Group in Chicago, Illinois, regarding her retirement from the advertising industry. Bishop's retirement credited her as a key part of the management team responsible for Burnett's most successful year ever in the business. Her retirement surprised most industry executives and Bishop said that it was part of her plan all along to exit in the advertising industry by age 50 when she still had her enthusiasm for advertising and love for marketing.

The article presents information related to the revision of advertisement code by the American Advertising Federation (AAF). The board of directors of AAF have approved the advertising principles of American business. These principles provide guidelines for advertising substantiation, comparison advertisements, price claims, warranties and guarantees, to name only a few. Such statement of principles are made to encourage ethical standards of conduct in the production and presentation of advertising to the American consumer. AAF's two predecessor organizations adopted the original advertisement code in 1966.

The article presents information on the 14th Marketing/Communications competition sponsored by Philip Morris Cos. Inc., New York offering opportunities to the graduate and undergraduate students to gain real world business experience. Each year, student committees are invited to research non-tobacco products and operations of Philip Morris, identify a marketing or communications issue, and present a writing solution to the problem. A first place award of $2,000, a second place award of $1,000, and a third place award of $500 will go to the winning teams in both the graduates and undergraduates The judging will be based on originality, creativity and feasibility of ideas in the areas of marketing, advertising, strategy, and media development

Discusses the need for advertising and marketing managers to develop strategies for handling U.S. Federal Trade Commission (FTC) investigations of advertising claims. Background on the rules of the FTC regarding advertising claims; Examples of problems that may be encountered due to failure to substantiate a product claim; Guidelines for creating a marketing management program.

Presents advice to advertising managers on planning based on socioeconomic changes. Background on socioeconomic trends in the 1980s in the U.S., including a slowdown in the population growth rate; Forecast on advertising media changes during the decade; Advantages of market fragmentation.

Presents a schedule of conferences that cater to the U.S. marketing industry as of May 1976. 59th International Marketing Conference of the American Marketing Association; Advertising management conference; 1976 Marketing Educators' Conference.

The article presents tips advertising management for the marketing business in the U.S. Managers in the industry are inclined to look at planning as an unnecessary expense. Most agency executives would work harder for someone who treats them like a partner, someone who shares confidential information, sets high expectations and gives them a lots of encouragement along the business.

Reports on comparative advertising's chances of success compared to advertisements that don't aim directly at the competition. Research Systems Corp. as data source; ARS scores of comparative ads; Importance of brand-differentiating messages in superior-selling advertising.

The article discusses tools and techniques on how to effectively market products without resorting to costly advertising. Investment on distinctive building to serve as a promotional medium, is one. Promotional value of vehicles is also discussed. However, employee initiative, responsibility and creativity remain largely untapped. It is worth to teach sales techniques to every employee. Teach them friendly merchandise approaches and how to prospect for customers among friends and relatives.

The article reports that the American Marketing Association is seeking proposals for compiling bibliographies to include in its Bibliography Series. The goal of the association is to provide thorough sources of marketing information in specific topic areas. Additional bibliographies would be considered for a number of topics like consumer attitudes, industrial marketing, pricing, channel strategy, personality theory and research, marketing and the computer, and advertising management.