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The article presents various abstracts relating to marketing focused on advertising, including the articles "The Advertising Budgets of Most U.S. Businesses Are Still Too Low. Is Yours?;" "The Advertising Force--Its Challenge and Potentials in Today's Economy," by Paul Mazur; and "Color to the Rescue of TV's Boom."

Background and aims To identify the nature of visual alcohol references in alcohol advertisements during televised broadcasts of the 2014 FIFA World Cup Tournament matches and to evaluate cross-national differences according to alcohol marketing policy restrictiveness. Design Content analysis using the Delphi method and identification of in-game sponsorships. Setting Television broadcasts of the 2014 FIFA World Cup in Argentina, Brazil, Canada, Finland, France, Mexico, Spain and the United States. Cases Eighty-seven alcohol advertisements; 20 matches. Measurements Quantitative rating scales, combined with the Delphi rating technique, were used to determine compliance of the alcohol advertisements with the International Alliance for Responsible Drinking's (IARD) Guiding Principles. Recordings of five matches from four countries were also used to identify the number of in- and out-of-game alcohol brand appearances. Findings A total of 86.2% of all unique alcohol advertisements contained at least one violation of IARD's Guiding Principles, with violation rates ranging from 72.7% (Mexico) to 100% (Brazil). Countries with the least restrictive marketing policies had a higher prevalence of violations in guidelines designed to protect minors. There were 2.76 in-game alcohol brand appearances and 0.83 out-of-game alcohol brand appearances per minute. Brand appearances did not differ across countries or according to a country's marketing policy restrictiveness. Conclusions Self-regulation and statutory policies were ineffective at limiting alcohol advertising during the 2014 FIFA World Cup Tournament television broadcasts. Most advertisements contained content that violated the self-regulation codes, and there were high levels of within-broadcast brand appearances. [ABSTRACT FROM AUTHOR]

Objective: To describe food advertised on networks serving children and youth, and to compare ads on English-language networks with ads on Spanish networks. Design: Analysis of television food advertisements appearing on Saturday morning and weekday afternoons in 2005-2006. A random sample of 1,130 advertisements appearing on 12 networks catering to Spanish-language, children, youth, Black youth, and general audiences were analyzed. Main Outcome Measures: Each advertisement was coded for the nature of the item promoted, the selling propositions used, and any nutritional claims made. Analysis: Cross-tabulations using Fisher's exact test (P < .05 criterion). Results: One-fifth of commercials were for food. Food ads were especially prevalent on Saturday programs and children's networks. Seventy percent of food ads were for items high in sugar or fat. More than one fourth of food advertisements were for fast-food restaurants, which were especially common on MTV and Spanish-language networks. Ads for fruits and vegetables were rare (1.7%). One nutrition-related public service announcement was found for every 63 food ads. Conclusions and Implications: Food advertisements continue to promote less-healthful items. Until marketing of high calorie, low-nutrient food to children is restricted, education and media literacy remain the best strategies for mitigating advertising effects. [ABSTRACT FROM AUTHOR]

Research innovations based upon electronic advances have increased the ability of manufacturers and marketers to assess the effectiveness of television advertising. Three services for conducting field experiments of television advertising effectiveness are BehaviorScan, provided by Information Resources Inc.; AdTel, provided by SAMI/Burke; and ERIM, provided by A.C. Nielsen. Each of these research services examines the sales effects of television advertising rather than the intermediate effects of changes in product awareness or purchase intentions. This report describes and compares these research services and also discusses how field experiments provide strong evidence concerning the effects of television advertising. Electronic innovation is dramatically altering the way advertising and market research is conducted. Analyses of advertising effectiveness that were once time-consuming and difficult are now becoming routine. One especially important research innovation is commercial services to test sales effects of television advertising. These research facilities were previously dual or split cable systems designed to televise different commercials in different groups of households in the same community. The designs and technologies of current systems are appreciably more sophisticated.

The article discusses marketing spending for the 93 of the 100 largest U.S. advertisers. The author suggests the correlation between net earnings for 1961 and 1962 implies that there was nearly perfect prediction of profitability for the succeeding year, the correlation between net earnings for 1962 with the net sales of 1961 and 1962 indicates a very accurate prediction of profitability, and the correlation between 1962 net earnings and 1961 total advertising suggests a modest relationship between earnings and advertising. Findings from 1962 also indicated that investments in print advertising were more likely than television advertising to be associated with larger profits.