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Guy ta~ocbe
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Richard D . Irwin Inc . ,

Homewood , 1979

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10

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10

10

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.-.

\VHOOPING- COUGH CURED

7_,,....,.~ Or Preve1ated
pnrlzt-r

l)y t>n~e's Va-

Jad Cre~olene.

\~: l' l tH \'C aboal1:1!1t t~o:to_tirnony tltat

Crl':l~ ate vttporaze<J 111 clo~d

t lt'

lmo:-t. inflli/e

remcl y. for ~hooptng-Cough. for

\\ l; Jt <lt:;t aet~t~i n~ atla<ly rto other

II:' ~ III 'Cd CJn t>dy i!l kiiO\V tO U~

...l

~ v

IIRIIall.v cffcctcd i tlve or

1\t tritli11g expentoe d
bllt. vety little tro11\e. It is nl
exc ccdi~ l y efficier in Astl1ma
Cro ur, Catarrl1, Dipltth<:ria, In:
tlcnzu, and Scatlet Fever
1t it~ safeg~l\td agai~st tbe
!:'pread of ntt .
Vnpo1ize1 com plcte, fncludirJg
bottle ot Cl't~t~o! ene, ,l.:. Ask
your druggist for IL
,V. . SCHIEFFF.N & .
SOLE AG ENTS
'
t'IX <layt~,

:!f
.;
.

J;
"='

~
~

nn

aS

~
~

170172 "'Inm St., " 1,. Yor-k.

LANCELL'S

-,...----.

ASTHMA
AND

CATARRH
REMEDY
SOLD
ALL DRUGGISTS.

~trrgl e<l20 1 etwcen llte o.nd

deat/1 w h A!!'TIIMA or PHTJIJ.
SIC. t1e~t~d i t phylllclnnA
and rece tvg 110 b e neftt; waA
pell~d ding the la~t fi)ea 1t< ot s
~ f:lt chnl1 d:~oy and n ight gas
~""'"'=
.' g for brocath. Butrerln~t!l \VP.rP ~:
m e nted
Yond decr1ptlon. I d e~pair experi
ihalin on my!lelt'. i?Y co mpoundg r oots and hel'bll nnrl
COVere~t~he WedtCJA t h\18 Olltained . 1 fortunat~J}' di&
'>''/\ rn.n t dIS .
onllerot'tel Cure foro Aathma nd Catrrb
1,,Ft PMto ell~ve the mo:<t~<r~on <'R!IP of Alii-TII.A
nnd AI~:P c~~.:'r~~~.al tb~t ~lte patt~nt n lie down to re11 c
11 f1 A~<thma Catarrh
lfo Jo'
. uPt
ZelvM MdE\RintirP.d dl ~<':l:<~e~ send foJ tre~ tfal pka:

*'"
J
ALBERT I't{nND&Eco., wooster. Ohio.

'Naste~ Manag~r,
I 'lr'a., so rnuclt t1oued 866 Sixth
.
.
VP...
e"-V' York C1ty.
J 1 J.L ~JZE BCIX B"l' .AJL. .I.OO.
witlt catmlt ~t se?z'ov.~ly f'
f"cted 1X>ice. 11 bottle
of Ely's 1 Rftlm rHd
OURD
tlte woJk. 'N>i ce i 8 fully
Dr. Brown'e gret prescrlption for Epll;p h
?'estmed. - . I'r lng now n tested in over 10 000
' av }r.f. Pruto1 of tl1e Olz'vet failu!e, he hae made mi~d ~k':i~~u~
gredteuts known to all suffere~ free of charge.
Bapti .'ft Clm?'(lt, PMla.

I'ITS

~~~~--1 Er.Y BROS., 56 \\" ll St., N . .

Addre

Dr. . PHELPS BROWN

21 Grand Street, .J'er,. Cl&,., .if.J'.

XIX

, ,

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1869

( American N ewspaper

D1rectory ).

,
.

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- ..

60-- 70-

C~Nf;II~SS WTED.

So~rr to nll. Cnthortic, altel'l\tive.

for di!'Or<le~ of the flton1nch liver kld

8peel8c

oJnrin, nd ll lmpttritlee 'of tbe = :::.

crudc, ''!'r"h ''"at.<>r~~, nativc and forelga. Su "
nr<> pn!~IIJ\':> irrJt:u and lmpair tht dl twaRn
flon nd kidncJ. No11e ~qine 00 draaft. r-

. 2.

.
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w

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380

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80- XIX ~
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30

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1850

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.......,.... / . / /

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90
60

30

1,870 .

1880

1890 .

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1840-1890 r<.r.

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status quo.

: ,
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1870 ., . .

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1~21 , - 1138,

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78

200-300%.

1880 1890 . pealtfI

, . << ~ ~tII ..
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: ~-; -

79

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3.

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.
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1911

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1840

1915

,
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1933

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80

81

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11

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(1946-1950 .)

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82

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(70-80- )

'

1. ,
iii

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84

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One of Soviet Georgia's senlor cttlzens thought

Dannon was an excellent yogurt. She ought to know
She's been eating yogurt for 137 years.

n""

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91
4

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5)

2)

When your customer has to shut down

high-speed press because of creasing or ovality of newsprint rolls, you ' re
i n troue . CJark paper handli ng
experience keeps you out of troue.
" Our new Clarklift '' with Vacuum
Newsprint Roll Handler substantially
reduces p(\per damage and roll di stortion- majorcauses of web tearing, "
says Ken Daniels, Pressroom Foreman of one of the nation ' s newest,
most modern printing plants, the
Binghamton, N. ., Evening Press.
Here's how the Clark va cuum clamp

, .

. n

,
-
.
,

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, . (

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.)

92

paper rolls round and presses rolling

with new Clark vacuum clamps
works . Va cuum po wer f o rces the
paper roll against grtpper pads. Shear
red ucing strtps, plus vacuum seal
on t he outer edges of the pad. provide c;ecure . fast pick-up. Fail-safe
i ndi<:ator lights and reserve tank
provide hold period i n case of vehicle
power fa ilure.
The Vacuum Roll Handler permits
rapid breakout of rolls for unloading,
el i m i nati ng gougtng completely
eliminating manhandling of key rolls.
And since you don' t have to leave
room for hyd raulic clamp arms. you

save 15% floor space t o u ch

stackin g.
help make sure your newsprtnl
rolls arrive i n top cond tt ion . start them
on t heir way with Clark Vacuum Roll
Handler. For demonstraton . call
your local Clark dealer listed '" the Yel
low Pages under " Trucks. lndustral ...

Clark ~ materiil handling

B alllr Crrrk. llicht&ln 49016

. 5.

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Thls Volkiwagen missed lhe t.
The chromestrlp on tfte glove compartment
ls blemlshed ond must . repiaced. Choncei
018
you wouldn't hova noticed 111 lnspactor
Kurt Kronar did.

: -

Thara 0 ' 3,389"man at our Wolr~rg rac.

tory witR only onef.., to lnspact Volkswogans
otaodl stoga of production.IOOOVoiwoga
ore-producad doily, lhere ora mora1n,P.c1ors

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Every ohock obsor.r ls tastad lspot Chedt.

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VVjs hove .n rejaclad ror surface scrotch81

lrely visiia

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final lnspection ls rea lly somalhingl VW
lnspaclon run eoch cor off tha lina onto the
Funttion~priirstond lcor test stondl, 1018 up 189
c;hed points, gun ohaod to lha outomotic

brole stoncf, ond IOY "no" to one VW out of

fifty.
This preoccupalion wilh dato maons tfta
VW loJts longar ond ~,,.. lea moinl8nonca, ond loJVe. " - otftar cors. 111 olso
maons usad VW dep<aciotaa

laa tlton onv othw corJ

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Tread softly past the long, long sleep of kings

IIIS IS H~nry Vll'~ ch~J>el in

\Vcstrnirrst~~ Ahl>e) Th~se will
d<>ws h~vc /i)t~r~d the Sllnlight nf /ive
CCJ1111rics. Th~y have n)S<> seen the
cruw11i11g nf twe~tty-two ki11gs.
Tlrrcc rn<>llnrchs re~t lr~re nnw.
He~ry, Eliz.~hctlr and Mnry. Strch
th~rr nmc5 i11 sleer. N' titles. No
tnlmpets. .The bnnners lrng bttle-

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henvy and hec:~lm~d. But st the rnyal

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\Vhcrl ) 'CJU g .. 111 IJritnill, rnake p>urself tlris (IIIiisc. Visit at lcnst 111 .,f the
thirt)' grent cntlredr~ls. Tlrcir f:.mrous
nm~hunder! J).,rl~n~n :d ranngh .
Or thev chime! Lirolrr ~rl Crrtcrbur)'. :'\nd 5<>metirncs thcy wllister.
\Vinchestcr, Norwich, Salisury and

Wcl.15. Gct n nr nrl n1.~ke r chnice.

.En,lr cntlrc11rnl tr;~c 11 ds the n olest .~rrglc W<Jrk .,f nn. It is rinnacle
.,f fartlr :1111\ n11 nct .,f .:cn trie~. It is an
uff,rillg .,f lrmnr 1 Jrn 111ts as clnse
10
Abralra n.~ it is t" llach. Lien tu the
~~,rirrg clr ..i!'11 nt v; 1 g . .'\nd, jf you
cnn, go nt t:~ster.
Ycru will re joicc th3t you did.

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It'.s delightful P!aY~round that stretches along 400

miles ol Lake Mtchigan coastline, from the state's
so~them oun~ry to the Straits Mackinac a nd
ighty ~ BrJdge. It'.s 31-county area with thousa~ds ~f mland lakes and hundreds of miles of sparklmg nvers and streams- an area that aounds with
clea1_1 ~ell-kept parks, countless places of historicai and
s; mte~est, festive ummer events the dozens.
1~ s vacation Jand that oasta exce!Ient accommoda~
~?ns to fit any budget,and that otrer recreational facillt.ies to please every taste. it rea!Iy Jacks is YOU!

WISCONSIN 15:

eve~hlna

you

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VACATION GUIDE
WEST MICHIGAN

Wi8cofl8in .... _ _ ,

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.......

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,.,... ~ .-..---""""" .... '"

.,."., """" for .... fntl8ncl

----------------------~~---WES MICHIGAN TOURIS ASSOCIATION

Olpl. 11, 107 1'12rl St, I. W. , Sfa bpids, 1t1c'. 4JI02
..... n_,
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~~---------------------------

~~--------------------------

(WII\aore 8,700 ..... mll :ZO,OOO .... 111 ............ .._.,.

.., ,....,. '*iUtlt of '"' ........ ......... C8lllll8. .... "" dlti:88 . . . .
ot ltill ~~ ln '"'" WOIIIIwtlill '-ic81........._
Accornmodione,.,.. lrom I~- . . - . _
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~ to Wlld8rnew
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11181 w111 " ' " _ _ . . _.....

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CJ'III

SEND TODAY FOR

lttcelllmlnd Mtttls, Ameroc:en '''" lttsons

Cttt111
ltecommended ltsttu,.nt$
C:.ltnat et Fsti~ l:wenta "'cs to ' ' end
lllnp t8 18 lilltf Ceunn ,isllinllnflrmetton
8umllltt Tllten

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";' llltma' No stacllmfJ hand! Wtth an automatJC t waaon ono aoes the wl>o/e t htmse"

lt s better ~nd f~ster than bale handng

hand.lf you ltke the tdea of bales but don't like the idea of all the
heavy lifting-or looking for hired help-this is the machine you
really need. Sperry New Holland automatic bale wagon wi/1
handle many more bales day than whote
crew handle hand.llllh8llal88
off lheground. lt automaticalfy loads
them on the wagon. lt transports this entire
load to your storage area. Then it tilts back to
Pir;)." uo"'~
form the load into an "instantJJ stack that's
.actually tighter than stack bujJt hand.
And one man does the whofe job htmself!
......

~~ .r Dlllns VfiiJVIJI/lJI/1 frorn your c1N/ef

fllo

~st.er ~- --., toa.

Sl mpfe-constructton pofe

~~door'' storage for stacks. All automatic

bam provides
stack hay

th1s way; some models can even reverse the

process and retrieve the stack later.l

raur Sperry fiew Ballaad

has 8 different models to choose from~

He'll steer you to the one that's just right for:
your needs.
.

17.

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\')<:'IKtdc' rl.t~ltt ~ ru.I>er

rl..tln fcl 1~ l>U
\UrP''"' von't l~st f. c ,cr
FortunJtcly, \\' do h; ~ n a ltc r na
liH fucl co..t! Coal " Jhunddnt.
Outcl..!\ JV:tti,J hk o\11J " '' h.l\e the
trchn of,,~y to 111<' J nJ c.:~n ' .:rt 11 ,, ,
uCccpta.k economtc tnd cn'lrnnmen l.t l '' nd tt'< '' "'''" :. /
can ~ upp ly U'> \\11 }1 ,hcmtc.JI' fur 1n
dustry :tnd futl \ f n, rort lto n
\lu ch thc 'Jmc .;, >tl .tnJ !'J'

p roJliCI>

Bur lhe

CoJ! " 1101 lnlv " h.1 tC fu..-1 , hut tt

c an huy 1imc
dc,elor .. ddt tlnn l
cergy ;ourcc ' 3nd d" thc n.:cc<,>:Jry rocar c h t o pcrfect nuctc :

to

rcc!1no l o g y .
Jlc rptll: pm<Juct' ( U>Cd tn mo 't
enc:rgy tndustrc:s Thc) J)O'cr dU
rrgs anJ pumr o ol , mtnc l Jnd
dto mtc fuel s Tht.'\' re tl ~ lm lanJ .tnd

prcr:.rc powcr ,,(,, ~ al'o 'hu rc

Amcrica \ cnn crn " 'cr ll\~l)brlv
o f :~mpk energy at fforda t>le cc.;no mtc and c n vtronment dl cn,t

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l<f\HLIL GIBRAN

H8/l'lmond' t ecJua-vt> .,..rm()f'tC

D11owbars put full orclle!>t .tn<J
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Our p~nts

can even stand kneelin.J.

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PERFUME

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For four generations we've n maldng medicines as ifpeoples lives depended on them.

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Think small.
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Our little car isn'l so much of novelty
ony more.
couple of dozen college kids don't
lry to squee ze inside il.
The guy al the gas slalion daesn' l oslc
where the gos goes.
Nobody even stares ol o ur shape.
ln fact, some people who drive our little

flivver don'l even lhink 32 miles lo fhe gol'ion is going ony greol guns.
Or using flve pints of oil insleod of /lve
quorls.
Or never needing anli-free7e.
Or racking up -40,000 miles on set of .
tires.
Thal's because once you gel used to

some of our economies, you don't even

t~ink about lhem any more.
Excepl when you sque eze into small
porking spol. Or rent1w yovr small insur
ance. Or small repoir bill,'
O r lrade in your o ld VW for
new one.
Think it over.

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Made new and

improved process.
Neater. strongeryet cost no more!

Compare-get prices
and samples from
Pake,Kalon .,

196 Vcrick St.. New ork

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Compare-get prices and samples from
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Neater, strongeryet cost no morel

Compare-set prices
and 1ampie1 from
Parlcn-alon Corp.,
196 Voric:k Sc. New ork

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1
Claude Hopkins. Scientific Advertising. N.Y., Crown, 1%6.
2 Martin Mayer. Madison Avenue, USA. N.Y. , Harper and ROW>>, 1958,
3 Jones . The Business of Advertising. London, Longman, 1974, .
4 Advertising Age, November 21, 1973.

. 22.

2.

J s h . 1u m m r. Theoretical View of Advertising Communication. - h

Joumal of Communication 21 (December 1971), . 320-321 .

Daniel G. Boorstin. Advertising and American Civilization.-Advertising and

Society, ed. Yale Brozen, N.Y., New York University Press, 1974, Ch. 1.
7 James . Young. The Toadstool Millionaires, Princeton, N.J., Princeton
University Press, 1%1, . 10.
8 d w r d . i r k 1 n d. Industry Comes of Age. N. ., Holt, Rinehart and
Winston, 1961, . 379.
9 Iid., . 339.
10 N i 1 . r d n. The Economic Effects of Advertising. Homewood, . Richard
D. Irwin, Inc., 1942, . 34.
11 D. Boorstin. h Americans: The Democratic Experience, . 132.
12 Iid., . 128.
13 Iid., . 124.
14 Frank Rawsome. They Laughed When I Sat Down. N.Y., McGraw-Hill Book
, 1959.
15 Advertising Age, December 7, 1964, . 2.
16 Iid., . 8.

17

R m n d S i m n. Public Relations: Concepts and Practices, 2d ed. Columbus,

Ohio, Grid, 1980, . 9.

m
1

Lewis W. Forman, Earl L. Bailey. The R.ele and 0JPI)ization of arkelina

ReseaFch. N.Y., Na'tienal IndustRal Conference Boud. 1969. . 23-24.

. 591

. G l r i t h. The New Industrial State. Boston, Houghton Mifflin

n, 1967, . 200.
3
. S. 1. s t r. Advertising Reconsidered. London , . S. King and Son, 1935,
. 99-100.
'
4
1ohn . Ga lbr ai th . . cit., . 214-215.
5
Walter Weir. After Hour s.-Printers ' Ink, October 7, 1949, . 144.
6
rr R . s d l, chapter on Consuer Deand .- Business and Modern
Society, Cabridge , Mass., Harvard University Press, 1938, . 314.
7
General Motors Corporation. The Proving Ground of Pulic Opinion. Detroit, . 9.
8 Ibid., . 6.
9
G 1 n n F r n k. The Dignity and Duties of the Advertising Profession.-Printers '
Ink, April 14, 1927, . 81.
1
Frederick . Lund. Psychology. N.Y., Ronald Press n , 1933 ,
. 231 .
11
G r g r s l S i t h . Moti vation Research in Advertising and Marketing.
N.Y. , McGraw-Hill Book , 1954, . 10.
1
2 . N. 11 n. Psychology of Motivation for Advertisers.-lournal of Applied
Psychology, 25 , N!! 4, 1941, . 386.
1
3 Frede ri ck . Lund. . cit., . 243 .
14
Rich a rd , Dewey , W. J. Huber . The Developent of Huan Behavior.
N.Y. , Macmillan Company, 195 1, . 193.
15 Pau'l . Nystrom. Economic Principles of Consumption>_>. N .Y., Ronald Press
Company, 1929, . 61.
2

1 hn

16

17

18
19

Theodore Levitt. The Mora1ity of Advertising.-Harvard Business Review,

July-August 1970, . 91.
Theodore L. Ange1us . Why Do Most New Products Fail? -AdvertisingAge,
March 24, 1969.
The odo re Levitt. The Marketing Mode. N.Y. , McGraw-Hill Book , 1969,
. 46-47.
Mabel . Gragg, Neil . Borden. Merchadise Testing as Guide to
Consumer Buying. Cambridge, Mass., Harvard University Press, 1939,
. 6.

20

21
22

23

1 ohn . L an sing, J ame s N. organ. Consumer Finances over the Life

Cycle, vol. 2 Consumer Behavior. N.Y. , New York University Press,

1955, . 36-37.
12-Month Study of "Better s and Gartens" Readers Des Moines, Iowa,
Meredith Pulishing n, 1956, . 147.
Harper W . Boyd, Jr., Sidney J. Levy. Prootion: Behavioral View.
Englewood Cliffs. N .Y., Prentice-Hall , Inc., 1967, . 37-38.
J h n . v r . Neighborhood Distribution and Consuption of Meat in
Pittsburgh. Chicago, University of Chicago Press, 1932, . 16-17.

...

, JIJJ
1

2
3

Muzafer and Carolyn W. Sherif. Social Psychology. N .Y., HI]>er and

Row, 1969, chaps. 2-4.
Ibld., . 39.

. . Segall, D. . Capbell, . J. Herskovits. The Influence of Culture

on Visual Perception. N.Y. !. Bobbs-Merrill, 1966, . 13-14.

592

.
Ogilvy. The Iage and the Brand: . New Approach to _C~eat1ve
Operations, Speech before the Central Regn , Aencan Assoc1atn of
Advertising Agencies, October 14, 1955.
Lore Eisley. The Iense Joumey. N .Y., Vintage Books, 1959, . 107126.

10

:
7 Donald . Laird. What Makes People
8

Adve'rtising Age, June 23 , 1975, . 17.

David

Buy? N .Y ., McGraw-Hill Book ,

1935, . 35
S u l W. G Il r n . Motivation and Productivity. N. . , Aerican Manageent Association>>, 1963, . 290-291 .

11

:
9
IO

11
12
13
14

Advertising Age, February 1975.

.
. .
Edward Buxton. Creative People at Work. N.Y. , Executlve Commumcatns,
Inc. , 1975, . 155.
Iid. , . 157.
Iid., . 154.

Pierre Martineau. Motivation in Advertising. N .Y., McGraw-Hill Book ,

1957, .,. 55-57.
. .
.
Joseph . Ptummer. The Concepts and Appl1catn of Life Style Segmentation.-lournal of Marketing 38, January 1974, . 33.

15 Iid.
16 Iid.
17 r n 1d

. s t u t z . Coputer Simulation of Copetitive Market Response.

Cambridge, Mass., M.I.T. Press, 1967.

12

Russell . Colley. Defining Advertising Goals for Measured Advertising

Results. N. ., Association of National Advertisers, Inc., 1981.
19 J s W u n g. Technique for Producing Ideas. Chicago, Advertising
Publications, Inc., 1949, . 42-43.
29 Irving . Taylor. The. Nature of the Creative Process. - Creativity, ed.
Paul Smith. N.Y., Hastings House, 1959, . 64.
21 Jerry Della Feina. he Lunatics Have Taken over the Asylu .-Marketing
Communications, November 1970, . 18.
22 W i Ili r n h . Selling Proposition isn 't Enough; Creativity Must Bring the
Dead Truth to Life.-Advertising Age, 29, 1961, . 60.
~llid.
.
24 - : Philip Ward Burton. Which Ad Pulled Best? Chicago,
Crain Books, 1975, . 1-36.
25 Rosser Reeves. Reality in Advertising. N.Y., Alfred . nopf, Inc., 1961.
26 D v i d g il v . Confessions of an Advertising Man. N. ., Atheneum, 1963,
. 100-101.
.
27 J ohn Caples. Tested Advertising Methods, rev. ed. N.Y., Harper and Row,
1947.
28 Advertising Age, June 3, 1974.
29 Kenneth Goode. Modem Advertising . N. ., Blue Ribon Books, 1937,
. 142-143.
3
0 David Ogilvy. . cit .. PP: 108-1'09 .
. .
.
3J L u r n t t. Commumcations of an Advertismg Man,.. Cblcago~ Leo Burnett
Coinpany, Inc., 1961, . . 254-.255. .
. .
32 Alfred Politz. Making the Sales Pomts Stick Out.-Phlltp Ward Burton..

Wblch Ad Pulled Best? Cblcago; Ciiain Bcks, 1981, . 13.

33 W. Keit;h a"fer, Gordon . White. Advertising Writinp, 2nd ed., St. Paul,
cWest Publishing, 1982, . 207.
34 Louis Gorfain,. Jingle Giants , New Yok-er, .Ap.ril 25, 197f. .. Sl.
18

. ..

593
. . . . ....

35
36
37

38

Hooper White. Ten Ways to Prepare TV Commercial ldea.-Advertising Age,

Augst 10, 1981 , . 38.
Hooper White. New Wave Has Landed.-Advertising Age, November 2,
1981 . . 55.
Daniel . Liss a nce. <<Creative Research .- What Every Yong Account
Representative Should Know about Creative Research. N. ., American
Association of Advextising Agencies, 1978, . 13.
Dick and Bert lnterview Stan Freberg and Vice Versa.-Adweek, January 1981,
. 42 ff .

Direct Mail Advertising Association. anual N!! 1201 .

Edward N. Mayer, Jr. Direct Mai1 Advertising.-Harvard Business Review,
Jly 1951, . 48.
Medial Scope, 10 (June 1966).
Edw a rd N . Mayer, Jr. How to Make More Money with Your Direct MaiJ ;, _ N .Y.,
Funk and Wagnalls , 1950, . 29.
Stone. Successfll Direct Marketing Methods . Chicago, << Crain Books->,
1979, . 227-230.
Ibid., . 189.
Ogilvy and Mathe Pocket Gide to Media, 7th ed. , . 65.

11
12
13
14

15
16

17

13

39

-
41

42

R n R s n g 1d in Advertising Age, June 22, 1970.

D r r D n i l s. Giants, Pigmies and Other Advertising People. Chicago,
Crain Books, 1974 , . 253.
Advertising Age, June 22, 1970.
.
. .
.
Alfred Politz. The l)ilemma of Creattve Adverttsg .-Journal of Marketmg,
October 1960, . 4-5.
.
Gene Seehafer . Classification of Brand Names.- Consumer Behavr and tl1e
Behavioral Sciences, ed. Stewart Henderson Britt. N .Y. , John Wi1ey and
Sons, Inc., 1966, . 378-379.

14

45

William Bockus. Advertising Graphics. N.Y., Macmillan Plishing ,

1974, . 144.
. Huntley B ald \vin . How Television Comme1cials are Made. E vanston, Ill. ,
Department of Advertising, Nortl1weste University, 1970, . 34.

The World of A dvertising.- Advatising Age, January 15 , 1963 , . 131.

George . Cl a rke. Transit Advertising. N.Y . , The Tra nsit Advertising
Association, 1970, . 77.
Iid., . 66-67.

l8
1
9

20

21

21

:
44

20

22

Paul W. Farris, D a vid Reib stein. How Prices Ad Expenditures and Profits are
Linked.-Harvard Business Review, November- Decembcr 1979, . 173 184.
J . F. Engel, . G. Wales , . R. Warshaw. Romotional Strategy, re v. ed.
Homewood, Ill., Richard D. lrwin , Inc., 1971, . 204-205 .

...

...

17

Ernest F. Larkin, Gerald L . Grotta, Phi1ip Stout. The 21-34 ~ear

Old Market and the Daily Newspaper. Washington, D. . , Amecan
Newspaper Puiishers Association, 197?.
.
. .
_
2 Magazine Ne~vsletter of Researclz (N.Y ., Magaze Pultshers AssocitiOn), Agst
1977, nmber 23.
Study of the Climate for Learning from Media. N.Y., Magazine Publishers
Association, 1975, . 38-39.
1

.:

22

3
4

18

G r d n . i r 1. lnternational Advertising. - Handbook of Advertising

Management, ed. Roger Barton. N.Y., McGraw-ill Book , 1970,
. 31-42.
V i t q r . 11. Organizing for Marketing/Advertising Sccess. N. ., Association of National Advertisers, Inc. , 1982, . 57-58.
William . Weilbacher. Aditing Prodctivity. N .Y. , Association of National Advertisers, Iric., 1981, . 22.
Iid., . 82.
William Haight. Retail Advertising Management and Teehniqe. Morristown,
N .J., General Learning Press, 1976, . 198.

Advertising Age, Janary 9, 1978, . 12.

.
Radio Advertising Burea Research Depart~ent. Rad Facts, 1977.' . 12.
6 w i 11 i m s. R n s. Gide to TV Ratgs.-Joumal of Adverttsmg Research,

February 1978, . 13.

19

Direct Mail Advertising Association, 230 Park Avene, New York 1~)(>17. .
s PauJ . Roth. Uses of Direct Mail and Ot-of-:Ome Medta.-Handbook of Advertising Management , ed. Roger Barton. N.Y., McGrawill Book ~, 1970, . 21-23.
.
.
. .
9 r r i . 11. Should Mail Dropped from D~rect l Advertisg? ~ The
Reporter / Direct Mail Advertising, March 1948, ~ 2.
10 Advertising Age, January 9, 1978, , 12.

594

23

2
3
4

Leo Bogart, . Stuart Tolley, Frank Orenstein. What One Little Ad

Do>>.-Journal of Advertising Research, August 1970.
.
D v i d g i 1v . Confessions of an Advertising Man. N. ., Atheeum, 1963,
. 93.
R u ss el1 . 11 . Defining Advertising Goals fot Meased Advertisiog
Re-sults. N.Y., Association of National AdveFtisers, lnc., 1961.

.r

oiUiaa

8.1'1t

r . 0 .. .rJJ 1,t8.

5 .

595

...

JJeo

24

31

6
7
8

32

Lewis . Winters. Should You AdYertise to Hostile Audiences.-loumal of

Advertising Research, June 1977, . 7-12.
D u g 1 s n t r. Communications Theory and AdYertising Decisions .-Joumal
of Advertising Research, December 1970, . 7.
Harold G. Sawyer. For Users: How Ad Readership Reports are Used and
Misused .-Industrial Marketing, March 1974.

33
34
35

Howard. l TV: the Race to Wire America.-Dun 's Business

. 85.
AdYertisement headlined "Mass Media Consumers Beware! Your lnformation is
Coming from Fewer and Fewer Sources" behalf of ''Aiternati;e Media''>,.
Newsday , NoYember 10, 1974
Draper Daniels. Giants , Pigmies and Other Advertising People. Chicago ,
Crain Communications, 1974, . 252-253.
r i n g G f f m n . Gender AdYertisement>,. Cambridge, Harvard U nive1sity
Press, 1979, . VIII.
Columia Joumalism Review, January-February 1978, . 57.
Niles

9 Iid.
10
The

36

11

Measurement and Control of the Visual Efficiency of AdYertisements. N .Y. ,

AdYertising Research Foundation, 1962.
S h i r 1 u n g. Copytesting: What is Being Done for Whom ?- Advertising
Researclr Foundation Convention, New York City, October 18, 1977.

Monthly, NoYember 1981 ,

28

William . Kelley, ed. New Consumerism: Selected Readings. Columbus,

Ohio, Grid, 1973, . VI.
38 Stuart Chase, Frederick G . Schlink. Your Money 's Worth. N .Y ., ,,MacMillan, 1927, . 254.
39
r i J. Z n t. The National AdYertising ReYiew Board: Precedents, Premises
and Performance, unpulished doctoral dissertation. The University of
Illinois, College of Communications, 1977, . 62-63.
40 lbld. ' . 326.
41 Ibld., . 325.

42
Children's AdYertising ReYiew Unit, National AdYertising Division, Council of Better
Business Bureaus, Inc., N.Y.
4
3 ConsultatiYe Panel, National AdYertising DiYision, Council of Better Bu si~css
Bureaus, N.Y.
44 Newsweek, June 12, 1978.
45 J h n . w r d, J m s u 1 r t. AdYertising and the Public Interest.
Chicago, Crain Communications, 1973, foreword.
46 Peter . Turk. Regulating AdYertising in the Pulic Interest; Reformulation of
F Policy, 1970-1972, paper deliYered at the ConYention of the American
Academy of AdYertising. Columbla, S . ., April 1978, . 11-16.
47 D n 1d r r i s n. h Future of Free Enterprise.- Time, F ebruary 14, 1972,
. 51.
48 Curblng the F.- h MacNeil-Lehrer Report, Mm::ch 18, 19~~
49 AdYertising Age Professional DeYelopment Program m AdYert:Isg, Lesson 16,
Consumerism and the Marketplace.

50 Eric J. Zanot. The National AdYertising ReYiew Board .. . . cit., . 47-48.

37

25

J h n 1 s. How to Get More Replies from Hidden Offer . - Printers ' Ink,
October 11 , 1957, . 27.
Paul . J. Gerhold. The Coming Emphasis on Measuring Payout Proceedings:
18th Annual Conference, AdYertising Research Foundation. N. . ,
AdYertising Research Foundation, 1972, . 50-53.

12
13

26

14

15

I6
17
18

19
2
21

22

23
24

Borden. The Economic Effect of AdYertising. Homewood, III. ,

Richard D. Irwin, Inc., 1942, . 881.
Frank . Knight. The Ethics of Competition. N.Y., Harper and Bros., 1935,
. 22.
Edward Buxton. Promise Them Anything. N.Y., Stein and Day, 1972,
. 210.
. .
.
. .
J. Robert Moskin, ed. The Case for AdYertisg . N.Y., Amencan Assoc~atn
of AdYertising Agencies, 1973, . 15.
Barton, Durstine, Osbom, Inc., N.Y., July 4, 1976.
James Roman. Billion Dollar Baby.-USA Today, September 1981 , . 55 ..
h i 1i W r d u r t n. AdYertising Copywriting, 4th ed. Columbus, Gnd
1978, . 259-260.
h d r L i t t . AdYertising and its AdYersaries. Speech at the 1971
Meeting of the American Association of AdYertising Agencies .. The
Greenbrier, White Sulphur Springs, West Virginia, 14, 1971 . Published
American Association of AdYertising Agencies, N.Y., 1971.
r n S t s t r u . lnformation Content in AdYertising .-Joumal of Consumer
Policy, 1982.
.
.
Jules Backman. AdYertising and Competition. N.Y., New York UmYersltY
Press, 1967, . 4.
r t i n r. Madison Yenue, USA. N. ., Harper and Row, 1958.
Neil

27

25
26

27

28

29
30

D i d tt r. People of Plenty. Chicago, U niYersity of Chicago Press, 1954,

chap. 8.
.
.
. .
il 30
Ronald Berman; AdYertisg and Soc1al Change.-Advert1smg Age, pr

1980, . 7.
. . d t
Thomas Bowers, James G. Mullen. $100000000 US AdYertisiDg u ge
hreaten Freedom of Press.-Advertising Age, Ferbruary 14, 1977,
. 53.
.
~n
n
1 t n R i 1 . Little Substance to the Dreams We ProVIde . - .._..patg
Urbana Courier, August 1, 1977, . 20.

Iid.
Edwin

.
. .
f omput er/1ecoms
.
S ystems . Parker. Social
lmplications

Telecommunications Policy, December 1976, . 13.

596

..

29

Walton Hamilton. lnstitution. The Encyclopedia of the Social Sciences, Yol 8.

1932, . 85.
2 Traditional .Values Win with Large Majority.-The Houston Post, June 22, 1978.
F. Kelly Shuptrine, ~rank . Osmanski. ~arketi~'s Cbangi.ngRole: Expanding or Contracting?-loumal of Marketmg, April 1975, . 65.
4, J s W. r . Changing Communications Technology and the Nature of the
Audience.-loumal of Advertising, 9, N!! 2 (1980), . 9.
5 lbld., . 43.
I

- -


;
packaged-goods
-- ; retaiJ - - q ; small (-scale) - - ;
Advertising-peaa, ; adversary - -
; advocacy - - - ; association
- - ; bait and switcb" - -

( . . )

n ; business - - ( ,
); cause-and-issue - - ; ,
; comparative - -

controversial - - ; direct-respon.se - -
, i ; flexlonn - -
;

, ; hard-sell - -
, ; individuaJ ---
() ; item -- ; Jow-pressure

media

- -

nonbusine~s

ca~s

- -

.-.,;

, ;
prcbase - - n ;

Abuse '-

-of

- -
Acceptance- , , ; ; ; consume1
- - (, . . ) ; puic - -

qualified - -

l ;

Account - ce;

advertising - -
inventory --

; revolving cbarge

dvrtlg- ,
Advertorial- .f-f
gn-; , , ; ; advertising - -
; creatiYe-only - - (_ . .

J.t
);
full-service
- --

.'l

( ) ;
house
- - () ; marketing - -
; Consumer Protection gn - n r
()
llwn- ( ); ; ;

Accounts-pace;

t-, , ; , ; bebaviourial - -
.

fair trade

- s- (

. );

infringing - -,
patterned - -
dvntg-, ; built-in product --
,

;
competitive --
; differential brand --
;

advertising

; industrial -- n
, ; print --
, ; puic-interest --,
; public relations --
; public service --
; radio -- ,
; retail -- , ;
test - - ; trade --
; transit -- ; walking --

r-, , ;

circulation

-- ;

-- 11; I
( );
coverage -- ; sales (selling)
-- ; ; ; standard
metropolitan statistical - (SSA)-
(CIUA)
rt- ; 1;
; advertising -- ; finished -- -

rtil-, ; ; braoded -- ; fancy - s ; featured -- (..

); saleaie --
rtwrk- ( ); ; .
II.JI ;

Associated-yanm ,
Audience-ayop~; advertising -- u;

Advertiser- ; consumer goods -- ~~

; general -- JI; mduuu
-- _, ~

general

qaplive

--

--

a}'IOIOpiUI,

.n;

.D.edia -s- ; projeded --

W.; target -- ; viewing -- )'im)

_ , ; mail-order

...

599

598

-- (

petuzal); - advertising --
; display -- (
, z, . . ) ; promotion(al) - -

J-, , ; n; ; advertising --
, I<( ; basic - -
; -- ; selling - - - -

Advertisement- ; advance -- ,
; advocacy --- ;
- ; broadcast --,:
; classified -- ~~
; consumer-- () ; direct-mail
- - ; display - -

point-of-

- -

; reason-wby - - :1.
; soft-sell - - ,>~JI>>,
; specialty - - 8
; split-run - - ; spm. (television)
-- () ( . .~ 6.
) ; theatre screeu - - ~:-.:() rn

nfidn-

; advertising - -
( ); environmentaJ

professional

....

Audilog-

, (,
)
Audimeter-ayep (

z.)

wrnss-;

advetising

--

:-- ;

brand

plans

- - ()J
Boutique - p<'aoe , >> ( ,
, ); creative

-- - ;

media -

-, J

nd-

();

advertised

- - ; competing -- ,
; dealer's (private) -- ,

private Iabel); gift

-- ,

; n - - , ;
--
,
; store

regular

--

rk-,

paragraph

--

alternate

Broadside

-s- ;

live

-- ,

( rdsht)- J

udgt-, ; advertising -- ,

- -

bulletin oard); information -- ; painted

--
;
sales -- ; trademark
--

Bureau-po; audit ---- ; etter business --

( ,
)

Bus-o-rama-

ur-, m; cash -- ~; bea:vy

- - , ; 1
; ;

Ught

basic

- - (

press -

- -

puiicity

- -n

brand-image

institutionaJ

- -

- - ;

promotion

print

- - n

n ;

saturation

sampling

- -

nvssig- ; ;
; ;
( , )

door-to-door - -

.
Capacity- ; ; ; competitive - - -
; consuming - - ; paying - - n
; purchasing - -
rd- ; ; ; display - - ; query
-- ; reply - - ,
tlgu-, ; consumer specialty - -J
; industrial specialty - -
; mail-order - - ;
; ;
--
Channel-y; , ; ; commercial - -
, ; , ; - -

merchandise

k-;

,
;
competitive - s
()

;
coverage
- - ; credit -- ;
-- ; test - -

penetration

hif-, , , ; --
( ) ; crew -- ()

i-, ; consumer -- ; media --

; product - - ;
Circulation-pa ; , ; n
(.

-
);
audited (controUed)
-- , comblned (total) -- ()
;
commodity
(goods)
--
;
guaranteed
--~ ; paid - - ; secondary

-- () (
,

);
single-copy
-- ; waste - -
lim-, ; , , ; advertising --
, (); laeling --,
(); print --
;
product
--

;
sales
-- (); superio.rity -- n
,

lss-() ; , , ;

--,

; .
; media -- / 1'

600

advertising

consumer -- ; exp~nse --
; bousehold (family) -- ; (sales) promotion

Campaign- ;

--
ulltin-, ; (

); - - , n >';
- -

statfon

-- (
, - ,
, n, )
Broadcast-pao- ; ; -

;
low-pressure
pressure - - n
retail - -

split television

Branding-pcoee ; ; ribon --

Brand-conscious-

- -

impulse

i-; ( z.) ;

()
d "...___:_ ; ; ; media clearance --
; point (type) body -- ; (self-)regulatory

spot

--

- -

; poster -- , ; review
(supervisory) -- ; National Advertising Review

Board (NARB)-

a di o

uig- ,

Banner-

- -

n n ;

J ; space
- - ; time - -

, ; ; commercial
--
hviur-, , ; buying -- ;
copetitive -- , ; consumer -- , ; market
- - ; team --
lt-, ; Black Belt -- (t
); Snow Belt -- (
1 ); Sun Belt - - ( )
d-, ; ; marketing -- ; planning

- -

medium (moderate)

- -

601

Class teleflsioa lime. (17.00-18.29 22.38-24.00

); Class Television time-acc r
(18.29-22.30 ); Class television .tilne-acc .n-

 (15.29-17.00 ); Class television time-~~cc

(8.59-15.29 ); Class D telev1s10n
time-acc D ( -8.59

24.00 - ); lowe-lowe - --
( .

. );

- -- (:)fu, ~t, ~
);
lower-upper - - "-
(, ); product - -~~I ~; upper-

lower-middle

); television - - , () ;
, () ; totaJ
market - - () ; wasted - -

rw-;

); upper-middle - -- ( u:

upper-upper - -

( , )

Club- :

- -
()
;
comm~rcial
; Associated Advertising Clubs of Amer1ca-

crv1c

- -

d-, ; advertising ~ -_ ,. ? ~ ;
- _ (.) U niversal Product Code: top-come qnt1le - s -
~ 10 . _.;

Universal

product

- -

--

lur-;

_;

();

zrp

locaJ - -u (

, . .) ; -rt - - (
, ); run-of-

paper (ROP-)

- -

lumn-, ; ( . .) ;

advertisement

( ); type - -
Commercial- ; ; anim~ted

broadcast

- -

~.

!;

Jgle

-- ; network - -
, ; taped - -

;
agency
- - , ; buying -- u

creative review

---

(lz ); Public Advisory Committee for Trademark

ffirs-
()

n- , ; addressing (list) --- ()

:

ratings

- -,

msr- ( -
)

Conceptualization- ; initiaJ - -
Construction- ; ~; questionnaire --:_-_
nsumr-; finaJ (ultunate) -- , large-scale
--

d -- ; direct-mail -- ~ :
dummy-ae ; origins! --, ,

(; .t)

st-(); pl. , ; hospitality - s-

; media- s- ;
; merchandising - s -
-s- ;

unig-~ ; saturation --

Coverage-o.xa; ; advertising -- , ~

lanket -- ; combed
market -- (, -

602

- -

price-demand

- -

market

media

Delivery-ocaa, ; ; - - (
) ;
Demonstration- , ; product - -

store

- -

Department-oe, , , ;

advertising

- -

, ; art -- ,
; circulation - - ; layout
--(.) - ; media - -
; publicity -- ; traffic
( )
Development- ; ; ; commercial

--

- -

( );
; market - - (
; price -- () ; product - -
()
Dir- ; , -; consumerpurchase - - ; family --
() ; viewing -- ,

DifferentiaJ-epea; , ; ; deceptive -- (
. ); price --
, ; rate - - ,

Display-oa, ; , ; background --
(); counter -- ();
dealer -- ; in-store
- - ; sheU - - ,

Distribution- ,

broadcast -- (
controUed --
nontheatrical - -
.); retail -- ,

) ;

;
(. .

Dummy-ae, , ;

product -- , ; release --

film

, () ; key --
(); preferentiaJ - - ; ,
(
); residentiaJ - -,
( )
Decision-peee ;
advertising - - ; buying (purchase)

- (), ; ; ; ; advertism~
-_ ; art -- ~ l?.,

space

Customer- ,

Consumerism- , ; ?~~
; organized -- ; partic1pative
--
..

- -

Commission- ()

mmitt- ;

display

--

- -

urv- ; ; consumption - - ; demand --

; price-consumption - -

lowe - -- ( cpeueu
, );

- - ()

folder

--

Edition- ;

; ;

audiovisual

. .);

proof

--

--

specimen

-- (~

-- '';

Editor-peaop; ();

advertisement

-- ( );-

special

--

art --F ; dty.

(
);
Dlm

--

fft~, , ; ; advertisiog -- (
) . ; candwagon - - 811()
f~ :iJt .J.. ~);

seasonal

603

-s-

(~,

);

sympaC,

- - ( , ,

) (

Encounter- ;
,

- -

street

( , , , . .)
Entrant- ; ; ; new - -- ;

potential (would-be)

- -

; ; application (operational,

();

service, use,
- behaviourial
work.ing)
- - ; competitive - - ; customer - - ; editorial
- - ( ) ; media - -
; message - -
; news - - ; selling - - (

)
rrr-, ;

random sampling

coverage

- - ;

-- ;

type

- -

stimt- ( ) , ; ; approved - -.
; cost - -( ) ; (rough)
- -

,

()
;
multivariate
- - ; numerical - -
Evidence- , ; experimental - -
; factual - - , ;
supporting - -
Expenditure-pacxo(), ; ; advertising - - ()
; brand advertising - - (
); consumption - - ; media advertising
- s - ;
unproductive - s-
rin-; meditated - - ; product-use - -
; service (operating, operation) - -
rimnt-, ; , ; control- -

;
multiplied
led

- - ; multiresponse - -
; pilot - -
rt-, , ; advertising - - ()
; public relations --
; trademark --
Exploration- ,
mental - -

market

-- ;

sitin-, ; , ; coUective
-- (); joint --

moblle (travelling)

() ;

-- ; forced
; involuntary - - ;

; ;

Factor- ;

grading

--

- -
volume --

competitive -s-

passing

-- ; engineering --

()
;
fancy --
( , ); trade --
;

world

--

Feature-epa, , ; claimed -- q; identify

ing (saUent) -- , ; novel

F1lm- ; _; advertising - - (
--:; - ;

compos1te

com mercial);

industrial - -

(~) ; news (topical) - - , ,

;. short
- -
;
- - ~; theatracal - -

stnp
._
F1rm- , ; general mail-order - -
; list-compiling - --

Flw- , ; ; audience - - ( ) ;

consumer -

- ;

Flr- ;

Flysheet-

saturation -

Focus-oyc , , ; - - ( eojJU

. )

Folder- ;
~-;
- -

advertising

Follow-up-opoe ( )
;

),

; corrective action - - ~

Fr- , ; , ; direct sales - -

() ; nonmarket - - ; organized market

- s - ,
outside ,!arket - - ~ ; personal sales - - :
; seng - - ;
; thought - -

Foundation-o;

Advertising Research

Foundation-

(
, ,
)

Frame- , , ; ; frame of reference-ac ,

!<" . ; frame of sit- ;
mot1vational - -
Frnhis-, , ; brand ---:--
( ); ()
( )

Frequency-acoa, ; (. . .);

tising

--

ordering

insertion - -

--

puiication --
'
Funtin-, ; ; pl. ; adver;

),

agency -- , ;
goal (objective, target) -- ; policy --; preference -- (, N
)

Gap- ; communications -- ;
credibility -- ; ; m:; informad~
-- n

G.et-in-(nop.) ( ...'fii

, . ., r .

Gift-Ifoapo; business -- , ;

.
,
'F
Gaveaway-

604

buman

Fir-, ; ; annual -- ; consumer goods

'

on - - ; competitive - - () ; product - - ; retaiJ - -

--

Fl- , ; !f , , ; advertisement - -
~ ; art - - ()
(, . .); back - - (

-- () ; market -- ~
, ~; personaUty -s- (
)
Fd-; ;

- -

product

F~rtility- , ; ; market - -

--

sur-, ( );
advertising -- , ; controlled

F1eld-oe , , ; ady~rtising - - ; applicati-

Engineer- ; budget --- ; hardware

- - ; human --

Environment-opyee ,

- -

605

free ...... -

executive

ra.)

-- AJUI

Goal- ,
- -

Gd-; ;

business

bulk

competitive - - ; corporate
share - - ()

- s- ( , ) ;

- s- ;

convenience

- s-

( , ,

- s -

. .);

exhibltion
impulse

-s - ( ) ( ,

industrial

. . );

- s-

;
national consumer
--:s ; propreta-

ry - s -

9 ,

( ,

; shoppg - s-

. ,

. . ); speclty -s -
ocoGor crrpuca (.()(J , . . -

. . )

Group- n ; commodity

- -

n;

consumer

terest

- -

focus - - (8- 12 ),
; nonviewing - -
( , . .); pressure - -,

Guide -

- -

~;

cons!l~er

- -n

;
copy-f1ttg
- - ; shopping - -_ n ,
..

- _

news - s-
motivational - -
istory- ; advertising - - ; bran~ - -
( ); case -- ()
ierarchy- ;

mmkr-
us-, ; , ;

commercial list - -:_

; direct selling - -
; mail-order - - J; open --

Household-(eop.) ;

family

- -,
,

household using television ~U)-

()
;
suburban
; television - - , -

- -

Impact-yapoe , ; audience --
competitive - -

Imrssin-~; r, ; advertising --
delivered -- ; printing --, ~ trial - - r
~
Jncome-oxo; ; average disposale - 7 .1! .
; average bousehold - - ; effective buy.g

606

; general-purpose - - ;
multiple-factor - - ; selectivity - -
; single-factor - - ()
lndustr- ,
;
; advertising
- - , ; broadcast - -
; growth - - , ;
outdoor - - ; printing - -
; specialty advetising - -

Influence- , ; behaviourial -- n ; corporate - - u , ; transient

- - ( ) ; word-of-mouth - -
( )

ln l'or:.Jti - l, < J , t:u . , ~1 il ; buyig - -

- ; t:onsumcr - - ~ , ;
desired market - - Jt .

good

- - ;

inside

- -

( ,
)
;
marketing
research
- - ; public - -
;

lnquiry- apoc ;

shopping

- -

; , ; directresponse -- ; family budget - -

; scientific - - ;
Insrt- , , ; multipage - - ( )
; newspaper - - () , ; package
~ - ; pre-printed colour - - m
; taioid - -
Inset- , , ; loose - -, ; pasted - -
Instin- , ; ; ; field - -

()
, ; ;
;
established
- -

lnstitution- ,

business - s-
;
retailing

- - ; service --
Insurance-cpaxoae; , ; living - -
; property damage - -
( )
Intelligence- , ; ; marketing - -
,
Intention-aepee ;
behaviour
- -
;
purchase
- -

Interaction- ; controlled

-- ,

Interest-epec ,
;
,
,

;
buyer

definite - -. ( )
public -- , ;
specialized - - ; temporal ~ -
- -

rmrkt- ( ;

Ideology- , ; market - - _? ;
Image-opa ; ; advertising --m ; brand --
company price -- ,
~ ; .three-dimensional --
Imagist-copo () ; brand --

Ind- , ,

25 . . )
.
Idea _ , ; basic selling - - ,
m'essage -- ; product -- , -

buying

buying - - ; lvmg - - ;
shopping - - ; ,
; spending - -
Hard-sell- () ,
Headline- ( , . .); curiosity
- - ; direct - -
~; dramatic - - ; indirect
Hablt -

- -

Interruption-epep, ; ; commercial -- (
)
Interview-ep'> , , , ; depth --
( ,

.
~,

-- ;

);

focus-group - -

exhaustive

-- ,

,
.
;
-- ; personal -~ llll!l'epIO;
telephone --
Introduction ; m (iI) ; lnvesr.et

follow-up

ceasas

Interviewer -,

--

-- m ;
J

607

pndud

aa8aaal

--DQ ()

sampling

~ -

- ;

lnventory-

ending

- -

~ -

retail

beginning

~ -

minute-by-minute

home

~ -

~s.

lnvestment- , ; media - -
; total advertising - -
lnvolvement- , ; , ; audience
- - ; viewer - - ,

Itm-
(
,
),
,
;
;
advertised
- - ; branded food ~ s -
( ); gift - - ; luxury ~ -
; packaged-goods - - ; promotional ~-,
; product ~ - ;

- - ; seasonal - s - ; volume --,

JingJe-
Journal-ypa, ; learned (scholarly) - - ; professional

sale

(trade)

- -

Judgement-'cyee, , ; ; good business --

; human - - ; instinctive - -
; prior - -
Jur-;

consumer

--

, . .);

--

(, t
, )

Ll-
(
,

. n.);
hard-core
~ -
( ,
)
;
shifting
- - ; soft-core - - n
( , . n.)
Loyalty- ; ; brand - - ; customer - - ; divided - - (
) ; hard-core - - ( ,
) ; viewer - - n
Magazine-ypa ; i-weekly - - , ~ ; business
- - , ; consumer - -n
; controlled-circulation - - :
current events - - ; dummy - - (
) ; employee - -
; general(-interest) - - n ;
house - - ; mass-circulation - - ,
; news - --n
;
specialized
- -
;
trade

-- (, ) ;

Mail- n; direct --
Mailing-oooe ; ;

, ;

Ldr- ; ;

commanding --
sales - s-

market-share
opinion

--

--

product quality

controlled

--

--

. )
kr-, ; ad ~- ;

decision

LfJt-;
Legislation- ; ; ; business
~- ; consumer-oriented (consumer protection) -- () n; social
--
Level- , , ; conceptual -- ; going-year
-- ; gross rating points (GRP)
-- ( ); information - - ; reach -- ; response
- -
Leverage-pa , ; ; advertising --
, ; -- ; extra
--n ; money - -

ku-,

- -
; ;

ad

-- ; emotional
--
ngmnt-;

dummy
psychological

-- ;

--

account

-- n ,
, ; adve~

-- ; creative --
; media -- ; tramc
--
Manager- n, ; account --

sing

( .. ); advertising --
; brand -- ( );
group product -- (no );
product --n ; production --
; sales --

Limit-npee , ; ; allowance -s- ; ceiling

(upper) -- n; finite -- n
Lin-; ; ; w ; ; agate

Market- m; barren

-- m;

commodity

business

--

--

~;

consumer -- .
; growth -- ; industrial -- llp0IJieiiJIIX
; lucrative --u ; metropoDtan --r.JGJIIJ
; primary -- ; selective - - w

--n ;

display -- ; instructional - s-,

; price -- () ( , z
); product -- ; '

608

-- (,
,

) ;
late
-- (, ,

Ld-; , ;

--

Majority- ; early

- -

- - () (

~-

;
sales ~ - ;
take-one - -
Location- ; choice - - ( ,
), high-traffic - -

private

Lut- ; , ; , ; comprehensive ~-
; picture-caption - - n
; print ~ - n ; rough --

punch

- -

List-cco, ; business - - n ; check - -

,
;
consumer - - n ; direct-mail
--

;
free
~ - ; mailing - - ,
, ; paid-for - -n
Listenership- () ,
Literature- ; grey - - n ; marketing

nwldg- , ; detailed (thorough) ~- ; product

-- ; specialized ~ - (
) ; working - -
Ll-; bar-code ~ - ; private

brand)
Laggard-

tag

609

(~) ; thin - - ;
(~ ; upscale _- - r
( __ ); urban
- -
Marketing- ;
diruect( -response)
- -
;
industrial
- - : ; test - - . ; world
.
- - .,
trlI-; creative - -() ; decorative - s - ; promotion(al) (puiicity) materl- -

Measure- , ; ; ; advertising test --

; comparative -- ,
CpaBHt:: I-\}{ ; r~sponse

~ - r O l'B~TI-IU

Measurement-epee, ; attitde - -
'!:t~fep OTHOC IIvf; :Hrtfic n cc - - CT~!!IC'Tfi ' ICCK:I Ol(t'HK:1 )1 , ~

\11 \;'l <..: fJ C.. III J..: ) ) , (ll i\ ! f)I-IH;

tt;..,~

ffr- ;

rti- , ; ; advetising - -
; creative - - ; pofita ie
; sampling - -

<r ;

consume

-- -

measured
; print

- -

Order- ;

~, ~
- -
; space-orgazed - - , r
~ ; time-organized -- ,
~

Merchandis~- ; differen!iated - - ; middle-of-thele - - ~ , ; packaged - -

;

play-service - - ; industry --
; line - - n ; poduct
manager - - ( , ) n no ;
staff - - n :I.;

utlt- , ; distributive - - ;
franchise - - , ; retail
- -

M!slabeling- ,
1- ; ; ; business - -
; customer - - ,
editorial-adver!ising - - ~
; marketg - - ; product - -
( ,

Motivation- ; consumer - - ,
; human - - ; unconscious - -

tiv -;

secondary

basic buying - - ()
primary - - ;

--

Nm-; , ; ;

brand -- ,
(corporate, firm) --

; trade - - ;
Nd-,
;
body
--
;
esteem
- - . ; pressing - - selfactualization - -
'
Network -ce; agency -- , ; commercial television

Package- ;

; regular-size - - ; scatte
(.) ; symbol --- n
Page- , ; adless - - ; high-traffic editorial
- - ; taioid-size - -

Message-opai..If~He , ; action - -, ;
ad~ertisg -- ; headline - - ;
d - - ; sales - - ()

; ; corrective - -
; mail - - , ; ank - -

; restraining - - 1 L n u
rgizti-; agency - - ; dis-

- -

- - ; expert - -
(, ); political - -
Opportunity- ; advertising - - ; exposure
- -
()

;
sales

- .Ji"' il\.j J II;\<ll'IJJ;l; JJ,IJJ,f ~{ Jai\H.:p

; ;

- -

Opinion- ; consumer

<J - ..:pt:JICl , ; advertising

- - u ; boadcast -- - u ,

buried (hidden) - - ; rebate - -n

special - -

yellow - s- (.)

l- ; ; ; advertisement (advertising) - - ; consumer - - ; poster - - ; wall

- - () ;
st-i-; () , ( )
st-u- ( . .) ; page - -
Pattern- , ; ; distribution - - ()
(); mental - - ; motivati-

on

- -

sensory

- -

usage

- - ( . .)
Penetra.tion-epee ; , ; market - - (
) ; national - -
l-; advertising - - , ; creative - - () ; penetrated - -
(
. )

Perception- ;

brand

consumer

- -

; individual - - ()
; selective - - ()

Performance-
.
- -

advertising

()
;
demonstrated
-- : message - -
; visual - -
(.)-

media

Perks
Personality- , ; ,
; advertising - - ; brand - - (
) ; product -- ()
itur-, , ; action -- (
) ; mental -- , ;
story-telling --
.
Plan -; business building -- (); tegrated
-- () ; m.edia --
; open-contract-plus-commission --
; payoot -- ;

sin-, ; purchase -- ; regular

-- () ; special -- ()

lt- ; ; ; colour --JUIe ;

combination -- -.; data

-- ;

distribution

--

(); nationwide - -
Newspaper-raea; community - - ; metropolitan --

shopping

- - ;

special-interest - -

Non-adults-e

Novelty- ,

jt-~. ;
;

utilitarian

printed --
art - - ,

--

Objective-e, ; measuraie --, ;

sampng --

- - ; workaie --

--

610

. 611

...

'I',i;

..._

-
()
;

;
negative
- - , ; relief - -

int- ,

--

key

()

- -

point of

sl-

rating
reference

selling - -
Policy- ; advertising acceptance - - ; one-rate
- - ; pricing - - ,
- ;

uii-() , ; consuming - -
; general - - ; local - - ,

Publicity- ,
- -

Puffery- ;
;

product - -

word-of-mouth

product

advetising

--

- - ;

Pulled- ( )
Purchase- , ; business - - , ~
; product - - ; repeat - - ; special

llstr- ,
Position- (), ; competitive - - .
; market - - ; prefered (special)

urs-;

Positioning -

Quality-aeco , , ; enefit-giving (want-sati~iying) - s ( ), ,

; ;

perceptual

market

- -

- -

str- ; leed - - , ; outdoor - -

; station - -
Potential- ; advertising exposure - - ;
buying - - ; reach - -
rti- , , , , ; advertising - -
, ;

marketing ,

s -

consumer

()

promotional

- s-

rfrn- , , ~; brand
- - ; consumer - s -
; product - - ; regional buying
-

Procedure-npoeypa, ; , ; buying - - ; field - -

Process- ; advertising -- ; budget-setting --

() ; forcing - - ; merchan-- ; selling - -

dising

Product-oap ,

branded -- ; disposaie
generic -- ,
status - - , -
want-satisfying - -

- - ;

- ;
;

,
Proposition-npeoee; , ; safe business --
; unique selling - (US)-

()

(,

. )

Prospect-

prime - s -

; promisig - -
target --
Psychograpblcs-

nn;

sales

(se.ng)

closed-ended

- -

(


) ; leadi.ng
-- ; open-ended -- ; ,

Questioning-opoc;

direct

- - () (

) ; indirect --
Questionnaire-aea, , ;

standardized

mail

Z.fl

- - ,

- -

structured

spot - -

Radio- ; network

- - ; ;

. .

Rnking-, , ; 10 - -
( )

Rt- , ; , ; ;

bulk

- -

; consumption - - ; cut - - ,
; fJat - - ; gross - - (

) ; line --
- - ; recaU

,
- -

; open
() n ;

shot - - ( . )
; average audience - -

Rating-

; product class - -
; program - -

net

Rh-;

Rdr- ;

- --

issue

-- ;

primary

--

; specialized - - -~
Rdrshi-, () ; average - -

high -- , .;
-- ,
Rt- ; cash --
Iow

aided

--n ;

Refundable-

clear

--

Regulation-peypoae; adversing -- ;

- ;

government - -

; client - s- ; consumer - s ' ; public -s- r

Rltin-

Reorder-

; trade --
Repositioning- n
Rep.resentation- ;
;

Rrt-, . ; ; , ; Busess Puications Aodit

report-
(); circulation - - ; laour -- - ;
readership ...., - ; research - - .

612

()

Question-opoc ;

RU-n;

Program- ; follow-up - - ;
; network - - , ; participating
- - ; prime-time - -
; sponsored - -
Promotion- , , ; consumer - -

;
sales-force
- - J;I n; trade --

- -

() ; objective - -
; perceived - - ; value -s-

Premin- ,
,

;
free-in-the-mail
- - , ( . .
); price - - ( ),
; self-liquidating - - (
, ); withpack - - ( )
Presenter- , ; stand-up --
Price- ; actual - - ; advertised - - ;
<<below retail -s- ; discounted -- ;
inferred - - ; special - - ()

primary

- - ,

- - ;

- ;

- -

- 613

d81er

- -
--

pictorial

(visual)

Repesentative- ~; doo-to-door sales - -[, ,

; natnal - - ; newspaper
- - ; sales - - (),

~; low-traffic - - a;representa
tve cross - - nLI
Sector-ceop (), ~ , h , ; business - -
_; nonproiit - - ~ .
Segmentatn- , ;:; ~udience - -
; demographic - -
, ~ , ;
11u 110 , n ,

Repurchase-
Research- ; advertising - - ,
; consumer - - ; controllied - -
~

- -

- -.-

;
market --
; med - - () ; motivational - , ; product - -
(, ) ; strategic - -

Reseller-o , ;
Response- , _ , ; advertising - -
buyg
--

;
delayed
- - ; overt - - unguarded - -
'
Revcnue- (): ; advertising - - ()
;
circulation - - ; newspaper
- - ; television - -
Rllut - , ; market - -
;

sales

--

Run- (); ; ; alternate - -

( ) ; each other split
- -
; long - - ; press - - ; sbort
- - ; split -- ,

Sl-; ; ; ;

anticipated

-s-

; heavy - - ll ; mail-order -s -
; personal -- ; single-copy - - ,

;
subscription - - ; unit
- -

wblte

Salesman-poae;

- - ()

department

- -

; media - -
; silent -- (
, , , ,
. .)
Sml-; ; adequate - - ,
; blased - - ( ,
) ; free - - ; matched - -
; quota - -

Satisfaction-yoeopee;

consumer

--

- - ;

product

postpurchase

inner

--

-- ()

Sl-; , ; attitude -- ; numerical

- - ; spectrum -- ;

rating

rating
verbal

- -

Schedule-pa, ;

advertiser's - -
immediate - - ,
;
media -- ; rate
- - , ; shooting --
;

()

Sr-, ;

average -- , ;
test - -
Scorecard ( score sheet, score taie)-
Season-ceo, ; gift-buying -- ,
; holiday -- () ; peak-buying --
group

- - ;

multiple

~ - <.~r

de.opaii'U'C U.-t ll llfiO.to t i! IIIJIO. ),

-f

Sclection-op, ; n ; brand - - ; media - -

; vpur_posive - - ( ) ; random
- -
Self-actualization-
Self-fulfillment-caoyoeopee , ( :
)
Self-image-
Self-interest- ; economic -- ; enlightened - -
Self-mailer- - ,
Sell- , ; ; hard- , ; logical
- -

()
;
soft
- -

Selling-p~:>aa,

direct -

h1gh-pressure

( direct marketing)-po

mail-order
one-step -- n ; perso.
nal -- n ; two-step - - n
Serv1ce-ycya; ; ; ; account - - n

; client -s- , ; consumer

- - ; customer - -
, ; full - - ; media
buying -- n ; syndicated - -
--

- - ;

St-, , ; ; ; sets in us-
(); film - - (
;t. ); mental - -, ; product
h -- (, ) ; psychological --
Shr-, ; brand -- ( ~); market
- -

Sht-; ; lanket - - J
- -; poster -- ;
;

tear

; data
-- ;

score

--

Sh-r, ; , ; appliance - - ;
hot -- ; specialty --

Shoppers- (.-. )

Showing-(apy) ; douJe -- ;

full

- - ;

quarter - -
Sign-; ; business --m ;
m; outdoor -- , m; painted --
;
point-of-purchase - - m ; store
-- ;

Situation- !; advertising - - ; competitive - -

; dramatized -- ()
; stimulus -- (); unstructured stimulus -- -
Size-paep, , ; body (type) --, ; individualserving -- ; package -- ;
sample -- (., ) i
Slgn-
Sur-; list. -- ;
- - m

S-, , ;
--

Sti-, . ; classified - - ,

614

~ ;

llfestyle

gcographc - -

615

.. .

advertising

$JDdicated dilta

-- ;

paid

dlsplay

-- ;

poster

- -

; shelf - -
Specialist- ;
advertising

;
- -

( )

- -

- - ,
- -:-; media

- -

outSide - - ,
Specialty- ( ) ; advertising

;
;

Structure- ; cognitive - - ; message ---: -

() ;v rate - -:: , value-elief

full-time
graphics

- -

Stud- ,

desk - - (,
full-scale - - ;
market - _ ; media - - ~ ( )
; readership - - ~ (
) ; test -s-

- -

; ;

advertising spending per share int

; competitive
consumer - - ; total

- - ;
category - -

Stuffer-

Suist- , -, , -

Sponsor-cno cop , , ; brand - - (
) ; identified - - ()
Sponsorship- , ; advertising - -
; alternate - - (
); exclusive - - ()
; shared - -
Spot- << ( - )
Stg- , ; decline (declining) - - () (,
) ; pre-market - - ; preproduction - - ( ); response --

S tamp - - ap a, ; commemorative - - ; trading - -
( ) ( !Jl
)
S tanda rd-ca ap , ; , ; The Standards of Practice of the
American Association of Advertising Agencies-
() ; acceptance - s ; ethical - - ,
; measurement - - ; uniform - s -

Stl- , () ; grocery - s - ; low-priced -s-

Statement- ,

.
__
aobulk - - , short-term

. d
Substantiation- , , vertising - _ () ; data - -

business
Success-ycex; advertising - - , ;
- _ ; long-range {long-term) - -
()
_
Superstore-yepca , ~ ( ,
v

Sticker- , ; window - - ,
Stimulus (pl. stimuli)-cy, ; marketing --
; structured - - -
Str - () , ; ; apparel -- ;
convenience - -() ;
discount - - ; general country --
; hardware - -

(l ,

. . ); warehouse - --
Str-, , ; advertising -- , -

product

- -

- - ,

Strtg-;

- - , ;

creative

sales

(selling)

; advertising

campaign

rt ,

; - - (-) :

management - - () ,
research -- (-) ..
Sulmnt- ( . n.); ad~ertising
~- ; local -- ; ong-run
newspaper --

Surt-; ( -);.

advertising - _ , ,
commercial - _ , dealer - -
.
.
Surplus-;..e, , , ; surplus ~f satisfaction ; consumer --
Survey-oJ'op; ; ; coincidental telep~one --~ ~
, consumer
-
mail - - ; roster-recall - -u
~; sample (selective) -- ,

.

()
Sw- ; ; general pu lic 10n - ~
. .
. .
_ _
Symbol- ; aural - - , adentifying
.
.ect

status
--
. ,
su J
- - ~ ,
.
d
ment - - ,

System- ~;. ran manage

oacoiDIDISSIOD --
,
, ,
'
u

product manager
free-market --
,
. . ty
-- .:' ~
__ ; value - - .
fi .
1 -. ; classification -- , - ~

- -(~) ; score - - :t) J
, , ( scorecard, score s
v

f.

Taloid- ~tit~~- (
Tag- , , an
eiiJII(
). price -_ () 1,

Talker _ >;; sheU - _ - ,

. .
_
;
c:reative
Task- , 3; co~umhcatiohn1d - ==~= 381Ul'1111e (}. paio'A
-- ., 9use .

--m

- - , () -

617
616

)
)
Supervisor- , ; account - - (- ~

Statute-cay ;
,

();
;
fraud
- - ; model -- (

Subscription-oca;

general - - ,
misleading - - , ;
puiisher's - - ; sworn - -
Station - ; clear-channel radio - - ; network-affiliated - -, ;
; non-network - - , ; vehicle
- -
Status-cayc , , ; achieved --
()
,
employment
- -;
loyalty
- -
;
socioeconomic
- - - ; user - - ,

) ;

imprinted

- -

Spending- ,

market-coverage - - ; message
; selling - - ,

hniqu- ; ;

audience tracing

--

; indirect research -- ()
; testing -- ,

Television- ; direct satellite-to-home

--

satellite -- ; spot --
st-, , ; aided recall --.
; aptitude -- ; attitude
scale
--

;
consumer-use
-- ; opinion ~ -
() ; recognition -- ( 1;.);
sales result

- - ; torture -- \.:tll.t
, ; word association - -

stimnil- (, . .); false
- - ; unsolicited ( Unstaged) - -

, ; -- ; product concept - - (, ) ; psychiatric

depth - -
m- ; message -- ( ) ; sales-winning --,

;
unifying
sting-,

--

Theory- ;

brand-image

im-;

; ;

( )

Vlu-; , ;

added - - ; additional
advertising - - ; attention( -getting) - -; ; competitive
-- ; consumption - - ;
impression
- -

;
luxury
- - ; news - - ;
overall - s- ; status - -
Variation-paoopae;
;
,
,
;
rate
- - , ; sales - - ;
sie - -
Varityper --- -
-- ;

Vehicle-cpeco, (, ), ; advetising
- - ; communications - -
; media - -
Verification-opo,
;
product - - ; eliabllity

- -

alteration

price --
broadcast --

tested

cognitive

dissonance

--

--,

lead

drive

-- ,

--

(), ; prime - - ; sample

-- , ; spot radio --
; spot television --

distraction

- -

Viewership- ,
Vitlit-, , ; competitive - -
; creative - -
Volume-oe; advertising - - ; profitaie volume of sls

Wnt-, , , ; consumer - s-
;

human

--

surface

psychological

- s-

- s- ,

Trademark-

; representational - -
( .l
), -
Traffic- , ; ; pedestrian -- , () .
Travelogue-
Trier- , ; early - -

urnvr-, ; ; account - -
; audience -- ;
(r)
; sales --

Umrll-, , ; firm-identity -- ; price

-- ( , .
.)
Underfinancing-

Undertaking-pepe, ;
;

research

direct mail

--

--

Wrrnt-, ; consumer - - ,

Waste- ,
,

;
demographic
- - ( . . ,
); mailing - -
W-uiiizd-
Wholesaler- , ; full-service - -
; mail-order --
; merchant - -- (
)

Windw-, ; drive-up -- (,
); show --
Word-coo;
commonplace -- () ; household
-- ;

display -(V D U)- ( )

Unpulied- ( )
Usg-, (), (); advertiser --
; media --
; product -- ; spot televisjon --
Usr-, ; constant -- ; end
(final,
eventual,
ultimate)
--
;
loyal
\

printed

-- ;

spoken

--

Wordsmith- , , -
going -- ; introductory --
() ; operating - -
Zone- ; immediate city --
r-;

Unit-; ; ; ; consuming --~

;
mailing
- -
();
movaie
display
-- ; standard advertising
-(SAU)- (
); store -- , ( ); video

618

Vid-, ; ;

-- ;

ikt-;

-- (); principal - - llli;

private list - -
Validation- ; ; empirical - -
; logical - -
Valuation- , (); consumer - -

'

. .

149

. .

. .

118
208

. . .
. .
. .

21, 112, 113

82, _225, 264, 487 , 581

70

. .

201, 525
. . 112
. . 281
. . 542
. . 222, 224
. 149
. . 252, 293
. . 74, 348, 524
. . 175
. . 202
. . 381
. . 15, 54, 68, 77
. . 536
. . 212, 222, 236, 239, 273
. .
.

46
. 458, 464

. .

558, 580
. . 69
. . 198
VII . 236
. . . 558
. 18
. . 81
. . 58, 209, 226, 273, 502
. . 142
. . 554
. . 202

620

. .

541, 542, 552, 553

. . 562
. . 458, 518
. . 47, 526
. 24, 119

197
527
. ~ - . 381
. . 5, 13, 15, 16, 18-20, 23 ,
24, 27' 28, 30, 32 , 34-36, 38-40, 42 ,
43 , 45, 47, 48, 51
. . 71, 73 , 79
. . . 375
. . 273

~ . .

. .

272
~ . . 260
~ . . . 225
~ . . 556
~ . . 10, 11 , 17, 25, 27,30
~ . . 203, 260
~ . . . 38, 192, 193, 198-200
~ ~- . 41, 323, 498, 538
-. . . . 383, 385, 387
. . 414
. . 69
. . . 146
. . . 432
. . .

562, 564, 568, 576

. .

82

. . .

36
43, 84, 562, 576

. . 45, 127, 177, 221, 228, 230,

151
. . 562
. . 233, 263
. . . 225
. . 77
r . . . 580
. . 71
. . 552
. . 402
. . 216
. 587

239, 263, 273, 439, 441, 462

220
69

. . .

114

244, 251, 252

. . . 115
. . . 421
. . . 421
. . 113

. .

84
. . . 70, 71
. . 69
. . 182
. . 574
. . 206
. .. 148, 225, 242, 264, 273
. 198
. . 541, 542
. . 70

. .

565
. . 574
r . . . 146
. . 394
. . 228

. .

. .

175

. .

273
. . . 225
. . 532
. . 47, 525
. . 561
. . . 80
. . . 23 , 118, 395
. . 490, 491
. . 82
. . 387
. . 66
. . . 5, 13 , 15, 16, 18-20.
23, 24, 27, 28, 30, 32, 34-36, 38-40,
42, 43, 45, 47, 48, 51

. .

120

. .

. .

524

. . .
. .

. .

31, 103, 127, 134, 531

7, 47
. . . 25-27
. . 86
. . 255
. . 69
. . 23, 117, 118
. . 197
. 279
. . .

. . .

403

.. . 83, 127
. '. 247
. .

228

. .

621

82

.. .

. . .

203, 221

. . 5, 13, 15, 16, 18-20,

23, 24, 27, 28, 30, 32, 34-36, 38-40,

42, 43, 45, 47, 48, 51
. . 116, 153
. . 69, 105, 106
. . 560, 562
. . 358
. 24, 119
' . . 69
. . . 66
. . 454

244
. . 70 , 71
. . 69

. .

12

. . . 561

. .

. .

561

. .

264
. . 79, 222
. . 225
. . 35, 86, 171 , 172
. . 35. 86, 17 1, 172
. . . 11

236
. . . 228
. . 183
. . 234
. . . 421
. . 10, 11 , 17, 25 , 27,30
. . . 200
. . .
. .

69, 78, 170, 219

497

237

. .

361 , 433, 543,

586
159, 366, 368, 373-

375, 418, 511 ' 513

573
153 , 158

80,

329, 330, 335

. 548

84, 566, 570

350

80, 82, 433 , 445, 565, 566

341

. . .

(-

367, 547

375

>>

334

277

366

359
80

334

81 , 82, 562
. 82, 99

. . >> .

80, 566

-) .

9,

10, 73,

80,

327,

n~

352-354

-. .
.

158

328,

348-357
.

80, 83, 566

70, 71

334, 335
340

80, 383

481-

490

383

. .

95

69. SS&

115

. 170
:0 : .
~

C1111JI

231

11I ~ .

623

1i . 4SO
. . 78. 411. 433.

437

$66

586

537
. 222

32 , 132-

135 , 416
.

63, 76-79, 327, 328 , 357-

362, 546
.

137, 138, 203-208

. 18 , 80
. 306-309

- .

(-

) .

.
.

232, 233, 242 , 244

>>

(1970

.) .

(1958

.) .

(1966

. ) .

.) .

573

(1965

.)

562, 573

(1939

.) .

.) .

562

(1951

.) .

573

(1936

.)

572

(1938

.) .

572

5
244, 263-275

. . .
.

375

334

161

162- 164
. 165, 166
. 581

. 412

.

624

76, 387

565 , 571, 576

158

397

277
277

566

82

340

<< .

.
<<

389
77
. 64

571

<< .
-

84,

566-568, 570
119
78, 79, 228
- . 357, 550
- . 73
. 92, 571
. . .

342

341

> (-

- . 382, 433
. 22, 32, 34, 107, 108, 272,
415 , 502
. 384
. . 341
. 355

99

99
. 99, 572
. 166
. 556
. 23, 24, 26,
27 , 38, 117, 119, 120, 190-192, 199
. 23, 24, 26, 119, 200, 203, 210
. 118
. 118
. 367

) .

303, 304

81

>>

159

30, 47, 149, 205-207

564

234, 392, 433,

277
. 277, 278
~ . 279

. 62,

144, 145
. 145
. 145
. 146
.

160, 516
. 114
. 21, 37, 38, 112
. 193, 194
. 194-196
. 196, 197
. 197
. 198
. 572
. 121, 122,
242
. . 18, 71 , 80, 565
~ . 91 , 170, 215,
277' 369, 416, 446

341

z .

69

310, 314

149

79

. 364, 365" 368,

371-378, 546
. 366
. 377, 378

m.ui. . 96
. 83

148

. 149, 150

90, 91, 96

625

144

144

. 276

143

r -

441

303
. 303

367, 547

143 , 146, 147

I'{

89

.
.

323, 325-327, 342-346

. 327-329
. 330-334
. 334-338
. 32, 131 ,
132
- . 334, 335
. 21, 27 , 30, 46, 47, 63 ,
112-117,120-125 , 160, 171-184
. 29-31 , 143 , 146,
151

483
214
. 84, 560

<< .

571
29, 147, 148, 153

573

(1960

571, 572

3 11, 314
311 , 312, 3 J4
. 3 J3 , 315

305

562

573

573

(1969

571

279

304

571

.
ru .

3f?7, 547

360, 361

304

. 7-13, 1~, 66, 68-8S

14, 15, 49, 59

. 16, 17, 47, 50, 54, 56, 59
. 19, 49, 87 , 89, 91 , 92
. 57, 95, 96
. 57, 75, 76, 87
. 58, 98 , 99
. 58,
98

. 58,
92, 245 ,
381-393
. 69, 86
. 73 , 75, 76, 80.
~15 . ]55

. 81 ,
83, 246, 369,
371-379
. 94, 95
. 95, 96
. 96, 97
. 107-109
. 341
. 349
. 394-400
. 400-402
. 402-404
. 404-408
. 409, 410
. 454
. 228-231
. 10, 11, 43-45,
51' 59, 62, 65, 79, 80, 432-436, 446,
447, 450-453
. 70, 76
. 436-438
. 438-441
.

()

34-40, 49, 50, 55, 64, 104, 212, 213 ,

216, 217, 219-221, 224-228, 237240, 261' 462
. 217, 218
. 241, 242
. 242
. 243, 244
. 245, 246

. 246,
256-258
. 247--255
. 255--258
. 281--291
. 42, 43, 414--430

626

r .

32, 135, 136, 215, 408

403

361

571

571

. . .
, , .

211, 222

572
138

89

359

446

357

43, 139, 539

. 231

.
- .

295-302

558, 559, 572-577

216, 417

108

. .

203, 340

73

338, 355, 358, 362, 401

. 483

341

92

359
433

490

318-321
35, 36

32, 33, 127--130

. 139
. 79, 279
. 33, 34, 139, 140, 277,
278, 483
. 157, 158

.
.

70, 89, 95, 96, 158

73, 74, 89, 95

- . 349, 357
-- .

558

.
.

87
37, 185-187

364,
.

556, 572

159, 165

446-450

443-446

458-460, 465-497
. 98, 99, 556
. 45, 46, 50, 51, 54, 59,
60, 104, 213, 243, 446
. 45, 60, 99
. 61
. 453, 454
. 234, 358, 360, 428
. 159
. 9, 22, 67, 68, 73, 74, 142, 143 ,
153, 156, 214, 510
. 154, 155
..: . 155, 362
. 156, 157, 161

. 441-~43

95

538,
.

433, 502

6
( )

49

2:1
54

3.

? 66
86

22.

4. 104
5. 112
6. 127
7. 142
8. 153

23.
24.
25.
26.

27.

? 458
: 474
: 498

518

28.

541

29.

.r

9. ,

10.
11.
12.
13.
14.
15.

170
:
:
:
:
:
:

190
200
212
260
281
294

4
628

16. 324

17.
18.
19.
20.
21.
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591

620
623

348

364
381
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432

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598

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