Browsing by Author "Fred K. Beard"

Now showing items 1-5 of 5

    • Competition and Combative Advertising: An Historical Analysis 

      Fred K. Beard (Journal of Macromarketing, 2011-12-01)
      Fred K. Beard (PhD, University of Oklahoma) is a professor of advertising in the Gaylord College of Journalism and Mass Communication, University of Oklahoma. His research interests include comparative advertising, advertising ...

    • Faculty Productivity and Carnegie Institutional Characteristics within AEJMC Programs 

      Linda Morton; Fred K. Beard (Journalism & Mass Communication Educator, 2005-06-01)
      This article reports the results of a content analysis of faculty vitae from eighteen ACEJMC programs drawn using stratified random sampling by Carnegie Classification. The findings indicate that faculty members differ by ...

    • A History of Comparative Advertising in the United States 

      Fred K. Beard (Journalism & Communication Monographs, 2013-09-01)
      This historical monograph addresses a gap in the extensive scholarly research literature devoted to comparative advertising—especially that which contrasts the advertised product, service, or brand with an identifiable ...

    • One Hundred Years of Humor in American Advertising 

      Fred K. Beard (Journal of Macromarketing, 2005-06-01)
      This study addresses a gap in the extensive scholarly literature on advertising humor by exploring advertisers’ uses of humor and explanations for its broad appeal as a message tactic throughout the previous century. The ...

    • Sponsored-Research Activities in Journalism and Mass Communication Programs 

      Fred K. Beard (Journalism & Mass Communication Educator, 2004-12-01)
      The extent to which the nation's J/MC programs and their faculty participate in extramural sponsored-research activities had received little research attention prior to the national survey of J/MC administrators reported ...