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Fred Beard

Bio: Fred Beard is an academic researcher from University of Oklahoma. The author has contributed to research in topics: Comparative advertising & Advertising account executive. The author has an hindex of 15, co-authored 41 publications receiving 794 citations.

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TL;DR: In this paper, the authors focus on the relationship between two sets of linearly related variables: predictors of internship success and outcomes of successful internships, and find that positive attitude is one of the most important factors for success.
Abstract: Internships have become a necessity for mass communication students making the transition from college to career. Researchers note this necessity: Kosicki and Becker (1995) report that 80 percent of journalism and mass communication undergraduates serve as interns. Rowland (1994) found that an internship is the "deciding factor" for most entry-level jobs, and Horowitz (1997) found that students' assessments of internship quality are significant predictors of future job satisfaction. Mass communication programs recognize this necessity with most assisting students in locating internships (Basow & Byrne,1993) and many offering academic credit. The Accrediting Council on Education in Journalism and Mass Communications (ACEJMC) recognizes the legitimacy of internship credit, allowing credit for up to 10 percent of a student's course work (ACEJMC,1997). However, there is little empirical evidence to assess the quality of internships, to provide schools with predictors of quality internships, or to determine the relative importance of various predictors in assuring successful internships. This study deals with such evidence. Its purpose is to assess the relationship between two sets of linearly related variables: predictors of internship success and outcomes of successful internships. The characteristics of advertising and public relations interns and their internships are used as predictors. Interns' evaluations of the success of their internships are used as outcomes, or criterions. Focusing on the nature and strength of the relationships between predictors and outcomes, this study seeks to determine what needs to occur during an internship in order for beneficial outcomes to be realized. Predictors Six important predictors of internship success are suggested in the literature. These include: (a) academic preparedness, (b) proactivity/aggressiveness, (c) positive attitude, (d) quality of worksite supervision, (e) organizational practices and policies, and (fl compensation. Academic preparedness. Several researchers note that successful interns are well prepared academically (Basow & Byrne, 1993; Beard, 1997; Campbell & Kovar, 1994). For many programs, academic preparation includes a specific number of completed credits, including a number of mass communication courses with an acceptable grade point average. Bourland-Davis, Graham and Fulmer (1997) note that interns should at least have "an understanding of the field, its key concepts, and basic technological skills, especially writing" (p. 27). The importance of academic preparedness is emphasized by Basow and Byrne (1993), who warn that some students should be cautioned "against attempting some internships prematurely" (p. 52). Similarly, Beard (1997) notes that one of the most significant findings from his study of interns is "that academic preparation leads to more and better opportunities on most internships" (p. 8). Proactivity/aggressiveness. The literature indicates that students are more likely to have successful internships if they demonstrate initiative (Basow & Byrne,1993; Beard,1997) and are aggressive in making their wants and needs known. Basow and Byrne, for instance, recommend that students be encouraged to be aggressive by volunteering for assignments and asking questions. Similarly, Beard (1997) notes that there is an "almost universal assumption" among interns and their supervisors that interns should demonstrate initiative by finding things to do and asking questions (p.10). Beard also found that when interns make their wants and needs known, their supervisors generally respond positively. Positive attitude. The literature suggests that students will more likely have a successful internship if they have a positive attitude toward it as both a learning and occupational experience. In his study of interns and their supervisors, Beard (1997) found that both groups emphasized the importance of interns treating almost any task as a potential learning experience. …

94 citations

Journal ArticleDOI
TL;DR: This article explored advertisers' uses of humor and explanations for its broad appeal as a message tactic throughout the previous century and found that humor was a response to perceptions of changing societal factors and the consequential need to attract greater attention to advertising, the more frequent use of emotional versus rational appeals, the belief that advertising should entertain, changing perceptions of the role of advertising, and the content of the entertainment media.
Abstract: 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 study’s sources consist mainly of articles published in the important advertising trade journal Printers’ Ink, supplemented with more recent articles from contemporary marketing and advertising trade journals. An examination of the evolution of professional thought regarding humor indicates that its use during various periods often represented a response to perceptions of changing societal factors and the consequential need to attract greater attention to advertising, the more frequent use of emotional versus rational appeals, the belief that advertising should entertain, changing perceptions of the role of advertising, and the content of the entertainment media.

86 citations

Journal ArticleDOI
TL;DR: For instance, the authors found that negative attitudes toward advertising on the part of college students could lead to their support for restrictive regulation in the future, and there are potentially negative consequences concerning the effects of advertising that college students uniquely share with other youth markets.
Abstract: Little research has focused on college students' attitudes toward advertising's ethical, economic, and social consequences over the last two decades. Exploring and tracking the attitudes of college students toward advertising is important, however, for several reasons. College students represent an important segment of consumers for many marketers, negative attitudes toward advertising on the part of college students could lead to their support for restrictive regulation in the future, and there are potentially negative consequences concerning the effects of advertising that college students uniquely share with other youth markets. The results of this study – a differentiated replication of an earlier study of college students in the late 1970s – indicate the salience of various beliefs that help determine attitudes toward advertising and provide a useful benchmark for future studies. The implications of the study's findings for advertising practice and future regulation are discussed.

83 citations

Journal ArticleDOI
TL;DR: This article found that intentional humor is often present in advertisements audience members complain about and that audiences are more offended by inherently offensive themes than anything else, and when an intentionally humorous advertisement offends, it is likely because it is a certain type of humor that frequently includes an inherently offensive theme.
Abstract: The use of humor in advertising has long been considered risky, partly due to its potential for causing offense. However, the conditions under which humor might be associated with offense in advertising had never been empirically explored, prior to the content analysis reported in this article. The findings of this study of consumer complaint adjudication reports, published by the Advertising Standards Authority of New Zealand, confirm that intentional humor is often present in advertisements audience members complain about. However, findings also suggest that audiences are (1) more offended by inherently offensive themes than anything else, and (2) when an intentionally humorous advertisement offends, it is likely because it is a certain type of humor that frequently includes an inherently offensive theme.

56 citations

Journal ArticleDOI
TL;DR: In this paper, an emerging line of theory development in the organization and management literature is reviewed, which views clients as “partial” employees and emphasizes how and when client role performance can be controlled; the likely antecedents and consequences of client representative role ambiguity are discussed.

54 citations


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TL;DR: In this article, the authors introduce the concept of ''search'' where a buyer wanting to get a better price, is forced to question sellers, and deal with various aspects of finding the necessary information.
Abstract: The author systematically examines one of the important issues of information — establishing the market price. He introduces the concept of «search» — where a buyer wanting to get a better price, is forced to question sellers. The article deals with various aspects of finding the necessary information.

3,790 citations

Journal ArticleDOI
TL;DR: This article explored the antecedents of the consumption behavior of college-aged Generation Y individuals and found that issues relating to socialization, uncertainty reduction, reactance, self-discrepancy, and feelings of accomplishment and connectedness drive Y consumers' product purchases and retail patronage.

471 citations