F
Fred Beard
Researcher at University of Oklahoma
Publications - 41
Citations - 857
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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Effects of Internship Predictors on Successful Field Experience
Fred Beard,Linda P. Morton +1 more
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.
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One Hundred Years of Humor in American Advertising
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.
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College Student Attitudes Toward Advertising's Ethical, Economic, and Social Consequences
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.
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Advertising and Audience Offense: The Role of Intentional Humor
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.
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Integrated marketing communications: New role expectations and performance issues in the client-ad agency relationship
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.