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Book Review: Libel and the First Amendment

provides a clear, userul and concise treatment of research for promotion. It is a worthwhile chapter and is a good overview of promotion research for advertising and public relations students. Mark Schneider, a research manager of the Louisville (KY) Courier-Journal, provides an excellent discussion of a telephone research project at those newspapers. It is a good introduction to conducting telephone research for the neophyte. Chapter 7 provides a good discussion of copy testing, including a case analysis from the San Diego (CA) Union-Tribune. It is a step-by-step description of how to conduct a copy test. Overall, the book would be a useful addition to a beginning advertising or public relations course at a university. Its simplicity and "how to" approach would be helpful to beginning students. It is far too elementary for advanced students, but some of the case material could be developed further for class discussion purposes. On the other hand, it is difficult to see how the book would be of much value to professional promotion or advertising executives. Surely they are too sophisticated to find this book more than an outline for further study. The "manual is directed to newspaper executives and their advertising agencies who want to do a better job of monitoring promotion activities," its authors say. It is this reviewer's opinion, however, that the book is far too elementary to provide the sophisticated information executives need to evaluate a newspaper's promotion efforts. John C. Schweitzer Associate Professor T~ Tech University