Past research has focused on multicultural aspects of advertising, the legal problems of advertising and political advertising. Future and ongoing reserach is concerned with the aspects of advertising effectiveness, the importance of integrated communications versus advertising through traditional media, and the effectiveness of warnings in advertising.

While research is still an important activity, its contents are related to the ongoing writing of textbooks and to my consulting activities. It is important to explore the future world of advertising, even though the environment for data collection is still imperfect and sketchly defined. My future efforts will concentrate on that task.

The importance of activities outside one's professional expertise is that they open new horizons for study and research. I am presently a member of several national and regional non-profit boards. This allows me to explore ways in which my professional expertise can aid in the decision-making process of management for such organizations.

I have also been fortunate in having been appointed to commissions and committees related to state and regional activities of government and non-profits. This has enlarged my research horizons and educated me to the importance of media regulation to its effectiveness.

In addition, I am interested in continuing to serve my college and my university in its attempts to become a global force in communications. The "convenios' in process and those already established between our college and other major universities, will be the vehicle to open our students and faculty horizons for future research and teaching. New technology in distance learning will allow us to exchange knowledge and resources around the world in this ever more complex communications environment. I feel privileged to have an opportunity to contribute to this process.