One of the great promises of the Internet is ready access to useful information. We are attempting to begin fulfilling that promise by offering you a variety of papers written about a range of advertising topics. These include papers written by our students, as well as links to advertising-related papers that appear elsewhere on the Net. We may add papers on this server by faculty and selected professionals as this section develops.

Theses and Professional Reports by U.T. Advertising Students

Caveat: Student theses and reports vary greatly in quality. Some are truly outstanding, while others barely pass the threshold of acceptance. We are making no attempt to control the quality of papers that appear here, since even a poor thesis or report may contain information that is useful to some readers.

• Butler, Michelle L. (1995). Marketing and the Internet. A Thesis presented as partial fulfillment of the requirements for the Master of Arts in Advertising at The University of Texas at Austin.

• Oest-Larsen, Carl (1996). Coupons On The Internet: Is It Worth it? A Professional Report presented as partial fulfillment of the requirements for the Master of Arts in Advertising at The University of Texas at Austin.

• Turcotte, Samuel (1995). Gimme a Bud! The Feature Film Product Placement Industry. A Professional Report presented as partial fulfillment of the requirements for the Master of Arts in Advertising at The University of Texas at Austin.

Advertising-Related Papers Elsewhere on the Internet

Caveat: One danger of research on the Net is that there is no assurance that the person or persons who wrote a paper have any knowledge or qualifications to assure the paper is competent. The University of Texas Department of Advertising makes no representation about the quality of the papers for which we provide links below.

• Berkovitz, Tobe (1996). Political Media Buying: A Brief Guide.

• Chase, Larry (1994). Crossroads: Advertising on the Internet.

• Chase, Larry (1995). Pro-Active Marketing on the World Wide Web.

• Christman, Lori, Keith Porterfield, and Brandon Unterreiner (1995). Ethical Considerations of Legal Netvertising.

• Dobkin, Jeffrey (1995). Increase Your Advertising Response By 10 Times! Entrepreneurial Edge.

• Doll, Trish (1995). Marketing by Creativity: A Case History: "Anatomy of a Winning Ad Campaign." Entrepreneurial Edge.

• Forkin, Keith (1996). Web Pages as Lawyer Advertising.

• Gaffney, Elaine, and Milt Liebman (1996). The Arcane Art of Discount Media Buying.

• Hankins, Mark (1996). Ambulance Chasers on the Internet: Regulation of Attorney Web Pages. 1 J. Tech. L. & Pol'y 3.

• Hargust, Tonia M. (1995). Billboard Update: Secrets Of Outdoor Advertising And Its Extraordinary Benefits. Entrepreneurial Edge.

• Hoffman, Donna L., and Thomas P. Novak (1994). Commercializing the Information Superhighway: Are We in for a Smooth Ride? Owen Manager, 15(2), 2 - 7.

• Irving, Helen (1991). Little elves and mind control: advertising and its critics. Continuum: The Australian Journal of Media & Culture, vol. 4, no 2.

• Jacobson, Michael F., and Laurie Ann Mazur (1995). Product Placement. In Marketing Madness: [A survival Guide for a Consumer Society], San Francisco: Westview Press, 67-74.

• Kahin, B. (1990). Commercialization of the Internet: Summary Report. Report of a Workshop held by the Science, Technology, and Public Policy Program at the John F. Kennedy School of Government, Harvard University, March 1-3.

• Kate, Nancy Ten (1995). And Now, a Word From Our Sponsor. Marketing Tools, June.

• Levitt, Geoffrey M. (1995). Advertising Prescription Drugs Directly to the Consumer: Can FDA Stop Worrying and Learn to Love Direct-To-Consumer Advertising? Food, Drug, Cosmetic and Medical Device Law Digest, vol. 12(2).

• MacKie-Mason, Jeffrey K. and Hal Varian (1993). Pricing the Internet. Paper prepared for the conference "Public Access to the Internet," JFK School of Government, May 26-27.

• Mashek, John (1996). The political advertising war of 1996. The Freedom Forum First Amendment Center.
• Ostrowski, Cindy (1995). Creating Your Company Image ... The "Picture" Is You! Entrepreneurial Edge.

• Schrage, Michael, Don Peppers, Martha Rogers, and Robert D. Shapiro (1993). Is Advertising Finally Dead?