This working paper offers guidelines for evaluating nonprofit communications efforts, based on the findings of the first four working papers in the Media Evaluation Project. READ MORE
Describes seven "Print Ad Principles" that are intended to help nonprofits compete more effectively, based on a 10-year study and including interviews with leading practitioners. READ MORE
Advertisers make a large number of mistakes when attempting to address the youth market and often fail to quantify and understand the youth population. READ MORE
Research project conducted by MBA students to study influences for becoming vegetarian. READ MORE
Animal welfare activists contributed both substance and style to the environmental movement that emerged in the years following the Second World War. READ MORE
The literature used by People for the Ethical Treatment of Animals (PETA) to maintain its membership was examined from a rhetorical perspective. READ MORE
This study examined the effectiveness of protests at achieving change using insights from new social movement theory. READ MORE
Although there is a widespread belief in the under-representation of African Americans within the animal advocacy movement, this topic had not previously been studied. READ MORE
