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This article deals with the problems of regulating executive branch advertising and publicity programs. Over the years, these programs have been the object of several laws intended to restrict their growth. However, the volume of these activities, along with specific examples of agency circumvention of limitations, shows that the general legal restrictions have not been effective. The Reagan Administration has developed a model control system to deal with executive branch publicity activities. It, too, is found wanting by the authors. They suggest that a number of persistent unresolved problems will have to be addressed in developing laws and regulations in this area.

AbstractThe concept of consumer "loyalty" (i.e., preference for a particular store or brand) is intriguing to marketing scholars and practitioners. Research in this area would be enhanced by the acceptance of an operational measure of consumer loyalty. Loyalty appears to be a tri‐dimensional concept; per cent of budget, allocated to the store or brand, amount of switching, and number of alternatives explored have been used to measure loyalty. Consequently, the authors propose a "loyalty index" which combines these three measures. An empirical test of the proposed index showed that the index did discriminate among degrees of consumer loyalty, and was related to consumer psychological characteristics in a manner similar to that of the generally used single measures of consumer loyalty.