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The use of persuasive mass communication techniques by public relations and advertising practitioners, rather than abating in influence as early theorists hoped because of more widespread education, is an increasing component of both private and government communication. In an information environment, persuasion serves a public interest when it assists social utility, but there has been no “macro‐ethical” consistency by practitioners. Indeed, today's global business environment demands an ethically conscious corporate attitude since various publics expect business organizations to take on a greater role in solving community problems—they want to see corporations be ethical in word and act. However, the lack of a single common framework for deciding what is ethical and what is not thus ultimately influences the outcome of public policymaking and the reputation of public relations. This article argues that business ethics matter for the bottom line, with ethical practice and openness in communication the keys to survival in the 21st century. Amoral leadership, exemplified by situational management theories, is outdated (and worse, increasingly ineffective). Change, however, also requires action and a willingness to be open to communication to many constituencies and cultures. Old internal divisions in firms also must be dissolved, with more flexible structures and communications interplay encouraged. Experienced international public relations practitioners must be part of this change.

Clozapine is often considered the gold standard for the treatment of schizophrenia. Clinical guidelines suggest a gradual titration over 2 weeks to reduce the risks of adverse events such as seizures, hypotension, agranulocytosis, and myocarditis. The slow titration often delays time to therapeutic response. This raises the question of whether, in some patients, it may be safe to use a more rapid clozapine titration. The following case illustrates the potential risks associated with the use of multiple antipsychotics and rapid cloza-pine titration. We present the case of a young man with schizophrenia who developed life threatening neuroleptic malignant syndrome (NMS) during rapid clozapine titration and treatment with multiple antipsychotics. We were unable to find another case in the literature of NMS associated with rapid clozapine titration. This case is meant to urge clinicians to carefully evaluate the risks and benefits of rapid clozapine titration, and to encourage researchers to further evaluate the safety of rapid clozapine titration. Rapid clozapine titration has implications for decreasing health care costs associated with prolonged hospitalizations, and decreasing the emotional suffering associated with uncontrolled symptoms of psychosis. Clozapine is considered the most effective antipsychotic available thus efforts should focus on developing strategies that would allow for safest and most efficient use of clozapine to encourage its utilization for treatment resistance schizophrenia.

This paper looks at how personalization can be the key to engaging adult learners in an on‐line learning experience. Adult learners bring a variety of experiences to a learning experience and a “one size fits all” approach can often hinder the success of a programme.

The paper explores the various ways in which an on‐line learning experience can be personalized for individual adult learners. Programme design and content should provide flexible learning outcomes and respond to the needs of individual learning styles.

Non‐linearity, variety of content presentation and exercises, removal of barriers to engagement and letting the learner take control of their learning have all proven in the writer's experience to be effective ways of personalizing the learning experience.

This paper will be of interest to all those involved in programme development and the provision of on‐line learning to adult learners. It looks at ways of improving the success of on‐line learning experiences by challenging the “one size fits all” approach.

This study aims to explore advertising strategies by US corporations selling consumer services overseas. Attention is extended to determining the type of standardized advertising (pattern vs prototype) that US headquarters tend to use in international campaigns, identifying major obstacles that impede advertising standardization and examining linkages between the use of creative approaches (standardized vs localized) and firms ' length of business and sales volume.

Using a descriptive approach and rigorous sample, the authors surveyed international advertising managers of US firms selling consumer services. A 57 per cent response rate provided the basis for testing two research questions and two hypotheses.

US firm headquarters tend to lean more toward the use of prototype standardization than pattern standardization. The major impediments of standardized campaigns are perceived to be cultural differences, alternatives in consumer lifestyles, language diversity, variations in worldwide market infrastructure and government regulations.

While demonstrating correlations in some areas, the authors offer some suggestions for future investigation of this important topic. By focusing on services marketing, the study does contribute to the extant discussion concerning advertising standardization/localization from the context of US-based services businesses marketing internationally.

The outcomes indicate that established business firms and firms with large sales volumes, compared to younger business firms and firms with small sales volumes, are more likely to use the standardized advertising approach than the localized approach.

The paper offers new insights into the standardized/localized debate where advertising researchers have tended to overlook the significance of service businesses in the international context.

Despite the increasing volume of scholarly work in international advertising, media selection has received very little attention. This study seeks to address three fundamental issues in media selection for non‐domestic markets: the relative importance of cultural factors, the relationships between organization structure, and the relative weight that executives place on cultural and non‐cultural factors in their media selection, and the relationships between cultural orientations of advertising executives and their perceptions of specific non‐domestic factors of media selection.

A mail survey of executives for US consumer durable manufacturers operating internationally was conducted. The sample involved managers responsible for media selection in 106 firms listed in the Fortune directory of the 500 largest industrial multinational corporations (MNCs). Three waves of the same questionnaire were sent. Of the selected executives, 84 returned the questionnaire, making the response rate 79.25 percent.

The findings reveal that advertising executives of US MNCs place more importance on general environmental factors (type of product, target market, budget size, cost efficiency, reach and frequency, and competition) than on specific non‐ domestic factors (media availability, language diversity, legal constraints, level of economy, literacy and cultural considerations). Furthermore, managers in centralized decision firms and managers in decentralized decision firms do not differ significantly in their assessment of the relative importance of general and specific non‐domestic factors. However, non‐culturally oriented managers in contrast to their culturally oriented counterparts place greater importance on media availability when determining and executing media‐selection decisions. The surveyed executives also tend to be more involved in establishing objectives and setting budgets than in designing creative strategies and selecting specific media for international advertising campaigns.

Although localized and globalized marketing campaigns have steadily increased in the last 20 years, very few studies have examined MNC advertising managers' views about media selection. The research adds new insights to the understanding of this critical‐decision process.

SOCIAL scientists have not yet been able to formulate any general laws about behaviour in industry that are capable of broad application. In recent years, however, they have made many useful case studies of which the one just published by the Department of Scientific and Industrial Research is typical. It is an approach to the problem which can do much to increase the understanding of the way in which people react to common industrial situations.

THE THIRTEENTH PC. Our guess is that most people subscribing to this periodical have more than one PC at home. You use, are in charge of, or are around more than one PC. And if you are particularly blessed, you're in charge of all of them.

INTEL PUSHES 386. There's a move afoot in the MS‐DOS world to get rid of the 286 machines in favor of the 386SX and pure 386 machines. The prime mover in this action appears to be Intel, the maker of both chips, with a strong assist from PC Magazine, a publication of Ziff‐Davis Company, the same firm that publishes PC Week, and a number of other computer industry periodicals.