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Despite the wide-ranging benefits of using client-based projects (CBPs) in the classroom, such projects can be overwhelming for instructors, and many shy away from the considerable workload and time commitment often required by CBPs. This article is designed to help marketing educators overcome such apprehensions and provide them with concrete tools to simplify CBPs and make them easier to manage. The authors discuss five principles they have developed for creating and implementing workable client projects. Their principles come directly “from the trenches” of their own experiences in planning and managing client-based projects across multiple courses. They address, for example, ways to customize CBPs to fit within specific course and professor time constraints, tips to manage the client relationship and students’ expectations, and strategies to streamline the feedback process. They offer workbench-level insights and practices drawn from their own experiences that instructors can put into practice immediately.

Pierre Bourdieu's work on the political economy of symbolic power is particularly relevant to marketing and public policy aimed at ameliorating consumer vulnerability and persistent social inequities. This theoretical framework highlights various resources, or capital, that individuals possess and how these resources (or lack of) affect power relations. The authors use an ethnographic study of women's health care encounters in a rural Appalachian coal mining community to explore and demonstrate the usefulness of this approach. Specifically, in some health care encounters, social inequality is reinforced through the interplay of different forms of capital between the service provider and consumer. However, practices that are sensitive to capital increase the possibility of more successful and just service encounters. In this article, the authors examine health care practices that are resource sensitive and insensitive and offer recommendations.

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Young people cannot escape prosmoking messages in today's society. From magazine advertisements to billboards to promotional products to storefronts, the pervasive landscape of tobacco-related communications is unavoidable. Despite increased restrictions on tobacco advertising and promotion in recent decades, including the 1998 Master Settlement Agreement (MSA), tobacco companies continue to employ an extensive array of marketing communications practices that can reach youth. Moreover, minors encounter tobacco messages not only from branded sources (those paid for by the tobacco firms), but also through nonbranded sources, such as smoking portrayals on television and in films and prosmoking websites. In this article, we critically examine the myriad and far-reaching tobacco messages that young people face. Although tobacco company marketing that can reach minors has undergone much research and public scrutiny, the combined impact of those messages along with nonbrand messages that positively portray smoking has received much less attention. Since all messages communicate, not just branded ones, it is important to examine the breadth of tobacco communications to which young people are exposed. We close by offering recommendations both for reducing youth exposure to protobacco communications and enhancing anti-youth-smoking efforts.

This research explores how meanings drawn from advertising and the mass media may contribute to the cultural identity of young adults who are first generation Americans and children of immigrants. We examine the meanings informants derive about U.S. culture and people, how they interpret the media portrayals of people of different national ancestries, and how such meaning-making affects their daily lives and cultural identity. A key finding is that informants experience a number of conflicts that stem from negotiating multiple and sometimes contradictory cultural messages received from the media, society, family, and friends. We explore the nature of these tensions and the role of the mass media in contributing to them. Moreover, we examine a variety of cultural identity management strategies employed by informants in dealing with these diverse influences. We close by discussing implications for advertising and media managers and avenues for future research.

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