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With passage of the Americans with Disabilities Act, businesses became aware of the 43 million disabled consumers as a source of concern and additional expense, but not as a salient market segment. Advertisers have yet to recognize that by learning more about the communication needs of the disabled, they can devise strategies to reach that large and generally ignored population of consumers. The authors report a study comparing mobility-disabled with nondisabled consumers in terms of media usage, attitudes toward advertising, and media needs. The results show several significant differences between the two groups. Implications for advertising practitioners are discussed. [ABSTRACT FROM AUTHOR]

The Americans with Disabilities Act Amendments (ADAA), which went into effect on January 1, 2009, have made major changes in the interpretive standards for student eligibility under Section 504 of the Rehabilitation Act, expanding the pool of eligible students. This new expansionary stage follows an initial phase of awareness raising, which lasted through 1990, and a more constrictive phase over the past two decades. Schools need to adjust their policies and procedures to conform to this new era. [ABSTRACT FROM AUTHOR]