search query: @author Hite, R. E. / total: 12
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| Author: | Hite, R. E. Eck, R. |
| Title: | Advertising to children : attitudes of business vs consumers. |
| Journal: | Journal of Advertising Research
1987 : OCT-NOV, VOL. 27:5, p. 40-53 |
| Index terms: | ADVERTISING CHILDREN CONSUMER PROTECTION |
| Language: | eng |
| Abstract: | The objective of this study is to determine the following: (1) Consumer's attitudes with regard toadvertising directed toward children, (2) manufacturers' (of children's products) attitudes with regard to advertising directed toward children, (3) differences in attitudes between consumers and manufacturers with regard to advertising directed toward children, (4) differences in sonsumer attitudes with regard to advertising directed toward children based on demographic characteristics, (5) differences in manufacturer attitudes with regard to advertising directed to children based on a type of product produced, size of the firm, and level of advertising expenditure (toward children). |
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