search query: @author Wilkinson, J. / total: 2
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| Author: | Wilkinson, J. Hausknecht, D. Prough, G. |
| Title: | Reader categorization of a controversial communication: advertisement versus editorial |
| Journal: | Public Policy and Marketing
1995 : FALL, VOL. 14:2, p. 245-254 |
| Index terms: | MARKETING ADVERTISING COMMUNICATION |
| Language: | eng |
| Abstract: | Using a disguised, structured technique, the authors collected consumer judgments regarding and editorial advertisement entitled "Of cigarettes and science" sponsored by R.J. Reynolds Tobacco Company. Respondents were shown an actual newspaper section that contained different types of editorials and advertisements, including the "Of cigarettes and science" item. The authors contend that legal and regulatory bodies should consider the effects of both source and intent of the message when arguing consumer impact. |
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