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| Author: | Abernethy, A.M. LeBlanc Wicks, J. |
| Title: | Self-regulation and television advertising: a replication and extension |
| Journal: | Journal of Advertising Research
2001 : MAY-JUN, VOL. 41:3, p. 31-37 |
| Index terms: | ADVERTISING RESEARCH TELEVISION ADVERTISING TELEVISION INDUSTRY |
| Language: | eng |
| Abstract: | Although television stations have the right to reject almost any advertisement submitted for broadcast, exercising that power to protect consumers from potentially false or misleading claims can directly lower station revenues. The authors replicate a 1986 survey of television station advertising review decisions finding that both requests for substantiation of advertising claims and rejection of commercial submissions fell. Unlike previous research, they find that the stringency of advertising review standards varied sharply by daypart. |
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