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| Author: | Hoek, J. |
| Title: | Effects of tobacco advertising restrictions: weak responses to strong measures? |
| Journal: | International Journal of Advertising
1999 : VOL. 18:1, p. 23-40 |
| Index terms: | ADVERTISING MEASUREMENT TOBACCO INDUSTRY |
| Language: | eng |
| Abstract: | Many countries have imposed restrictions on tobacco advertising in the belief that these will curb tobacco consumption. These beliefs rely on the "strong" theory of advertising, which holds that advertising exerts a powerful persuasive influence on consumers' behaviour. However, the research examining the advertising-consumption relationship has reached contradictory conclusions and led some to argue that such bans are ineffective. This paper explores tobacco advertising restrictions in the context of the "weak" theory. |
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