haku: @indexterm PUBLIC POLICY / yhteensä: 408
viite: 50 / 408
| Tekijä: | Pracejus, J. W. Olsen, G. D. Brown, N. R. |
| Otsikko: | On the prevalence and impact of vague quantifiers in the advertising of cause-related marketing (CRM) |
| Lehti: | Journal of Advertising
2004 : VOL 32:4, p.19-28 |
| Asiasana: | ADVERTISING INTERNET MARKETING PUBLIC POLICY STRATEGY |
| Kieli: | eng |
| Tiivistelmä: | This article concerns three studies which examine potential consumer confusion. These three studies show that a huge majority of advertising copy used to describe CRM donations and that different but legally equivalent abstract copy formats result on large differences in mean perceived donation leves, and that these impact consumer choices. Article also describes cause-related marketing campaings, which play a big role in charity campaigns. Public policy and implications for advertising strategy are also discussed. |
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