haku: @indexterm advertising effectiveness / yhteensä: 556
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| Tekijä: | Saunier, F. Cohen, S. B. |
| Otsikko: | Marketers aflutter over advertising clutter |
| Lehti: | Business and Society Review
1992 : WINTER, 80, p. 46-50 |
| Asiasana: | ADVERTISING MEDIA ADVERTISING EFFECTIVENESS MASS COMMUNICATION |
| Kieli: | eng |
| Tiivistelmä: | The mass media hold the franchise for talking to the mass customer. The media push damages everyone's interests - consumers, marketers, and industrialists alike. In the witch hunt for blame, advertising, the obvious irritant, stands convicted. But when media clutter is viewed as a whole, we believe the picture shows something much more serious. There is a marked imbalance between the quality and amount of content and the frequency of appearance of ads. The blame, then, falls less on ad agencies and more on media moguls who are responsible for ad creep. The question is, are they adequated stewards of the public interest? |
SCIMA