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| Tekijä: | Rotfeld, H. J. Lacher, K. T. Latour, M. S. |
| Otsikko: | Newspapers' standards for acceptable advertising |
| Lehti: | Journal of Advertising Research
1996 : SEP/OCT, VOL. 36:5, p. 37-48 |
| Asiasana: | NEWSPAPER ADVERTISING PUBLISHING INDUSTRY MANAGERS STANDARDS |
| Kieli: | eng |
| Tiivistelmä: | The study reports the responses from 321 newspaper advertising managers and publishers on their standards for acceptable advertising. Given the controversial nature of some advertising, the results have clear practical implications for those advertising scholars and practitioners who have concerns about newspapers as an advertising medium. The answers to the questions used in the research indicated both wide variation among different newspapers as well as indications of how the daily newspapers remain a unique mass medium. The responses did provide, however, some basic direction for understanding the diverse nature of the newspaper clearance practices. There are more results in the article sum up. |
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