Literaturnachweis - Detailanzeige
| Autor/inn/en | Pearce, Michael; und weitere |
|---|---|
| Institution | Marketing Science Inst., Cambridge, MA. |
| Titel | Appraising the Economic And Social Effects of Advertising. A Review of Issues and Evidence. |
| Quelle | (1971), (211 Seiten)
PDF als Volltext kostenfreie Datei |
| Dokumenttyp | gedruckt; online; Monographie |
| Schlagwörter | Advertising; Business; Communications; Economic Research; Information Dissemination; Marketing; Mass Media; Merchandising; Public Relations; Publicize; Social Problems; Social Psychology; Social Values |
| Abstract | Three major aspects of advertising/marketing communications are reviewed comprehensively in this report. Consumer behavior with its associated attitudes and purchasing behavior are discussed in regard to the choices of specific brands within major product categories. The relationship between advertising and the structure of markets is considered by presenting a review of the theories and evidence of the economic effects in this field. Finally, the variety of social issues that arise from concerns about advertising's impact on public values and attitudes are discussed with particular emphasis on the nature of persuasion, taste, and information versus deception. Of particular interest is a section on the effect of advertising on children. (MC) |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
| Update | 2004/1/01 |
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