Literaturnachweis - Detailanzeige
| Autor/inn/en | Howard, John A.; Hulbert, James |
|---|---|
| Institution | Federal Trade Commission, New York, NY. Bureau of Consumer Protection. |
| Titel | Advertising and the Public Interest. A Staff Report to the Federal Trade Commission. |
| Quelle | (1973), (575 Seiten)
PDF als Volltext kostenfreie Datei |
| Dokumenttyp | gedruckt; online; Monographie |
| Schlagwörter | Advertising; Broadcast Industry; Commercial Television; Communication (Thought Transfer); Consumer Economics; Consumer Education; Federal Legislation; Federal State Relationship; Government Role; Investigations; Marketing; Media Research; Merchandise Information; Public Opinion; Public Relations; Publicize; Radio |
| Abstract | The advertising industry in the United States is thoroughly analyzed in this comprehensive report. The report was prepared mostly from the transcripts of the Federal Trade Commission's (FTC) hearings on Modern Advertising Practices. The basic structure of the industry as well as its role in marketing strategy is reviewed and some interesting insights are exposed. The report is primarily concerned with investigating the current state of the art, being prompted mainly by the increased consumer awareness of the nation and the FTC's own inability to set firm guidelines for effectively and consistently dealing with the industry. The report points out how advertising does its job, and how it employs sophisticated motivational research and communications methods to reach the wide variety of audiences available. The case of self-regulation is presented with recommendations that the FTC be particularly harsh in applying evaluation criteria to children's advertising. The report was prepared by an outside consulting firm. (MC) |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
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