Bridging the gap in advertising ethics, research and practice: a quantitative survey of consumers' perceptions

Guillobez, Valerie Barbara Juliette (2007) Bridging the gap in advertising ethics, research and practice: a quantitative survey of consumers' perceptions. [Dissertation (University of Nottingham only)] (Unpublished)

[img] PDF - Registered users only - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
Download (4MB)

Abstract

Advertising practitioners barely use academic research on advertising ethics because of a lack of interest in this question and because of the difficulty to apply published work to daily operations. In order to allow academic research to improve advertising practice, the issues explored by academics will have to be clearly exposed, and their utility demonstrated. Consumers' perceptions of advertising ethics provide an assessment of academic research. Practical implications for advertisers are also drawn from consumers' opinions and the importance of managing ethics to improve advertising efficacy is underlined. This paper therefore bridges the gap between academic knowledge and practitioners' needs.

Item Type: Dissertation (University of Nottingham only)
Keywords: advertising ethics; advertising; quantitative research; ethical advertising; consumer research; consumer perceptions
Depositing User: EP, Services
Date Deposited: 07 Mar 2008
Last Modified: 23 Oct 2016 00:04
URI: http://eprints.nottingham.ac.uk/id/eprint/21224

Actions (Archive Staff Only)

Edit View Edit View