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- Title
A Controlled Field Study of Corrective Advertising Using Multiple Exposures and a Commercial Medium.
- Authors
Mizerski, Richard W.; Allison, Neil K.; Calvert, Stephen
- Abstract
An "on-air" radio test was made of the Listerine corrective advertising remedy. The method applied is an improvement on previously used approaches in terms of "natural" exposure, multiple exposure to the corrective commercial, and a separation of experimental treatments from the dependent measures. In contrast to the results of previous studies, the corrective commercial is found to be effective in lowering target beliefs, yet precise enough to have no significant effect on any other dependent variables.
- Subjects
UNITED States; CORRECTIVE advertising; FALSE advertising; RADIO advertising; CONSUMER protection; UNITED States. Federal Trade Commission; MARKETING; UNFAIR competition; ADVERTISING; MCNEIL-PPC Inc.
- Publication
Journal of Marketing Research (JMR), 1980, Vol 17, Issue 3, p341
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3150532