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- Title
Consumer Response to Seagram's Equivalency Ad Campaign on TV.
- Authors
Tucker, Lauren; Hovland, Roxanne; Wilcox, Gary
- Abstract
Cites a study which measures consumer response to the equivalency ad campaign for alcoholic beverage on television of Joseph E. Seagram & Sons Inc. in the U.S. Percentage of college student respondents who agreed that advertising for alcoholic beverages should be taken off television; Treatment of the campaign as a public service message and not as a product advertisement; Comparison between pre and post-treatment beliefs about equivalency.
- Subjects
ALCOHOLIC beverages; JOSEPH E. Seagram &; Sons Inc.; ADVERTISING; CONSUMER research; COMMUNICATION in marketing; ALCOHOL; ALCOHOLIC beverage industry; MARKETING
- Publication
Journalism Quarterly, 1987, Vol 64, Issue 4, p834
- ISSN
0196-3031
- Publication type
Article
- DOI
10.1177/107769908706400423