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- Title
Political Advertising: A Neglected Policy Issue in Marketing.
- Authors
Rothschild, Michael L.
- Abstract
The author considers political advertising as a policy question and presents a model to hypothesize some of its effects. Supporting data are used to discuss several policy issues and to raise additional questions in this area.
- Subjects
POLITICAL advertising; MARKETING research; TELEVISION advertising; CAMPAIGN funds; POLITICAL campaigns &; ethics; PRESS &; politics; POLITICS on television; TELEVISION &; politics; POLITICAL advertising -- Law &; legislation; POLITICAL planning -- Social aspects; ADVERTISING; POLITICAL candidates; FINANCE
- Publication
Journal of Marketing Research (JMR), 1978, Vol 15, Issue 1, p58
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3150401