ERIC Number: ED074776
Record Type: RIE
Publication Date: 1971-Oct
Appraising the Economic And Social Effects of Advertising. A Review of Issues and Evidence.
Pearce, Michael; And Others
Three major aspects of advertising/marketing communications are reviewed comprehensively in this report. Consumer behavior with its associated attitudes and purchasing behavior are discussed in regard to the choices of specific brands within major product categories. The relationship between advertising and the structure of markets is considered by presenting a review of the theories and evidence of the economic effects in this field. Finally, the variety of social issues that arise from concerns about advertising's impact on public values and attitudes are discussed with particular emphasis on the nature of persuasion, taste, and information versus deception. Of particular interest is a section on the effect of advertising on children. (MC)
Publication Type: N/A
Education Level: N/A
Authoring Institution: Marketing Science Inst., Cambridge, MA.