ERIC Number: ED130024
Record Type: RIE
Publication Date: 1972-Nov
Reference Count: 0
What Does Advertising Do for the Consumer? Resource Paper Prepared by the Sub-Council on Advertising and Promotion of the National Business Council for Consumer Affairs.
National Business Council for Consumer Affairs, Washington, DC.
The report gives a picture, drawn from consumer research, of how the consumer perceives and uses advertising and establishes that the service advertising performs is at least comparable in value to the service it performs for manufacturers. Two major headings are included: (1) Advertising and the Consumer clarifies the terms, "advertising" and "consumers" and notes how advertising and the major social and economic changes over the past 10 years have affected the consumer, especially the housewife; and (2) The Social Criticisms of Advertising lists and explains the criticisms and benefits of advertising. A suggested reading list is included. (SH)
Descriptors: Advertising, Business Responsibility, Consumer Protection, Economics, Merchandising, Publicize, Research, Socioeconomic Influences
Superintendent of Documents, U. S. Government Printing Office, Washington, D. C .20402 ($0.35)
Publication Type: Reports - Research
Education Level: N/A
Sponsor: Department of Commerce, Washington, DC.
Authoring Institution: National Business Council for Consumer Affairs, Washington, DC.
Note: For related documents see CE 008 158, 008 160-166, and 008 168-169