ERIC Number: ED148321
Record Type: RIE
Publication Date: 1975-Jan
Reference Count: 0
Perceptions of Children's Television Advertising: An Empirical Investigation of the Beliefs and Attitudes of Consumer, Industry, and Government Respondents. Final Report.
Culley, James D.
The purpose of this research study was to present an objective examination of the attitudes of seven key respondent groups towards the major issues surrounding television advertising and children. A mail questionnaire was used as the major research instrument for the initial survey, and personal interviews were used to gather data for the general public survey. Thirteen of the items in the survey loaded heavily on regulation and advertising as a profession dimensions. Responses showed differences among the groups on such issues as whether there should be more regulation of children's television advertising and who should do it, number of commercials, truth in advertising, the question of taste, advertising as a marketing tool, and advertisers as professionals. Differences were also observed in the section of the survey dealing with the co-orientation abilities of the consumer, industry, and government groups. The findings of this study indicate that the lack of effective interaction is not due to a lack of understanding; rather, there is a critical need for industry spokesmen to establish an effective dialogue with government representatives and consumer spokesmen. (VT)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: N/A
Note: For related document, see ED 101 399