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Revisiting the blurring practices between editorials and advertising

Access Status
Open access
Authors
Dix, Steve
Phau, Ian
Date
2008
Type
Conference Paper

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Citation
Dix, Stehen and Phau, Ian. 2008. Revisiting the blurring practices between editorials and advertising, in Spanjaard, D. and Denize, S. and Sharma, N. (ed), Proceedings of Australian and New Zealand Marketing Academy Conference, Dec 1 2008. Olympic Park, Sydney: University of Western Sydney.
Source Title
Proceedings of Australian and New Zealand Marketing Academy conference 2008
Source Conference
Australian and New Zealand Marketing Academy Conference
Faculty
Curtin Business School
School of Marketing
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Abstract

This study aims to compare the perceptions of agencies, advertisers and media consumers on the blurring practices commonly used to confuse editorial and advertising. The findings did not substantiate the concerns that the blurring content is misleading to the players in the industry.Advertisers and agencies showed significantly positive attitudes towards blurring practices. It is also revealed that there are little significant differences for the attitudes towards regulation of blurring practices between the three sample groups. However, there are differences in perception across sample groups towards the specific blurring practices. Further managerial implications were provided to better allow advertisers and agencies a guide to shifts in the perceived role of blurring practices in advertising across a fifteen year period.