Revisiting the blurring practices between editorials and advertising
Access Status
Authors
Date
2008Type
Metadata
Show full item recordCitation
Source Title
Source Conference
Faculty
Collection
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.
Related items
Showing items related by title, author, creator and subject.
-
Dix, Steve; Phau, Ian (2008)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 ...
-
Alzahrani, Mojib Othman (2012)This research investigates reasons for differences in quality between advertisements created by local and international advertising agencies operating in Saudi Arabia. It focuses on the investment in, and use of, computer ...
-
Na, W.; Marshall, R.; Woodside, Arch (2009)Purpose – The purpose of this paper is to report the use of decision system analysis (DSA) mapping the streams of communications (i.e. interactions), thoughts, actions and decisions involved for advertising agencies as ...