Show simple item record

dc.contributor.authorDix, Steve
dc.contributor.authorPhau, Ian
dc.contributor.editorDaniela Spanjaard
dc.contributor.editorSara Denize
dc.contributor.editorNeeru Sharma
dc.identifier.citationDix, 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.

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.

dc.publisherUniversity of Western Sydney
dc.subjectadvertisers and media consumers
dc.subjectBlurring practices
dc.titleRevisiting the blurring practices between editorials and advertising
dc.typeConference Paper
dcterms.source.titleProceedings of Australian and New Zealand Marketing Academy conference 2008
dcterms.source.seriesProceedings of Australian and New Zealand Marketing Academy conference 2008
dcterms.source.conferenceAustralian and New Zealand Marketing Academy Conference
dcterms.source.conference-start-dateDec 1 2008
dcterms.source.conferencelocationOlympic Park, Sydney
curtin.accessStatusOpen access
curtin.facultyCurtin Business School
curtin.facultySchool of Marketing

Files in this item


This item appears in the following Collection(s)

Show simple item record