Bian, X. and Kitchen, P. and Cuomo, M. (2011) Advertising Self-Regulation - Clearance Processes, Effectiveness and Future Research Agenda. The Marketing Review, 11 (4). pp. 393-414. ISSN 1469-347X.
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This paper assesses the progress made in international research in advertising self-regulation (ASR) since 1980. We analyse and critique the academic progress made in relation to the ASR clearance processes, focusing specifically upon advertising clearance procedures, the influential factors of advertising clearance activities, and their effectiveness (including complaint handling), evaluating the extent to which issues raised have been adequately addressed and what areas remain underexplored. We then offer a new agenda for ASR research.
|Uncontrolled keywords:||ADVERTISING SELF-REGULATION; ADVERTISING CLEARANCE PROCESSES; MEDIA CLEARANCE PROCESSES; ADVERTISING SELF-REGULATION EFFECTIVENESS; ADVERTISING SELF-REGULATION RESEARCH AGENDA|
|Subjects:||H Social Sciences
H Social Sciences > H Social Sciences (General)
|Divisions:||Faculties > Social Sciences > Kent Business School
Faculties > Social Sciences > Kent Business School > Marketing
|Depositing User:||Cathy Norman|
|Date Deposited:||30 Aug 2012 14:12|
|Last Modified:||09 Oct 2012 14:29|
|Resource URI:||http://kar.kent.ac.uk/id/eprint/30391 (The current URI for this page, for reference purposes)|
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