Effects of tobacco advertising restrictions: weak responses to strong measures?
Article Abstract:
Research indicates that restrictions on advertising of tobacco products have failed to result in a decline in consumption. The idea that advertsing can influence a consumer toward new behaviors is called the 'strong' theory of advertising. Such theory is not supported by research on tobacco consumption, such as evidence that young people's knowledge of tobacco ads and their behaviors relating to smoking have no real correlation.
Publication Name: International Journal of Advertising
Subject: Business, international
ISSN: 0265-0487
Year: 1999
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Beyond sophistication: dimensions of advertising literacy
Article Abstract:
Advertising researchers have found that consumers are 'advertising literate' or they understand what different types of advertisements are attempting to convey as well as acknowledge the different kinds of techniques that advertisers utilize. A study of young adults found their advertising literacy levels and future studies could determine the advertising literacy levels of other age groups.
Publication Name: International Journal of Advertising
Subject: Business, international
ISSN: 0265-0487
Year: 1998
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What do advertisements really do for brands?
Article Abstract:
The way in which advertisements affect brands by influencing behaviour is discussed. It is now clear that advertisements make a contribution to branding and brand equity.
Publication Name: International Journal of Advertising
Subject: Business, international
ISSN: 0265-0487
Year: 2000
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