Affiliation:
1. Graduate School of Business Administration, University of North Carolina, Chapel Hill, North Carolina 27599-3490
Abstract
Resolving recent children's television advertising concerns about overcommercialization and the use of so-called “program-length commercials” promises to be a complex, protracted, costly, and frustrating process characterized by political maneuvering and conflict. The eventual outcome may well be a partial solution that is less than satisfactory to most of the participants. This article describes the current controversy, reviews broader children's advertising issues, and examines alternative solutions. It proposes the creation of a regulatory/self-regulatory organization in which all factions work together for better children's advertising.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
28 articles.
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