Newspaper's Standards for Acceptable Advertising

When asked why he liked a particular advertisement, a 63-year-old retired military man confidently replied, 'Elves make good cookies.' He had chosen an ad featuring the Keebler Elves as his favorite.

Newspapers' Standards for Acceptable Advertising

Herbert J Rotfeld, Kathleen T Lacher and Michael S LaTour

This study reports the responses from 321 newspaper publishers and advertising managers on their standards for acceptable advertising, making this one of the largest databases of newspaper advertising practices. Given the controversial nature of some advertising, the results have clear practical implications for those advertising practitioners and scholars who have concerns about newspapers as an advertising vehicle.

The literature generally refers to media vehicles' acceptance of advertising as a form of advertising control (eg, Krugman et al, 1994; Heighton and Cunningham,...

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