Consumers' attitudes towards advertising: a Canadian perspective
F.G. Crane
Although there is much discussion over consumers' attitudes towards advertising, there has been little empirical research conducted on the topic in Canada. This study examines consumers' attitudes towards advertising in Canada.
INTRODUCTION
For many years the role of advertising in marketing and society has been a topical and controversial issue. This is so not only because of the social, ethical, economical and legal issues involved, but also because advertising represents a tremendous investment for corporations. Total advertising expenditure in the US was estimated at $102 billion in 1988 (Advertising...