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Opinions about advertising in Australia: a study of complainants

Volkov, Michael, Harker, Debra and Harker, Michael 2002, Opinions about advertising in Australia: a study of complainants, Journal of marketing communications, vol. 8, no. 4, pp. 229-242, doi: 10.1080/13527260210142329.

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Title Opinions about advertising in Australia: a study of complainants
Author(s) Volkov, MichaelORCID iD for Volkov, Michael orcid.org/0000-0002-2459-4515
Harker, Debra
Harker, Michael
Journal name Journal of marketing communications
Volume number 8
Issue number 4
Start page 229
End page 242
Publisher Taylor & Francis Ltd
Place of publication Abingdon, England
Publication date 2002-12
ISSN 1352-7266
1466-4445
Keyword(s) consumer complaint behaviour
advertising in Australia
self-regulatory bodies
acceptable advertising
advertising
Summary Advertising expenditure has risen globally and in Australia there has been a 2.7-fold rise in the last 10 years. It is suggested that some advertisements may be 'unacceptable', that is unfair, misleading, deceptive, offensive, false or socially irresponsible. Industry and regulatory responses to consumer complaints about these problems must be addressed. This research is concerned with consumer behaviour and consumer complaint behaviour specifically in the area of advertising in Australia. The general findings from the reviewed literature indicated that complainants tend to be older, have attained higher levels of educational qualifications, earn a higher gross weekly income, possess greater degrees of wealth, have higher participant levels of local community involvement and, in general terms, have more resources to avail themselves of in order to allow them to take action when dissatisfied. The results from this research engender a better understanding of the complaining public. Empirical analyses were used for determining the characteristics of people who complain to the Advertising Standards Board and inferred that their opinions regarding advertising differ from members of the general population in four key areas. This research will afford regulatory bodies a better understanding of the complaining public as well as educating marketing communications strategists in effectively reaching their target markets.
Language eng
DOI 10.1080/13527260210142329
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2002, Taylor & Francis Ltd.
Persistent URL http://hdl.handle.net/10536/DRO/DU:30004078

Document type: Journal Article
Collections: School of Management and Marketing
Higher Education Research Group
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