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Multiple stakeholder perspective to responsibility in advertising

Polonsky, Michael and Hyman, Michael 2007, Multiple stakeholder perspective to responsibility in advertising, Journal of advertising, vol. 36, no. 2, Summer, pp. 5-13.

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Title Multiple stakeholder perspective to responsibility in advertising
Author(s) Polonsky, Michael
Hyman, Michael
Journal name Journal of advertising
Volume number 36
Issue number 2
Season Summer
Start page 5
End page 13
Publisher [Board of Directors, American Academy of Advertising]
Place of publication [Athens, Ga.]
Publication date 2007
ISSN 0091-3367
Summary Responsibility in advertising requires that all stakeholders honor their obligations to one another. Advertising-related activities that violate accepted standards will be deemed irresponsible by one or more stakeholders. These activities may affect advertisers and consumers negatively; advertisers may incur damaging publicity that threatens their long-term viability, and consumers may incur physical, financial, or emotional injury. To mitigate such harms, regulators are charged with protecting society's interests. Responsibility in advertising is introduced and the interconnections between these major stakeholders are briefly discussed. The papers that comprise this special issue are then introduced and manuscript reviewers are acknowledged.
Language eng
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2006, The authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30016248

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