ADVERTISING CHALLENGES - A STRATEGIC FRAMEWORK AND CURRENT REVIEW

Authors
PETTY RD KOPP RJ
Citation
Rd. Petty et Rj. Kopp, ADVERTISING CHALLENGES - A STRATEGIC FRAMEWORK AND CURRENT REVIEW, Journal of advertising research, 35(2), 1995, pp. 41-55
Citations number
24
Categorie Soggetti
Business,Communication
Journal title
Journal of advertising research → ACNP
ISSN journal
00218499
Volume
35
Issue
2
Year of publication
1995
Pages
41 - 55
Database
ISI
SICI code
0021-8499(1995)35:2<41:AC-ASF>2.0.ZU;2-U
Abstract
This article reviews the current state of advertising law, including i ndustry self-regulation, through the development of a strategic framew ork for analyzing advertising challenges. The framework not only impro ves upon traditional legally based methods of analyzing advertising la w and regulation but also is intended to allow managers to better anal yze and manage the legal risks of advertising challenges from both the offensive and defensive perspective.