ADVERTISING CLEARANCE PRACTICES OF RADIO STATIONS - A MODEL OF ADVERTISING SELF-REGULATION

Since advertising media can reject any advertising submission, the cle arance Process is one potentially effective and powerful advertising s elf-regulatory tools. Previous descriptive studies have found that cle arance procedures vary greatly among, television stations, and between the networks and individual stations (Rotfeld, Abernethy and Parsons 1990, Wicks 1991). Based on variables identified in the television lit erature, an overall model of influences on radio clearance practice is built. To test the model and to assess how well it can be extended fr om television to radio, clearance activities of a large number of radi o stations are tested. Stations more closely following the 1982 NAB Co de have stricter substantiation procedures. Stations with more audienc e complaints, greater market power and stricter substantiation process es are more likely to reject a higher percentage of advertising submis sions.