The Effectiveness Challenge in Issue Advertising Campaigns

Barbara J. Coe

15 citations0/0 files storedJournal of Advertising

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Marketing and Advertising Strategies Public Relations and Crisis Communication Advertising and Communication Studies

Abstract

Issue advertising usage will increase in the 1980s. But questionable effectiveness of this form of communication challenges business management to improve basic positioning strategies, achieve a better working relationship with advertising planners and executors, invest in better research efforts, and target interest groups more carefully.

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1986Issues advertising and its effect on public opinion recall 2012The Measurement of Issue/Advocacy Advertising Effects

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