A Field Study of Corrective Advertising Effectiveness

Kenneth L. Bernhardt · Thomas C. Kinnear · Michael B. Mazis

22 citations0/0 files storedJournal of Public Policy & Marketing

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Marketing and Advertising Strategies Regulation and Compliance Studies Advertising and Communication Studies

Abstract

Previous research on corrective advertising has generally involved a forced exposure in a laboratory setting using student subjects. Treatment and criterion variables have also usually been developed by the researcher independent of the real interests of regulators. The current research is a national field study of the STP corrective advertising campaign, as it was actually undertaken by the Federal Trade Commission.

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2025Advances in Consumer Research 1978A Longitudinal Study of Corrective Advertising 1979Detecting and Correcting Deceptive Advertising 1976An Experimental Evaluation of a Proposed Corrective Advertising Remedy 1980A Controlled Field Study of Corrective Advertising Using Multiple Exposures and a Commercial Medium

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2021What Exactly Is Marketing and Public Policy? Insights for JPPM Researchers 1997Field of Marketing and Public Policy: Introduction and Overview

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