Revisiting the blurring practices between editorials and advertising
This study aims to compare the perceptions of agencies, advertisers and media consumers on the blurring practices commonly used to confuse editorial and advertising. The findings did not substantiate the concerns that the blurring content is misleading to the players in the industry. Advertisers and...
| Main Authors: | , |
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| Format: | Working Paper |
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School of Marketing, Curtin Business School
2008
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| Online Access: | http://hdl.handle.net/20.500.11937/40092 |
| _version_ | 1848755772181184512 |
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| author | Dix, Steve Phau, Ian |
| author_facet | Dix, Steve Phau, Ian |
| author_sort | Dix, Steve |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This study aims to compare the perceptions of agencies, advertisers and media consumers on the blurring practices commonly used to confuse editorial and advertising. The findings did not substantiate the concerns that the blurring content is misleading to the players in the industry. Advertisers and agencies showed significantly positive attitudes towards blurring practices. It is also revealed that there are little significant differences for the attitudes towards regulation of blurring practices between the three sample groups. However, there are differences in perception across sample groups towards the specific blurring practices. Further managerial implications were provided to better allow advertisers and agencies a guide to shifts in the perceived role of blurring practices in advertising across a fifteen year period. |
| first_indexed | 2025-11-14T09:01:37Z |
| format | Working Paper |
| id | curtin-20.500.11937-40092 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:01:37Z |
| publishDate | 2008 |
| publisher | School of Marketing, Curtin Business School |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-400922017-01-30T14:39:37Z Revisiting the blurring practices between editorials and advertising Dix, Steve Phau, Ian Perceptions Editorial Blurring practices Advertising This study aims to compare the perceptions of agencies, advertisers and media consumers on the blurring practices commonly used to confuse editorial and advertising. The findings did not substantiate the concerns that the blurring content is misleading to the players in the industry. Advertisers and agencies showed significantly positive attitudes towards blurring practices. It is also revealed that there are little significant differences for the attitudes towards regulation of blurring practices between the three sample groups. However, there are differences in perception across sample groups towards the specific blurring practices. Further managerial implications were provided to better allow advertisers and agencies a guide to shifts in the perceived role of blurring practices in advertising across a fifteen year period. 2008 Working Paper http://hdl.handle.net/20.500.11937/40092 School of Marketing, Curtin Business School fulltext |
| spellingShingle | Perceptions Editorial Blurring practices Advertising Dix, Steve Phau, Ian Revisiting the blurring practices between editorials and advertising |
| title | Revisiting the blurring practices between editorials and advertising |
| title_full | Revisiting the blurring practices between editorials and advertising |
| title_fullStr | Revisiting the blurring practices between editorials and advertising |
| title_full_unstemmed | Revisiting the blurring practices between editorials and advertising |
| title_short | Revisiting the blurring practices between editorials and advertising |
| title_sort | revisiting the blurring practices between editorials and advertising |
| topic | Perceptions Editorial Blurring practices Advertising |
| url | http://hdl.handle.net/20.500.11937/40092 |