Corporate Public Issue Advertising |
| |
| Authors: | Pradeep A Rau John F Preble |
| |
| Institution: | 1. Kent State University, Ohio, USA;2. University of Delaware, Newark, USA |
| |
| Abstract: | This article presents the results of a study of the attitudes of chief executives regarding issue advertising. The study used a set of four issue advertisements representing varying degrees of self-interest. The results indicate marked differences between business leaders in their perceptions of both the usefulness and favourability of different issue advertising messages. |
| |
| Keywords: | |
|
|
