1. REJOINDER.
- Subjects
ADVERTISING ,CONSUMER attitudes ,ADVERTISING agencies ,STUDY & teaching of advertising ,ADVERTISERS ,CONFLICT (Psychology) ,BUSINESS school curriculum ,BUSINESS students ,OBSERVATION (Psychology) ,OBJECTIVITY ,THEORY of knowledge ,RESEARCH methodology - Abstract
This article responds to a critique of an article that examined the relationship between advertisers and consumers. The author examines the argument set forth in the critique, claiming that in hinges on the use of the word inherent when describing the nature of the conflict between these two parties. The author agrees that in the ideal situation this relationship should not be in such a conflict; however, simply because it is the ideal does not mean that it does not exist. He notes that the intent of the paper was the study the relationship and determine the nature of this relationship based on the evidence that was recorded.
- Published
- 1974
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