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Start Over Author "Armstrong, Gary" Topic corrective advertising
3 results on '"Armstrong, Gary"'

2. Detecting and Correcting Deceptive Advertising.

Author

Armstrong, Gary M., Gurol, Metin N., and Russ, Frederick A.

Subjects
FALSE advertising, CORRECTIVE advertising, ADVERTISING campaigns, DECEPTION, CONSUMER protection, TRUTHFULNESS & falsehood, ADVERTISING effectiveness, BUSINESS ethics, CONSUMER fraud, ADVERTISING ethics
Abstract

This article investigates the use of the salient belief technique for measuring deception and the effectiveness of corrective ads. The technique is applied to Listerine advertising, which has already been found deceptive by the courts. Comparisons between this technique and the normative belief technique yielded similar results except for source effects over time. [ABSTRACT FROM AUTHOR]

Published
1979
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3. A Longitudinal Evaluation of the Listerine Corrective Advertising Campaign.

Author

Armstrong, Gary M., Gurol, Metin N., and Russ, Frederick A.

Subjects
CORRECTIVE advertising, MOUTHWASHES, ADVERTISING campaigns, ADVERTISING, ORAL hygiene products, FALSE advertising, DECEPTION, CONSUMERS
Abstract

Four waves of telephone interviews with adult mouthwash users were conducted to examine the impact of a corrective advertising campaign on levels of deception. A small significant relationship was found. Results suggest that corrective advertising can be improved by calling attention to the correction and considering the entire belief structure of the consumer. [ABSTRACT FROM AUTHOR]

Published
1983

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