Advocacy Groups and Television Advertisers

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Abstract
This investigation examines the relationships among advocacy groups, the media, national advertisers, and advertising agencies. The discussion is framed in governmental and self-regulatory literature, as well as communication research involving conflict, and depth interviews are used to collect data. Findings suggest that the current modes of interaction among these organizations typically result in “partial” successes which leave most parties frustrated and less willing to be accommodating in the future. Research opportunities involving the development and testing of possible managerial solutions for advertisers also are advanced.