The Diffusion of Trade Association Advertising Self-Regulation
Open Access
- 1 January 1983
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 47 (1) , 58-67
- https://doi.org/10.1177/002224298304700106
Abstract
Guided by diffusion theory, the executive directors of over 2,000 major trade associations were surveyed to determine the extent of their adoption of advertising self-regulation and the objective and perceptual factors that might account for non-adoption. The study found that the majority of associations reporting public dissatisfaction with the industry's advertising are sponsoring self-regulation programs, but not all industry groups with advertising problems are engaged in self-regulation. Based on the perceptual profiles of executives representing adopting and nonadopting associations, a program to accelerate the adoption of advertising self-regulation is suggested.Keywords
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