The Electronic Dilemma of Television Advertising
- 1 December 1986
- journal article
- Published by SAGE Publications in European Journal of Communication
- Vol. 1 (4) , 383-405
- https://doi.org/10.1177/0267323186001004002
Abstract
This article outlines the horns of an `electronic dilemma' for television advertising originating in recent technological developments, and describes the reactions of advertisers and the media industry to this dilemma in the United States and Europe. Issues for European policy makers arising from these reactions are also discussed, including measures that could be taken to counteract their undesirable consequences.Keywords
This publication has 1 reference indexed in Scilit:
- Information content in TV advertising. Consumer policy implications of the growing supply of TV advertising in EuropeJournal of Consumer Policy, 1985