Television advertising: a consumer viewpoint

Abstract

Presents and analyses the results of an explorating study into consumer reactions to television advertising. Assesses consumer attitudes by the use of three criteria: consumer feelings towards exagerated and annoying advertising; the consumer's subjective assessment of creative advertising; and their assessment of their ideal type of advertisement. Suggests that consumer reactions are disturbing, revealing uncomplementary results which could reduce advertising effectiveness.

Citation

Jobber, D. (1974), "Television advertising: a consumer viewpoint", European Journal of Marketing, Vol. 8 No. 2, pp. 158-167. https://doi.org/10.1108/EUM0000000005084