Consumer attitudes towards Internet advertising: a social contract perspective

Article Abstract:

Majority of Internet users in the survey sample have a passive view of the advertising social contract but there is a significantly small number of users who are strongly opposed to Internet advertising. The dominant group wants the advertisements specifically identified and entertaining than informative. They are also not concerned about their privacy and the increase in fees. The active group, however, emphasizes informativeness and disallows use of their profile in the advertisements. It is likely that the active group's strong expression of their preference will influence the norms of the social contract.

Telegraph & other communications, Internet service providers, Surveys, Consumer preferences, Internet/Web advertising, Internet advertising

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Achieving acceptable advertising

Article Abstract:

A conceptual model of acceptable advertising presents a suitable framework for a comparative study of advertising regulation in five countries. The basic and primal parameter of the framework is the self-regulatory system employed by each country, which leads to the establishment of a sound legal advertising regulation. The next is industry compliance of either the self or legally established advertising regulatory schemes.

Models, Deregulation, Industry self regulation, Structural frames

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Advertising adoption in a developing market economy: the case of Poland

Article Abstract:

The advertising process used by marketers during Poland's transition to a free-market economy are studied. Results show that Polish advertising firms were more likely to accept re-buys rather than new tasks while about three-fourths of firms used top-down advertising and promotions management. The advertising process was also affected by the lack of market information and internal information systems.

Economic aspects, Poland, Free enterprise

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