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2013 - Association for Education in Journalism and Mass Communication Pages: unavailable || Words: 9900 words || 
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1. Miller, Barbara. and Lellis, Julie. "Who should do the talking? Marketplace advocacy messages by corporations or industry trade groups" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC, Aug 08, 2013 Online <PDF>. 2019-06-16 <http://citation.allacademic.com/meta/p669912_index.html>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Marketplace advocacy campaigns often arise in response to burgeoning societal concerns, such as those faced by many industries. Using focus groups, this paper explores how lay audiences with little knowledge of the topic being advocated respond to marketplace advocacy messages when presented by a corporation versus those by industry trade groups, research which has potentially significant implications for how corporations allocate advertising resources as well as for environmental groups attempting to combat certain industry initiatives.


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