Bridging the gap in advertising ethics, research and practice: a quantitative survey of consumers' perceptions

Advertising practitioners barely use academic research on advertising ethics because of a lack of interest in this question and because of the difficulty to apply published work to daily operations. In order to allow academic research to improve advertising practice, the issues explored by academics will have to be clearly exposed, and their utility demonstrated. Consumers' perceptions of advertising ethics provide an assessment of academic research. Practical implications for advertisers are also drawn from consumers' opinions and the importance of managing ethics to improve advertising efficacy is underlined. This paper therefore bridges the gap between academic knowledge and practitioners' needs