The Effects of Corrective Advertising on Company Image
研究了纠正性广告对公司形象的不一致影响，基于李施德林纠正广告活动期间的四轮全国电话调查，发现公司形象出现微小但显著的下降，并提出了政策启示。
Abstract Research showing inconsistent effects of corrective advertising on company image is described. Examination of four waves of national telephone surveys over the course of the Listerine corrective campaign shows a small but significant drop in company image. Suggestions for future research are offered along with policy implications of the Listerine results.