Advertising's Internal Audience
研究发现员工会注意到雇主的广告并对其进行评价，影响维度包括准确性、价值观一致性和有效性，且员工与决策者的看法存在差异，提出了员工评价广告的概念模型。
Marketing decision makers often do not consider an important internal or "second audience" for their advertisements: employees. Yet employees do notice their employer's advertisements, evaluate them, and are affected by them. The authors report on a qualitative study of the effects of advertising on employees. Data collected from employees and advertising decision makers in four companies reveal that employees evaluate their organizations' advertisements on the dimensions of accuracy, value congruence, and effectiveness. Furthermore, this research suggests specific ways in which employee values and views of advertising differ from those of advertising decision makers. The authors offer a conceptual model of employee evaluation of advertising and explore managerial implications of the gaps found between employees and decision makers.