AUSTRALIAN MEDIA VEHICLES' STANDARDS FOR ACCEPTABLE ADVERTISING.

AUSTRALIA; UNITED States

U.S. and Australian media vehicles are not required to publish or broadcast every commercial advertising message submitted. To the contrary, owners and managers ate free to designate anyone's message as unacceptable, and, in fact, they do so, for many reasons. Building on the research literature on U.S. business practices, this paper reports results of depth interviews with Australian media managers on their approaches to deciding what advertising materials to accept or reject. The U.S.-based literature provides the basis for a model that illustrates the influences on media vehicles' decisions, and Australian managers' responses indicate that it readily applies in their country as well. Overall, similar to U.S. practices, the single most important reason for rejection of advertisements in Australia is a breach of taste, although Australian vehicle managers more readily and visibly assert deference to the judgment of their more numerous and active trade associations. [ABSTRACT FROM AUTHOR]

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