Tempest in a teapot: utility advertising
Utility sales programs represent a form of organizational slack. It is an expense that can be traded off in times of administrative stress, providing a satisfactory payment to the consumer while maintaining the integrity of the present institutional arrangement. Because it is a trade-off commodity, regulatory control of utility advertising will remain a ''tempest in a teapot.'' Marketing programs are an integral part of the selling process in the modern corporation, and severe restrictions on advertising must be temporary in nature. Court cases have pointed out that utility companies need to inform the consumer about the use of the product and to promote demand for the product. These actions will be considered legally reasonable no matter what the final disposition of current environmental regulations and energy restrictions. In fact, as acceptable social solutions develop for environmental and energy supply problems, the pressure on utility advertising can be expected to fall proportionately. However, the utility still represents the largest industrial concern in most locales. The utility advertising program makes the company even more visible. When there is public dissatisfaction with the more complex parts of the utility delivery system, the raucous voice of outrage will emerge from this tempestuous teapot.
- Research Organization:
- Memphis State Univ.
- OSTI ID:
- 7269599
- Journal Information:
- Public Util. Fortn.; (United States), Vol. 98:4
- Country of Publication:
- United States
- Language:
- English
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