Affiliation:
1. University of Texas, Austin
Abstract
Extrinsic evidence is frequently offered in Federal Trade Commission advertising deception cases, most often in the form of advertising research, such as copy tests. Although generally accepted principles exist for copy test evidence presented before the Commission, how these principles are operationalized can provide fertile ground for challenges. Thus, the authors review six copy testing and ad interpretation issues from the recent Stouffer Foods case. The authors discuss difficult tradeoffs inherent in relative versus absolute claims, multiple claims, control ad groups, control questions, and disclosure information. The careful consideration of such trade-offs in advertising research decisions will help in the preparation of extrinsic evidence before the Commission.
Subject
Marketing,Economics and Econometrics,Business and International Management
Reference27 articles.
1. Dimensions of Consumer Expertise
2. Convergent and discriminant validation by the multitrait-multimethod matrix.
3. CohenJoel B. (1977), “Testimony Re:
Proposed Trade Regulation Rule Concerning Advertising for Over-the-Counter
Drugs,” Washington, DC: Federal Trade
Commission, (March 28),
3512–16.
4. Free Competition and the Optimal Amount of Fraud
Cited by
32 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献