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Abstract The Federal Trade Commission's interest in advertising activity must be viewed in terms of overall public policy which focuses both on the needs of consumers and the requirements of a competitive market economy. Truthful informative advertising is essential if the consumer is to make...
Abstract The existence of any company that must bridge the gap between production and sales ultimately rests in the hands of the consumer. The quality and quantity of the advertising surrounding a product can gain a stay of execution; but ultimately the public alone, through ignorance of a...
Abstract This article discusses why business is concerned with the manner in which the Federal Trade Commission develops and announces rules for the market place as well as with the rules themselves. Government must obtain a better understanding of the role of the advertising agency and the...
Abstract Analysis of experimental data of the effects of advertising, choice, and previous change in attitude on attitude change is presented. The effects of these variables within market segments broken out by usage levels, income levels, and brand loyalty groups is also analyzed.
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