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Abstract In an order issued September 9, 1981 in American Home Products (I), the Federal Trade Commission elaborated its “reasonable basis” requirement for the substantiation of advertising claims and set standards for the proof of comparative superiority claims for analgesics. The American Home...
Abstract Parental influence on third and fourth graders' cognitive, attitudinal, and behavioral responses to TV advertising was explored in structured personal interviews with 222 children and their parents. The dimensions of parental influence addressed were frequency of parent-child...
Abstract The FTC's Advertising Substantiation Program requires manufacturers, when demanded, to submit data substantiating advertised product performance claims. One question an advertising manager might ask is whether the disclosure of such substantiating data about a brand would impact on...
Abstract Advertising agencies, like other organizations, exercise social control over their members. Although this has been commented upon by a number of advertising practitioners and social scientists, virtually nothing about this phenomenon and its consequences can be found in advertising...
Abstract Despite the importance attributed to the headline by advertising professionals, research on the question of how the headline affects advertising effectiveness is limited, and the existing research evidence indicates that the headline does not enhance the effectiveness of either consumer...
Abstract This study, conducted by telephone among 209 randomly selected respondents in the Washington, D.C. area, assesses current public awareness and beliefs about subliminal advertising. The results show a somewhat surprising degree of awareness of the phenomenon and cross tabulations show...
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