Document Type

Article

Language

eng

Publication Date

Fall 1995

Publisher

American Marketing Association

Source Publication

Journal of Public Policy & Marketing

Source ISSN

0743-9156

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.

Comments

Published version. Journal of Public Policy & Marketing, Vol. 14, No. 2 (Fall 1995): 301-309. Permalink. © American Marketing Association 1995. Used with permission.

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