chapter13 - Chapter 13: The law and creativity Making sure...

Info iconThis preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 13: The law and creativity Making sure your great idea is a good idea
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Reasons why advertisers and agencies get into legal hot water The message or the way in which the message was delivered violated a government law or regulation and resulted in a penalty or fine The advertisement or something used to create an advertisement violated an individual’s rights in some way and prompted that person (or company) to pursue a law
Background image of page 2
Government agencies Federal Trade Commission (FTC): focuses on making sure consumers aren’t deceived by advertisers Food and Drug Administration (FDA): regulatory authority over food products and drugs
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Puffery An exaggeration or overstatement expressed in broad, vague, and commendatory language that is distinguishable from misinformation or false representations of specific characteristics of a product and, as such, is not actionable.
Background image of page 4
In other words… An ad for spaghetti sauce may claim it’s “as good as mom’s” Few people would regard this as a statement of fact, and reasonable people are not likely to be deceived by this puffery
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 10/17/2011 for the course MKTG 450 taught by Professor Dr.valenti during the Spring '11 term at Nicholls State.

Page1 / 19

chapter13 - Chapter 13: The law and creativity Making sure...

This preview shows document pages 1 - 6. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online