The Concept of Unfairness

The Concept of Unfairness - The Concept of Unfairness...

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The Concept of Unfairness Could not reasonably be avoided by consumers Causes substantial physical or economic injury to consumers Must not be outweighed by countervailing benefits to consumers or competition 20-1
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Puffery Bayer – “The wonder drug that works wonders” BMW – “The ultimate driving machine” Nestlé – “The very best chocolate” Snapple – “Made from the best stuff on earth” 20-2
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Deceptive Advertising Perspective of reasonable consumer Likelihood of misleading consumer Materiality – misrepresentation or practice is likely to affect consumers’ purchase decision 20-3
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Ways the FTC Handles Deceptive Ads FTC programs to prevent deceptive advertising Affirmative Disclosure Advertising Substantiation FTC programs to deal with deceptive advertising after it occurs Cease-and-Desist Orders Consent Orders Corrective Advertising 20-4
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Advertising Substantiation Weight-loss  marketers  must  substantiate  their claims 20-5
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Federal Regulation by the FTC 1970’s
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This note was uploaded on 01/19/2012 for the course MKTG 4650 taught by Professor Tyramitchell during the Spring '12 term at Kennesaw.

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The Concept of Unfairness - The Concept of Unfairness...

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