22126 2011 mcgraw hill higher education any us e is s

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Unformatted text preview: are the pros and cons of the different media types? 34. Dean M. Krugman, Leonard N. Reid, S. W at s on Dunn, and Arnold M. Barban, Advert is ing: I t s Role in Modern Mark eting (New York : The Dry den Pres s , 1994), pp. 221–26. 2011 McGraw-Hill Higher Education Any us e is s ubject to the Term s of Us e and Privacy Notice. McGraw-Hill Higher Education is one of the m any fine bus ines s es of The McGraw-Hill Com panies . connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 2/3 9/15/13 connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs M cGr aw- Hill Connect - Ebook 3/3 9/15/13 M cGr aw- Hill Connect - Ebook M arke ting EBook 3 /e Content Chapte r18: Adv e rtising, Public Re lations, and Sale s Prom otions Regulatory and Ethical Issues in Advertising Identify agencies that regulate advertising. In the United States, the regulation of advertising involves a complex mix of formal laws and informal restrictions designed to protect consumers from deceptive practices.35 Many federal and state laws, as well as a wide range of self-regulatory agencies and agreements, affect advertising (Exhibit 18.4). T he primary federal agencies that regulate advertising activities are the F ederal T rade Commission (F T C), F ederal Communications Commission (F CC), and F ood and Drug Administration (F DA). In addition to these agencies, others, such as the Bureau of Alcohol, T obacco and F irearms and the U.S. Postal Service, regulate advertising to some degree. p. 550 EXHIBIT 18.4 F e d e r al Ag e n cie s Th at Re g u late Ad v e r tisin g T he F T C is the primary enforcement agency for most mass media advertising. Occasionally, the F T C and F CC join together to investigate and enforce regulations on particular advertising practices. T he Smart Choices program was designed to indicate healthier foods—and yet somehow its logo eventually appeared on boxes of F ruit Loops. T he confusion and apparent lack of regulation, along with many consumer complaints,...
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