MKTG 330 Study Guide - Midterm Guide: Federal Trade Commission, Puffery, Commercial Speech
12 Oct 2016
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To the economy as a whole, the importance of advertising may best be demonstrated by the abundance principle. Because it"s so visible, advertising is frequently criticized, both for what it is and for what it isn"t. Many of the criticisms focus on the style of advertising, saying it"s deceptive or manipulative. Puffery refers to exaggerated, subjective claims that can"t be proven true or false, such as (cid:498)the best,(cid:499) (cid:498)premier,(cid:499) or (cid:498)the only way to fly. (cid:499) For businesspeople who believe that commercial speech should be afforded short-term manipulative criticisms. Other criticisms focus on the social or environmental impact of advertising. These are long-term macro criticisms. protection under the first amendment, the tobacco case is ominous. Many people are antismoking, antialcohol, antipornography, or antigun. In the united states, the federal trade commission (ftc) is the major regulator of advertising for products sold in interstate commerc.
