The "Corrective Advertising" Remedy of the FTC: An Experimental Evaluation

The FTC's corrective advertising remedy has been a subject of controversy and debate since it was first introduced in 1970. Yet relatively little empirical research has been performed to assess the impact of this measure. This article reports the results of an experimental study of the communic...

Full description

Saved in:
Bibliographic Details
Published in:Journal of marketing 1974-01, Vol.38 (1), p.48-54
Main Authors: Dyer, Robert F., Kuehl, Philip G.
Format: Article
Language:English
Subjects:
Advertising campaigns
Advertising research
Brands
Business structures
Communication
Consumer advertising
Corporate image
Corrective advertising
Deceptive advertising
False advertising
Graphics
Marketing and Public Policy
Messages
Studies
Citations: Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:The FTC's corrective advertising remedy has been a subject of controversy and debate since it was first introduced in 1970. Yet relatively little empirical research has been performed to assess the impact of this measure. This article reports the results of an experimental study of the communication effects of alternative types of affirmative disclosure. The authors' findings raise some important questions for marketers and public policy makers about the effectiveness of the corrective advertising remedy.
ISSN:0022-2429
1547-7185
DOI:10.2307/1250166