Marketing, Advertising, Trade Allowances, Message Evaluations
sweepstakes? Provide an example of each.
2) What are two advantages and two disadvantages of trade
allowances?
3) A critic has called one of your company’s ads deceptive.
Your advertising agency says it is only puffery. What is the difference between
deception and puffery and how are these two concepts addressed by regulations?
4) Identify and explain the typical steps in an FTC
investigation sequence from the initial complaint to a decision that is
appealed to the U.S. Supreme Court.
5) An advertising manager wants to use a test market. What
can be assessed using a test market, and how would a test market be used to
assess each of these? .
6) What are the three major categories of message
evaluation? Explain in detail how you would use each category.
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