Fine Print in Television Advertising: Views from the Top

Abstract

In recent years, the use and relative effectiveness of fine print messages have been the focus of research attention in the marketing / advertising literature. However, no study has examined those issues specifically from the practitioner's perspective. The authors report the findings of a national survey undertaken to ascertain the opinions of executives (representing the leading advertisers, ad agencies, media firms, and regulatory / self-regulatory bodies) on a variety of issues pertaining to fine print in television advertising. The results indicate that most respondents considered the use of fine print in television advertising an ineffective means of communicating with consumers and that, given the prevalence of the practice, some adjustment to industry and regulatory standards may be in order. The study findings shed light on relevant managerial and regulatory issues facing advertisers and ad agencies, and explain some of the dynamics at work in the marketplace that contribute to the use (or potential misuse) of fine print in television advertising.