Advanced search
Publication Cover
Current Issues and Research in Advertising Volume 6, 1983 - Issue 2
Journal homepage
21
Views
1
CrossRef citations to date
0
Altmetric
Original Articles

A Review of the Literature on Advertising Regulation

Ivan L. Preston
Pages 1-37 | Published online: 18 May 2012

Regulation References

  • 1974 . Advertising Law Anthology , 8 + voles , Arlington , Va. : International Library .
  • American Bar Association . 1969 . Report of the American Bar Association Commission to Study the Federal Trade Commission , Washington , D.C. : ABA .
  • Averitt , Neil W. 1981 . “The Meaning of ‘Unfair Acts or Practices’ in Section 5 of the Federal Trade Commission Act.” . Georgetown Law Journal , 70 Oct. : 225 – 96 .
  • Beales , Howard , Craswell , Richard and Salop , Steven . 1981 . “The Efficient Regulation of Consumer Information.” . Journal of Law & Economics , 24 Dec. : 491 – 539 .
  • Bloom , Paul N. 1977 . “Advertising in the Professions: The Critical Issues.” . Journal of Marketing , 41 July : 103 – 10 .
  • Boddewyn , J. J. 1978 . “Comparison-Advertising Laws: An International Survey.” . Food Drug Cosmetic Law Journal , 33 Dec. : 747 – 54 .
  • Boddewyn , J. J. 1982 . “Advertising Regulation in the 1980s: The Underlying Global Forces.” . Journal of Marketing , 46 Winter : 27 – 35 .
  • Boddewyn , J. J. and Marton , Katherine . 1978 . Comparison Advertising: A Worldwide Study , New York : Hastings House .
  • Bohan , William J. and Kinnear , Thomas C. “Advertising Regulation via Bargaining: In the Matter of Zerex and the Federal Trade Commission.” . Current Issues and Research in Advertising 1978 , 63 – 80 .
  • Boomer , Robert G. 1977 . “Advertising Restrictions on Licensed Occupations: An Antitrust Approach.” . St. Mary's Law Journal , 8 : 729 – 62 .
  • Brandt , Michael T. and Preston , Ivan L. 1977 . “The Federal Trade Commission's Use of Evidence to Determine Deception.” . Journal of Marketing , 41 Jan. : 54 – 62 .
  • Canby , William C. 1980 . “Commercial Speech of Lawyers: The Court's Unsteady Course.” . Brooklyn Law Review , 46 Spring : 401 – 36 .
  • Canby , William C. and Gellhorn , Ernest . 1978 . “Physician Advertising: The First Amendment and the Sherman Act.” . Duke Law Journal , : 543 – 85 . (May 1978)
  • Carney , James A. 1972 . “Section 5 of the Federal Trade Commission Act—Unfairness to Consumers.” . Wisconsin Law Review , : 1071 – 96 .
  • Choate , Robert B. 1980 . “The Politics of Change.” . In Children and the Faces of Television: Teaching, Violence, Selling , Edited by: Palmer , Edward L. and Dorr , Aimee . New York : Academic Press .
  • Christensen , Harold G. 1978 . “Advertising by Lawyers.” . Utah Law Review , : 619 – 34 .
  • Clarkson , Kenneth W. and Muris , Timothy J. 1981 . The FTC since 1970: Economic Regulation and Bureaucratic Behavior , Cambridge : Cambridge University Press .
  • Cohen , Dorothy . 1969 . “The Federal Trade Commission and the Regulation of Advertising in the Consumer Interest.” . Journal of Marketing , 33 Jan. : 40 – 44 .
  • Cohen , Dorothy . 1972 . “Surrogate Indicators and Deception in Advertising.” . Journal of Marketing , 36 July : 10 – 15 .
  • Cohen , Dorothy . 1974 . “The Concept of Unfairness as It Relates to Advertising Legislation.” . Journal of Marketing , 38 July : 8 – 13 .
  • Cohen , Dorothy . 1978 . “Advertising and the First Amendment.” . Journal of Marketing , 42 July : 59 – 68 .
  • Cohen , Dorothy . 1980 . “The FTC's Advertising Substantiation Program.” . Journal of Marketing , 44 Winter : 26 – 35 .
  • Cohen , Dorothy . 1982 . “Unfairness in Advertising Revisited.” . Journal of Marketing , 46 Winter : 73 – 80 .
  • Collins , Tom A. 1974 . “Counter-Advertising in the Broadcast Media.” . William and Mary Law Review , 15 Summer : 799 – 844 .
  • 1956 . “Note: The Regulation of Advertising.” . Columbia Law Review , 56 : 1018 – 1111 .
  • Cornfeld , Richard A. 1976 . “A New Approach to an Old Remedy: Corrective Advertising and the FTC.” . Iowa Law Review , 61 Feb. : 439 – 74 .
  • Cox , Edward F. , Fellmeth , Robert C. and Schulz , John E. 1969 . Nader's Raiders: Report on the Federal Trade Commission , New York : Grove Press .
  • Crown , Patricia . 1979 . “Communications Law.” . In Annual Survey of American Law 343 – 59 . Issue 2, NYU School of Law
  • Currie , Terry I. 1979 . “Attorney Advertising over the Broadcast Media.” . Vanderbilt Law Review , 32 April : 755 – 82 .
  • David , Michael P. 1977 . “Don't Be Confused—We Don't Bait and Switch; A First Amendment Analysis of Lawyer Advertising.” . St. Louis University Law Review , 21 ( 1 ) : 125 – 49 .
  • Denger , Michael L. 1980 . “The Unfairness Standard and FTC Rulemaking.” . Antitrust Law Journal , 49 : 53 – 108 .
  • 1973 . “Pfizer Reasonable Basis Test—Fast Relief for Consumers but a Headache for Advertisers.” . Duke Law Journal , June : 563 – 97 .
  • Eckinger , Robert D. 1978 . “Recent Developments: First Amendment Restrictions on the FTC's Regulation of Advertising.” . Vanderbilt Law Review , 31 ( 2 ) : 349 – 73 .
  • Ellman , Ira Mark . 1972 . “And Now a Word against Our Sponsor: Extending the FCC's Fairness Doctrine to Advertising.” . California Law Review , 60 Sept. : 1416 – 50 .
  • Elman , Philip . 1978 . “Advertising and the First Amendment.” . Food Drug Cosmetic Law Journal , 33 Jan. : 12 – 21 .
  • Elman , Philip . 1978 . “The New Constitutional Right to Advertise.” . American Bar Association Journal , 64 Feb. : 206 – 10 .
  • Erickson , R. C . 1977 . “The Consumer's Right to Know …Lawyers' Advertising.” . New England Law Review , 12 Spring : 991 – 1022 .
  • Federal Trade Commission . 1920 . Federal Trade Commission Decisions , 98 + vols. , Washington , D.C. : U.S. Government Printing Office .
  • 1972 . Federal Trade Commission v. Sperry & Hutchinson, 405 U.S., 233
  • Feb. 1978 . Feb. , Federal Trade Commission. Presiding Officer's Report, Food Advertising, Phase I, Trade Regulation Rule 215–40
  • Feb. 1978 . Feb. , Staff Report on Television Advertising to Children, Trade Regulation Rule 215–60
  • June 1978 . June , Presiding Officer's Report, Advertising and Labeling of Protein Supplements, Trade Regulation Rule 215–49
  • Oct. 1978 . Oct. , Presiding Officer's Report, Advertising for Over-the-Counter Drugs, Trade Regulation Rule 215–51
  • Jan. 1979 . Jan. , Staff Report, Advertising and Labeling of Protein Supplements, Trade Regulation Rule 215–19
  • May 1979 . May , Staff Report, Advertising for Over-the-Counter Drugs, Trade Regulation Rule 215–51
  • July 30 1979 . July 30 , Presiding Officer's Order No. 78, Children's Advertising, Trade Regulation Rule No. 215–60
  • Nov. 1979 . Nov. , Presiding Officer's Report, Advertising for Over-the-Counter Antacids, Trade Regulation Rule 215–56
  • 1979 . Consumer Information Remedies , Washington , D.C. : U.S. Government Printing Office .
  • April 1981 . April , Staff Report (Final), Television Advertising to Children, Trade Regulation Rule 215–60
  • 1982 . List of Publications , Washington , D.C. : FTC .
  • FTC News Notes , Washington , D.C. : FTC .
  • Fenton , Kathryn M. and Grey , Betsy J. 1978 . “First Amendment Limitations on FTC Corrective Advertising Orders.” . Georgetown Law Journal , 66 : 1473 – 513 .
  • Field, Laurence . 1979 . “The New Commercial Speech Doctrine and Broadcast Advertising.” . Harvard Civil Rights-Civil Liberties Law Review , 14 Summer : 385 – 484 .
  • 1973 . Firestone Tire, 81 FTC Decisions, 398(1972); Firestone Tire v. FTC, 481 F.2d, 246
  • Foote , Susan B. and Mnookin , Robert H. 1980 . “The ‘Kid Vid’ Crusade.” . The Public Interest , 61 Fall : 90 – 105 .
  • Francis , Paul H. and Johnson , Jennifer J. 1977 . “The Emperor's Old Clothes: Piercing the Bar's Ethical Veil.” . Willamette Law Journal , 13 : 221 – 71 .
  • Fuchsberg , Jacob D. 1980 . “Commercial Speech: Where It's At.” . Brooklyn Law Review , 46 Spring : 389 – 99 .
  • Gage , Robert J. 1979 . “The Discriminating Use of Information Disclosure Rules by the Federal Trade Commission.” . UCLA Law Review , 26 June : 1037 – 83 .
  • Gellhorn , Ernest . 1969 . “Proof of Consumer Deception before the Federal Trade Commission.” . Kansas Law Review , 17 June : 559 – 72 .
  • 1973 . “The FTC Advertising Substantiation Program.” . Georgetown Law Journal , 61 July : 1427 – 52 .
  • Gerlach , Gary G. 1972 . The Consumer's Mind: A Preliminary Inquiry into the Emerging Problems of Consumer Evidence and the Law , Cambridge , Mass. : Marketing Science Institute .
  • Haas , Jules M. 1977 . “Warner-Lambert v. FTC: The Possibilities and Limitations of Corrective Advertising.” . New England Law Review , 13 Fall : 348 – 68 .
  • Hammer , Sandra N. 1978 . “FTC Knights and Consumer Daze: The Regulation of Deceptive or Unfair Advertising.” . Arkansas Law Review , 32 Summer : 446 – 69 .
  • 1967 . “Developments in the Law: Deceptive Advertising.” . Harvard Law Review , 80 : 1005 – 163 .
  • Hatry , Patricia and Katz , Jeffrey C. 1981 . “Comparative Advertising Law and a Recent Case Thereon.” . Communications and the Law , 3 Spring : 35 – 47 .
  • Hugstad , Paul . “Barriers to the Further Utilization of Advertising and Marketing Research in Litigation and Public Policy Formulation.” . Current Issues and Research in Advertising 1979 , 65 – 71 .
  • Hunt , Keith H. 1977 . “Decision Points in FTC Deceptive Advertising Matters.” . Journal of Advertising , 6 Spring : 28 – 31 .
  • Hyman , Allen and Johnson , Bruce M. 1977 . Advertising and Free Speech , Lexington , Mass. : Lexington Books .
  • Isaacs , Leigh R. 1972 . “Psychological Advertising: A New Area of FTC Regulation.” . Wisconsin Law Review , : 1097 – 124 .
  • 1971 . ITT Continental Baking , 79 FTC Decisions, 248
  • 1973 . ITT Continental Baking , 83 FTC Decisions, 865, modified, 83 FTC, 1105(1973), 532 F.2d, 207(2d Cir., 1976), 90 FTC, 181(1977)
  • Jacoby , Jacob and Small , Constance . 1975 . “The FDA Approach to Defining Misleading Advertising.” . Journal of Marketing , 39 Oct. : 65 – 68 .
  • Jones , Mary Gardiner . “The FTC's Need for Social Science Research.” . Proceedings of the Second Annual Conference . pp. 1 – 9 . Association for Consumer Research .
  • Jones , Michael E. 1980 . “Celebrity Endorsements: A Case for Alarm and Concern for the Future.” . New England Law Review , 15 ( 3 ) : 521 – 44 .
  • Jordan , Ellen R. and Rubin , Paul H. 1979 . “Economic Analysis of the Law of False Advertising.” . Journal of Legal Studies , 8 June : 527 – 53 .
  • Kanwit , Stephanie W. 1979 . Federal Trade Commission , 2 vols. , Colorado Springs : Shepard's . looseleaf
  • Kottman , John E. 1979 . “Is National Advertising Still a Stepchild of the First Amendment?” . Journal of Advertising , 8 Fall : 6 – 12 .
  • Kottman , John E. 1979 . “The National Advertiser and the First Amendment.” . American Business Law Journal , 16 : 295 – 314 .
  • LaBarbera , Priscilla A. 1980 . “Advertising Self-Regulation: An Evaluation.” . MSU Business Topics , 28 Summer : 55 – 63 .
  • LaBarbera , Priscilla A. 1980 . “Analyzing and Advancing the State of the Art of Advertising Self-Regulation.” . Journal of Advertising , 9 ( 4 ) : 27 – 38 .
  • LaBarbera , Priscilla A. 1981 . “The Shame of Magazine Advertising.” . Journal of Advertising , 10 ( 1 ) : 31 – 37 .
  • LaBarbera , Priscilla A. 1981 . “The Antitrust Shadow over Advertising Self-Regulation.” . In Current Issues and Research in Advertising 57 – 70 .
  • LaBarbera , Priscilla A. 1982 . “Federal Trade Commission Publications: A Review and Evaluation.” . Journal of Marketing , 46 Spring : 143 – 49 .
  • LaBarbera , Priscilla A. 1983 . “The Diffusion of Trade Association Advertising Self-Regulation.” . Journal of Marketing , 47 Spring : 58 – 67 .
  • LaRue , Paul H. 1971 . “FTC Expertise: A Legend Examined.” . The Antitrust Bulletin , 16 Spring : 1 – 31 .
  • Lee , Robert E. 1980 . “The Federal Communications Commission's Impact on Product Advertising.” . Brooklyn Law Review , 46 Spring : 463 – 86 .
  • Lees , Gail E. 1978 . “Unsafe for Little Ears? The Regulation of Broadcast Advertising to Children.” . UCLA Law Review , 25 June : 1131 – 86 .
  • Lifschiz , Sue D. 1979 . “City-Wide Prohibition of Billboards: Police Power and the Freedom of Speech.” . Hastings Law Journal , 30 ( 5 ) : 1597 – 625 .
  • Lively , Don . 1980 . “The Pursuit of Access in the Electronic Forum: Can Such a Right be Wrong?” . Brooklyn Law Review , 46 Spring : 547 – 64 .
  • Lucking , John T. 1977 . “The Regulation of Outdoor Advertising: Past, Present, and Future.” . Environmental Affairs , 6 ( 2 ) : 179 – 200 .
  • Lunsford , Julius R. Jr. 1979 . “Overview: False and Misleading Advertising.” . In Advertising Law Anthology , vol. 6 , xxi – lii . Arlington , Va. : International Library .
  • Mann , Frederick . 1977 . “Constitutional Law: The Consumer's Right to Know—New First Amendment Weapon in the War on Price-Advertising Bans.” . University of Florida Law Review , 29 Winter : 354 – 64 .
  • McLaughlin , George J. Jr. and White , Quincy R. Jr. 1969 . “Advertising Agencies: Their Liability under the Federal Trade Commission Act.” . Kansas Law Review , 17 June : 587 – 98 .
  • Metzger , Michael B. and Roberts , Barry S. 1979 . “The New Commercial Speech Doctrine.” . MSU Business Topics , 27 Spring : 17 – 23 .
  • 1978 . “Fairness and Unfairness in Television Product Advertising.” . Michigan Law Review , 76 Jan. : 498 – 550 .
  • Millstein , Ira M. 1964 . “The Federal Trade Commission and False Advertising.” . Columbia Law Review , 64 : 439 – 99 .
  • Milzer , Ronald A. 1979 . “Corrective Advertising and the Limits of Virginia Pharmacy.” . Stanford Law Review , 32 Nov. : 121 – 42 .
  • Morgan , Fred W. 1979 . “The Admissibility of Consumer Surveys as Legal Evidence in Courts.” . Journal of Marketing , 43 Fall : 33 – 39 .
  • Morgan , Fred W. 1979 . “The Products Liability Consequences of Advertising.” . Journal of Advertising , 8 Fall : 30 – 37 .
  • Murdock , Gene W. and Peterson , James . 1981 . “Strict Product Liability for Advertising Agencies.” . Journal of Advertising , 10 ( 4 ) : 5 – 10 . 47
  • Neelankavil , J. P. and Stridsberg , A. B. 1980 . Advertising Self-Regulation: A Global Perspective , New York : Hastings House .
  • Neuborne , Burt . 1980 . “A Rationale for Protecting and Regulating Commercial Speech.” . Brooklyn Law Review , 46 Spring : 437 – 62 .
  • 1979 . “Can't Get Enough of That Sugar Crisp: The First Amendment Right to Advertise to Children.” . New York University Law Review , 54 June : 561 – 600 .
  • O'Meara , Vicki A. 1982 . “FTC Deceptive Advertising Regulation: A Proposal for the Use of Consumer Behavior Research.” . Northwestern University Law Review , 76 Fall : 946 – 79 .
  • Orlans , Melvin H. 1981 . “FTC Regulation of OTC Drug and Cosmetics Advertising.” . Food Drug Cosmetic Law Journal , 36 March : 100 – 105 .
  • Pauker , Molly . 1980 . “The Case for FTC Regulation of Television Advertising Directed toward Children.” . Brooklyn Law Review , 46 Spring : 513 – 46 .
  • Piehler , David A. 1979 . “The Wisconsin Experience with Advertising Legal Services.” . Wisconsin Law Review , : 1251 – 87 .
  • Pitofsky , Robert . 1977 . “Beyond Nader: Consumer Protection and the Regulation of Advertising.” . Harvard Law Review , 90 Feb. : 661 – 701 .
  • Pleiss , Larry T. 1979 . “Deceptive Advertising and the FTC: A Perspective.” . Pepperdine Law Review , 6 ( 2 ) : 439 – 83 .
  • Pollay , Richard W. 1969 . “Deceptive Advertising and Consumer Behavior: A Case for Legislative and Judicial Reform.” . Kansas Law Review , 17 June : 625 – 37 .
  • Posner , Richard A. 1977 . Economic Analysis of Law, , 2d ed. , Boston : Little, Brown .
  • Posner , Richard A. 1973 . Regulation of Advertising by the FTC , Washington , D.C. : American Enterprise Institute for Public Policy Research .
  • Preston , Ivan L. 1975 . The Great American Blow-Up: Puffery in Advertising and Selling , Madison : University of Wisconsin Press .
  • Preston , Ivan L. 1976 . “A Comment on ‘Defining Misleading Advertising’ and ‘Deception in Advertising.’” . Journal of Marketing , 40 July : 54 – 57 .
  • Preston , Ivan L. 1977 . “The FTC's Handling of Puffery and Other Selling Claims Made ‘By Implication.’” . Journal of Business Research , 5 June : 155 – 81 .
  • Preston , Ivan L. 1980 . “Notes and Communications (Comment on ‘The Admissibility of Consumer Surveys as Legal Evidence in Courts’).” . Journal of Marketing , 44 Summer : 108 – 9 .
  • Preston , Ivan L. 1980 . “The Compatibility of Advertising Regulation and the First Amendment.” . Journal of Advertising , 9 ( 3 ) : 12 – 15 . 45
  • Pridgen , Dee and Engel , Eric . 1982 . “Advertising and Marketing on Cable Television: Whither the Public Interest?” . Catholic University Law Review , 31 Winter : 227 – 71 .
  • Pridgen , Dee and Preston , Ivan L. 1980 . “Enhancing the Flow of Information in the Market-place: From Caveat Emptor to Virginia Pharmacy and Beyond at the Federal Trade Commission.” . Georgia Law Review , 14 Summer : 635 – 80 .
  • Reed , Lee O. Jr. 1975 . “Psychological Impact of Television Advertising and the Need for FTC Regulation.” . American Business Law Journal , 13 : 171 – 83 .
  • Reed , Lee O. Jr. 1978 . “Introduction: Social Science, Advertising Regulation, and the Emerging Commercial Speech Doctrine.” . In Advertising Law Anthology , vol. 5 , xi – xviii . Arlington , Va. : International Library .
  • Reed , Lee O. Jr. and Coalson , John L. Jr. 1977 . “Eighteenth-Century Legal Doctrine Meets Twentieth-Century Marketing Techniques: FTC Regulation of Emotionally Conditioning Advertising.” . Georgia Law Review , 11 Summer : 733 – 82 .
  • Reich , Robert B. 1977 . “Consumer Protection and the First Amendment: A Dilemma for the FTC?” . Minnesota Law Review , 61 : 705 – 41 .
  • Reich , Robert B. Nov. 1978 . “The Death of Big Brother; Consumer Protection Comes of Age.” , Nov. , 11 Washington , D.C. : Speech to American Advertising Federation .
  • Reich , Robert B. 1979 . “Preventing Deception in Commercial Speech,” . New York University Law Review , 54 Oct. : 775 – 805 .
  • Rheinstein , Peter H. and Hugstad , Paul S. “The Regulation of Prescription Drug Advertising.” . Legal Medicine Annual 1978 , 407 – 19 .
  • Richards , Jef I. and Zakia , Richard D. 1981 . “Pictures: An Advertiser's Expressway through FTC Regulation.” . Georgia Law Review , 16 Fall : 77 – 134 .
  • Root , Paul H. 1972 . “Should Product Differentiation Be Restricted?” . Journal of Marketing , 36 July : 3 – 9 .
  • Rosch , Thomas J. 1975 . “Marketing Research and the Legal Requirements of Advertising.” . Journal of Marketing , 39 July : 70 – 80 .
  • Rosden , George E. and Rosden , Peter E. 1973 . The Law of Advertising , 3 vols. , New York : Matthew Bender . looseleaf
  • Rotfeld , Herbert J. 1982 . “The Compatibility of Advertising Regulation and the First Amendment—Another View.” . Journal of Marketing & Public Policy , 1 : 139 – 46 .
  • Sbaratta , Rosemarie . 1977 . “Yes, FTC, There Is a Virginia.” . Boston University Law Review , 57 ( 5 ) : 833 – 63 .
  • Scammon , Debra L. and Semenik , Richard J. 1982 . “Corrective Advertising: Evolution of the Legal Theory and Application of the Remedy.” . Journal of Advertising , 11 ( 1 ) : 10 – 20 .
  • Scammon , Debra L. and Semenik , Richard J. 1983 . “The FTC's ‘Reasonable Basis’ for Substantiation of Advertising: Expanded Standards and Implications.” . Journal of Advertising , 12 ( 1 ) : 4 – 11 .
  • Schein , Michael . 1979 . “Commercial Speech and the Limits of Legal Advertising.” . Oregon Law Review , 58 ( 2 ) : 193 – 219 .
  • Schwartz , Teresa M. 1977 . “Regulating Unfair Practices under the FTCA: The Need for a Legal Standard of Unfairness.” . Akron Law Review , 11 Summer : 1 – 28 .
  • Smith , Jerome R. 1976 . “Telecommunications—the FCC's Fairness Doctrine Not Applied to Advertisements for Commercial Products.” . Emory Law Journal , 25 Spring : 479 – 500 .
  • Sterk , Stewart E. 1976 . “The Law of Comparative Advertising: How Much Worse Is ‘Better’ than ‘Great’?” . Columbia Law Review , 76 Jan. : 80 – 112 .
  • Stone , Alan . 1977 . Economic Regulation and the Public Interest: The FTC in Theory and Practice , Ithaca , N.Y. : Cornell University Press .
  • 1974 . Sun Oil , 84 FTC Decisions, 247
  • Tedlow , Richard S. 1981 . “From Competitor to Consumer: The Changing Focus of Federal Regulation of Advertising 1914–1938.” . Business History Review , 55 Spring : 35 – 58 .
  • Thain , Gerald J. 1973 . “Corrective Advertising: Theory and Cases.” . New York Law Forum , 19 Summer : 1 – 34 .
  • Thain , Gerald J. 1976 . “Suffer the Hucksters to Come Unto the Little Children? Possible Restrictions of Television Advertising to Children under Section 5 of the Federal Trade Commission Act.” . Boston University Law Review , 56 July : 651 – 84 .
  • Thain , Gerald J. 1978 . “The ‘Seven Dirty Words’ Decision: A Potential Scrubbrush for Commercials on Children's Television?” . Kentucky Law Journal , 67 ( 4 ) : 947 – 65 .
  • Thain , Gerald J. July 1981 . “Television Advertising to Children and the Federal Trade Commission: A Review of the History and Some Personal Observations.” , July , Department of Advertising, University of Illinois . Working paper
  • 1965 . Trade Regulation Reporter , 5 vols. , New York : Commerce Clearing House . looseleaf
  • Udell , Gerald J. and Fischer , Philip J. 1977 . “The FTC Improvement Act.” . Journal of Marketing , 41 April : 81 – 86 .
  • 1976 . Virginia State Board of Pharmacy v. Virginia Citizens Consumer Council, 425 U.S., 748
  • Walker , Morley . 1979 . “Advertising by Lawyers: Some Pros and Cons.” . Chicago-Kent Law Review , 55 ( 2 ) : 407 – 23 .
  • Washburn , Whitney F. 1981 . “FTC Regulation of Endorsements in Advertising: In the Consumer's Behalf?” . Pepperdine Law Review , 8 March : 697 – 745 .
  • Wattwood , Robert . 1978 . “FTC Regulation of TV Advertising to Children—They Deserve a Break Today.” . University of Florida Law Review , 30 Fall : 46 – 78 .
  • Weiner , Lee M. 1981 . “The Ad Substantiation Program.” . American University Law Review , 30 Winter : 429 – 76 .
  • Westen , Tracy . 1980 . “The First Amendment: Barrier or Impetus to FTC Advertising Remedies.” . Brooklyn Law Review , 46 : 487 – 512 .
  • Whitman , Douglas . 1978 . “Advertising by Professionals.” . American Business Law Journal , 16 Spring : 39 – 65 .
  • Wolinsky , Sidney M. and Econome , Janet . 1977 . “Seduction in Wonderland: The Need for a Seller's Fiduciary Duty toward Children.” . Hastings Constitutional Law Quarterly , 4 : 249 – 77 .
  • Zanot , Eric J. 1979 . “The National Advertising Review Board, 1971–1976.” . Journalism Monographs , 59 Feb. : 1 – 46 .
  • Zanot , Eric J. 1980 . “A Review of Eight Years of NARB Casework: Guidelines and Parameters of Deceptive Advertising.” . Journal of Advertising , 9 ( 4 ) : 20 – 26 .
  • Zanot , Eric J. and Maddox , Lynda M. “Corrective Advertising: Review and Prognosis.” . Current Issues and Research in Advertising 1979 , 53 – 63 .
  • Zanot , Eric J. and Rotfeld , Herbert J. “A Comparison and Contrast of Clearance Procedures in Four Advertising Agencies.” . Proceedings of the Annual (1983) Convention of the American Academy of Advertising . pp. 47 – 51 .

Consumer Research References

  • Adler , Richard P. 1980 . “Children's Television Advertising: History of the Issue.” . In Children and the Faces of Television: Teaching, Violence, Selling , Edited by: Palmer , Edward L. and Dorr , Aimee . New York : Academic Press .
  • Adler , Richard P. 1977 . Research on the Effects of Television Advertising on Children., , Revised edition , Washington , D.C. : U.S. Government Printing Office . Lexington, Mass.: Lexington Books, 1980
  • Armstrong , Gary M. , Franke , George R. and Russ , Frederick A. 1982 . “The Effects of Corrective Advertising on Company Image.” . Journal of Advertising , 11 ( 4 ) : 39 – 47 .
  • Armstrong , Gary M. , Gurol , Metin N. and Russ , Frederick A. “Defining and Measuring Deception in Advertising: A Review and Evaluation.” . Current Issues and Research in Advertising 1980 , 17 – 39 .
  • Armstrong , Gary M. , Gurol , Metin N. and Russ , Frederick A. “A Longitudinal Evaluation of the Listerine Corrective Advertising Campaign.” . Journal of Public Policy & Marketing , 2 16 – 28 .
  • Atkin , Charles K. 1980 . “Effects of Television Advertising on Children.” . In Children and the Faces of Television: Teaching, Violence, Selling , Edited by: Palmer , Edward L. and Dorr , Aimee . New York : Academic Press .
  • Banks , Seymour . 1980 . “Children's Television Viewing Behavior.” . Journal of Marketing , 44 Spring : 48 – 55 .
  • Barbour , Fredric L. and Gardner , David M. 1982 . “Deceptive Advertising: A Practical Approach to Measurement.” . Journal of Advertising , 11 ( 1 ) : 21 – 30 .
  • Barcus , Earle F. 1971 . Saturday Children's Television: A Report of Television Programming and Advertising on Boston Commercial Television , Newtonville , Mass. : Action for Children's Television .
  • Barcus , Earle F. 1980 . “The Nature of Television Advertising to Children.” . In Children and the Faces of Television: Teaching, Violence, Selling , Edited by: Palmer , Edward L. and Dorr , Aimee . New York : Academic Press .
  • Barry , Thomas E. 1980 . “A Framework for Ascertaining Deception in Children's Advertising.” . Journal of Advertising , 9 Winter : 11 – 18 .
  • Barry , Thomas E. and Gunst , Richard F. 1982 . “Children's Advertising: The Differential Impact of Appeal Strategy.” . Current Issues and Research in Advertising , : 113 – 25 .
  • Beales , Howard , Mazis , Michael B. , Salop , Steven C. and Staelin , Richard . 1981 . “Consumer Search and Public Policy.” . Journal of Consumer Research , 8 June : 11 – 22 .
  • Belch , George E. , Belch , Michael A. , Settle , Robert B. and De Lucchi , Lisa M. 1982 . “An Examination of Consumers' Perceptions of Purpose and Content of Corrective Advertising.” . Advances in Consumer Research , 9 : 327 – 32 .
  • Benham , Lee K. 1972 . “The Effect of Advertising on the Price of Eyeglasses.” . Journal of Law & Economics , 15 Oct. : 337 – 53 .
  • Bernacchi , Michael D. 1978 . “The Regulating Advertising Rationalist.” . Journal of Advertising Research , 18 April : 141 – 42 .
  • Bernhardt , Kenneth L. 1981 . “Consumer Research in Government.” . In Government Marketing: Theory and Practice , Edited by: Mokwa , Michael P. and Permut , Steven E. 252 – 63 . New York : Praeger .
  • Bernhardt , Kenneth L. and Mazis , Michael B. 1979 . “Evaluating Consumer Protection Programs.” . Public Policy Issues in Marketing , 1 : 48 – 62 .
  • Blair , Edward A. and Landon , Laird E. Jr. 1981 . “The Effects of Reference Prices in Retail Advertisements.” . Journal of Marketing , 45 Spring : 61 – 69 .
  • Brozen , Yale . 1974 . Advertising and Society , New York : NYU Press .
  • Butter , Eliot J. , Popovich , Paula M. , Stackhouse , Robert H. and Garner , Roger K. 1981 . “Discrimination of Television Programs and Commercials by Preschool Children.” . Journal of Advertising Research , 21 April : 53 – 56 .
  • Carlile , Franklin and Leonard , Howard . 1982 . “Caveat: Venditor!” . Journal of Advertising Research , 22 Aug.-Sept. : 11 – 22 .
  • Coleman , Linda . 1983 . “Semantic and Prosodic Manipulation in Advertising.” . In Information Processing Research in Advertising , Edited by: Harris , Richard J. Hillsdale , N.J. : Erlbaum . Ch. 10
  • Coney , Kenneth A. and Patti , Charles H. 1979 . “Advertisers' Responses to Requests for Substantiation of Product Claims: Differences by Product Category, Type of Claim and Advertising Medium.” . Journal of Consumer Affairs , 13 Winter : 224 – 35 .
  • Cossé , Thomas J. and Swan , John E. 1981 . “Power and Safety Appeals in Auto Advertising.” . Journal of Advertising Research , 21 Aug. : 27 – 34 .
  • Cunningham , Isabella C. M. and Cunningham , William H. 1977 . “Standards for Advertising Regulation.” . Journal of Marketing , 41 Oct. : 92 – 97 .
  • Darling , John R. and Hackett , Donald W. 1978 . “The Advertising of Fees and Services: A Study of Contrasts between, and Similarities among, Professional Groups.” . Journal of Advertising , 7 Spring : 23 – 34 .
  • Donohue , Thomas R. , Henke , Lucy L. and Donohue , William A. 1980 . “Do Kids Know What TV Commercials Intend?” . Journal of Advertising Research , 20 Oct. : 51 – 57 .
  • Durand , Richard M. and Lambert , Zarrel V. 1980 . “Consumer Alienation and Support for Advertising Regulations.” . Current Issues and Research in Advertising , : 183 – 99 .
  • Dyer , Robert F. and Kuehl , Philip G. 1974 . “The Corrective Advertising Remedy of the FTC: An Experimental Evaluation.” . Journal of Marketing , 38 Jan. : 48 – 54 .
  • Dyer , Robert F. and Shimp , Terence A. 1977 . “Enhancing the Role of Marketing Research in Public Policy Decision Making.” . Journal of Marketing , 41 Jan. : 63 – 67 .
  • Dyer , Robert F. and Shimp , Terence A. 1980 . “Reactions to Legal Advertising.” . Journal of Advertising Research , 20 April : 43 – 51 .
  • Enis , Ben M. , Spencer , Dale R. and Webb , Don R. 1980 . “Television Advertising and Children: Regulatory vs. Competitive Perspectives.” . Journal of Advertising , 9 ( 1 ) : 19 – 26 .
  • Ford , Gary T. and Kuehl , Philip G. 1979 . “Label Warning Messages in OTC Drug Advertising.” . Current Issues and Research in Advertising , : 115 – 28 .
  • Frey , Cynthia J. and Kinnear , Thomas C. 1979 . “Legal Constraints and Marketing Research.” . Journal of Marketing Research , 16 Aug. : 295 – 302 .
  • Fry , Joseph N. and McDougall , Gordon H. 1974 . “Consumer Appraisal of Retail Price Advertisements.” . Journal of Marketing , 38 July : 64 – 67 .
  • Greyser , Stephen A. 1972 . “Advertising: Attacks and Counters.” . Harvard Business Review , 50 March-April : 22 – 28 .
  • Griffin , Emilie . 1980 . “The Future Is Inevitable: But Can It Be Shaped in the Interest of Children?” . In Children and the Faces of Television: Teaching, Violence, Selling , Edited by: Palmer , Edward L. and Dorr , Aimee . New York : Academic Press .
  • Harris , Richard J. 1983 . Information Processing Research in Advertising , Hillsdale , N.J. : Erlbaum .
  • Harris , Richard J. , Dubitsky , Tony M. and Bruno , Kristin J. 1983 . “Psycholinguistic Studies of Misleading Advertising,” . In Information Processing Research in Advertising , Edited by: Harris , Richard J. Hillsdale , N.J. : Erlbaum . Ch. 11
  • Healey , John S. and Kassarjian , Harold H. 1983 . “Advertising Substantiation and Advertiser Response: A Content Analysis of Magazine Advertisements.” . Journal of Marketing , 47 Winter : 107 – 17 .
  • Heslop , Louise A. and Ryans , Adrian B. 1980 . “A Second Look at Children and the Advertising of Premiums.” . Journal of Consumer Research , 6 March : 414 – 20 .
  • Houston , Michael J. and Rothschild , Michael L. 1980 . “Policy-Related Experiments on Information Provision: A Normative Model and Explication.” . Journal of Marketing Research , 17 Nov. : 432 – 49 .
  • Howard , John A. and Hulbert , James . 1973 . Advertising and the Public Interest , Chicago : Crain Communications .
  • Humphreys , Marie Adele and Kasulis , Jack J. 1981 . “Attorney Advertising.” . Journal of Advertising Research , 21 Dec. : 31 – 37 .
  • Hunt , Keith H. “Source Effects, Message Effects, and General Effects in Counteradvertising.” . Proceedings of the Third Annual Conference . pp. 370 – 80 . Association for Consumer Research .
  • Hunt , Keith H. “Perceived Intent and Source Credibility in Counteradvertising.” . Proceedings, 1973 Annual Conference. pp. 446 – 49 . Chicago : American Marketing Association .
  • Hunt , Keith H. 1973 . “Effects of Corrective Advertising.” . Journal of Advertising Research , 13 Oct. : 15 – 22 .
  • Jacoby , Jacob and Hoyer , Wayne D. 1982 . “Viewer Miscomprehension of Televised Communication: Selected Findings.” . Journal of Marketing , 46 Fall : 12 – 26 .
  • Jacoby , Jacob and Sheluga , David A. 1980 . Miscomprehension of Televised Communications , New York : American Association of Advertising Agencies .
  • Jacoby , Jacob , Nelson , Margaret C. and Hoyer , Wayne D. 1982 . “Corrective Advertising and Affirmative Disclosure Statements: Their Potential for Confusing and Misleading the Consumer.” . Journal of Marketing , 46 Winter : 61 – 72 .
  • Johansson , J. K. , Merrill , Mary Lou and Wilson , Ricci . 1979 . “Professionals and Advertising: A Case Study of Architects' Attitudes.” . Current Issues and Research in Advertising , : 93 – 113 .
  • Krum , James R. and Keiser , Stephen K. 1976 . “Regulation of Retail Newspaper Advertising.” . Journal of Marketing , 40 July : 29 – 34 .
  • Kuehl , Philip G. and Dyer , Robert F. 1976 . “Brand Belief Measures in Deceptive-Corrective Advertising: An Experimental Assessment.” . Advances in Consumer Research , 3 : 373 – 79 .
  • LaBarbera , Priscilla A. 1977 . Consumers and the Federal Trade Commission , East Lansing , Mich. : MSU Bureau of Business and Economic Research .
  • LaBarbera , Priscilla A. 1982 . “Overcoming a No-Reputation Liability through Documentation and Advertising Regulation.” . Journal of Marketing Research , 19 May : 223 – 28 .
  • LaBarbera , Priscilla A. and Lazer , William . 1980 . “Characteristics of Consumer Participants in Federal Trade Commission Rule Making.” . Journal of Consumer Affairs , 14 Winter : 405 – 17 .
  • Leffler , Keith B. 1981 . “Persuasion or Information? The Economics of Prescription Drug Advertising.” . Journal of Law & Economics , 24 April : 45 – 74 .
  • Lull , James and Mulac , Anthony . 1978 . “Effectiveness of a TV Counter Ad.” . Journalism Quarterly , 55 Winter : 711 – 15 .
  • Macintosh , Douglas R. and Frey , Susan . 1978 . “The Prices of Prescription Eyeglasses under Advertising Restraints.” . Journal of Consumer Affairs , 12 Winter : 323 – 32 .
  • Maronick , Thomas J. and Stiff , Ronald M. 1983 . “Evaluating the Impact of Consumer Protection Regulations—the Federal Trade Commission Experience.” . Policy Studies Review , 2 Feb.
  • Mason , Barry J. and Wilkinson , J. B. 1978 . “Addendum: Are Supermarket Advertisements Designed to Deceive Consumers?” . Journal of Advertising , 7 Winter : 56 – 59 . 47
  • Maurizi , Alex R. , Moore , Ruth L. and Shepard , Lawrence . 1981 . “The Impact of Price Advertising: The California Eyewear Market after One Year.” . Journal of Consumer Affairs , 15 Winter : 290 – 300 .
  • Mazis , Michael B. and Adkinson , Janice . 1976 . “An Experimental Evaluation of a Proposed Corrective Advertising Remedy.” . Journal of Marketing Research , 13 : 178 – 83 .
  • Mazis , Michael B. and McNeill , Dennis L. 1978 . “The Use of Marketing Research in FTC Decision Making.” . In Research Frontiers in Marketing: Dialogues and Directions , Edited by: Jain , Subhash . 308 – 11 . Chicago : American Marketing Association .
  • Mazis , Michael B , Staelin , Richard , Beales , Howard and Salop , Steven . 1981 . “A Framework for Evaluating Consumer Information Regulation.” . Journal of Marketing , 45 Winter : 11 – 21 .
  • McChesney , Fred S. and Muris , Timothy J. 1979 . “Advertising and the Price and Quality of Legal Services: The Case for Legal Clinics.” . American Bar Foundation Research Journal , : 179 – 207 . Winter
  • McDougall , G. H. C. 1978 . “Comparative Advertising: The Effect of Claim Type and Brand Loyalty.” . Current Issues and Research in Advertising , : 39 – 52 .
  • Miller , John A. 1977 . “Are Mandated Disclosures Deceptive Advertising?” . Journal of Advertising , 6 Winter : 4 – 9 .
  • Miller , John A. and Waller , Robin . 1979 . “Health Care Advertising: Consumer vs. Physician Attitudes.” . Journal of Advertising , 8 Fall : 20 – 29 .
  • Mokwa , Michael P. , Enis , Ben M. and Kangun , Norman . 1979 . “Consumer Policy Decisions: A Marketing Perspective.” . Public Policy Issues in Marketing , 1 : 34 – 47 .
  • Monaco , Gregory E. and Kaiser , Donn . 1983 . “Effects of Prior Preference, Inferences, and Believability in Consumer Advertising.” . In Information Processing Research in Advertising , Edited by: Harris , Richard J. Hillsdale , N.J. : Erlbaum . Ch. 12
  • Murphy , John H. II and Amundsen , Mary S. 1981 . “The Communications-Effectiveness of Comparative Advertising for a New Brand on Users of the Dominant Brand.” . Journal of Advertising , 10 ( 1 ) : 14 – 20 . 48
  • Nagle , T. T. 1981 . “Do Advertising-Profitability Studies Really Show that Advertising Creates a Barrier to Entry?” . Journal of Law & Economics , 24 Oct. : 39 – 49 .
  • Nkonge , Japhet H. and Greene , Scott C. 1982 . “The Impact of Communication Medium and Message Format on the Effectiveness of Corrective Messages.” . Current Issues and Research in Advertising , : 89 – 112 .
  • Palmer , Edward L. and Dorr , Aimee . 1980 . Children and the Faces of Television: Teaching, Violence, Selling , New York : Academic Press .
  • Peltzman , Sam . 1981 . “The Effects of FTC Advertising Regulation.” . Journal of Law & Economics , 24 Dec. : 403 – 48 .
  • Phillips , Graham H. 1980 . “A Review of Comparative Advertising.” , New York : Ogilvy & Mather, Inc. .
  • Preston , Ivan L. 1980 . “Researchers at the Federal Trade Commission—Peril and Promise.” . Current Issues and Research in Advertising , : 1 – 15 .
  • Preston , Ivan L. 1983 . “Research on Deceptive Advertising: Commentary.” . In Information Processing Research in Advertising , Edited by: Harris , Richard L. Hillsdale , N.J. : Erlbaum .
  • Preston , Ivan L. and Scharbach , Steven E. 1971 . “Advertising: More Than Meets the Eye?” . Journal of Advertising Research , 11 June : 19 – 24 .
  • Reeves , Byron and Wartella , Ellen . “‘For Some Children under Some Conditions’: A History of Research on Children and Media.” . Paper presented to annual convention, International Communication Association, Boston .
  • Roedder , Deborah L. 1981 . “Age Differences in Children's Responses to Television Advertising: An Information-Processing Approach.” . Journal of Consumer Research , 8 Sept. : 144 – 53 .
  • Roedder , Deborah L. 1982 . “Understanding and Overcoming Children's Processing Deficits.” . Advances in Consumer Research , 9 : 148 – 52 .
  • Rossiter , John R. 1980 . “Children and Television Advertising: Policy Issues, Perspectives and the Status of Research.” . In Children and the Faces of Television: Teaching, Violence, Selling , Edited by: Palmer , Edward L. and Dorr , Aimee . New York : Academic Press .
  • Rotfeld , Herbert J. and Preston , Ivan L. 1981 . “The Potential Impact of Research on Advertising Law.” . Journal of Advertising Research , 21 April : 9 – 17 .
  • Rotfeld , Herbert J. and Reid , Leonard N. 1977 . “Advertiser Supplied Message Research: Extending the Advertising Substantiation Program.” . Journal of Consumer Affairs , 11 Summer : 128 – 34 .
  • Rotfeld , Herbert J. and Rotzoll , Kim B. 1981 . “Puffery vs. Fact Claims—Really Different?” . Current Issues and Research in Advertising , : 85 – 103 .
  • Rubin , Ronald S. 1976 . “Children's Responses to Television Advertising: Product vs. Premium Orientation.” . Journal of the Academy of Marketing Sciences , 4 Fall : 742 – 52 .
  • Russo , Edward J. , Metcalf , Barbara L. and Stephens , Debra . 1981 . “Identifying Misleading Advertising.” . Journal of Consumer Research , 8 Sept. : 119 – 31 .
  • Scammon , Debra L. 1978 . “Comparative Advertising: A Reexamination of the Issues.” . Journal of Consumer Affairs , 12 Winter : 381 – 92 .
  • Schutz , Howard G. and Casey , Marianne . 1981 . “Consumer Perceptions of Advertising as Misleading.” . Journal of Consumer Affairs , 15 Winter : 340 – 57 .
  • Sheffet , Mary Jane . 1983 . “An Experimental Investigation of the Documentation of Advertising Claims.” . Journal of Advertising , 12 ( 1 ) : 19 – 29 .
  • Sheluga , David A. and Jacoby , Jacob . 1978 . “Do Comparative Claims Encourage Comparison Shopping? The Impact of Comparative Claims on Consumers' Acquisition of Product Information.” . Current Issues and Research in Advertising , : 23 – 37 .
  • Shimp , Terence A. 1979 . “Social Psychological (Mis) Representations in Television Advertising.” . Journal of Consumer Affairs , 13 Summer : 28 – 40 .
  • Shimp , Terence A. and Robert , Dyer. F. 1978 . “How the Legal Profession Views Legal Service Advertising.” . Journal of Marketing , 42 July : 74 – 81 .
  • Shimp , Terence A. and Divita , Salvatore F. 1976 . “An Experimental Test of the Harmful Effects of Premium-Oriented Commercials on Children.” . Journal of Consumer Research , 3 June : 1 – 11 .
  • Shimp , Terence A. and Preston , Ivan L. 1981 . “Deceptive and Nondeceptive Consequences of Evaluative Advertising.” . Journal of Marketing , 45 Winter : 22 – 32 .
  • Shimp , Terence A. and Yokum , Thomas J. 1982 . “Advertising Inputs and Psychophysical Judgments in Vending-Machine Retailing.” . Journal of Retailing , 58 Spring : 95 – 113 .
  • Smith , Joseph G. , Abelson , Herb , Appel , Valentine , Bauer , Raymond A. , Buc , Nancy and Montgomery , Bruce . 1973 . “My Day in Court.” . Journal of Advertising Research , 13 Dec. : 9 – 22 .
  • Smith , Robert E. and Meyer , Tiffany S. 1980 . “Attorney Advertising: A Consumer Perspective.” . Journal of Marketing , 44 Spring : 56 – 64 .
  • Stephens , Nancy and Stutts , Mary Ann . 1982 . “Preschoolers' Ability to Distinguish between Television Programming and Commercials.” . Journal of Advertising , 11 ( 2 ) : 16 – 26 .
  • Stutts , Mary Ann , Vance , Donald and Hudleson , Sarah . 1981 . “Program-Commercial Separators in Children's Television: Do They Help a Child Tell the Difference between Bugs Bunny and the Quik Rabbit?” . Journal of Advertising , 10 ( 2 ) : 16 – 25 . 48
  • Teel , Sandra J. , Teel , Jesse E. and Bearden , William O. 1979 . “Lessons Learned from the Broadcast Cigarette Advertising Ban.” . Journal of Marketing , 43 Jan. : 45 – 50 .
  • Trombetta , William L. 1978 . “Special Study: Advertising to Children on Television—A Survey of the Research.” . In Advertising Law Anthology , Vol. 5 , xxv – xxxiii . Arlington , Va. : International Library .
  • Tyebjee , Tyzoon T. 1979 . “Affirmative Disclosure of Nutrition Information and Consumers' Food Preferences: A Review.” . Journal of Consumer Affairs , 13 Winter : 206 – 23 .
  • Vanier , Dinoo and Sciglimpaglia , Donald . 1981 . “Consumer Attitudes toward Advertising by Professionals: The Case of the Medical Profession.” . Current Issues and Research in Advertising , : 149 – 66 .
  • Wackman , Daniel B. , Ward , Scott and Wartella , Ellen . 1979 . “Comments on FTC Staff Report.” . Public Policy Issues in Marketing , 1 : 81 – 97 .
  • Ward , Scott . 1972 . “Effects of Television Advertising on Children and Adolescents.” . In Television and Social Behavior , Edited by: Rubinstein , E. A. , Comstock , G. A. and Murray , J. P. Vol. 4 , Washington , D.C. : U.S. Government Printing Office .
  • Wartella , Ellen . 1982 . “Changing Conceptual View of Children's Consumer Information Processing.” . In Advances in Consumer Research Vol. 9 , 44 – 46 .
  • Wartella , Ellen . 1980 . “Individual Differences in Children's Responses to Television Advertising.” . In Children and the Faces of Television: Teaching, Violence, Selling , Edited by: Palmer , Edward L. and Dorr , Aimee . New York : Academic Press .
  • Wartella , Ellen and Hunter , Linda S. 1983 . “Children and the Formats of Television Advertising.” , Department of Advertising, University of Illinois . Working paper
  • Wilkes , Robert E. and Wilcox , James B. 1974 . “Recent FTC Actions: Implications for the Advertising Strategist.” . Journal of Marketing , 38 Jan. : 55 – 61 .
  • Wilkie , William L. 1982 . “Affirmative Disclosure: Perspectives on FTC Orders.” . Journal of Marketing and Public Policy , 1 : 95 – 110 .
  • Wilkie , William L. and Farris , Paul W. 1975 . “Comparison Advertising: Problems and Potential.” . Journal of Marketing , 39 Oct. : 7 – 15 .
  • Wilkie , William L. and Farris , Paul W. 1976 . Consumer Information Processing: Perspectives and Implications for Advertising , Cambridge , Mass. : Marketing Science Institute .
  • Wilkie , William L. and Gardner , David M. 1974 . “The Role of Marketing Research in Public Policy Decision Making.” . Journal of Marketing , 38 Jan. : 38 – 47 .
  • Wilkie , William L. , McNeill , Dennis L. and Mazis , Michael B. 1983 . “Advertising's ‘Scarlet Letter’: The Theory and Practice of Corrective Advertising.” . Journal of Marketing , 47
  • Wilkinson , J. B. , Bonfield , E. H. and Mason , Barry J. 1975 . “Subjective Deception and Cue Effects in Food Advertisements.” . Journal of Advertising , 4 ( 4 ) : 21 – 26 .
  • Woodside , Arch G. 1977 . “Advertisers' Willingness to Substantiate Their Claims.” . Journal of Consumer Affairs , 11 Summer : 135 – 44 .
  • Wright , Peter . 1979 . “Concrete Action Plans in TV Messages to Increase Reading of Drug Warnings.” . Journal of Consumer Research , 6 Dec. : 256 – 69 .
  • Zanot , Eric J. and Maddox , Lynda M. 1978 . “An Empirical Study of the Credibility of Bust Developer Advertisements among Young Women.” . Current Issues and Research in Advertising , : 53 – 61 .

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Order Reprints Request Corporate Permissions

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

Request Academic Permissions

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.

Related research

People also read lists articles that other readers of this article have read.

Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine.

Cited by lists all citing articles based on Crossref citations.
Articles with the Crossref icon will open in a new tab.