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Current Issues and Research in Advertising Volume 10, 1987 - Issue 1-2
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Issue 2: Reviews of Selected Areas

A Review of the Literature on Advertising Regulation, 1983–87

Ivan L. Preston
Pages 297-325 | Published online: 18 May 2012

References

See also Consumer and Economics Research-Oriented References below

  • Andrews , Alison M. 1982 . “Implied Misrepresentations in Advertisements Under Section 43(a) of the Lanham Trademark Act: American Home Products Corp. v. Johnson & Johnson.” . Albany Law Review , 47 ( Fall ) : 97 – 144 .
  • Armstrong , Gary M. 1984 . “An Evaluation of the Children's Advertising Review Unit,” . Journal of Public Policy & Marketing , 3 : 38 – 55 .
  • Armstrong , Gary M. and Ozanne , Julie L. 1983 . “An Evaluation of NAD/NARB Purpose and Performance.” . Journal of Advertising , 12 ( no. 3 ) : 15 – 26 . 52
  • Bailey , Patricia P. and Pertschuk , Michael . 1984 . “Analysis of the Law of Deception.” . Enclosure in letter to Cong. Dingell, reprinted in Antitrust & Trade Reporter , 46 : 372 – 92 . Also reprinted in essentially same form: (1984) “The Law of Deception: The Past as Prologue.” American University Law Review 33:849–97
  • Balsam , Craig . 1986 . “The Media's Right to Refuse Advertising.” . 1985 Annual Survey of American Law , : 699 – 711 . issue 3
  • Bauer , Joseph P. 1984 . “A Federal Law of Unfair Competition: What Should Be the Reach of Section 43(a) of the Lanham Act?” . UCLA Law Review , 31 : 671 – 753 .
  • Becker , Boris W. 1983 . “Injunction Powers of the F.T.C.—Immediate Relief from Deceptive Advertising.” . Journal of Advertising , 12 ( no. 3 ) : 43 – 45 .
  • Best , Arthur . 1985 . “Controlling False Advertising: A Comparative Study of Public Regulation, Industry Self-Policing, and Private Litigation.” . Georgia Law Review , 20 ( Fall ) : 1 – 72 .
  • Bjorkman , James J. 1986 . “From Lehman to Smith Haven Mall: Evolving Federal and State Restrictions on Political Advertising,” . 1985 Annual Survey of American Law , : 713 – 44 . issue 3
  • Bliss , Thomas Albert . 1983 . “Subliminal Projection: History and Analysis.” . Comm/Ent Law Journal , 5 ( Spring ) : 419 – 41 .
  • Boddewyn , J. J. 1981 . “Advertising Regulation, Self-Regulation, and Self-Discipline Around the World: Some Facts, Trends and Observations.” . Journal of International Marketing , 1 ( no. 1 ) : 46 – 55 .
  • Boddewyn , J. J. 1983a . “Outside Participation in Advertising Self-Regulation: The Case of the Advertising Standards Authority (U.K.).” . Journal of Consumer Policy , 6 ( no. 1 ) : 77 – 93 .
  • Boddewyn , J. J. 1983b . “Belgian Advertising Self-Regulation and Consumer Organizations …” . Journal of Consumer Policy , 6 ( no. 3 ) : 303 – 23 .
  • Boddewyn , J. J. 1985a . “Advertising Regulation: Fiddling with the FTC While the World Burns.” . Business Horizons , : 32 – 40 . (May-June)
  • Boddewyn , J. J. 1985b . “The Swedish Consumer Ombudsman System and Advertising Self-Regulation.” . Journal of Consumer Affairs , 19 ( Summer ) : 140 – 62 .
  • Boddewyn , J. J. 1985c . “Advertising Self-Regulation: Private Government and Agent of Public Policy.” . Journal of Public Policy & Marketing , 4 : 129 – 41 .
  • Brosterhous , Patricia . 1983 . “U.S. v. N.A.B.: The Deregulation of Self-Regulation.” . Federal Communications Law Journal , 35 ( Fall ) : 313 – 46 .
  • Calfee , John E. 1986 . “The Ghost of Cigarette Advertising Past.” . Regulation , 10 ( Nov.-Dec. ) : 35 – 45 .
  • Caywood , Clarke L. 1985 . “A Constitutional Jeopardy Theory: Toward a Novel Theory of Political Advertising Regulation.” , University of Wisconsin . Unpublished Ph.D. thesis
  • Corley , Sarah . 1986 . “Rights of Privacy and Publicity in Advertising.” . 1985 Annual Survey of American Law , : 585 – 601 . issue 3
  • Craswell , Richard . 1981 . “The Identification of Unfair Acts or Practices by the Federal Trade Commission.” . Wisconsin Law Review , 1 : 107 – 53 .
  • Craswell , Richard . 1985 . “Interpreting Deceptive Advertising.” . Boston University Law Review , 65 ( July ) : 657 – 732 .
  • Curtis , James M. 1986 . “Advertising Regulated Products,” . 1985 Annual Review of American Law , : 621 – 38 . issue 3
  • Dahringer , Lee D. and Johnson , Denise R. 1984 . “The FTC Redefinition of Deception and Public Policy Implications: Let the Buyer Beware.” . Journal of Consumer Affairs , 18 ( Winter ) : 343 – 54 .
  • Doberman , Amy . 1986 . “Advertising for Abortion Services and Contraceptives.” . 1985 Annual Survey of American Law , : 655 – 69 . issue 3
  • Donegan , Thomas J. Jr. 1982 . “Section 43(a) of the Lanham Trademark Act as a Private Remedy for False Advertising.” . Food Drug Cosmetic Law Journal , 37 ( July ) : 264 – 88 .
  • Elliott , Robert G. 1986 . “Trolling for Clients Under the First Amendment: It's Hard to Keep a Good Solicitor Down.” . Connecticut Bar Journal , 60 ( Aug. ) : 219 – 50 .
  • Federal Trade Commission . 1984 . “Policy Statement on Unfairness.” . F.T.C. Decisions , 104 : 1070 – 76 . Letter from Commissioners to Sens. Ford & Danforth, Dec. 17, 1980, reprinted as appendix in International Harvester
  • Ford , Gary T. and Calfee , John E. 1986 . “Recent Developments in FTC Policy on Deception.” . Journal of Marketing , 50 ( July ) : 82 – 103 .
  • Fraser , Alexander G. 1986 . “The Federal Trade Commission Enforcement Against Deceptive Advertising.” . 1985 Annual Survey of American Law , : 537 – 62 . issue 3
  • Gallo , Andrew A. 1986 . “False and Comparative Advertising Under Section 43(a) of the Lanham Trademark Act.” . Communications and the Law , 8 ( Feb. ) : 3 – 29 .
  • Geismar , John . 1981 . “Note, Commercial Speech and the FTC: A Point of Departure from Traditional First Amendment Analysis Regarding Prior Restraint.” . New England Law Review , 16 : 793 – 829 .
  • Gellhorn , Ernest . 1983 . “Trading Stamps, S&H, and the FTC's Unfairness Doctrine.” . Duke Law Journal , : 903 – 58 .
  • Grady , Susan E. 1983 . “Inadvertent Creation of Express Warranties: Caveats for Pictorial Product Representations.” . UCC Law Journal , 15 : 268 – 72 .
  • Grady , Susan E. and Feinman , Michael B. 1984 . “Advertising and the FTC: How Much Can You ‘Puff’ Until You're Legally Out of Breath?” . Administrative Law Review , 36 ( Fall ) : 399 – 411 .
  • Greer , Thomas V. and Thompson , Paul R. 1985 . “Development of Standardized and Harmonized Advertising Regulation in the European Economic Community.” . Journal of Advertising , 14 ( no. 2 ) : 23 – 32 . 64
  • Handler , Janice . 1983 . “Pfizer Revisited: From ‘Reasonable Basis' to ‘Establishment Claims’ in Advertising Substantiation.” . Food Drug Cosmetic Law Journal , 38 : 325 – 33 .
  • Heafner , Margaret J. and Heafner , James E. “Freedom of Commercial Speech: The Special Case of Liquor Advertising.” . Proceedings of American Academy of Advertising . pp. 108 – 11 .
  • Heath , Robert L. and Nelson , Richard A. 1985 . “Image and Issue Advertising: A Corporate and Public Policy Perspective.” . Journal of Marketing , 49 ( Spring ) : 58 – 68 .
  • Higgins , Richard S. and McChesney , Fred S. 1986 . “Truth and Consequences: The Federal Trade Commission's Ad Substantiation Program.” . International Review of Law and Economics , 6 ( Dec. ) : 151 – 68 .
  • Hovland , Roxanne and Wilcox , Gary B. “Alcoholic Beverage Advertising in Electronic Media and the First Amendment.” . Proceedings of American Academy of Advertising . pp. 117 – 18 . 31 – 41 . Same article: Wilcox, Dorothy Shea, and Hovland (1986). “Alcoholic Beverage Advertising and the First Amendment.” Communications and the Law 8
  • Hutt , P. B. 1986 . “Government Regulation of Health Claims in Food Labeling and Advertising.” . Food Drug Cosmetic Law Journal , 41 : 3 – 73 .
  • Keller , Bruce P. 1985 . “How Do You Spell Relief? Private Regulation of Advertising Under Section 43(a) of the Lanham Act.” . Trademark Reporter , 75 : 227 – 48 . Essentially same article: (1986) “Private Regulation of Advertising Under Section 43(a) of the Lanham Act.” 1985 Annual Survey of American Law, issue 3: 563–84
  • Kibler , Dorothy Virginia . 1986 . “Commercial Speech and Disciplinary Rules Preventing Attorney Advertising and Solicitation: Consumer Loses With the Zauderer Decision.” . North Carolina Law Review , 65 ( Nov. ) : 170 – 94 .
  • Knight , G. 1981 . Advertising Sourcebook for Lawyers
  • Maddox , Linda M. and Zanot , Eric J. 1984 . “Suspension of the NAB Code and Its Effect on Regulation on Advertising.” . Journalism Quarterly , 61 ( Spring ) : 125 – 30 . 156
  • Maher , John A. 1982 . “The Rule of Law and FTC: Thesis and Antithesis? Some Proposals.” . Dickinson Law Review , 86 : 402 – 46 .
  • Makar , Scott . 1985 . “Advertising Legal Services: The Case for Quality and Self-Laudatory Claims.” . University of Florida Law Review , 37 ( Fall ) : 969 – 1011 .
  • Mandel , Richard S. 1984 . “Liquor Advertising: Resolving the Clash Between the First and Twenty-First Amendments.” . New York University Law Review , 59 ( Apr. ) : 157 – 86 .
  • Marx , Gary S. 1983 . “Section 43(a) of the Lanham Act: A Statutory Cause of Action for False Advertising.” . Washington and Lee Law Review , 40 ( Spring ) : 383 – 420 .
  • Matejcak , Susan I. 1985 . “Direct Mailings by Attorneys: Which End of the Spectrum?” . Loyola University of Chicago Law Journal , 16 ( Spring ) : 665 – 94 .
  • Maute , Judith L. 1986 . “Scrutinizing Lawyer Advertising and Solicitation Rules Under Commercial Speech and Antitrust Doctrine.” . Hastings Constitutional Law Quarterly , 13 ( Spring ) : 487 – 535 .
  • McChesney , Fred S. 1985 . “Commercial Speech in the Professions: the Supreme Court's Unanswered Questions and Questionable Answers.” . University of Pennsylvania Law Review , 134 ( Dec. ) : 45 – 119 .
  • Meiselman , Abby . 1986 . “The Regulation of Outdoor Advertising: Balancing Freedom of Speech and Aesthetics.” . 1985 Annual Survey of American Law , : 671 – 97 . issue 3
  • Miller , James C. 1984 . “Policy Statement on Deception.” . F.T.C. Decisions , 103 : 174 – 180 . Letter to Cong. Dingell, Oct. 14, 1983, published as appendix to Cliffdale
  • Miller , Matthew L. 1985 . “The First Amendment and Legislative Bans of Liquor and Cigarette Advertisements.” . Columbia Law Review , 85 ( Apr. ) : 632 – 55 .
  • Miracle , Gordon E. “A Brief History of U.S. Advertising Self-Regulation to 1970.” . Proceedings of American Academy of Advertising . pp. 2 – 7 .
  • Moss , Frederick C. 1986 . “The Ethics of Law Practice Marketing.” . Notre Dame Law Review , 61 ( No. 4 ) : 601 – 95 .
  • Murphy , Patrick E. 1984 . “Strategic Planning at the FTC.” . Journal of Public Policy & Marketing , 3 : 56 – 66 .
  • Nelson , Eric M. 1985 . “Communications Law.” . 1984 Annual Survey of American Law , : 401 – 34 . issue 2
  • Nevett , Terence R. and Miracle , Gordon E. “The British System of Advertising Self-Regulation: An Historical Perspective.” . Proceedings of American Academy of Advertising . pp. 2 – 6 .
  • Novitch , Mark . 1984 . “Direct-to-Consumer Advertising of Prescription Drugs.” . Food Drug Cosmetic Law Journal , 39 ( July ) : 306 – 11 .
  • Ornstein , Stanley I. 1984 . “The Federal Trade Commission's Anti-Trust Attack on Advertising.” . International Journal of Advertising , 3 ( no. 4 ) : 283 – 300 .
  • Pertschuk , Michael . 1982 . Revolt Against Regulation—The Rise and Pause of the Consumer Movement , Berkeley : University of California Press .
  • Practicing Law Institute . 1984 . Legal and Business Aspects of the Advertising Industry
  • Preston , Ivan L. “How the FTC Prosecutes Advertising Claims Based on Surveys.” . Proceedings of American Academy of Advertising . pp. 98 – 103 .
  • Preston , Ivan L. 1986 . “Data-Free at the FTC? How the Federal Trade Commission Decides Whether Extrinsic Evidence of Deceptiveness if Required.” . American Business Law Journal , 24 ( Fall ) : 359 – 76 .
  • Preston , Ivan L. 1987a . “Description and Analysis of FTC Order Provisions Resulting From References in Advertising to Tests or Surveys.” . Pepperdine Law Review , 14 ( no. 2 ) : 229 – 312 .
  • Preston , Ivan L. 1987b . “The Use of Extrinsic Evidence in FTC Deceptiveness Cases.” . Columbia Business Law Review , in press
  • Preston , Ivan L. and Richards , Jef I. 1986a . “The Relationship of Miscomprehension to Deceptiveness in FTC Cases.” . Advances in Consumer Research , 13 : 138 – 42 .
  • Preston , Ivan L. , Richards , Jef I. and Richards , Jef I. 1986b . “Consumer Miscomprehension as a Challenge to FTC Prosecutions of Deceptive Advertising.” . John Marshall Law Review , 19 ( Spring ) : 605 – 35 .
  • Pridgen , Dee . 1985 . “Satellite Television Advertising and the Regulatory Conflict in Western Europe.” . Journal of Advertising , 14 ( no. 1 ) : 23 – 29 . 56
  • Pridgen , Dee . 1986 . Consumer Protection and the Law , New York : Clark Boardman .
  • Rice , David A. 1983 . “Consumer Unfairness at the FTC: Misadventures in Law and Economics.” . George Washington Law Review , 52 ( Nov. ) : 1 – 66 .
  • Rice , David A. 1984 . “Toward a Theory and Legal Standard of Consumer Unfairness.” . Journal of Law and Commerce , 5 : 111 – 54 .
  • Richards , Jef I. and Preston , Ivan L. 1987 . “A Dispute Resolution Model for FTC Deceptiveness Cases.” . Oklahoma Law Review , in press
  • Rijkens , Rein and Miracle , Gordon E. 1986 . European Regulation of Advertising , Amsterdam : North-Holland .
  • Saxton , Steven . 1983 . “Metromedia v. San Diego III: Content Regulation, Commercial Speech, and the California Supreme Court's Recent Billboard Decision.” . Comm/Ent Law Journal , 5 ( Spring ) : 581 – 610 .
  • Schechter , Roger E. 1984 . “Letting the Right Hand Know What the Left's Doing: The Clash of the FTC's False Advertising and Antitrust Policies.” . Boston University Law Review , 64 ( March ) : 265 – 323 .
  • Scherb , Cynthia Weber . 1985 . “Trade Regulation—The FTC Policy Statement on Deception: A New Standard, or a Restatement of the Old?” . Journal of Corporation Law , 10 ( Spring ) : 805 – 16 .
  • Schofield , Lemuel B. 1985 . “First Amendment Implications of Banning Alcoholic Beverage Ads on Radio and Television.” . Journalism Quarterly , 62 ( Autumn ) : 533 – 39 .
  • Schuman , Gary . 1983 . “False Advertising: A Discussion of a Competitor's Rights and Remedies.” . Loyola University Law Journal , 15 : 1 – 31 .
  • Shafer , Charles . 1986 . “Developing Rational Standards for an Advertising Substantiation Policy.” . Cincinnati Law Review , 55 : 1 – 79 .
  • Silberstein , John . 1986 . “Deregulation and Children's Advertising.” . 1985 Annual Survey of American Law , : 603 – 20 . issue 3
  • Simon , Todd F. 1984–85 . “Defining Commercial Speech: A Focus on Process Rather than Content.” . New England Law Review , 20 : 215 – 45 .
  • Snyder , Wallace S. 1985 . “Regulation of Food and Drug Advertising by the Federal Trade Commission.” . Food Drug Cosmetic Law Journal , 40 ( July ) : 416 – 19 .
  • Snyder , Wallace S. 1986 . “The Federal Trade Commission's View on Health Claims.” . Food Drug Cosmetic Law Journal , 41 ( Jan. ) : 105 – 10 .
  • Stern , Louis W. and Eovaldi , Thomas L. 1984 . Legal Aspects of Marketing Strategy: Antitrust and Consumer-Protection Issues , Englewood Cliffs : Prentice Hall .
  • Sullivan , Thomas E. and Marks , Brian A. 1986 . “The FTC's Deceptive Advertising Policy: A Legal and Economic Analysis.” . Oregon Law Review , 64 : 593 – 633 .
  • Swartz , James E. and Neman , Thomas E. “NAD and NARB Reviews as a Reflection of Societal Trends: The Case for Natural Foods.” . Proceedings of American Academy of Advertising . pp. 70 – 73 .
  • Thain , Gerald J. 1981 . “Development of the ‘Commercial Speech’ Doctrine by the Supreme Court: Its Implications for the Regulation of Advertising by the FTC.” , Dept. of Advertising, College of Communications, University of Illinois . Advertising Working Papers, (No. 10, July)
  • Thain , Gerald J. 1984 . “Prohibitions on Advertising for Products it is Legal to Sell: A Constitutionally Valid Option.” . Journal of Products Law , 3 ( Sep.-Dec. ) : 83 – 100 .
  • Thomson , David I. C. 1982 . “Problems of Proof in False Comparative Product Advertising: How Gullible is the Consumer?” . Trademark Reporter , 72 : 385 – 402 .
  • Tolchin , Susan J. and Tolchin , Martin . 1983 . Dismantling America: The Rush to Deregulate , Boston : Houghton Mifflin .
  • Tomkins , Eileen O. 1986 . “Attorney Advertising.” . 1985 Annual Survey of American Law , : 639 – 53 . issue 3
  • Ursic , Michael . 1985 . “Product Safety Warnings: A Legal Review.” . Journal of Public Policy & Marketing , 4 : 80 – 90 .
  • Vercammen , Kenneth A. and Smith , Edward C. 1985 . “Advertising and the FTC: Less Regulation Can Mean More Consumer Protection.” . The Corporation Law Review , 8 ( Winter ) : 49 – 79 .
  • Welti , Belinda . 1983 . “Note—The Need for a Statutory Definition of ‘Deceptive’ Advertising.” . New England Law Review , 19 ( no. 1 ) : 127 – 49 .
  • Weston , Brent R. 1986 . “Protected Solicitation Becomes More Personal: Zauderer …” . St. Louis University Law Journal , 31 ( Oct. ) : 167 – 89 .
  • Whitman , Douglas and Stoltenberg , Clyde D. 1986 . “Evolving Concepts of Lawyer Advertising: The Supreme Court's Latest Clarification.” . Indiana Law Review , 19 ( no. 2 ) : 497 – 560 .
  • Wuliger , Gregory T. 1984 . “The Constitutional Rights of Puffery: Commercial Speech and the Cigarette Broadcast Advertising Ban.” . Federal Communications Law Journal , 36 ( July ) : 1 – 25 .
  • Zanot , Eric J. 1985 . “Unseen But Effective Advertising Regulation: The Clearance Process.” . Journal of Advertising , 14 ( no. 4 ) : 44 – 51 . 59, 68

Consumer and Economics Research-Oriented References

  • Abernethy , Avery M. and Teel , Jesse E. 1986 . “Advertising Regulation's Effect Upon Demand for Cigarettes.” . Journal of Advertising , 15 ( no. 4 ) : 51 – 55 .
  • Allen , Bruce H. , Wright , Richard A. and Raho , Louis E. 1985 . “Physicians and Advertising.” . Journal of Health Care Marketing , 5 ( Fall ) : 39 – 49 .
  • Armstrong , Gary M. , Gurol , Metin N. and Russ , Frederick A. 1983 . “Corrective Advertising: A Review and Evaluation.” . Current Issues & Research in Advertising , : 93 – 113 .
  • Barnes , David W. 1983 . “The Significance of Quantitative Evidence in F.T.C. Deceptive Advertising Cases.” . Law and Contemporary Problems , 46 ( Autumn ) : 25 – 47 .
  • Bernhardt , Kenneth L. , Kinnear , Thomas C. and Mazis , Michael B. 1986 . “A Field Study of Corrective Advertising Effectiveness.” . Journal of Public Policy & Marketing , 5 : 146 – 62 .
  • Bhalla , Gaurav and Lastovicka , John L. 1984 . “The Impact of Changing Cigarette Warning Message Content and Format.” . Advances in Consumer Research , 11 : 305 – 10 .
  • Bloom , Paul N. 1984 . “Effective Marketing for Professional Services.” . Harvard Business Review , 62 ( Sep.-Oct. ) : 102 – 10 .
  • Boal , Bradlee R. 1983 . “Techniques for Ascertaining Likelihood of Confusion and the Meaning of Advertising Communications.” . Trademark Reporter , 83 : 405 – 35 .
  • Bonamici , Suzanne . 1983 . “The Use and Reliability of Survey Evidence in Deceptive Advertising Cases.” . Oregon Law Review , 62 : 561 – 602 .
  • Bracks , Merrie , Mitchell , Andrew A. and Staelin , Richard . 1984 . “The Effect of Nutritional Information Disclosure in Advertising: An Information-Processing Approach.” . Journal of Public Policy & Marketing , 3 : 1 – 25 .
  • Buchanan , Bruce . 1985 . “Can You Pass the Comparative Ad Challenge?” . Harvard Business Review , : 106 – 13 . (July-Aug.)
  • Bush , Alan J. and Moncrief , William C. III . 1985 . “The Effect of Attorneys' Direct Mail Advertising on Credibility: A Study of Attorneys' and Consumers' Perceptions.” . Current Issues & Research in Advertising , : 161 – 73 .
  • Calfee , John E. , Ford , Gary T. and Maronick , Thomas J. 1983 . “Consumer Research Issues at the FTC.” . Advances in Consumer Research , 10 : 263 – 67 .
  • Cohen , Dorothy . 1986 . “Trademark Strategy.” . Journal of Marketing , 50 ( Jan. ) : 61 – 74 .
  • Crabb , Cornelia M. and Faber , Ronald J. “The Impact of Professional Society Affiliation on Attitudes Toward Professional Advertising.” . Proceedings of American Academy of Advertising . pp. 31 – 35 .
  • Cunningham , Bernard J. , Sethi , Prakash S. and Turicchi , Thomas . 1982 . “Public Perception of Government Regulation.” . Journal of Macromarketing , 2 ( Fall ) : 43 – 51 .
  • Darden , Donna K. , Darden , William R. and Kiser , G. E. 1981 . “The Marketing of Legal Services.” . Journal of Marketing , 45 ( Spring ) : 123 – 34 .
  • Dowling , Grahame R. 1986 . “The Effectiveness of Advertising Explicit Warranties.” . Journal of Public Policy & Marketing , 4 : 142 – 52 .
  • Ferguson , James M. 1983 . “Daily Newspaper Advertising Rates, Local Media Cross-Ownership, Newspaper Chains, and Media Competition.” . Journal of Law and Economics , 26 ( Oct. ) : 635 – 54 .
  • Funkhouser , Ray G. 1984 . “An Empirical Study of Consumers' Sensitivity to the Wording of Affirmative Disclosure Messages.” . Journal of Public Policy & Marketing , 3 : 26 – 37 .
  • Gill , James D. and Grossbart , Sanford . 1985 . “Influence of Deceptive Claim Strategy and Product Class Involvement on Beliefs Induced by Deceptive and Corrective Commercials.” . Current Issues & Research in Advertising , : 129 – 60 .
  • Grunert , Klaus G. and Dedler , Conrad . 1985 . “Misleading Advertising: In Search of a Measurement Methodology.” . Journal of Public Policy & Marketing , 4 : 153 – 63 .
  • Gurol , Metin N. and Kaynak , Erdener . 1984 . “The Effects of Corrective Advertising on Company Image: A Cross-Cultural Study of the USA and Canada.” . International Journal of Advertising , 3 ( no. 2 ) : 113 – 27 .
  • Hazard , G. C. , Pearce , R. G. and Stempel , J. W. 1983 . “Why Lawyers Should Be Allowed to Advertise: A Market Analysis of Legal Services.” . New York University Law Review , 58 ( Nov. ) : 1084 – 1113 .
  • Heafner , James E. “Mass Media Implications for Legal Advertising.” . Proceedings of American Academy of Advertising . pp. 83 – 87 .
  • Hite , Ribert E. and Bellizzi , Joseph A. 1986 . “Consumers' Attitudes Toward Accountants, Lawyers, and Physicians with Respect to Advertising Professional Services.” . Journal of Advertising Research , 26 ( June-July ) : 45 – 54 .
  • Hite , Ribert E. and Kiser , G. E. 1985 . “Consumers' Attitudes Toward Lawyers with Regard to Advertising Professional Services.” . Journal of the Academy of Marketing Sciences , 13 ( Winter-Spring ) : 321 – 39 .
  • Hoy , Mariea Grubbs , Young , Clifford E. and Mowen , John C. 1986 . “Animated Host-Selling Advertisements: Their Impact on Young Children's Recognition, Attitudes, and Behavior.” . Journal of Public Policy & Marketing , 5 : 171 – 84 .
  • Hunt , James M. , Kernan , Jerome B. and Mizerski , Richard W. 1983 . “The Role of Causal Inference in Consumer Response to Inequitable Exchange: A Case of Deceptive Advertising.” . Advances in Consumer Research , 10 : 136 – 41 .
  • Jacoby , Jacob , Nelson , Margaret C. , Hoyer , Wayne D. and Gueutal , Hal G. 1984 . “Probing the Locus of Causation in the Miscomprehension of Remedial Advertising Statements.” . Advances in Consumer Research , 11 : 379 – 84 .
  • Kinnear , Thomas C. , Taylor , James R. and Gur-Arie , Oded . 1983 . “Affirmative Disclosure: Long-Term Monitoring of Residual Effects.” . Journal of Public Policy & Marketing , 2 : 38 – 45 .
  • Kurzbard , Gary and Soley , Lawrence C. “Puffery and Industrial Advertising Readership and Evaluation.” . Proceedings of American Academy of Advertising . pp. 104 – 7 .
  • Lammers , Bruce H. 1985 . “The Overkill Effect of Corrective Advertising: An Heiderian Perspective on the Influence of Corrective Advertisement Sponsorship.” . Advances in Consumer Reesarch , 12 : 426 – 31 .
  • Liefeld , John and Heslop , Louise A. 1985 . “Reference Prices and Deception in Newspaper Advertising.” . Journal of Consumer Research , 11 ( March ) : 868 – 76 .
  • Lindquist , Jay D. “Print Campaign Advertising Impact: A Study of Perception Change Concerning Osteopathic Physicians.” . Proceedings of the American Academy of Advertising . pp. 148 – 53 .
  • Marks , Ronald . 1984 . “Consumer Response to Physicians' Advertisements.” . Journal of the Academy of Marketing Sciences , 12 ( Summer ) : 35 – 52 .
  • Mazis , Michael B. , McNeill , Dennis L. and Bernhardt , Kenneth L. 1983 . “Day-After-Recall of Listerine Corrective Commercials.” . Journal of Public Policy & Marketing , 2 : 29 – 37 .
  • McGuire , Bernadette . “The National Association of Broadcasters' View of Alcohol Advertising.” . Proceedings of the American Academy of Advertising . pp. 119 – 22 .
  • Morris , Louis A. and Millstein , Lloyd G. 1984 . “Drug Advertising to Consumers: Effects of Formats for Magazine and Television Advertisements.” . Food Drug Cosmetic Law Journal , 39 ( Oct. ) : 497 – 503 .
  • Morris , Louis A. , Ruffner , Michael and Klimberg , Ronald . 1985 . “Warning Disclosures for Prescription Drugs.” . Journal of Advertising Research , 25 ( Oct.-Nov. ) : 25 – 32 .
  • Muehling , Darrel D. and Kangun , Norman . 1985 . “The Multidimensionality of Comparative Advertising: Implications for the FTC.” . Journal of Public Policy & Marketing , 4 : 112 – 28 .
  • Oliver , Richard L. , Walbridge , Hoyt R. and Rheinstein , Peter H. 1984 . “A Study of Physicians' Perception of Advertising Judged Deceptive by the FDA.” . Advances in Consumer Research , 11 : 224 – 28 .
  • Ornstein , Stanley I. and Hanssens , Dominique M. 1985 . “Alcohol Control Laws and the Consumption of Distilled Spirits and Beer.” . Journal of Consumer Research , 12 ( Sept. ) : 200 – 13 .
  • Patterson , Larry T. and Swerdlow , Robert A. 1982 . “Should Lawyers Advertise? A Study of Consumer Attitudes.” . Journal of the Academy of Marketing Sciences , 10 ( no. 3 ) : 314 – 28 .
  • Pitta , Dennis and Laric , Michael V. “Professional Sales Promotion: An Alternative to Professional Advertising?” . Proceedings of the American Academy of Advertising . pp. 36 – 40 .
  • Riecken , Glen and Yavas , Ugur . 1984 . “Advertising and the Professions—The Attitudes of Doctors.” . International Journal of Advertising , 3 ( no. 4 ) : 311 – 19 .
  • Ringleb , Al H. , Bush , Alan J. and Moncrief , William C. III . 1986 . “Lawyer Direct Mail Advertisements: Regulatory Environment, Economics, and Consumer Perceptions.” . Pacific Law Journal , 17 : 1199 – 1245 .
  • Rotfeld , Herbert J. “Medical Service Advertising: Perspectives and Arguments.” . Proceedings of the American Academy of Advertising . pp. 46 – 48 .
  • Schorin , Gerald A. , Bergh , Vanden Bruce G. and Adler , Keith . “Is Puffery in Automotive Advertising on the Road Back?” . Proceedings of the American Academy of Advertising . pp. 112 – 14 .
  • Schucker , Raymond E. , Stokes , Raymond C. , Stewart , Michael L. and Henderson , Douglas P. 1983 . “The Impact of the Saccharin Warning Label on Sales of Diet Soft Drinks in Supermarkets.” . Journal of Public Policy & Marketing , 2 : 46 – 56 .
  • Shapiro , Irwin A. and Majewski , Robert F. 1983 . “Should Dentists Advertise?” . Journal of Advertising Research , 23 ( June-July ) : 33 – 37 .
  • Siebert , W. S. 1984 . “Advertising and the Professions: The Economic Argument.” . International Journal of Advertising , 3 ( no. 3 ) : 189 – 205 .
  • Smith , Mickey C. 1985 . “Contents of Hospital Advertisements in the Yellow Pages.” . Journal of Health Care Marketing , 5 ( Spring ) : 29 – 36 .
  • Snizek , William E. and Crocker , Kenneth E. 1985 . “Professionalism and Attorney Attitudes Toward Legal Service Advertising.” . Journal of the Academy of Marketing Sciences , 13 ( Fall ) : 101 – 18 .
  • Statman , Meir and Tyebjee , Tyzoon T. 1984 . “Strategic Responses to Changes in Public Policy: The Case of the Pharmaceutical Industry and Drug Substitution Laws.” . Journal of Public Policy & Marketing , 3 : 99 – 112 .
  • Stutts , Mary Ann and Hunnicut , Garland G. 1987 . “Can Young Children Understand Disclaimers in Television Commercials?” . Journal of Advertising , 16 ( no. 1 ) : 41 – 46 .
  • Stutts , Mary Ann , Lamb , Charles W. and McNeal , James U. “The Effects of Corrective Advertising on Listerine.” . Proceedings of the American Academy of Advertising . pp. 64 – 69 .
  • Swartz , Teresa A. and Stephens , Nancy . “Marketing Professional Services: The Case of the Physician.” . Proceedings of the American Academy of Advertising . pp. 78 – 82 .
  • Traylor , Mark B. and Mathias , Alicia M. 1983 . “The Impact of TV Advertising Versus Word of Mouth on the Image of Lawyers: A Projective Experiment.” . Journal of Advertising , 12 ( no. 4 ) : 42 – 45 . 49
  • Bergh , Bruce Vanden G. and Bartlett , Nan . 1982 . “Puffery and Magazine Ads.” . Journalism Quarterly , 59 : 645 – 48 .
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