Business Commons^™

Marketing Ploy Or Strategic Initiative? An Investigation Of Deceptive Advertising, Pamela A. Richardson-Greenfield

Business Administration Dissertations

The number of commercial messages that consumers are exposed to on a daily bases is unknown, although some experts estimate it is at least 500 ads per day. Most pundits in the field of advertising agree that it is ubiquitous. For advertisers and marketers, it is critical for them to create advertising messages that break through the clutter and capture the attention of today’s consumers—who are distracted and overwhelmed. One tactic that practitioners employ to capture consumers’ attention in this challenging environment is deceptive advertising, which exaggerates—or even lies—about the attributes of a promoted product. This dissertation explores this topic …