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Full-Text Articles in Business
Advertising Research Issues From Ftc Versus Stouffer Foods Corporation, J. Craig Andrews, Thomas J. Maronick
Advertising Research Issues From Ftc Versus Stouffer Foods Corporation, J. Craig Andrews, Thomas J. Maronick
Marketing Faculty Research and Publications
Extrinsic evidence is frequently offered in Federal Trade Commission advertising deception cases, most often in the form of advertising research, such as copy tests. Although generally accepted principles exist for copy test evidence presented before the Commission, how these principles are operationalized can provide fertile ground for challenges. Thus, the authors review six copy testing and ad interpretation issues from the recent Stouffer Foods case. The authors discuss difficult tradeoffs inherent in relative versus absolute claims, multiple claims, control ad groups, control questions, and disclosure information. The careful consideration of such trade-offs in advertising research decisions will help in the …
The Ethics Of Business: Improving Or Deteriorating?, Gene R. Laczniak, Marvin W. Berkowitz, Russell G. Brooker, James P. Hale
The Ethics Of Business: Improving Or Deteriorating?, Gene R. Laczniak, Marvin W. Berkowitz, Russell G. Brooker, James P. Hale
Marketing Faculty Research and Publications
No abstract provided.
Are Smaller Firms More Export Competitive? A Study Of Brazilian Firms, Roque Zin, Paulo Fernando Pinto Barcellos, Syed H. Akhter
Are Smaller Firms More Export Competitive? A Study Of Brazilian Firms, Roque Zin, Paulo Fernando Pinto Barcellos, Syed H. Akhter
Marketing Faculty Research and Publications
This article analyses the export performance of Brazilian firms from 2002 to 2010, when the Brazilian currency became stronger. Firms were classified according to their size (micro, small, midsize and large) and to exports volume in American dollars (USD). The Revealed Comparative Advantage Index (Balassa, 1965) was used to analyse the effects of currency fluctuations on export performance.1 Results indicate that despite unfavourable conditions caused by currency appreciation, smaller firms increased exports volume and improved competitiveness more than large firms.
Review Of The Tangled Web They Weave: Truth, Falsity, & Advertisers By Ivan L. Preston, Gene R. Laczniak
Review Of The Tangled Web They Weave: Truth, Falsity, & Advertisers By Ivan L. Preston, Gene R. Laczniak
Marketing Faculty Research and Publications
No abstract provided.