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Journal ArticleDOI

Marketing Research and the Legal Requirements of Advertising

J. Thomas Rosch
- 01 Jul 1975 - 
- Vol. 39, Iss: 3, pp 69
About: 
This article is published in Journal of Marketing.The article was published on 1975-07-01. It has received 11 citations till now. The article focuses on the topics: Return on marketing investment & Digital marketing.

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Journal ArticleDOI

A Longitudinal Study of Corrective Advertising

Robert F. Dyer, +1 more
- 01 Feb 1978 - 
TL;DR: The authors examined whether exposure to a single corrective advertisement can reduce residual effects emanating from the FTC's Listerine case, and found that exposure to such a single advertisement reduced residual effects.
Journal ArticleDOI

Detecting and Correcting Deceptive Advertising

Gary Armstrong, +2 more
- 01 Dec 1979 - 
TL;DR: In this paper, the use of the salient belief technique for measuring deception and the effectiveness of corrective ads is applied to Listerine advertising, which has already been found deceptive by the courts.
Journal ArticleDOI

Enhancing the Role of Marketing Research in Public Policy Decision Making

Robert F. Dyer, +1 more
- 01 Jan 1977 - 
TL;DR: In this article, the posture of regulatory agencies is one of increased receptivity toward relevant consumer research prior to the formulation of public policy, and some guidelines for marketing and consumer researchers to increase the impact of their research findings.
Journal ArticleDOI

A Longitudinal Evaluation of the Listerine Corrective Advertising Campaign

Gary Armstrong, +2 more
- 01 Jan 1983 - 
TL;DR: In this article, four waves of telephone interviews with adult mouthwash users were conducted to examine the impact of a corrective advertising campaign on levels of deception, and a small significant relationship was found.
Journal ArticleDOI

Defining and Measuring Deception in Advertising: A Review and Evaluation

Gary Armstrong, +2 more
- 18 May 2012 - 
TL;DR: The authors reviewed and evaluated the growing marketing literature on defining and measuring deception in advertising and developed criteria for evaluating deception measurement techniques and applied them to methods which have been used in empirical studies.