国际市场营销（第十三版）chapter 10Advertising, Publicity, and Sales Promotion.ppt

Different decisions made by marketing managers and advertising agencies Types of advertising AIDA concept “Big Four” Advertising Agency Supergroups How to avoid unfair advertising FTC The Federal Trade Commission has the power to control unfair or deceptive business practices, including deceptive advertising. If the FTC decides that a particular practice is unfair or deceptive, it has the power to require affirmative disclosures, or corrective advertising. Corrective advertising– ads to correct deceptive advertising. How to obtain the communication? Webinars — online seminars that may includ