教师手册 Chap020教学资源.doc

Chapter 20 - Regulation of Advertising and Promotion PAGE 313 20- PAGE 1 ? 2012 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Chapter 20 REGULATION OF ADVERTISING AND PROMOTION Chapter Overview The purpose of this chapter is to examine the regulatory environment in which advertising and promotion operate including industry self-regulation and regulation by federal and state agencies. The chapter begins by examining the various ways the advertising industry attempts to police itself through the use of self-regulation by various parties including advertisers and agencies, trade associations, the business community, and the media. Attention is also given to appraising the value and effectiveness of self-regulation. The remainder of this chapter focuses on governmental regulation of advertising, particularly at the federal level. We discuss the background of federal regulation of advertising and examine the role and functioning of the Federal Trade Commission including its handling of deceptive advertising cases. Additional federal regulatory agencies that have some influence or power over advertising are also discussed along with advertising regulation at the state level. The chapter concludes with an examination of regulations affecting other promotional areas such as sales promotion, direct marketing, and marketing on the Internet Learning Objectives To examine how advertising is regulated including the role and function of various regulatory agencies. To examine self-regulation of advertising and evaluate its effectiveness. To examine how advertising is regulated by federal and state governmental agencies, including the Federal Trade Commission. To examine rules and regulations that affect sales promotion, direct marketing, and marketing on the In