지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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초록· 키워드
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This study examined a total of 21 comparative advertising FTC decisions dating from 1972 through the first six month of 2006. The full text of each case was derived from the official website of the FTC and the volumes of Federal Trade Commission Decisions in the Law library at the University of Georgia. The majority of the FTC comparative advertising cases (52.4%) were decided in the 1990s followed by 28.6 percent in 1980s and 19 percent in 1970s. Since new millennium, none of comparative advertising case was heard by the FTC. Nearly one third of respondents appealed, and in only one case, the initial decision was modified based on substantiate evidences achieved by scientific study, yet it took 18 years after the complaint. This result provides the relatively low rate of appeals and the low reversal rate comparing to the Lanham Act lawsuit cases with approximately 65 percent of the appeal rate and 30 percent of the reversal rate.
목차
등록된 정보가 없습니다.
참고문헌 (20)
참고문헌 신청
Barry, T. E / 1993 / Comparative Advertising: What have We Learned in Two Decade / Journal of Advertising Research 33 (2) : 19 ~ 29
Choi, Y / 2004 / The Effectiveness of Comparative Advertising in Korea and the United States: A Cross?cultural and Individual?Level Analysis / Journal of Advertising 33 (4) :
Donthu, N / 1992 / Comparative Advertising Intensity / Journal of Advertising Research 32 (6) : 52 ~ 58
Earl, R. L / 1980 / The Effects of Advertisement Structure, Message Sidedness, and Performance / Journal of Advertising 9 (3) : 36 ~ 45
Grewal, D. / 1997 / Comparative Versus Noncomparative Advertising: A Meta?analysis / Journal of Marketing 61 (4) : 1 ~ 15
Choi, Y / 2004 / The Effectiveness of Comparative Advertising in Korea and the United States: A Cross?cultural and Individual?Level Analysis / Journal of Advertising 33 (4) :
Donthu, N / 1992 / Comparative Advertising Intensity / Journal of Advertising Research 32 (6) : 52 ~ 58
Earl, R. L / 1980 / The Effects of Advertisement Structure, Message Sidedness, and Performance / Journal of Advertising 9 (3) : 36 ~ 45
Grewal, D. / 1997 / Comparative Versus Noncomparative Advertising: A Meta?analysis / Journal of Marketing 61 (4) : 1 ~ 15
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