Details
Law & Advertising
A Guide to Current Legal Issues4. Fourth Edition
|
104,99 € |
|
| Verlag: | Rowman & Littlefield Publishers |
| Format: | EPUB |
| Veröffentl.: | 01.03.2017 |
| ISBN/EAN: | 9781442244894 |
| Sprache: | englisch |
| Anzahl Seiten: | 398 |
DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.
Beschreibungen
<span><span>In this lively, entertaining, and informative book, Dean K. Fueroghne guides readers through the complex laws governing the creation of advertising, illuminating a heavily regulated arena at the intersection of free enterprise and consumer protection.<br><br>Is it acceptable to use images of real people, famous or not? Can Nike talk about Adidas in its promotional campaign? When can money be shown? What constitutes puffery, or deceptive truth, or bait-and-switch advertising? What are the specific rules pertaining to professional businesses, political advertising, or the marketing of alcohol or tobacco? What is the difference between copyright and trademark? Fueroghne answers these questions and more as he covers the complex laws relevant to advertising in all its guises. In addition to discussing specific cases, he explains the reasoning behind the court’s decisions and how it affects the business of advertising.<br><br>Students of strategic communication as well as advertising professionals—from agency account executives and copywriters to art directors and freelance designers—will learn to anticipate when proposed advertising may cause legal problems and how to avoid costly mistakes. Advertising lawyers will also appreciate the book as a handy reference that gathers in one place the many disparate laws affecting marketing and promotion in the United States today.</span></span>
<span><span>In this lively, entertaining, and informative book, Dean K. Fueroghne guides readers through the complex laws governing the creation of advertising, illuminating a heavily regulated arena at the intersection of free enterprise and consumer protection.</span></span>
<span><span>Foreword by Stephen P. Durchslag</span></span>
<br>
<span><span>Preface</span></span>
<br>
<span><span>Chapter 1. An Overview of Advertising Regulation</span></span>
<br>
<span><span>PART 1: THE GENERAL LANDSCAPE OF LAWS RELATING TO ADVERTISING</span></span>
<br>
<span><span>Chapter 2. The Federal Trade Commission’s Role in Advertising Regulation </span></span>
<br>
<span><span>Chapter 3. Specific Forms of Concern under The Federal Trade Commission Act </span></span>
<br>
<span><span>Chapter 4. The Client-Agency Relationship </span></span>
<br>
<span><span>Chapter 5. The Internet </span></span>
<br>
<span><span>PART 2: THE BROAD ISSUES RELATING TO ADVERTISING</span></span>
<br>
<span><span>Chapter 6. Comparative Advertising </span></span>
<br>
<span><span>Chapter 7. The Rights of Privacy and Publicity </span></span>
<br>
<span><span>Chapter 8. Advertising’s Role in Products Liability </span></span>
<br>
<span><span>PART 3: SPECIFIC ISSUES RELATING TO ADVERTISING</span></span>
<br>
<span><span>Chapter 9. Copyright Regulation </span></span>
<br>
<span><span>Chapter 10. Trademark Regulation </span></span>
<br>
<span><span>Chapter 11. Contests and Lotteries </span></span>
<br>
<span><span>Chapter 12. Guarantees and Warranties </span></span>
<br>
<span><span>Chapter 13. Special Areas of Advertising Concern</span></span>
<br>
<span><span>Notes on Cites</span></span>
<br>
<span><span>Glossary</span></span>
<br>
<span><span>Advertising Regulation Resources</span></span>
<br>
<span><span>Index</span></span>
<br>
<span><span>About The Author</span></span>
<br>
<span><span>Preface</span></span>
<br>
<span><span>Chapter 1. An Overview of Advertising Regulation</span></span>
<br>
<span><span>PART 1: THE GENERAL LANDSCAPE OF LAWS RELATING TO ADVERTISING</span></span>
<br>
<span><span>Chapter 2. The Federal Trade Commission’s Role in Advertising Regulation </span></span>
<br>
<span><span>Chapter 3. Specific Forms of Concern under The Federal Trade Commission Act </span></span>
<br>
<span><span>Chapter 4. The Client-Agency Relationship </span></span>
<br>
<span><span>Chapter 5. The Internet </span></span>
<br>
<span><span>PART 2: THE BROAD ISSUES RELATING TO ADVERTISING</span></span>
<br>
<span><span>Chapter 6. Comparative Advertising </span></span>
<br>
<span><span>Chapter 7. The Rights of Privacy and Publicity </span></span>
<br>
<span><span>Chapter 8. Advertising’s Role in Products Liability </span></span>
<br>
<span><span>PART 3: SPECIFIC ISSUES RELATING TO ADVERTISING</span></span>
<br>
<span><span>Chapter 9. Copyright Regulation </span></span>
<br>
<span><span>Chapter 10. Trademark Regulation </span></span>
<br>
<span><span>Chapter 11. Contests and Lotteries </span></span>
<br>
<span><span>Chapter 12. Guarantees and Warranties </span></span>
<br>
<span><span>Chapter 13. Special Areas of Advertising Concern</span></span>
<br>
<span><span>Notes on Cites</span></span>
<br>
<span><span>Glossary</span></span>
<br>
<span><span>Advertising Regulation Resources</span></span>
<br>
<span><span>Index</span></span>
<br>
<span><span>About The Author</span></span>
<span><span>Dean K. Fueroghne </span><span>has been in advertising for over forty-five years, working as an art director, advertising manager, and creative director for agencies including Ogilvy & Mather, DDB/Needham, Bozell/Jacobs, and as president of his own agency, Mousetrap Advertising and Marketing. His clients have included Microsoft, Hyatt Hotels, Jaguar Automobiles, AT&T, Taco Bell, McKesson, 20</span><span><sup>th</sup></span><span> Century Fox, Sebastiani & Sons Winery, and Alpine Car Audio, among others. He has taught advertising law at the University of California at Los Angeles and was adjunct professor at Pierce College in California. Fueroghne has also testified as an expert witness in numerous marketing and advertising-related court cases.</span></span>
<span><span>Integrated discussion of advertising regulation online, rather than isolated in an add-on chapter</span></span>
Diese Produkte könnten Sie auch interessieren:
