Broadening \u3cem\u3eJournal of Public Policy & Marketing\u3c/em\u3e’s Outreach: My Tour of Duty” as Editor

The article offers the insights of Journal of Public Policy & Marketing\u27s former editor on his tenure, objectives, and initiatives. He states that on editor tenure, he observed that a crucial time in a journal\u27s life is the handoff or transition between retiring and incoming editors. He says that the aim in his term was to provide information regarding public policy issues\u27s impact on marketing behaviors. He adds that he promoted ethnography topics during his tenure

Warnings and Disclosures

This chapter reviews nearly six decades of research on warnings and disclosures, including common misperceptions and their importance to public health policy, and offers an answer to the key question, “Do warnings and disclosures really work?” Supporting theory and research applications are discussed

Incoming Editor’s Statement

In this editor\u27s statement, I will share JPP&M\u27s editorial philosophy and mission with our readers, as well as important information regarding our Web site, new JPP&M activities, section editors, and special issues and conferences. The following JPP&M editorial philosophy and mission should be of interest to readers and all prospective contributors

The Use of Marketing Knowledge in Formulating and Enforcing Consumer Protection Policy

The purpose of this first chapter of the handbook is to discuss how the findings and approaches offered by the marketing discipline are used in consumer protection policy

Editor\u27s Statement

It has been almost nine years since I concluded my term as the fifth editor of Journal of Public Policy & Marketing (JPP&M). As indicated in my outgoing “Editor’s Statement” (2001), I consider it a tremendous honor to have served as editor for a journal that has evolved into one of the leading outlets for scholarly work in the marketing field. However, as most former editors will acknowledge, it can be best described as an ever-changing journey, with peaks and valleys in the evolution process. Therefore, the purpose of this article is to reflect on my tenure and background, my objectives for the journal, initiatives that were tried (including what worked and what didn’t), special issues and sections, and award-winning articles and reviewers. I conclude with a closing set of thoughts and reflections for future JPP&M editors, authors, reviewers, and readers

Advertising Research Issues from FTC Versus Stouffer Foods Corporation

Extrinsic evidence is frequently offered in Federal Trade Commission advertising deception cases, most often in the form of advertising research, such as copy tests. Although generally accepted principles exist for copy test evidence presented before the Commission, how these principles are operationalized can provide fertile ground for challenges. Thus, the authors review six copy testing and ad interpretation issues from the recent Stouffer Foods case. The authors discuss difficult tradeoffs inherent in relative versus absolute claims, multiple claims, control ad groups, control questions, and disclosure information. The careful consideration of such trade-offs in advertising research decisions will help in the preparation of extrinsic evidence before the Commission

Adherence of Prime-Time Television Advertising Disclosures to the “Clear and Conspicuous Standard: 1990 vs. 2002

In 1990, one-fourth of all national television commercials contained disclosures, yet none of the disclosures adhered to all of the Federal Trade Commission\u27s clear and conspicuous standard (CCS). As a result of marketplace changes and a 2001 Federal Trade Commission and National Advertising Division joint workshop, the authors anticipate an increase in the number of disclosures and greater adherence to the CCS. The authors find a significant increase in disclosure incidence; however, adherence declines or remains unchanged for most individual guidelines. Finally, the authors provide public policy implications and offer suggestions to increase adherence to the CCS