In terms of substantiation of advertising claims, the Federal Trade Commission (FTC) and the courts consider the totality of evidence
If the company has one study that supports the ad claim, but a number of other studies contradict the claim, the FTC and courts will find the claim has not been properly substantiated.
Indicate whether the statement is true or false
TRUE
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Apple created a lot of publicity before the release of its tablet computer, i-pad. The product was discussed in online communities and social networks. Many booked the product in advance, ensuring good initial revenues for Apple
The company published periodic updates of the product creating huge expectation in the minds of customers. This pre-launch publicity can be viewed as ________ marketing. A) buzz B) stealth C) ambush D) undercover E) direct
Which scale typically has numbers that range from a minus end (-3 ) to a corresponding plus end (+3 ) and includes a 0 midpoint?
A) life-style inventory B) Stapel scale C) minus/plus scale D) balanced pole scale E) positive/negative scale
Two companies produce different proprietary versions of the same product. The two versions are very alike in quality and effectiveness, but the product from the company with a strong reputation for ethical performance costs slightly more. Given statistical research findings, what will most Americans who want this type of product do assuming they are familiar with the two companies?
a. Base their purchase on convenience and disregard ethical reputation. b. Base their purchase not on ethics or price but solely on user reviews. c. Pay the higher price for the product from the ethical company. d. Pay the lower price for the product from the company with no reputation for ethics.
Which of the following refers to a nonprobability sample in which the researcher uses his or her evaluation techniques to select population members who are good prospects for accurate information?
A) quota sample B) judgment sample C) convenience sample D) stratified random sample E) simple random sample