Read Chapter 21 Power Point on Legal Issues found Advertising.
Read the Top 7 Trends in Advertising at
 Read the article The Ultimate Guide to Marketing Trends at

Write a 4 pages paper, double spaced, 12 point font, sources of information at the end (URL’s OK), describing the 10 things you learned by reviewing all these works.  You must ALSO provide examples of how companies are using some of these ideas.Regulation of Advertising and Promotion
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Chapter Twenty-One
Regulation of Advertising
and Promotion
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advertising is Regulated Through…

Relation to text
This slide relates to material on p. 693-694 of the text.
Summary Overview
Numerous guidelines, rules, regulations and laws constrain and restrict advertising. This slide shows the various sources through which advertising and promotion are regulated. These include:
Federal regulation
State regulation
Use of this slide
This slide can be used to introduce the regulation of advertising and promotion. More detailed discussion on how advertising and other forms of promotion are regulated will follow.

Direct Mail Under Attack

Relation to text
This slide relates to the opening vignette on page 691 of the text.
Summary Overview
The typical American household receives about 40 lbs of direct mail each year, otherwise known as “junk mail,” and it is the latest traditional marketing tactic being challenged by consumers, as they continue to take control over the marketing message they receive.
Tired of seeing their mailboxes bulging with catalogs and other unsolicited pieces of mail, they want to take action. At the beginning of 2008, 11 states were considering legislation to create state-run “Do Not Mail” list registries.
Use of this slide
Use this slide when discussing the backlash against unsolicited junk mail.

Many Ads Are Review by Law Firms

Relation to text
This slide relates to the material on p. 694 of the text.
Summary Overview
This slide shows an ad run by the law firm of Kinney & Lange, which specializes in advertising law. Many companies, as well as advertising agencies, use the law firms to review their ads for potential legal problems and to represent them if they have an advertising related problem.
Law firms can be a valuable resource for marketers, as well as advertising agencies, because they can review ads to ensure that they meet regulatory guidelines.
Use of slide
This slide can be used as part of a discussion of legal and regulatory issues impacting advertising.

Self-Regulation of Advertising
Voluntary self regulation by the advertising industry, business, and media to maintain consumer trust and confidence and limit government interference

Relation to text
This slide relates to material on pp. 694-704 of the text.
Summary Overview
This slide shows the various segments of the advertising industry that are involved in self- regulation. These include:
Advertisers and agencies – ads are usually examined to make sure messages are consistent with the corporate image and do not mislead or deceive consumers
Industry trade associations – many trade and industry associations develop their own advertising guidelines and codes that member companies are expected to abide by

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