Law & Advertising

A Guide to Current Legal Issues

Dean K. Fueroghne (Autor)

Buch | Hardcover

398 Seiten

2017 | Fourth Edition
Rowman & Littlefield (Verlag)
978-1-4422-4488-7 (ISBN)

Artikel merken

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.

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.

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.

Dean K. Fueroghne 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, 20th 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.

Foreword by Stephen P. Durchslag
Preface
Chapter 1. An Overview of Advertising Regulation
PART 1: THE GENERAL LANDSCAPE OF LAWS RELATING TO ADVERTISING
Chapter 2. The Federal Trade Commission’s Role in Advertising Regulation
Chapter 3. Specific Forms of Concern under The Federal Trade Commission Act
Chapter 4. The Client-Agency Relationship
Chapter 5. The Internet
PART 2: THE BROAD ISSUES RELATING TO ADVERTISING
Chapter 6. Comparative Advertising
Chapter 7. The Rights of Privacy and Publicity
Chapter 8. Advertising’s Role in Products Liability
PART 3: SPECIFIC ISSUES RELATING TO ADVERTISING
Chapter 9. Copyright Regulation
Chapter 10. Trademark Regulation
Chapter 11. Contests and Lotteries
Chapter 12. Guarantees and Warranties
Chapter 13. Special Areas of Advertising Concern
Notes on Cites
Glossary
Advertising Regulation Resources
Index
About The Author

Verlagsort	Lanham, MD
Sprache	englisch
Maße	184 x 262 mm
Gewicht	912 g
Themenwelt	Recht / Steuern ► Allgemeines / Lexika
	Recht / Steuern ► EU / Internationales Recht
	Recht / Steuern ► Privatrecht / Bürgerliches Recht ► Medienrecht
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	1-4422-4488-7 / 1442244887
ISBN-13	978-1-4422-4488-7 / 9781442244887
Zustand	Neuware