The Role of Publicity in FTC Corrective Advertising Remedies
Tyzoon T. Tyebjee · Journal of Marketing & Public Policy · 1982
This paper explores the effects of media publicity surrounding an FTC action requiring corrective advertising. Empirical data are reported to assess the extent and effect of publicity in the case of the corrective advertising remedy for STP oil additive. The study finds that media publicity, and the word-of-mouth communication generated by such publicity, are prevalent mechanisms by which consumers’ brand cognitions are altered.