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The View and Responsibility of the Advertising Agency Toward Advertising Claims
Author(s) -
Sweeney Thomas M.
Publication year - 1992
Publication title -
journal of public health dentistry
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.64
H-Index - 63
eISSN - 1752-7325
pISSN - 0022-4006
DOI - 10.1111/j.1752-7325.1992.tb02317.x
Subject(s) - embarrassment , agency (philosophy) , advertising , business , balance (ability) , advertising account executive , product (mathematics) , false advertising , marketing , public relations , psychology , online advertising , the internet , political science , social psychology , sociology , computer science , social science , geometry , mathematics , neuroscience , world wide web
Health care advertising agencies must create communication that is simultaneously creative, scientifically accurate, relevant, within fair balance, simple, motivating, within approved labeling, and approvable by the client, the dental profession, and regulatory bodies. The advertising must also stimulate sales of the product being advertised. Subjective decisions concerning these requirements place the agency and its client at risk for financial losses and embarrassment.