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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Chapter Objectives
VII. Special Topics and
Perspectives
1. To examine how advertising is regulated, including
the role and function of various regulatory
agencies.
2. To examine self-regulation of advertising and
evaluate its effectiveness.
21. Regulation of
Advertising and Promotion
© The McGraw−Hill
Companies, 2003
Regulation of Advertising
and Promotion
21
3. To consider how advertising is regulated by federal
and state government agencies, including
the Federal Trade Commission.
4. To examine rules and regulations that affect
sales promotion, direct marketing, and
marketing on the Internet.