Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch

Exercise 4

The chapter opener discusses how Skechers and Reebok were fined for making advertising claims for their toning shoes that the Federal Trade Commission argues were false and misleading and unsubstantiated. Evaluate the claims made by these companies in their toning-shoe ads from a deceptive advertising perspective. Why do you think they agreed to pay money to settle their cases rather than appeal them?