Substantiation requires that a firm be able to prove all the claims made in its advertising.
Correct Answer:
Verified
Q113: Institutional advertising is primarily image-oriented.
Q114: By using the competitive parity technique of
Q115: The optimal promotional budgeting is the percentage-of-sales
Q116: A firm should increase its advertising expenditures
Q117: Full disclosure and substantiation are enforcement tools
Q119: In bait-and-switch advertising, the advertiser seeks to
Q120: With corrective advertising, a firm must run
Q121: Advertisers have no control over message content
Q122: An integrated marketing communications plan should use
Q123: Because publicity involves no control by the
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