4 What alternative sampling procedures could be used here? In February 1978, the STP Corporation signed a

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4 What alternative sampling procedures could be used here? In February 1978, the STP Corporation signed a consent decree under which it agreed to discontinue certain advertising claims about its motor oil additive and to make a $700.000 settlement, including $200,000 to place a "public notice" advertisement in 14 periodicals. The text of this advertisement began with the heading "FTC Notice" and stated that "as a result of an investigation by the Federal Trade Commission into certain allegedly inaccurate past advertisements for STP's oil additive. STP Corporation has agreed to a $700,000 settlement." This was then followed by a statement by STP indicating that STP had stopped making the claim when it was learned that their test data did not properly support the claim and that the agreement with the Federal Trade Commission did not constitute an admission by STP that the law had been violated.

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Marketing Research: An Applied Approach

ISBN: 187935

3rd Edition

Authors: Thomas C. Kinnear, James R. Taylor

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