FINE PRINT IN TELEVISION ADVERTISING - VIEWS FROM THE TOP

In recent years, the use and relative effectiveness of fine print mess ages have been the focus of research attention in the marketing/advert ising literature. However, no study has examined those issues specific ally from the practitioner's perspective. The authors report the findi ngs of a national survey undertaken. to ascertain the opinions of exec utives (representing the leading advertisers, ad agencies, media firms , and regulatory/self-regulatory bodies) on a variety of issues pertai ning to fine print in television advertising. The results indicate tha t most respondents considered the use of fine print in television adve rtising an ineffective means of communicating with consumers and that, given the prevalence of the practice, some adjustment to industry and regulatory standards may be in order. The study findings shed light o n relevant managerial and regulatory issues facing advertisers and ad agencies, and explain some of the dynamics at work in the market place that contribute to the use (or potential misuse) of fine print in tel evision advertising.