In a recent ad for a top brand of bottled water, a spokesperson reads from a study conducted by a company that owns the brand that makes the claim, that its bottled water is much healthier and better tasting than tap water. According to the American Association of Advertising Agencies, the ad violates which of its comparative advertising guidelines?
a. The property being compared should be significant in terms of value or usefulness of the product to the consumer.
b. If a competitive test is conducted, it should be done by an objective testing source, preferably an independent one, so that there will be no doubt as to the veracity of the test.
c. The advertising should never use partial results or stress insignificant differences to cause the consumer to draw an improper conclusion.
d. The intent and connotation of the ad should be to inform and never to discredit or unfairly attack competitors.
Question 2
Which of the following is a written expression of the key question(s) that a manager wishes to answer with research?
a. decision statement
b. hypothesis
c. thesis
d. problem statement
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