The view and responsibility of the advertising agency toward advertising claims
1Sweeney and Partners, Montvale, NJ 07645.
Journal of Public Health Dentistry
|January 1, 1992
Abstract:
Health care advertising agencies must create communication that is simultaneously creative, scientifically accurate, relevant, within fair balance, simple, motivating, within approved labeling, and approvable by the client, the dental profession, and regulatory bodies. The advertising must also stimulate sales of the product being advertised. Subjective decisions concerning these requirements place the agency and its client at risk for financial losses and embarrassment.
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