 |
Federal Trade Commission and National
Advertising Division, Better Business Bureau |
Effective Disclosures in Advertising
May 22, 2001 |
Draft Agenda |
| 8:00 - 9:00 |
Registration |
| 9:00 - 9:30 |
Introductory Remarks Jodie Bernstein,
Director, Bureau of Consumer Protection, Federal Trade Commission
James Guthrie, President, National Advertising Review Council |
| 9:30 - 10:30 |
Session #1 - The "Clear and
Conspicuous" Standard A review of recent FTC law enforcement actions and
NAD self-regulatory efforts involving disclosure issues
Panelists:
Lesley Fair, Division of Advertising Practices, Federal Trade Commission
Andrea C. Levine, Director, National Advertising Division |
| 10:30 - 10:45 |
Break |
| 10:45 - 12:00 |
Session #2 - What Consumer Research Tells Us
About Disclosures Presentations by marketing experts on how disclosures are used
in advertising and what the research reveals about the most effective ways of conveying
information to consumers.
Moderator: Dr. Michael Mazis, American University
Panelists:
Dr. Craig Andrews, Marquette University
Dr. Richard Kolbe, Kent State University
Dr. Louis Morris, Louis A. Morris & Associates
Dr. Keith Murray, Bryant College |
| 12:00 - 1:30 |
Lunch (on your own)
(A list of local restaurants is included in the workshop materials. Attendees who
plan to eat at the Top of the Trade, the FTC cafeteria, can save time by filling out the
sandwich order form included in the workshop materials and returning it to the 4th floor
registration desk by 10:45 am.) |
| 1:30 - 2:00 |
Session #3 - The Network Perspective The
role of the network clearance process.
Speaker: Harvey C. Dzodin, Vice President, ABC |
| 2:00 - 3:00 |
Session #4 - Counseling Clients on the
"Clear and Conspicuous" Standard A panel discussion on the
practical challenges attorneys face when counseling clients on the "clear and
conspicuous" standard.
Moderators:
Darren Bowie, Federal Trade Commission
Chrysse Spathas, National Advertising Division
Panelists:
Sally Davis, True North Communications
Judith Oldham, Collier Shannon Scott
Andrew Sacks, Dell Computer Corporation
Angela Washelesky, Sachnoff & Weaver |
| 3:00 - 3:15 |
Break |
| 3:15 - 4:30 |
Session #5 - Making Disclosures Clear and
Conspicuous A panel discussion on creative approaches to making disclosures
clear and conspicuous. The session will focus on mock "before" ads based on a
hypothetical product, mock "after" ads created by advertising professionals, and
their perspectives on the challenges faced when disclosing information in various media.
Moderators:
Lee Peeler, Division of Advertising Practices, Federal
Trade Commission
Randy Satterfield, Office of Consumer & Business Education, Federal Trade
Commission
Peter Marinello, National Advertising
Division
Commenters:
Sally Davis , True North Communications
Susan Grant, National Consumers League
Bennett Rushkoff, Office of the Corporation Counsel, District of Columbia
Andrew Sacks, Dell Computer Corporation
| Creative Team 1 Ronald
Urbach
Davis & Gilbert
Matthew Seiler
Wieden + Kennedy
Ty Montague
Wieden + Kennedy
|
Creative Team 2 Linda
Goldstein
Hall Dickler Kent Goldstein & Wood
Jeffrey Edelstein
Hall Dickler Kent Goldstein & Wood
Annie Finnegan
Arnold Worldwide
Sue Richmond
Arnold Worldwide |
Creative Team 3 Young
& Rubicam
|
|
| 4:30 |
"Open mike" comments and closing remarks |
|