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When Kraft foods made a claim that their processed cheese slices contained as much calcium as ...

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7 years ago

When Kraft foods made a claim that their processed cheese slices contained as much calcium as ...

When Kraft foods made a claim that their processed cheese slices contained as much calcium as contained in 5 ounces of milk, the Federal Trade Commission pursued it as a deceptive claim. Although Kraft admitted that a cheese slice did not actually contain as much calcium as claimed due to processing, the company argued that its ad was not deceptive because consumer research indicated that calcium content was not important to consumers when deciding among brands of cheese. Basically, Kraft's defense was based on its belief that the misleading claim ________.
A) was not reasonable from the consumers' point of view
B) did not claim anything different from other cheese manufacturers
C) did not lead to material injury to consumers, and thus it was not deceptive
D) did not omit any important information
E) was not technically misleading if consumers didn't think it was

Textbook

Advertising & IMC: Principles and Practice

Edition: 10^th

Authors: Moriart, Mitchell, Wells

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debbyFlynn Author

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7 years ago

This helped my grade so much Perfect

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Thanks

Jodias

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2 hours ago

Good timing, thanks!

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