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advertising to children, 760-761 alcohol advertising to youth, 752 Bureau of Competition, 723 Bureau of Consumer Protection,

723-724, 740 Bureau of Economics, 723 comparative advertising, 183 complaint procedure, 731 country of origin claims, 728 current regulatory status of, 733-734 deceptive advertising; see Deceptive advertising direct marketing, 482, 742-744 FTC Improvements Act, 724, 725, 733 Internet marketing, 744-746 900-Number Rule, 743 Pay-Per-Call Rule, 743 product placements, 453 professional advertising, 714 sales promotion regulation, 740-742 slotting fees, 549, 742 trade regulation rules, 724 unfairness interpretation, 724-725 uniqueness claims, 257 Wheeler-Lea Amendment, 723, 724 Federation Internationale de Football Association (FIFA), 432, 458 Fee-commission combination, 87 Feedback, 145 Field of experience, 143 Field tests, 626, 628 File transfer protocol (ftp), 487 Financial audits, 88 First-run syndication, 362 Fixed-fee method, 87 Flat rates, 424 Flesch formula, 634 Flighting, 314, 316 Florists' Transworld Delivery

Association, 301 Focus groups, 111, 250, 629-631 Food and Drug Administration (FDA), 268,

711, 735-738 Forward buying, 549 Freestanding inserts, 531

Frequency, 303 average, 321

computer analysis of, 328-329 determining factors, 322 effective reach and, 320-321 effects of, 320

gross ratings points and, 318-320 level needed, 317-318 magazines and, 402 objectives, 318 Frequency programs, 541-542 Full-service agencies, 79 Functional consequences, 117

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