A Practical Guide from Start-up to Global Success
Chapter 16: Before your first ad campaign
There are numerous issues to consider when planning an advertising campaign in Europe. These range from clearing all intellectual property rights to complying with data protection law. This chapter introduces the common issues which can arise, particularly in fashion-focused advertising. It looks at misleading advertising both generally and in the context of social media including the importance of any paid ‘influencers’ identifying that they have been paid for the privilege of the post. It also examines the use of Google adwords, comparative advertising, sponsorship and celebrities both from a legal and practical perspective.
You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.