Direct Marketing and the Law: What Managers Need to Know

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In today's dramatically changing direct mail landscape, it's hard enough to keep up with the latest promotional technologies and techniques, let alone track the fast developing intricacies of direct marketing law. Now, Direct Marketing and the Law: What Managers Need to Know takes the mystery out of dealing with the legal system and helps you make sure the law is always on your side. Written by a leading legal authority and educator in direct marketing law, this easy-to-understand, authoritative guide addresses ...
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Overview

In today's dramatically changing direct mail landscape, it's hard enough to keep up with the latest promotional technologies and techniques, let alone track the fast developing intricacies of direct marketing law. Now, Direct Marketing and the Law: What Managers Need to Know takes the mystery out of dealing with the legal system and helps you make sure the law is always on your side. Written by a leading legal authority and educator in direct marketing law, this easy-to-understand, authoritative guide addresses current laws, statutes, and regulations that govern your day-to-day direct marketing pursuits and practices - from mailing list rentals to consumer privacy laws - and it helps you make sense of confusing legal terms and concepts by explaining their meaning in clear simple English. Direct Marketing and the Law places dependable legal advice and information right at your fingertips. Learn your legal responsibilities, and clearly understand the legal consequences that follow any direct mail advertising contract or obligation, before you sign on the dotted line. Arthur Winston carefully walks you through the most important direct mail agreements, explaining key clauses and common procedures while pointing out what to avoid. He analyzes and explains advertising guidelines and current FTC regulations, and shares tips for saving time and expensive legal fees. Now you can easily understand all the legal ins and outs of significant direct mail issues such as exchange and rental of mailing lists; mail order and negative option rules; advertising law; copyright, trademark, trade secrets; sweepstakes regulations; telemarketing; 900 number regulation; sales tax; civil and criminal mail fraud; and privacy. Whatever your direct marketing responsibilities - whether you're a direct marketing manager, list broker, or list manager, work in an ad or PR agency, letter shop, or fulfillment firm - you'll confidently turn to Direct Marketing and the Law for the clear, cost-effe
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Product Details

  • ISBN-13: 9780471519935
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 4/1/1993
  • Edition number: 1
  • Pages: 320
  • Product dimensions: 6.40 (w) x 9.32 (h) x 1.25 (d)

Table of Contents

Ch. 1 Mailing Lists 1
Ch. 2 30-Day Mail Order and Negative Option Rules 40
Ch. 3 Advertising Law 72
Ch. 4 Copyright, Trademark, and Trade Secrets 114
Ch. 5 Sweepstakes 135
Ch. 6 Telemarketing and Telepromotion 182
Ch. 7 Sales Tax 233
Ch. 8 Civil and Criminal Mail Fraud 265
Ch. 9 Privacy 280
Index 289
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