If the Advertising Self-Regulatory Council rules that a firm's advertisements are not substantiated, then it orders the firm to discontinue the ads. This is very similar to the cease and desist order of the Federal Trade Commission

The contingency theory of high-technology marketing specifically states that:

a. matching the appropriate marketing tool to the specific type of innovation will enhance the odds of success in the market. b. network externalities are contingent upon the presence of unit one costs. c. breakthrough innovations are contingent upon customer understanding of how to use the new innovation. d. supply chains are critical for both incremental and breakthrough innovations. e. established firms are less likely to be innovative than newer firms.

Discuss the concept of consideration