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NEW YORK Consumers are likely to shrug off Airborne’s false advertising-related settlement this week and the brand will remain healthy, marketing experts say.
The company, which markets herbal supplements, agreed to pay more than $23 million in a class-action settlement over false claims in an ad, but that’s likely to be the extent of the damage, said Rob Frankel, a Los Angeles-based marketing consultant. “The stuff that generally kills a brand is endangerment, not ineffectiveness.”
Frankel
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