In October, the National Advertising Review Board ruled against a pasta advertisement Goya Foods had been running in Puerto Rico. Goya had been selling its Excelsior brand pasta on the island with the tagline “La…
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Will your taste test substantiate your advertising claims?
In the November, 2018 issue of Quirks Magazine, Dominique Romanowski published an article about surveys to substantiate advertising claims. “Are you considering making superiority in advertising claims such as “Brand X” is preferred to “Brand…
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Using the Squirt Survey Format to Measure Likelihood of Confusion
There are two commonly accepted likelihood of confusion survey formats, including the “Squirt” format, and the “Eveready” format. This article addresses Squirt surveys,
Using the Eveready Survey Format to Measure Likelihood of Confusion
There are two commonly accepted likelihood of confusion survey formats, which are known as the “Eveready” format, and the “Squirt” format. This article addresses Eveready surveys.
When Not To Conduct an Advertising Claim Substantiation Survey
An Advertising Claim Substantiation Survey Gone Wrong Survey results indicating that Schmidt’s deodorant helps consumers feel dry do not substantiate an advertising claim that the deodorant absorbs wetness. That is the opinion of the National…
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