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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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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Playing Nice with Legal
In his article, “Playing Nice with Legal,” in the January 2013 issue of Quirk’s Marketing Research Review, MMR Strategy’s President, Dr. Bruce Isaacson, uses a fictional cake mix as an example to outline best research...
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Principles of Advertising Claim Substantiation Surveys
Claims are the foundation to convey the benefits of products and services in today’s crowded marketplace. Advertising substantiation provides supporting evidence for claims made in locations such as ads, point of sale materials, brochures, and...
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Don’t Cry Over Spilled Milk: Lessons for Claim Substantiation Surveys from the NAD’s Malt-O-Meal Cereal Decision
In a recent decision, the National Advertising Division of the Better Business Bureau (NAD) recommended that the Malt-O-Meal Brands Company discontinue advertising relating to certain claims for breakfast cereals. The challenger was Post Foods.