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.
Do Food Labels Cause Consumer Confusion About Expiration Dates?
Have you ever thrown away milk because the “sell by,” “use by,” or “best before” date on the carton expired? Did it smell bad? Taste bad?
When It Comes to “Up To” Claims, Make Sure You Have the Right Substantiation
We’ve all heard ads that make “up to” claims, such as “save up to 50%,” or “lose up to 10% of your body fat.” This post describes what these claims mean and how claim substantiation...
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