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? If it seemed fine but you were confused about what a date meant, you may not be alone. A survey was conducted in September, 2013 by the Harvard Food Law [...]
Many of MMR Strategy Group’s clients increasingly find that claim substantiation and advertising substantiation are important areas of focus for their marketing communications. Dr. Bruce Isaacson, President of MMR Strategy Group, will be speaking at the Advertising Claims Support: Case Histories and Principles conference presented by The Institute for Perception, April 8 – 10, [...]
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 is conducted with these types of claims. What are “up to” claims? “Up to” claims, like other types of [...]
Advertising substantiation (also known as claim substantiation) describes a process intended to provide supporting evidence for claims made in advertising, point of sale materials, brochures, packaging, and other types of marketplace communications. A claim, or statement about a product or service, often compares that product or service to a competitor or to an entire category of competitors. [...]
In past posts about claims substantiation, such as this post entitled “Why Claim Substantiation Matters“, I have written about industries that are currently involved in debates over claim substantiation. This is the start of what will eventually be a running list of places where claim substantiation is affecting consumers, businesses, and industries. Battles over [...]
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