As far as claim substantiation is concerned, I think this case should be filed under, “Can they really say that?” You may have read in the news recently that Pom Wonderful, a marketer of pomegranate juice, was recently ordered by the Federal Trade Commission to cease from certain types of claims in its advertising. [...]
“What are the standards for a claim substantiation survey?” Clients often ask this question when they are contemplating a claim substantiation survey in general. The question comes up during discussions about advertising claim substantiation or about claims used in packaging, on point of sale materials, or during sales presentations. I am also asked this question [...]
For many marketers and consumer insights departments, a claim substantiation study can be new ground and a complicated topic. Marketing researchers and marketers tend to be more familiar with typical research projects, such as tracking studies, brand image studies, and concept tests. However, the survey that is used to substantiate a statement on an ad, [...]
Marketers who wish to make a claim must consider the close ties between claims and the evidence that supports them. Whether the claim is placed in an advertisement, on a package, or at the point of sale, there are some consistent rules that govern the relationship between claims and evidence. With some additional forethought about [...]
“Claim substantiation” refers to an activity that is very important for marketers, and very straightforward in concept: providing evidence that the statements made or implied about products or services are, in fact, true. Marketers and sales activities routinely make all sorts of claims. As consumers, we encounter claims every day on items such as [...]
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