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Truth in Advertising: Research (and Knowledge) Can Keep You Out of Trouble
November 13 @ 12:00 pm - 1:00 pm
Free
Description/Summary:
Marketers around the world are accountable for the advertising claims they make about their products and services. Regulations and laws dictate that claims must be truthful and not mislead, even unintentionally. Designing and conducting specialized consumer research is a critical step in assuring advertising claims can be substantiated in a way that meets these standards. If you are working in this space, it is imperative that you understand not only the nuanced regulations but also how to make your claims substantiation research more impervious to a challenge.
You will learn:
- Why, in this global economy, there is a growing trend toward international cooperation to harmonize advertising standards
- What are the recent areas of focus for the agencies tasked with the promotion of consumer protection and, in some cases, the enforcement of civil antitrust law
- What are some key elements that require careful consideration when designing ad claim substantiation research
Speakers
Speaker: Sue Collin,
Senior Vice President
Speaker:Lisa Cooper,
Senior Vice President
With more than 30 years of consumer insights experience each, Lisa and Sue provide research consulting for CPG, HBA, Healthcare and Financial Services institutions. While Lisa and Sue’s work spans all facets of consumer research, they both have particular expertise in the very specialized discipline of Ad Claim Substantiation, where they aid clients in assessing the risks vs. rewards of making specific claims and guide them through the design and execution of fair and balanced consumer claim substantiation research
