.png){kind=logo}
.jpg)
Registration
Fee
Includes:
-
Printed slide manual and NAD case studies
-
Digital downloads of our latest books
-
Lunch and beverage refreshments during the course
Learning Objectives
OBJECTIVE
Understand the role of advertising claims support in effectively communicating the benefits of innovative products
OBJECTIVE
Analyze the relationship between a product’s claims, consumer takeaway messages, and potential impact on competitors
OBJECTIVE
Examine the functions of the National Advertising Division (NAD), courts, arbitration, and ASTM and other expert bodies, in advertising regulation
OBJECTIVE
Learn the importance of the critical fit between advertising messages and supporting evidence for consumer-relevant product features
OBJECTIVE
Improve your understanding of appropriate methodology, analysis, and reporting of research findings
OBJECTIVE
Learn how to justify advertising claims based on various metrics, including difference detection and multiplicative comparisons
OBJECTIVE
Understand how to evaluate the design of effective consumer ad takeaway surveys
The instructors for this course will be:
.png)
%20(1).png)
Morning Sessions | 8am - 12pm EDT
Topics
8:00 – 9:00 | Advertising Claims Support
-
Introduction and scope of the course
-
Claims support in product/brand development
-
Admissibility of expert testimony
-
Surveys in false advertising and trademark cases
-
Efficacy, perception, and materiality
9:10 – 10:00 | NAD and ASTM Sensory Claims Guide
-
The Self-regulatory Process
-
Review of the ASTM Claims Guide
-
Evolution of the Guide content
-
Choosing a target population, product selection, sampling and handling, selection of markets
-
Claims: Superiority, unsurpassed, equivalence, non- comparative
-
Test options: Monadic, sequential, direct comparisons
-
Test design issues: Within-subject, matched samples, position and sequential effects, replication
-
Choosing a testing location and test subjects
10:10 – 11:00 | Sensory and Hedonic Methods
-
Methods: Difference, descriptive, hedonic
-
Data: Counts, ranking, rating scales
-
“Better” and “Greater”, hedonic, sensory, and technical claims
-
Attribute interdependencies
-
NAD Case #5129 (2009) MillerCoors, LLC (Miller Lite Beer)
-
NAD Case #5715 (2014) General Mills Inc. (Yoplait Blended Greek Yogurt)
-
11:10 – noon | Consumer Relevance
-
Setting action standards for consumer-perceived differences
-
Linking expert and consumer data
-
Clinical vs. statistical significance
-
Litigated Case: (S.D.N.Y. 2012) Church & Dwight Co., Inc vs. Clorox Co. (cat litter)
-
NAD Case #5974 (2010) Comcast Communications, Inc. (Xfinity Internet, Television & Telephone Services)
-
NAD Case #6025 (2010) Bausch & Lomb, Inc. (PeroxiClear Contact Lens Peroxide Solution)
-
NAD Case #6131 (2017) Too Faced Cosmetics, LLC. (Better Than Sex Mascara)
-
Afternoon Sessions | 1pm - 4pm EDT
Topics
1:00 – 2:00 | Handling No Difference/No Preference Responses
-
No preference option analysis
-
Power comparisons: Dropping the no difference counts vs equal and proportional distributio
-
Statistical models and psychological models
-
ASTM recommendation
-
NAD Case #5453 (2012) Ocean Spray Cranberries, Inc. (Ocean Spray Cranberry Juice)
-
NAD Case #6037 (2016) Mizkan America, Inc. (RAGU Homestyle Traditional Sauce)
-
2:10 – 3:00 | Ratio, Multiplicative, and Count-Based Claims
-
The difference between ratio and multiplicative claims
-
Examples of multiplicative claims
-
Count-based claims (e.g., "9 out of 10 women found our product reduces wrinkles")
-
NAD Case #5107 (2009) Ciba Vision Corp. (Dailies Aqua Comfort Plus) NAD Case #5416 (2012) LG Electronics USA, Inc. (Cinema 3D TV & 3D Glasses)
-
NAD Case #5484 (2012) Reynolds Consumer Products (Hefty® Slider Bags) NAD Case #5779 (2014) S.C. Johnson & Son, Inc. (Scrubbing Bubbles Heavy Duty Cleaner with fantastik & Scrubbing Bubbles Bleach 5-in-1 All Purpose Cleaner with fantastik)
-
NAD Case #5934 (2016) Rust-Oleum Corp. (Painter's Touch Ultra Cover 2X Spray Paint)
-
3:10 – 4:00 | Consumer Perception Surveys
-
A survey must include: Sample, design, questionnaire, and analysis
-
Reliability and validity: Ecological, external, internal, face, construct
-
Bias: Code, position
-
Task instructions – importance and impact
-
Data collection methods
-
Target universe and size, controls, biased questions, improvements in design and analysis
-
Design Issues: Monadic vs sequential monadic (within subject), separating open-ended questions from close-ended
-
The stimulus is the label or ad, not the product itself
-
Why open-ended questions are not a good basis for quantification
-
Common design flaws
Register
Please enter your information below to register for this course.