Understand the role of advertising claims support in effectively communicating the benefits of innovative products

Analyze the relationship between a product’s claims, consumer takeaway messages, and potential impact on competitors

Examine the functions of the National Advertising Division (NAD), courts, and arbitration in advertising regulation

Learn the importance of the critical fit between advertising messages and supporting evidence for consumer-relevant product features

Improve your understanding of appropriate methodology, analysis, and reporting of research findings

Learn how to justify advertising claims based on various metrics, including difference detection and multiplicative comparisons

Understand how to evaluate the design of effective consumer ad takeaway surveys