Advertising Claims Support

Claims of Superiority Versus Specific Levels of Superiority

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Odor and Taste Elimination

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Compared to What? Controls in Advertising Claims Substantiation

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Making Count-Based Claims from Sample Data

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Claiming Superiority and Equivalence Simultaneously

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Issues in "Up-To" Advertising Claims

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Count-Based Comparison Claims

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Multiplicative versus Ratio Comparisons

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Conditional Ratio Statements

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Parity Claims

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Making Ratio Statements About Product Improvements

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Replicated Difference and Preference Testing with Applications to Claims Support