In an advertising challenge, the NAD sided with our client, a leading wireless service provider, recommending that their competitor’s comparative advertising claims related to network bandwidth and call quality be discontinued or further qualified to avoid potential deception.
Applied Marketing Science and affiliated survey expert Ravi Dhar, Ph.D. designed and executed two surveys to test consumers’ perceptions of the challenged advertising. The first survey revealed that, when viewing the competitor’s television advertising related to network bandwidth, consumers took away an unsupported message about the competitor’s advertised speed. The second survey showed that, when viewing the competitor’s website advertising, consumers took away a misleading message about the competitor’s advertised call quality.