Make a Statement (PART 1): Why claim substantiation matters

An unsubstantiated advertising claim can derail an otherwise effective marketing campaign. This webinar will discuss the methodologies of competent and reliable scientific evidence for substantiating advertising claims. Concerned about what unintended message your advertisement communicates? We will also discuss how to measure consumer perception and the importance of ensuring a good fit between the substantiation research and the advertisement itself.

Participants will learn about:

  • Practical and useful considerations when designing research to substantiate your claim
  • The importance of the degree of fit between the substantiation research and the claim language
  • Taking consumer perception of your advertising claim into account
  • Working with an expert to develop and defend your claim substantiation research

This webinar is the first in a two-part series on claim substantiation and development. To register for Part Two, “Developing effective claims that stand out,” please visit AMS Insights.

AMS Presenter: Jacqueline A. Chorn, Ph.D.
Time: 26:54
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