Principles of Advertising Claim Substantiation Surveys

Claims are the foundation to convey the benefits of products and services in today's crowded marketplace.  Advertising substantiation provides supporting evidence for claims made in locations such as ads, point of sale materials, brochures, and packaging.

This paper discusses how such evidence must be gathered for claim substantiation when consumer perceptions are involved.

You'll learn the principles that help guide each step in advertising claim substantiation research, including:

  • Decide which claims to test

  • Select which products or services to test

  • Conduct claim substantiation research and analyze claim substantiation data

  • Select claims to use in the marketplace

Fill in the form to the right to learn more about claim substantiation.