Agenda
Comparative Advertising
4 Elements of A
Marketing Proposal
What Makes and Ad Deceptive?
Important Links
The Home Depot
Marketing Proposal
Continued...
How Does FTC Determine
If An Ad Is Deceptive
Questions/Concerns
According to the FTC and ad is deceptive:
- When it's likely to mislead consumers
- When false claim is "Material"
SEO Introductory Meeting
- Encouraged by the FTC, but requires clarity, substation and disclosure.
- Must abide by Truth-In-Advertising rules (3)
- Avoiding deception is imperative
1.) Comparative advertising at a glance
2.) Elements of a marketing proposal
3.) The Home Depot
4.) Question/concerns
- http://business.ftc.gov/documents/bus35-advertising-faqs-guide-small-business
- http://www.ftc.gov/bcp/policystmt/ad-compare.htm
- http://www.ftc.gov/bcp/guides/guides.shtm
3.) Launch strategies
- PR strategy and execution
- Ad strategy and execution
- Other promotional efforst
4.) Dissemination of Information
- Need a unique selling proposition.
- What's in it for them? How will this make them better?
- Gary Hutchinson
- DM of Chicago Home Depot's
- gary_hutchinson@homedepot.com
- 770.433.8211
- POV of the reasonable consumer
- Examine express and implicit claims
- Looks at what the ad doesn't say
- Is the claim "material"?
- Looks at your evidence
1.) Image
- Unique Selling Proposition
2.) Marketing Strategy
- F.B.A.
- Positioning
- Pricing
- Distribution
- Communication strategies