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Transcript

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?

  • Share marketing costs

  • 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
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