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8/2/2019 Tall Claims
http://slidepdf.com/reader/full/tall-claims 1/15
Amity Business School
Business Communication
Sukriti Mittal
MBA-HR 2012
Section A
05
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Business Communication
MBA-HR
Semester: I
“Communication Assessment File”
Submitted to: Submitted by:
Parveen Kumar SUKRITI MITTAL
Lecturer Business Communication
AMITY UNIVERSITY
UTTAR PRADESH
2010
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TALL CLAIMS
Of The Advertising World
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Advertising Claims
• According to Industry:
1. A means to convey product proposition in anengaging manner.
2. To give marketing power to R&D work doneby companies.
3. To bring differentiated products addressing
consumer needs and aspirations.4. Provides incentive for continuous
investments in innovations.
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Examples
• Complan claims to make children taller, stronger
and smarter with 23 vital nutrients.
• Maggi offers complete nutrition for a hungry child
in “2 minutes”.
• Use of Parachute advanced hair oil means “aapke
bal badhe teen guna zyada ”.
• Tide Plus maintains “powder lage aadha” whilegiving “safedi zyaada”.
• LG air conditioners help you “breathe healthy”.
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Offenders (Industries)
• Food
• FMCG
• Personal Care• Consumer Durables Manufacturers
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How True Are These Claims?
• Most Ads lie in the grey area between false
claims and facts.
• Are exaggerated
• Can be misleading
• Include hyperbole
• Science-defying• Magic pitch- ‘HEALTH’- each company
claims its product to be healthier
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Status
• Abroad, those companies which do not stand
up to scrutiny have to give up their specific
advertisement claims.
• In India, very few companies are penalized for
false impossible claims and promises. If a case
gets registered it makes headlines.
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Case (India)
• Controversy involving Complan - the health
drink.
• The Maharashtra FDA took its manufacturer,
Heinz, to court over the claim that Complan
can add two inches to children’s height.
• This led to some beverage companies pledge
to commit themselves to responsible
advertising.
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Ad War
• Between Proctor &Gamble (P&G) and
Hindustan Unilever Ltd.
• Each moved court on the others’ television
commercial.
• To protect market share or capture additional
market share.
• Companies were asked to make modifications
in their respective ads.
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Inconceivable Features in Products
• Green ion door cooling LG refrigerators.
• Bio sleep in Samsung air conditioners.
• BMR (bottom mounted refrigerator) fromHaier.
• These are just claims to lure consumers.
• None are as abstruse as they sound.
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Impact On Consumers
• The health claims by companies do influence
buying decisions of consumers.
• Consumers tend to make a comparison
between products and then purchase.
• Extra factors in Ads have an impact on buying
decisions, which might not even be useful to
the consumers.
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Effect
• These false claims can be detrimental to the
consumers and society as a whole.
• A share of consumers’ income is thus lost if
one gets swayed away by these deceptive
advertisement claims.
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What’s Required?
• Consumers should not take the claims literally.
• They should use common sense to consider if
the claims made are logically possible or not.
• Government should take steps to provide
consumer education.
• Self Regulation by companies.