Readings in Advertising Claims Substantiation
Institute for Perception, Jun 1, 2016 - Business & Economics - 94 pages
Eight chapters exploring three topics crucial to making defensible claims
Among the important topics in supporting advertising claims, there are three that have needed attention for the last decade. These three topics are testing for equivalence, testing for multiplicative claims, and accounting for no preference/difference in product testing. After reading this book, practitioners will have a reliable basis for making defensible and truthful advertising claims that can be backed up by competent science.
Daniel M. Ennis and John M. Ennis use their combined expertise to guide readers to develop a technical background in the three areas that support advertising claims substantiation. If you are involved in providing technical support for claims, or refuting those of your competitors, you will need to know what is in this book.
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Hypothesis Testing for Equivalence Defined on Symmetric Open
Equivalence Hypothesis Testing
Tables for Parity Testing
Justifying CountBased Comparisons
Confidence Bounds for Multiplicative Comparisons
Accounting for No DifferencePreference Responses or Ties
A Comparison of Three Commonly Used Methods for Treating