Category Archives: Ad Watchers

What Does it Take to Get Consumer Perception Surveys Right?



Consumer perception surveys are notoriously difficult to get right – from what you ask, to who you ask, to how you ask it, there is a lot of room for things to go wrong.

In this episode of Ad Watchers, hosts provide an overview of some of the biggest points to consider when creating consumer perception surveys, such as whether it has an appropriate universe and a representative sample, how to determine if you have a well-designed questionnaire, and how to use these surveys effectively at NAD. Hosts were also joined by Joel Steckel, marketing professor and the vice dean for doctoral education at NYU’s Stern School of Business, who spoke about his philosophy on survey design, the importance of how respondents interpret questions, and the most common mistakes companies make when it comes to designing surveys.

For more information about this episode, read the show notes here.

Love what you’ve heard? Tell us how we can deliver you more great conversations. Share your insights and suggestions for future episodes. 


How Can You Avoid the Grey Areas of Green Claims?



As consumers are increasingly focused on the impact of their purchasing decisions, companies are looking to convey information on the environmental attributes of their products, services, and sustainability performance.

In the season two premiere of Ad Watchers, La Toya Sutton and her new co-host, Eric Unis, walk listeners through environmental benefit claims, or “green claims,” to help advertisers and practitioners think about the questions they should ask when advertising in this arena. Listen in to hear the four critical questions that companies should ask themselves when developing advertising that incorporates any type of environmental marketing claims.

For more information about this episode, read the show notes here.

Love what you’ve heard? Tell us how we can deliver you more great conversations. Share your insights and suggestions for future episodes. 


What Evidence Do You Need to Support Health Claims?



Any sort of advertising claims related to health or wellness have a special place within advertising claims substantiation: all advertising claims need a reasonable basis, but when it comes to health claims, that reasonable basis has to be competent and reliable scientific evidence, or CARSE. This means that the results of any study done should reflect how the product will work in practice. Tune in to the final episode of Ad Watchers Season One to hear hosts Hal Hodes and La Toya Sutton break down what this evidence should really look like in practice.

For more information about this episode, read the show notes here.

Love what you’ve heard? Tell us how we can deliver you more great conversations. Share your insights and suggestions for future episodes. 


When Are Advertisers Responsible for Consumer Ratings and Reviews?



In the increasingly digital landscape, the influence of word-of-mouth has gone viral. Before making a purchase, consumers frequently turn to a product or service’s reviews and ratings. Since consumers trust what other consumers have to say, brands want to leverage these voices—but are they responsible for them? In this episode, Hal and La Toya explore endorsements and testimonials, as well as the broader category of the implementation of user-generated content in advertising. Listen in to learn about the lines between user-generated content versus testimonials versus endorsements.

For more information about this episode, read the show notes here


The Best Podcast Episode Ever: What is Puffery?



When you hear a claim in an advertisement like, “best in the world,” you probably know that the product has not been measurably proven to actually be the best in the world. And that’s okay, because this is an example of puffery, an exaggerated, blustering, or boastful statement or general claim that could only be understood to be an expression of opinion, not a statement of fact. But where is the line between puffery and a claim that needs a reasonable basis? In this episode of Ad Watchers, hosts Hal Hodes and La Toya Sutton break down the questions they ask to determine whether or not a statement is puffery. Later in the episode, they are joined by their colleague Eric Unis to judge the Battle Royale of Puffery: each host presents cases that illustrate various types of this practice. Tune in to hear which of our hosts has the best examples of puffery in the universe!

For more information about this episode, read the show notes here