Dubious Claims Are Totally Believable

AdPulp is preferred five to one by discerning readers of ad and marketing blogs.
How do we know? We can’t reveal that.
According to The Wall Street Journal that’s the game many top brands play. They make dubious claims and refuse to properly support them with data.
Domino’s Pizza Inc. says its sandwiches were preferred two-to-one over Subway’s; Campbell Soup Co. and General Mills’ Progresso trade barbs about the number of soups the other makes with MSG; and Burger King staged a taste test that the company says showed a preference over McDonald’s sandwiches. But Burger King won’t release any of the supporting data.

Taking on rivals head-on in such campaigns is being diagnosed as a symptom of an ailing economy by some advertising experts. “When the tide is running out, and there’s less business, you have to take it from somewhere else,” says Jack Trout, a marketing strategist in Old Greenwich, Conn.

Wrong! Progresso was taking that approach long before the financial crisis, says vice president of marketing Jerry Lynch.
Ads that use numbers are “extremely effective,” says Priya Raghubir, professor of marketing at New York University’s Stern School of Business.
So please remember, AdPulp is preferred five to one by discerning readers of ad and marketing blogs.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.