tall claims

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Amity Business School

Business Communication

Sukriti Mittal

MBA-HR 2012

Section A

05



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



TALL CLAIMS

Of The Advertising World



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.



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”.



Offenders (Industries)

• Food

• FMCG

• Personal Care• Consumer Durables Manufacturers



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



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.



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.



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.



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.



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.



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.



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.

tall claims

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