RadioActive Media : Marketing, Promotions and Advertising: Radio, Television, Magazine, Internet.

By the RadioActive Team

At RadioActive Media, we believe the best advertising is truthful and speaks to the strengths and value of the company’s product or service. We also know that radio personalities lend their own credibility when endorsing a product. Defending your ad copy claims can be costly, both monetarily and in reputation.

Most advertisers and their agencies do not set out to mislead consumers or take unfair advantage over their competitors.  It is surprising that even some of the largest companies can be called into question, scrutinized by the National Advertising Division (NAD) and reviewed by the FTC.

• Two phone companies were suing each other over what each stated were misleading claims.  One claimed they were the most reliable network and the other claimed they had the most coverage.  Both companies eventually dropped their lawsuits against each other.

• The Federal Trade Commission has been investigating the heart healthy products which claim to lower your cholesterol or lower your blood pressure as advertised by a variety of food companies.  The major issue is the lack of evidence to back up these claims.  In some cases the FTC “urges” the company to halt the claims and in other situations they may file a complaint in federal court.

• How about several years ago when a major discount chain was challenged to prove its claim of lower prices and a savings totaling a certain amount by shopping at that store?  The National Advertising Division of the Council of Better Business Bureaus raised the issue after a competitor complained.

When should you beware?

Ask yourself the following questions when you first review the advertising concept and once again when reading the ad copy content:

1.  Is it true?
2.  Can it be proven if necessary through research and/or independent studies?
3.  Does the content possibly violate any fair trade practices?

If you have any doubts, investigate further.

On the other hand, if a competitor is making claims in their advertising that causes you concern, you should also ask the same three questions regarding their advertising content.

Successful advertising does not have boastful or make extraordinary claims about the company or product. The best advertising is believable and includes an invitation (call-to-action) for your product.  Endorsements by radio personalities are a tried and true method of standing out and being heard and valued.

We can help in getting the right message across to your potential customers using a variety of exciting and actionable vehicles.  Call Jeff Pollak at 800-559-RADIO (7234) to learn more.

@radioactivemed