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Claims used in the promotion of a product or service for which there is no acceptable supporting evidence.
In order to substantiate claims made in promotions of a product or service, industry is required to utilise expert testimony, extrinsic evidence, studies or tests. Preferably promotions, advertisements or marketing of this type should be examined by a relevant lawyer prior to the launch of any promotional material to locate and dispute unsubstantiated claims.
|Finance and investment|
|Manufacturing, packaging and logistics|
|Moving annual total (MAT)|
|Concept development and testing|
|Marketing decision support system (MDSS)|
|Marketing cost analysis|
|Peer to peer (P2P) marketing|
|Equivalent advertising value (EAV)|
|Defining Advertising Goals for Measured Advertising Response (DAGMAR)|
|Decision making unit (DMU)|
|Cost consequences analysis (CCA)|