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Healthcare Glossary
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Substantiation
The obligation for a company to back any promotional claims with evidence.
A primary concern in product advertisement is the substantiation of what the product claims to do or provide. Substantiation can be attained using expert testimony, evidence and studies. Careful implication in advertising is commonly sided with, rather than factual claims and a lawyer is usually consulted prior to any promotional material being released.
See also:
Fair Balance
Related terms
Target audience, Abbreviated advertisement (UK), Coverage, Pull promotion, Cash cow, Post-testing, Local advertising, Business to business (B2B) , Media planning, Sponsorship, Media mix, Cost per acquisition/action (CPA) , Promotional plan , Direct mail, Direct marketing,
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