CONSUMER SATURDAY; HOW ADS CNA BEND STATISTICS - dental water jet oral irrigator

JAN.
1981 this is a digital version of an article from The Times Print Archive, before it starts online in 1996.
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It's recommended by octaors. . . .
"Four of the five prefer it. . . .
The repairman's choice is twice that of theirs. . . .
These slogans and statements are investigative advertising, a technology for selling products that has been used by more and more people over the past five years, and the FTC is becoming more and more interested.
"This is an important technology because consumers give it credibility and they use the information it contains to make important purchase decisions," Wallace said . "
Snyder, assistant director of the FBIT. C.
The US advertising business said in Washington this week.
Regulation of advertising is the traditional function of advertising. T. C.
Survey advertising is an effective tool that is increasingly used in the $60 billion market. a-
But these ads are not always as scientific or responsible as they sound.
In the past two weeks, there have been three manufacturers and F. T. C.
Stop using less
Substantial claims for their products
One of the ads is that Litton Industries agrees not to advertise its microwave oven as superior to other microwave ovens unless there is a "reasonable basis" for this claim ".
The company has always claimed that independent technicians prefer their products rather than competing products, but their survey only uses technicians from authorized Litton service agencies who may have
In addition, there is no effort to ensure that technicians who like Lipton microwave ovens have experience in repairing ovens other than Lipton microwave ovens.
F. advertising underT. C.
"Reasonable basis" means that qualified and reliable investigations or tests are conducted by qualified personnel.
The regulations stipulate that results must be objectively evaluated using procedures that ensure accurate and reliable results.
Lipton ads do meet these standards, the agency said.
In a similar case, the Standard brand and Ted Bates & Company, formerly an advertising agent for the Standard brand friesman margarine, agreed not to file a claim based on investigation or testing, unless these investigations or tests are conducted scientifically, the claim accurately reflects the results.
Agreement between the company and the federal governmentT. C.
Covers all products of the Standard brand of one of the largest food and beverage companies in the country, as well as every ad produced by the advertising company.
Advertising used between 1974 and 1977 is controversial.
They claimed that the doctor preferred and recommended the margarine of felichmann.
According to a national survey of doctors, two of the four advertisements said: "When a doctor chooses margarine, it is likely that it is from felichmann. '' The F. T. C.
The allegations were not confirmed and only 15 were charged.
Of the doctors surveyed, 5% recommended Fleischmann, at least 67.
5% of doctors do not recommend any specific brand.
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These companies have now agreed that any survey or test that appears in the advertisement will be designed and analyzed in a reliable scientific way and that any claim of superiority must be clearly established.
In another case, Teledyne Inc.
And Teledyne industrial company.
Manufacturers of Water Pik and J
Its advertising agency, Walter Thompson, agreed that their advertising claims about the effectiveness of dentalcare products in preventing gum disease would have a "reasonable basis ".
Water Pik is an "oral Flushing device" that squirts water into the mouth and the ad says it removes debris below the gum line and "reduces the cause of gum disease''The F. T. C.
Further charges Teledyne falsely claimed that Water Pik had been approved by the American Dental Association.
Under F. , to make such a claim, an endorsement must be made in writingT. C. C.
Collot Guerard, deputy assistant director of F. T. C.
The advertising department provides guidance to consumers when they read or see ads :-
"Ask yourself," she said, "When you see something like" five out of six doctors ", how many doctors are actually under investigation.
Consumers tend to think of large nationwide surveys, but this may not be the case. Advertising-
Learn to identify "product X will make your teeth whiter than ever" in the ad and ask yourself what it means.
Is the same product whiter than a year ago?
Whiter than other products? -
Pay attention to parity claims.
"If the ad says 'no hair dryer will dry your hair faster, 'it means it dries faster than other brands of hair," she said.
Usually, this means that it dries as fast as other products. ''-
Maintain a healthy and skeptical attitude.
The Karen de weita edition of this article was printed on page 1001017 of the National edition on January 17, 1981, with the title: Consumer Saturday;
How to Count advertising cna bend.